Market Guide Travel + Airlines Contents 01 06 — — Australia Japan
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REASONS FOR CART ABANDONMENT PREFERRED PAYMENT MADE THEIR LAST MOBILE METHOD UNAVAILABLE PURCHASE VIA AN APP MAIN REASON TO FAVOUR A USER PROFILE PREFER TO SAVE THEIR DETAILS WITH A USER PROFILE FASTER TRANSACTIONS GLOBAL STATS Market Guide Travel + Airlines Contents 01 06 — — Australia Japan 02 07 — — Brazil Russia 03 08 — — China South Korea 04 09 — — Germany UK 05 10 — — India USA 02 03 Introduction It’s estimated that by 2020, worldwide digital travel sales will top US$817 bn globally1, and it's no secret that travel eCommerce is benefiting from the mobile revolution. Mobile devices, applications and their model that allows users to store details, enables All transactions need to be authenticated with surrounding technologies are continuously one-click purchases and most importantly two of these three methods: evolving, as are the expectations of the doesn’t disrupt the user journey is key. Invisible end users. payments do just that. By securely holding • Knowledge: something only the user knows, payment details that allow the user to purchase such as a password Around the world, we know that people use with biometrics or a quick click, allows them • Possession: something only the user their phones for almost every aspect of life. to quickly get through the user journey and possesses, such as a token or mobile phone This presents an incredible opportunity for removes friction and abandonment. those who understand how each market • Inherence: something the user is, such as a works, differs, and how they can stay at The important thing here is to understand how biometric (e.g. fingerprint recognition) the forefront. comfortable people are with providing their biometrics, in different countries, for different We surveyed a diverse range of users across 10 When it comes to mobile payments, the focus types of purchases and for high or low value countries to understand their preferred mobile is on apps, seamless user journeys and security. transactions. Then to use this data to optimise payment methods and expectations. This While mobile browsers still have their place the payment process and create a journey that report covers the highlights from each country in the ecosystem, everyone knows that an makes users keep coming back. to provide insight and recommendations into unresponsive site that doesn’t quickly allow key factors such as travel purchases, alternative a person to complete their purchase will cost With increasing numbers of people happy to payments, cart abandonment and more. a brand their reputation and their customer. submit both their personal and their payment However, the future is hyper-relevance and details, security and fraud are important 1) eMarketer – Digital Travel Sales 2017 apps provide a way to do this by creating an factors to consider. In Europe, PSD2 and Strong immersive and engaging environment that is Customer Authentication (SCA) aims at driving This content is for information purposes only. We have taken care in the preparation of this information but will not be responsible for any loss or an extension of the wider brand. down fraud by implementing a two-factor damage including loss of profits, indirect, special or consequential loss arising as a result of any information in this document or reliance on it. The content authentication process. This doesn’t only affect of this material may not be reproduced without prior consent of Worldpay. Done well, this in turn leads to longer and European merchants, but everyone who has a This material may include information on third parties and their services. The reference to these third parties is for information purposes only and does not lifetime brand loyalty. A seamless payment global operational model and European users. constitute an endorsement or recommendation of the third party or their service. 04 05 TRAVEL BOOKINGS PREFERRED PAYMENT TYPE MADE ON MOBILE % 25 The Australian mCommerce market is on trend ACCOMODATIONAustralia to be worth US$21 bn by 2021. % CREDIT CARD PAYPAL DEBIT DELIVERY CASH BPAY CARD PREPAID TRANSFER BANK 20 50% 50% 48% 18% 13% 11% 11% This growth in mobile shopping will mean that mobile When it comes to how Australians like to pay, more TAXI will overtake desktop as the eCommerce platform than half want to pay with one-click, i.e. saving their of choice down under. Desktop eCommerce is payment details to pay with a swipe when they next WILLINGNESS TO PAY INFORMATION EXPECTED set to be worth $US16 bn by 20211. The number of book travel. WITH ONE CLICK ON THE APP HOMEPAGE % Australians that browse online shopping sites on 17 their mobiles has risen by 14% in the past year2. For high-value transactions, such as holidays – it’s FLIGHT interesting to see that Australian travellers are happy % Almost 65% of people in Australia booked their last to use alternative payment methods like PayPal, and 71 travel booking on a mobile app. If you want to gain save their payment details for easier and quicker % traction in the Australian market, be sure to reassure future purchases. 