PAYLAŞ
Google Türkiye’nin “Yeni Nesil Seyahat Alışkanlıkları” araştırması tatil süreçlerinde mobilin artan önemi ortaya koydu.

Google Türkiye’nin “Yeni Nesil Seyahat Alışkanlıkları” araştırmasına göre otel rezervasyonu yapacakların %95, uçak bileti alacakların ise %96’i online araştırma yapıyor. Araştırmaya katılanların %68’i uçak biletini online olarak satın alırken, online otel rezervasyonu yapanların oranı %45 olarak karşımıza çıkıyor. Tek başına tatile çıkmayı sevmediğimizi ortaya koyan araştırmaya göre tatil amaçlı konaklama rezervasyonları %88 oranında iki ve daha fazla kişi için yapılıyor

Tatil maceramız hiç kuşkusuz önce hayal ederek başlıyor. Sonrasında ise hayalini kurduğumuz tatili planlıyor ve ilgili rezervasyonları yapıyoruz. Son aşama ise tatil deneyiminin tadını çıkarmak oluyor. İşte tüm bu süreçlerin hepsinde hayatımızın diğer tüm alanlarında olduğu gibi internet ve mobil teknolojiler çok önemli bir yer edinmiş durumda. Google Türkiye’nin TNS Danışmanlık ile gerçekleştirdiği “Yeni Nesil Seyahat Alışkanlıkları 2016” raporu, tatillerimizi daha önce hiç olmadığı kadar ‘online’ planladığımızı ve yaşadığımızı ortaya koydu. Konaklama, havayolu seyahati ve paket tatil olmak üzere üç ayrı kategorinin incelendiği araştırmaya göre “nereye gitsek, nerede kalsak, nasıl satın alsak, nereleri görsek, ne yesek” gibi pek çok sorunun yanıtını artık çok daha fazla online kanallarda arıyoruz ve satın alma işlemlerimizi gerçekleştiriyoruz. Rakamlar da bu ivmeyi net bir şekilde gözler önüne seriyor. 2013 yılında 5,1 milyar TL olan online tatil ve seyahat harcamalarının 2015 yılında 8,9 milyar TL’ye çıktığını görüyoruz.

Akıllı telefon kullanımı ivmeyi hızlandırdı

Akıllı telefon kullanımının yaygınlaşmasının bu gelişmede çok büyük bir payı olduğu yadsınamaz bir gerçek. Google Yeni Nesil Seyahat Alışkanlıkları araştırmasına göre 18 yaş ve üzerindeki internet erişimi olan bireylerin %92’sinin akıllı telefonu bulunuyor. İnternete bağlanmak için en az dizüstü bilgisayarları kadar akıllı telefonlarını da kullandıklarını söyleyen kişilerin oranı ise 2013 yılında %31 iken 2016’da %82’ye yükseldi.

Hayatımıza getirdiği kolaylıklar akıllı telefon kullanımının bu denli yaygınlaşmasında önemli rol oynuyor. Ankete katılanlar gerek araştırma (%42) gerekse satın alma işlemlerinde (%31) akıllı telefonların sunduğu en büyük avantajın zaman kazandırmak olduğunu belirtiyor. Satın alma işlemlerinde en pratiğinin mobil cihazlar olduğunu söyleyenlerin oranı %31 olarak karşımıza çıkıyor.

Her geçen gün daha fazla mobil olmamız seyahat alışkanlıklarımızda da köklü değişiklikler yaşanmasına sebep oldu. Konaklama, havayolu seyahati ve paket tatil olmak üç kategoride raporda öne çıkan bulguları aşağıdaki şekilde özetlemek mümkün.

