1. Siste nytt fra Google
HSMAI REISELIVSDAGEN trends
Global and UK travel industry
31 OKTOBER 2011
Mats Olavson
Siri Børsum
Google Confidential and Proprietary

2. Google Inc
Google - vertraulich. Vervielfältigung nicht gestattet. 080109_QN Otto Group 2

3. Google‘s Mission
„Organisere all verdens informasjon og gjøre
den universielt tilgjenglig og brukervennlig “
Google - vertraulich. Vervielfältigung nicht gestattet. 080109_QN Otto Group 3

4. Brukerne bestemmer
Google - vertraulich. Vervielfältigung nicht gestattet. 080109_QN Otto Group 4

5. Verden forandrer seg
Google Confidential and Proprietary

6. Medielandskapet forandres
Google Confidential and Proprietary

7. Utviklingen av internett
Informasjon & Nettverk,
E-Handel Interaksjon & Mobil
Kommunikasjon
Underholdning
1.0 2.0 3.0 4.0
1994 1998 2000 2003 2006 2009 2010
Brukere 77 Mio. 400 Mio. 500 Mio. 1.000 Mio. 1.400 Confidential1.700 Mio.
Google
Mio. and Proprietary

8. Hvordan vi ender opp med å bestille en reise har forandret seg
Tradisjonell Ny
Analog Digital
Kjennskap
Interesse
Vurdering
Kjøp
Google Confidential and Proprietary

9. Søk er blitt en kjerneadferd
Google Confidential and Proprietary
9

10. Søk er et handleverktøy
Det tilsvarer mer enn 2,5
10+ mill
reiserelaterte søk i juli1
søk for hver person i Norge
over 15 år.
“all inclusive” +58% Visste du at...
Søk etter ‘all inclusive’
gikk opp 48% fra 2008
til 2009. 58% fra 2009
til 2010.
Source: [1] Google Keyword Tool; [2] CA Political News: http://capoliticalnews.com/blog_post/tag?tag_name=enviornmental; [3] Google
Insights for Search Google Confidential and Proprietary
PRIVILEGED & CONFIDENTIAL

11. Trend #1
Vi søker mer og mer …..
Google Confidential and Proprietary
11

12. Forbruker adferd 2012 – hva kan vi forvente?
Forbruker adferden innenfor reisesøk drives politiske,
sosiale og økonomiske dynamikker
økonomisk Været
ustabilitet Sen påske, ustabile
Vil EU finne en god sommere, vi må ha
løsning?! garantert sol…
Lav
Sterk krone arbeidsledighet
Billig å reise Vi har aldri hatt
det så bra !
Google Confidential and Proprietary 12

13. volum
Dec-04
Jan-05
09/10
Feb-05
Mar-05
Apr-05
Jan-aug 10/11
Utvikling YoY
May-05
Jun-05
Jul-05
Hotell
29.06%
29.34%
Aug-05
Sep-05
Oct-05
30.27%
32.05%
Charter
Nov-05
Dec-05
Fly
Jan-06
26.23%
45.81%
Feb-06
Mar-06
Apr-06
May-06
hotell
Jun-06
Jul-06
Aug-06
charter
2008 - 2011
Sep-06
Oct-06
fly
Nov-06
Dec-06
Jan-07
Feb-07
Mar-07
Apr-07
May-07
Interessen for reise øker fortsatt
Jun-07
Jul-07
Google Confidential and Proprietary

14. NOK
Dec-04
Jan-05
Feb-05
09/10
Mar-05
Apr-05
Jan-aug 10/11
Utvikling YoY
May-05
Jun-05
Hotell
Jul-05 44.68%
38.48%
Aug-05
Sep-05
Oct-05
32.95%
41.39%
Charter
Nov-05
Fly
Dec-05
Jan-06
21.17%
49.14%
Feb-06
Mar-06
Apr-06
May-06
hotell
Jun-06
Jul-06
Aug-06
2008 - 2011
charter
Sep-06
Oct-06
fly
Nov-06
Dec-06
Jan-07
Hotellkjedene leder an i Norge
Feb-07
Mar-07
Apr-07
May-07
Jun-07
Jul-07
Google Confidential and Proprietary

15. Flest klikk på sommeren og rundt nyttår
Ant klikk
Utvikling YoY Hotell Charter Fly hotell charter fly
09/10 29.52% 42.04% 33.49%
Jan-aug 10/11 39.95% 20.82% 30.07%
2008 - 2011
Dec-04
Jan-05
Feb-05
Mar-05
Apr-05
May-05
Jun-05
Jul-05
Aug-05
Sep-05
Oct-05
Nov-05
Dec-05
Jan-06
Feb-06
Mar-06
Apr-06
May-06
Jun-06
Jul-06
Aug-06
Sep-06
Oct-06
Nov-06
Dec-06
Jan-07
Feb-07
Mar-07
Apr-07
May-07
Jun-07
Jul-07
Google Confidential and Proprietary

