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El panorama de viajes online en LATAM Amadeus Junio, 2015 Carolina Haro Analista para LATAM Viajar es nuestro mundo. Phocuswright es la autoridad mundial en investigación y en como viajeros, proveedores e intermediarios se conectan. El contexto actual El mundo en las manos Abundancia de opciones El poder del click Stres sconstante Cambios en el perfil de los viajeros El panorama mundial de viajes El panorama mundial de viajes en 2014 US$1.3 trillones …y sigue Source: Phocuswright’s Global Online Travel Overview Third Edition © 2015 Phocuswright Inc. All Rights Reserved. 10 …6 segmentos… Source: Phocuswright’s Global Online Travel Overview Third Edition © 2015 Phocuswright Inc. All Rights Reserved. 11 …si añadimos otros… (actividades, eventos, tours) Alquiler para vacaciones, residencias privadas, Los US$1.3 trillones en reservas brutas pueden acercarse a US$1.5 trillones* Phocuswright has conducted market sizing for the vacation rental and tours and activities markets in the U.S. and Europe only. Assuming regional market share for those two categories would be comparable to other travel segments, the added volume would increase global gross travel bookings to more than $1.45 trillion. Source: Phocuswright’s When They Get There: Activities, Attractions, Events and Tours in Europe; Phocuswright’s U.S. Vacation Rentals 2009 - 2014: A Market Reinvented © 2015 Phocuswright Inc. All Rights Reserved. 14 …En las 6 regiones Reservas brutas globales por región, 2014 27% 25% 8% 6% 27% 7% Source: Phocuswright’s Global Online Travel Overview Third Edition © 2015 Phocuswright Inc. All Rights Reserved. 15 Reservas Brutas Totales (US$B) para 2013 y tasa de crecimiento (%) for 2013-2016 5% Argentina Chile 9% Colombia 9% Mexico 8% 10% Peru 0 10 20 30 Compound Annual Growth Rate 6% Brazil 40 Note: CAGR calculated using U.S. dollars. Source: Phocuswright’s Latin American Online Travel Overview Second Edition © 2015 Phocuswright Inc. All Rights Reserved. 16 Reservas Brutas Totales ONLINE 2011-2015 (US$B) Total Market Online Market 1,400 1,200 1,000 800 600 400 200 2011 2012 2013 2014 2015 Source: Phocuswright's Global Online Travel Overview Third Edition © 2015 Phocuswright Inc. All Rights Reserved. 17 Penetración online por región, 2012-2016 45% 40% 35% 30% 25% 20% 15% 10% Europe U.S. APAC Eastern Europe Middle East Latin America Source: Phocuswright’s European Online Travel Overview Tenth Edition © 2015 Phocuswright Inc. All Rights Reserved. 18 Mercado LATAM total y online: Reservas Brutas Totales y Tasa de Crecimiento, 2012 6% Online Market 15% -10 10 30 2012 50 2013 70 2014 90 2015 110 130 Compound Annual Growth Rate Total Market 150 2016 Note: CAGR calculated using U.S. dollars. Source: Phocuswright’s Latin American Online Travel Overview Second Edition © 2015 Phocuswright Inc. All Rights Reserved. 19 Por países: Reservas Brutas (ONLINE) (US$B) para 2013 y Tasa de crecimiento (%) for 2013-2016 13% Brazil 15% Chile 17% Colombia 20% Mexico 14% Peru 22% 0.0 2.0 4.0 6.0 Compound Annual Growth Rate Argentina 8.0 Note: CAGR calculated using U.S. dollars. Source: Phocuswright’s Latin American Online Travel Overview Second Edition © 2015 Phocuswright Inc. All Rights Reserved. 20 Mercado de viajes LATAM, OTA X Directo, 2013 Supplier Direct OTA Source: Phocuswright’s Latin American Online Travel Overview Second Edition © 2015 Phocuswright Inc. All Rights Reserved. 