Online satın almada birincilik uçak biletinde

  • Uçak bileti almak isteyenlerin yüzde 96’si online araştırma yaparken bu kişilerin %83’si araştırma için mobil cihazlarını kullanıyor.
  • Mobil cihazlardan araştırma yapma sıklığında çok ciddi bir artış yaşadı. Öyle ki 2013 yılı ocak ayı ile 2016 yılı ocak ayı karşılaştırması yaptığımızda %684’lik bir büyüme olduğunu görüyoruz.
  • Araştırmaların %93’ü spesifik bir şehir için yapılıyor.
  • Araştırma yapmak için en çok arama motorlarından yararlanılıyor (%91). Arama motorlarını online videolar (%63) ve fiyat karşılaştırma siteleri (%51) takip ediyor.
  • Araştırmaya katılanların %68’i biletini online olarak satın alırken bu kişilerin %28’si söz konusu satın alma işlemini mobil cihazları ile gerçekleştiriyor. %32’lik kesim ise satın alma işlemini interneti kullanmayarak gerçekleştiriyor.
  • Bilet alanların % 72’si Türkiye içi, %16 Avrupa, %12’si ise diğer destinasyonlar için rezervasyon yapıyor.
  • %58’lik bir kesim havayolu ulaşımı için her zaman aynı markayı tercih ettiğini söylüyor.
  • Uçak biletlerinin %43’ü tek kişi için alınıyor. %40’lık kesim 2 kişi için aldığını belirtirken %17 ise 3 veya daha fazla kişi için uçak bileti aldığını söylüyor.

Tatile yalnız çıkmayı tercih etmiyoruz

  • Ocak 2013 – Ocak 2016 arasındaki 3 yıllık dönemde konaklama/otel için mobil cihazlarla yapılan araştırmaların hacminde %713’lük bir artış yaşandı.
  • Tatil amaçlı konaklamalarda araştırmaya katılanların %95’i online olarak araştırma yapıyor ve bu araştırmanın %85’ini mobil cihazları aracılığı ile gerçekleştiriyorlar. Katılımcıların %85’i offline olarak da araştırma yaptığını kaydediyor.
  • Katılımcıların %45’i online olarak rezervasyon yaparken bu rakamın %20’sini mobil cihazla ile gerçekleştiriliyor. %55’lik kesim ise rezervasyonunu offline olarak gerçekleştiriyor.
  • Online konaklama satın almalarının %79’u yurtiçi, %14’ü Avrupa, %7’si ise diğer destinasyonlar için gerçekleştiriliyor.
  • Araştırmaya göre tatil amaçlı konaklama rezervasyonları %88 oranında iki ve daha fazla kişi için yapılıyor. Tek kişi için otel rezervasyonu yapanların oranı sadece 12’de kalıyor.
  • Araştırma, tatilcilerin oteller konusunda havayolunda olduğu kadar marka sadakati olmadığını da ortaya koyuyor. Araştırmaya katılanların sadece %33’ü her zaman aynı markayı tercih ettiğini söylüyor.

Tatil paketi alırken sosyal medyaya da bakıyoruz

  • Ocak 2013 – Ocak 2016 arasındaki 3 yıllık dönemde paket tatil için mobil cihazlarla yapılan araştırmaların hacminde %564’lük bir artış yaşandı.
  • Paket tatiller için ankete katılanların %94’ü online araştırma yapıyor. Mobil cihazlarıyla araştırma yapanların oranı %84 olarak karşımıza çıkarken katılımcıların %84’ü offline olarak da araştırma yaptığını ifade ediyor.
  • Paket tatiller %49 oranında online kanallardan satın alınıyor. Söz konusu satın almaların %19’u mobil üzerinden gerçekleştiriliyor. %51’lik kesim ise paket tatilini interneti kullanmadan satın alıyor.
  • Akıllı telefonlardan araştırma yaptığını söyleyenlerin oranı %84 olurken, %19’luk bir kesim mobil cihazlarını kullanarak paket tatil rezervasyonu yapıyor.
  • Tatil paketleri en çok iki kişilik seyahatler için satın alınıyor (%53). Üç ve daha fazla kişi için tatil paketi satın alanların oranı %33 olurken, tek kişilik satın almaların oranı %14’te kalıyor.
  • Tatil paketleri büyük oranda yurtiçi seyahatler için satın alınıyor (%78).
  • Paket tatil satın alanların %89’u arama motorlarını kullanırken, %72’isi online videoları izliyor, sosyal medyadan yararlananların oranı ise %55.

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