16. 4
1
1.5
2
2.5
3
3.5
4.5
5
NOK
Dec-04
Jan-05
09/10
Feb-05
Mar-05
Apr-05
Jan-aug 10/11
Utvikling YoY
May-05
Jun-05
Jul-05
Hotell
7.05%
23.10%
Aug-05
Sep-05
Oct-05
1.03%
11.56%
Charter
Nov-05
Dec-05
Fly
Jan-06
-6.74%
11.74%
Feb-06
Mar-06
Apr-06
May-06
hotell
Jun-06
Jul-06
Utvikling i kost per klikk
Aug-06
2008 - 2011
Sep-06
charter
Oct-06
Nov-06
fly
Dec-06
Jan-07
Feb-07
Mar-07
Apr-07
May-07
Jun-07
Jul-07
Google Confidential and Proprietary

17. %
Dec-04
Jan-05
Feb-05
09/10
Mar-05
Apr-05
Jan-aug 10/11
Utvikling YoY
May-05
Jun-05
Jul-05
Hotell
2.19%
22.80%
Aug-05
Sep-05
Oct-05
7.78%
10.03%
Charter
Nov-05
Dec-05
Fly
Jan-06
-4.28%
19.46%
Feb-06
Mar-06
Apr-06
May-06
hotell
Jun-06
Jul-06
Aug-06
2008 - 2011
Sep-06
charter
Oct-06
Nov-06
fly
Dec-06
Jan-07
Feb-07
Mar-07
Apr-07
Klikkraten øker for alle sektorer
May-07
Jun-07
Jul-07
Google Confidential and Proprietary

18. Søketrender: Brand vs. Generisk
Indexed Travel Queries Brand Queries Generic Queries
80% 3.00
Summer Summer
January
January
2010
2011
2010
2009
70% Brand og Generiske søk
2.50 viser forskjellige sesonger :
Indexed query volumes
60%
% share of query type
• Generiske søk har en
2.00 tendens til å tilta rett før
50%
markedet ser sin topp –
research perioden
40% 1.50
• Brand søk finner tilbake til
30% sine høyder når kundene har
1.00 funnet ut hvem de ønsker å
reise med / hvor de ønsker å
20%
bo– booking periode
0.50
10%
0% -
Google Confidential and Proprietary
Source: Google internal data; Travel query volumes split by query types: brand and generic queries

19. Google Confidential and Proprietary 19
PRIVILEGED & CONFIDENTIAL

20. Trend #2
Mobilen har blitt vår bestevenn….
trends
Google Confidential and Proprietary
2
0

21. Google Confidential and Proprietary

22. Mobile er med på alle stadier på en reise
Sms venner – når skal vi
Reiser hjem med alle reise?
minnene godt dokumentert
Finner mobile reise
guider
Home made
videoer fra ferien
Mobile check in
via app
Finner lokale
restaurant tips
Tweeting om turen
Sender bilder til venner
og familie hjemme
Finner hotellet via
GPS på mobilen
Finner informasjon om
steder / ting å se
Google Confidential and Proprietary 22
Google Confidential & Proprietary

23. 50% starter med et søk
av mobil internet brukere
Google Confidential and Proprietary
2

24. Google Confidential and Proprietary

25. Bruk av søk på smartphones i Norge
Smartphone Daily Weekly Monthly Less than monthly
n= 878
36% 32% 20% 12%
81% 17% 2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Base: Private smartphone users who use the internet in general / also the computer and who are searching via search engine
Q31: How often do you do searches (via Google Yahoo! Bing etc.) on your ... ?
Google Confidential and Proprietary 25

26. Mobilsøk på reise generellt har en
vekst på 327% så langt i år
volum
2008 - 2011 Google Confidential and Proprietary

27. Mobilsøk i alle reisesegmenter
øker og øker og øker …..
volum Air Travel Queries Cruises & Charters Queries Hotels & Accommodations Queries
YoY Air Travel Charters Hotels Travel
08/09 91.34% 173.15% 121.70% 117.06%
09/10 261.23% 161.38% 230.02% 218.43%
J-A10/11 312.35% 219.52% 347.59% 327.20%
2008 - 2011 Google Confidential and Proprietary

28. Hva gjør nordmenn med sin mobil?
Google Confidential and Proprietary 28
PRIVILEGED & CONFIDENTIAL

29. Google Confidential and Proprietary 29
PRIVILEGED & CONFIDENTIAL

30. Hvilken av disse siden vil du brukt hvis du fikk velge?
30
Google Confidential and Proprietary
PRIVILEGED & CONFIDENTIAL

31. Best Practice – mobil vennelig side
1
Prioritise
Content
2 White
Space
31
3
Big Buttons
4Easy to
Convert
Google Confidential and Proprietary
PRIVILEGED & CONFIDENTIAL