21 Reservas Proveedores por Canales, 2013 Airlines Hotels Car Rentals Tour Operators Direct Indirect Other Source: Phocuswright’s Latin American Online Travel Overview Second Edition © 2015 Phocuswright Inc. All Rights Reserved. 22 Reservas Proveedores por Canales, 2016 Airlines Hotels Car Rentals Tour Operators Online Direct OTAs Other Source: Phocuswright’s Latin American Online Travel Overview Second Edition © 2015 Phocuswright Inc. All Rights Reserved. 23 Argentina: escenario y perspectivas Argentina: Reservas Brutas Totales (US$B), 2013 y Tasas de Crecimiento %, 2013-2016 2013 0 2 4 Total Market 6 Online Direct 8 10 OTA Source: Phocuswright’s Latin American Online Travel Overview Second Edition © 2015 Phocuswright Inc. All Rights Reserved. 25 Argentina: el universo online 27% 15% Source: Phocuswright’s Latin American Online Travel Overview Second Edition Brasil: escenario y perspectivas Brasil: Reservas Brutas Totales (US$B) y por canales, 2012-2016 2012 2013 2014 2015 2016 0 5 10 15 Total Market 20 25 Online Direct 30 35 40 OTA Source: Phocuswright’s Latin American Online Travel Overview Second Edition © 2015 Phocuswright Inc. All Rights Reserved. 28 Brasil: Tasas de crecimiento por canal, 2013-2016 16% 14% 12% 10% 8% 6% 4% 2% 0% Total Market Online Direct OTAs Source: Phocuswright’s Latin American Online Travel Overview Second Edition © 2015 Phocuswright Inc. All Rights Reserved. 29 Brasil: Market share – proveedores X OTAs, 2013 OTA Supplier Direct Source: Phocuswright’s Latin American Online Travel Overview Second Edition © 2015 Phocuswright Inc. All Rights Reserved. 30 Brasil: el universo online 39% 16% Colombia: escenario y perspectivas Colombia: Reservas Brutas Totales (US$B), 2012 - 2016 2012 2013 2014 2015 2016 0 2 4 Total Market 6 8 Online Direct 10 12 14 OTA Source: Phocuswright’s Latin American Online Travel Overview Second Edition © 2015 Phocuswright Inc. All Rights Reserved. 33 Colombia: Tasas de crecimiento por canal, 2012-2016 30% 25% 20% 15% 10% 5% 0% Total Market Online Direct OTAs Source: Phocuswright’s Latin American Online Travel Overview Second Edition © 2015 Phocuswright Inc. All Rights Reserved. 34 Colombia: el universo online 28% 14% Mexico: escenario y perspectivas Mexico: Reservas Brutas Totales (US$B), 2012 2016 2012 21.9 2.0 1.6 24.3 2013 2.4 1.8 2014 2.8 2.0 2015 3.2 2.2 2016 26.4 28.5 30.8 3.7 2.5 0 5 10 Total Market 15 20 Online Direct 25 30 35 OTA Source: Phocuswright’s Latin American Online Travel Overview Second Edition © 2015 Phocuswright Inc. All Rights Reserved. 37 Mexico: Tasas de crecimiento por canal, 20122016 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Total Market Online Direct OTAs Source: Phocuswright’s Latin American Online Travel Overview Second Edition © 2015 Phocuswright Inc. All Rights Reserved. 38 Mexico: el universo online 58% 22% Peru: escenario y perspectivas Peru: Reservas Brutas Totales (US$B), 2012 2016 2012 2013 2014 2015 2016 0.0 0.5 1.0 1.5 Total Market 2.0 2.5 Online Direct 3.0 3.5 4.0 OTA Source: Phocuswright’s Latin American Online Travel Overview Second Edition © 2015 Phocuswright Inc. All Rights Reserved. 41 Peru: Tasas de crecimiento por canal, 20122016 30% 25% 20% 15% 10% 5% 0% Total Market Online Direct OTAs Source: Phocuswright’s Latin American Online Travel Overview Second Edition © 2015 Phocuswright Inc. All Rights Reserved. 42 Peru: el universo online 20% 13% Mucha Información? Tendencias El tamaño importa © 2015 Phocuswright Inc. All Rights Reserved. 