7 customers that your mobile app is secure with 1) Global Payments Report 2017 HOLIDAY PACKAGE 51 security logos – as security is one of the top reasons 2 ) Deloitte - Smart everything, everywhere Mobile Consumer PAYMENT TYPES ACCEPTED why people would book elsewhere! Survey 2017 The Australian cut TOP REASON TO BOOK TOP REASONS FOR TRAVEL BOOKINGS PREFERRED PAYMENT TYPE TRIP ON MOBILE CART ABANDONMENT MADE ON MOBILE % 34 % % CONCERNED ABOUT 53 WEBSITE SECURITY 25 % ACCOMODATION AUSTRALIA 60 MORE OF TRAVELLERS IN AUSTRALIA DISCOUNTS % CREDIT CARD PAYPAL DEBIT DELIVERY CASH BPAY CARD PREPAID TRANSFER BANK WANT PAYMENT CONFIRMATION % VIA EMAIL 29 50% 50% 48% 18% 13% 11% 11% CHECKOUT PROCESS TOOK TOO LONG 20 TAXI I WOULD BE MORE LIKELY TO BOOK IF I SAW WILLINGNESS TO PAY INFORMATION EXPECTED THESE LOGOS ON THE PAYMENT PAGE... WITH ONE CLICK ON THE APP HOMEPAGE 27% % PREFERRED PAYMENT 17 METHOD NOT AVAILABLE FLIGHT % % % % % 71 80 63 48 51 26% % VERIFIED MASTERCARD VERISIGN SECURE 7 HAD TO ENTER TOO BY VISA SECURECODE SECURED LOCK HOLIDAY PACKAGE 51 MUCH INFORMATION PAYMENT TYPES ACCEPTED 06 07 TOP REASON TO BOOK TOP REASONS FOR TRIP ON MOBILE CART ABANDONMENT 34% % CONCERNED ABOUT 53 WEBSITE SECURITY % AUSTRALIA 60 MORE OF TRAVELLERS IN AUSTRALIA DISCOUNTS % WANT PAYMENT CONFIRMATION VIA EMAIL 29 CHECKOUT PROCESS TOOK TOO LONG I WOULD BE MORE LIKELY TO BOOK IF I SAW THESE LOGOS ON THE PAYMENT PAGE... 27% PREFERRED PAYMENT METHOD NOT AVAILABLE % % % % 80 63 48 51 26% VERIFIED MASTERCARD VERISIGN SECURE HAD TO ENTER TOO BY VISA SECURECODE SECURED LOCK MUCH INFORMATION BRAZIL INFOGRAPHICS WILLINGNESS TO PAY INFORMATION EXPECTED TRAVEL BOOKINGS WITH ONE CLICK ON THE APP HOMEPAGE MADE ON MOBILE % % 46 78 TAXI 59 % PAYMENT TYPES ACCEPTED 16 ACCOMODATION PREFERRED PAYMENT TYPE 13% FLIGHT 9% HOLIDAY PACKAGE CREDIT CARD DEBIT BANCARIO BOLENTO PAYPAL ON DELIVERY CASH TRANSFER BANK MERCADOPAGO 76% 35% 30% 27% 23% 17% 17% TOP REASONS FOR I WOULD BE MORE LIKELY TO BOOK IF I SAW CART ABANDONMENT THESE LOGOS ON THE PAYMENT PAGE... Brazil 29% CONCERNED ABOUT SECURITY % % % % 88 83 51 52 In Brazil, taxi bookings are a clear favourite when it comes VERIFIED MASTERCARD VERISIGN SECURE BRAZIL to travel purchases made via a mobile device. 26% BY VISA SECURECODE SECURED LOCK PREFERRED PAYMENT METHOD NOT AVAILABLE Brazilian consumers are comfortable in making Travel providers in this region recognise the TOP REASON TO BOOK lower value transactions via mobile. We see potential of mobile eCommerce, and with 59% % TRIP ON MOBILE evidence of this as 26% of mobile travel purchases of consumers willing to pay for travel services 24 made in the last 3 months have been worth with ‘one-click’ technology, companies that I HAD TO ENTER TOO R$42 or less. Higher value transactions are less actively enhance their mobile shopping MUCH INFORMATION common, but the mobile eCommerce market is experience could see themselves ahead of % rapidly growing into maturity and set to rise 100% the curve in the near future. 48 % in less than 5 years, from US$5 bn to US$10 bn % 4) Global Payments Report 2017 50 by 20214. 20 MORE CHECKOUT PROCESS DISCOUNTS OF TRAVELLERS IN BRAZIL TOOK TOO LONG WANT PAYMENT CONFIRMATION VIA EMAIL 08 09 TOP REASONS FOR WILLINGNESS TO PAY INFORMATION EXPECTED CART ABANDONMENT WITH ONE CLICK ON THE APP HOMEPAGE 28% PREFERRED PAYMENT METHOD NOT AVAILABLE 74 % 23% 68 CHECKOUT PROCESS PAYMENT TYPES ACCEPTED TOOK TOO LONG 22% P R E F E R R E D PAY M E N T T Y P E CONCERNED ABOUT SECURITY 18% HAD TO ENTER TOO ALIPAY CREDIT CARD DEBIT TRANSFER BANK ON DELIVERY CASH TENPAY CARD PREPAID China MUCH INFORMATION 79% 41% 20% 19% 17% 9% 4% TOP REASON TO BOOK TRAVEL BOOKINGS TRIP ON MOBILE MADE ON MOBILE In China, unsurprisingly Alipay is the most popular payment type, and this is the case for travel bookings too. % 39 % 26 % TRAIN With such a strong bias towards Alipay, it’s Chinese consumers continue to lead the therefore not surprising that one of the main way in their adoption and use of mobile, 54 MORE OF TRAVELLERS IN CHINA DISCOUNTS reasons travellers go elsewhere to book is when with mCommerce shoppers nearly doubling WANT PAYMENT CONFIRMATION ‘accepted payment types’ aren’t listed on the from 2014 to 2016. In fact, mobile has already VIA TEXT % 24 mobile app or site homepage. Travellers want to surpassed desktop in terms of eCommerce TAXI know they can pay the way they want to before market size, with mCommerce on track to be going through an entire holiday search and worth US$1.01 tn by 20215.