32. Theme #3
Hvordan booker nordmenn sine
reiser…..
Google Confidential and Proprietary
3
2

33. Booking av reiser skjer online
Uansett hvilket produkt – reise relaterte bookinger
skjer online.
Short trip Holiday trip
Online 88% 86%
Air Travel
Offline 6% 8%
Online 57% 71%
Travel Package
Offline 28% 23%
Online 68% 66%
Accommodation
Offline 18% 17%
Q11: Which of the following methods did you use to book your latest short trip? Q12: Which of the following methods did you use to book your latest holiday trip?
Base (weighted): travelers of the past 12 months who booked a travel package n=85 or accommodation n=310 or air travel n=265 for a short trip
Base (weighted): travelers of the past 12 months who booked a travel package n=212 or accommodation n=266 or air travel n=286 for a holiday trip
33
Google Confidential and Proprietary

34. Booking av flybilletter
Nordmenn bestiller direkte på flyselskapet sin hjemmeside - for lengre
ferier er også online reisebyråer viktige
Short trip Holiday trip
Online - total 88% 86%
Via the homepage of the airline 73% 60%
Online booking
Via online travel agency or portal 10% 17%
Via tour operator website 4% 9%
Offline - total 6% 8%
With the airline - personal visit 2% 2%
At a travel agency – personal visit 1% 2%
Offline booking With the airline - by phone 1% 1%
Tour operator - by phone 1% 2%
At a travel agency - by phone 1% 0%
Tour operator - personal visit 2%
Q11: Which of the following methods did you use to book your latest short trip? Q12: Which of the following methods did you use to book your latest holiday trip?
Base (weighted): travelers of the past 12 months who booked air travel for a short trip n=265 or a holiday trip n=286
34
Google Confidential and Proprietary

35. Booking av pakketurer
Online dominerer denne type produkter også - for lengre ferier er chater
selskapene sine siter foretrukket fremfor OTA’s.
Short trip Holiday trip
Online - total 57% 71%
Online booking Via tour operator website 31% 54%
Via online travel agency 26% 18%
Offline - total 28% 23%
Tour operator - by phone 12% 8%
Offline booking Tour operator - personal visit 7% 3%
At a travel agency – personal visit 5% 9%
At a travel agency - by phone 4% 3%
Q11: Which of the following methods did you use to book your latest short trip? Q12: Which of the following methods did you use to book your latest holiday trip?
Base (weighted): travelers of the past 12 months who booked a travel package for a short trip n=85 or a holiday trip n=212
35
Google Confidential and Proprietary

36. Booking av hotell
Når det gjelder bestilling av hotell bruker nordmenn flere forskjellige
type nettsider.
Short trip Holiday trip
Online - total 68% 66%
Via the internet through a hotel portal 35% 21%
Online booking Via the internet directly with the hotel 21% 24%
Via online travel agency or portal 7% 14%
Via tour operator website 5% 8%
Offline - total 18% 17%
Directly with accommodation – by phone 12% 14%
At a travel agency – personal visit 2% 2%
Offline booking Tour operator - by phone 2% 0%
Tour operator - personal visit 1% 1%
With the airline - personal visit 1% 1%
At a travel agency - by phone 0% 0%
Q11: Which of the following methods did you use to book your latest short trip? Q12: Which of the following methods did you use to book your latest holiday trip?
Base (weighted): travelers of the past 12 months who booked an accommodation for a short trip n=310 or a holiday trip n=266
36
Google Confidential and Proprietary

37. Sannsynlighet er store for å bestille online neste gang også.
Høy kundetilfredshet blandt nordmenn som bestiller online
– over 50% sier at de vil bestille på samme måte neste
gang også.
Online homepage of the airline 71% 23% 94%
Online via travel agency or portal 52% 36% 88%
58% 29% 87%
Online through a hotel portal
56% 27% 82%
Online directly accommodation facilities
55% 26% 81%
Online via tour operator
Very likely Somewhat likely
Q15: How likely is it that you ll book your next trip via this source as well? Answer categories neither likely nor unlikely , somewhat unlikely and very unlikely not displayed
Base (weighted): travelers of the past 12 months who booked online for a trip hotel portal n=146; facilities n=116; tour operator n=178; homepage airline n=299; travel agency
n=153
37
Google Confidential and Proprietary

38. Theme #4
Det er ikke bare nordmenn som
ferierer i Norge
Google Confidential and Proprietary
3
8

39. Hvor søkes det fra og på hva?
Norge Source: Google internal data
70%
Guest nights in Norway Travel Queries Source
64%
60%
50%
40%
30%
20%
10%
10% 8%
6% 1%
4% 1% 1%
2% 2% 2%
0%
NO Others DE SE DK NL UK US FR ES IT
Google Confidential and Proprietary
Source: Gjesteundersøkelsen 2009 (revidert utgave), TØI. 39

40. Søk etter Norge som turistdestinasjon
UK
FR
DE
IT
40
Google Confidential and Proprietary

41. Theme #6
Hotel Price Ads
Google Confidential and Proprietary 41

42. HPA
42
Google Confidential and Proprietary

43. Theme #7
Google hotel finder
Google Confidential and Proprietary
4
3

44. Google Confidential and Proprietary 44
PRIVILEGED & CONFIDENTIAL

45. Theme #8
Google flight search
Google Confidential and Proprietary
4
5

46. 46
Google Confidential and Proprietary