47 47 En 2 años, EXPE + PCLN ganaron 9 puntos en el mercado global 160 Gross Bookings (US$B) 140 120 100 Global OTA Market Priceline Expedia* 80 60 40 20 38% 47% 2011 2013 Note: *Excludes gross bookings for Egencia, Expedia’s corporate travel business. Source: Phocuswright Inc. © 2015 Phocuswright Inc. All Rights Reserved. 48 Economia compartida es realidad Bienvenidos! © 2015 Phocuswright Inc. All Rights Reserved. 50 © 2015 Phocuswright Inc. All Rights Reserved. 51 51 El impacto Airbnb © 2015 Phocuswright Inc. All Rights Reserved. 52 17% de los viajeros de ocio en EUA alquilaron en 2013. Son 22 millones de personas. Total de viajes X alquileres 17% Renters Non-renters 83% Source: Phocuswright's Share This! Private Accommodation & the Rise of the New Gen Renter © 2015 Phocuswright Inc. All Rights Reserved. 53 Y los otros 83%? Total de viajes X alquileres 17% Renters Non-renters 83% Source: Phocuswright's Share This! Private Accommodation & the Rise of the New Gen Renter © 2015 Phocuswright Inc. All Rights Reserved. 54 3 puntos relevantes 1.Reconocimiento 2.Confianza 3.Servicios y amenidades hoteleras Source: Phocuswright's Share This! Private Accommodation & the Rise of the New Gen Renter © 2015 Phocuswright Inc. All Rights Reserved. 55 El futuro de los alquileres: La experiencia única… © 2015 Phocuswright Inc. All Rights Reserved. 56 56 …combinada con la hospitalidad tradicional Source: Google Images © 2015 Phocuswright Inc. All Rights Reserved. 57 57 La revolución del transporte Esto… cambiando para esto… Una ola de aplicativos y opciones mobiles está cambiando la manera como nos relacionamos con el transporte Algunos ejemplos relevantes de apps © 2015 Phocuswright Inc. All Rights Reserved. 62 Millennials: por qué son tan relevantes? © 2015 Phocuswright Inc. All Rights Reserved. 63 PODER PARA GASTAR © 2015 Phocuswright Inc. All Rights Reserved. 64 ….y hacen las cosas de manera distinta! © 2015 Phocuswright Inc. All Rights Reserved. 65 Diferencias importantes en porque eligen comprar online 70% 60% 50% 40% 30% 20% 10% 0% Ease of use Best prices Brand trust Millennial Travelers Good previous Widest selection Loyalty experience membership Older Travelers Source: Phocuswright’s Consumer Travel Report Sixth Edition © 2015 Phocuswright Inc. All Rights Reserved. 66 Lealtad Programas de cias aéreas 80% 70% 60% 50% 40% 30% 20% 10% 0% 18-24 25-34 35-44 45-54 55-64 65+ Programas de hoteles 60% 50% 40% 30% 20% 10% 0% 18-24 25-34 35-44 45-54 55-64 65+ © 2015 Phocuswright Inc. All Rights Reserved. 67 23% de los millennials utilizan Smartphones para planificar viajes (versus 5% de los otros viajeros) 1 en 4 reservaron su último viaje en la semana anterior al viaje, versus 1 en 10 de los otros viajeros 85% siempre buscan en múltiplas páginas para encontrar el mejor deal Last minute Source: Phocuswright Inc. © 2015 Phocuswright Inc. All Rights Reserved. 68 68 Yo! soy importante © 2015 Phocuswright Inc. All Rights Reserved. 69 Con el cliente cualificado… toda interacción importa! © 2015 Phocuswright Inc. All Rights Reserved. 70 Factores que influyen el el uso de websites* Es fácil de utilizar Ofrece el mejor precio * Not mutually exclusive Source: Phocuswright Inc. © 2015 Phocuswright Inc. All Rights Reserved. 71 Distinción por… Precio Producto Commodi ties Personali zación © 2015 Phocuswright Inc. All Rights Reserved. 72 La guerra estará en personalizar la experiencia y ofrecer algo único Están listos? © 2015 Phocuswright Inc. All Rights Reserved. 74 phocuswrightconference.com Gracias! Carolina Haro Analista para LATAM