Google hsmai reiselivsdagen 2011

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Google hsmai reiselivsdagen 2011

  1. 1. Siste nytt fra GoogleHSMAI REISELIVSDAGEN trends Global and UK travel industry31 OKTOBER 2011Mats OlavsonSiri Børsum Google Confidential and Proprietary
  2. 2. Google Inc Google - vertraulich. Vervielfältigung nicht gestattet. 080109_QN Otto Group 2
  3. 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. 4. Brukerne bestemmer Google - vertraulich. Vervielfältigung nicht gestattet. 080109_QN Otto Group 4
  5. 5. Verden forandrer seg Google Confidential and Proprietary
  6. 6. Medielandskapet forandres Google Confidential and Proprietary
  7. 7. Utviklingen av internettInformasjon & Nettverk, E-Handel Interaksjon & MobilKommunikasjon Underholdning1.0 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. 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. 9. Søk er blitt en kjerneadferd Google Confidential and Proprietary 9
  10. 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] GoogleInsights for Search Google Confidential and Proprietary PRIVILEGED & CONFIDENTIAL
  11. 11. Trend #1Vi søker mer og mer ….. Google Confidential and Proprietary 11
  12. 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. 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-07Google Confidential and Proprietary
  14. 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-07Google Confidential and Proprietary
  15. 15. Flest klikk på sommeren og rundt nyttårAnt 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. 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-07Google Confidential and Proprietary
  17. 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-07Google Confidential and Proprietary
  18. 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. 19. Google Confidential and Proprietary 19 PRIVILEGED & CONFIDENTIAL
  20. 20. Trend #2Mobilen har blitt vår bestevenn….trends Google Confidential and Proprietary 2 0
  21. 21. Google Confidential and Proprietary
  22. 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 lokalerestaurant 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. 23. 50% starter med et søk  av mobil internet brukere  Google Confidential and Proprietary 2
  24. 24. Google Confidential and Proprietary
  25. 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. 26. Mobilsøk på reise generellt har envekst på 327% så langt i årvolum 2008 - 2011 Google Confidential and Proprietary
  27. 27. Mobilsøk i alle reisesegmenterøker 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. 28. Hva gjør nordmenn med sin mobil? Google Confidential and Proprietary 28 PRIVILEGED & CONFIDENTIAL
  29. 29. Google Confidential and Proprietary 29 PRIVILEGED & CONFIDENTIAL
  30. 30. Hvilken av disse siden vil du brukt hvis du fikk velge?30 Google Confidential and Proprietary PRIVILEGED & CONFIDENTIAL
  31. 31. Best Practice – mobil vennelig side 1 Prioritise Content 2 White Space31 3 Big Buttons 4Easy to Convert Google Confidential and Proprietary PRIVILEGED & CONFIDENTIAL
  32. 32. Theme #3Hvordan booker nordmenn sinereiser….. Google Confidential and Proprietary 3 2
  33. 33. Booking av reiser skjer onlineUansett hvilket produkt – reise relaterte bookingerskjer 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 tripBase (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. 34. Booking av flybilletterNordmenn bestiller direkte på flyselskapet sin hjemmeside - for lengreferier 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. 35. Booking av pakketurerOnline dominerer denne type produkter også - for lengre ferier er chaterselskapene 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. 36. Booking av hotellNår det gjelder bestilling av hotell bruker nordmenn flere forskjelligetype 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. 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 nestegang 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 likelyQ15: 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 displayedBase (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 agencyn=153 37 Google Confidential and Proprietary
  38. 38. Theme #4Det er ikke bare nordmenn somferierer i Norge Google Confidential and Proprietary 3 8
  39. 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 ProprietarySource: Gjesteundersøkelsen 2009 (revidert utgave), TØI. 39
  40. 40. Søk etter Norge som turistdestinasjon UK FR DE IT 40 Google Confidential and Proprietary
  41. 41. Theme #6Hotel Price Ads Google Confidential and Proprietary 41
  42. 42. HPA 42 Google Confidential and Proprietary
  43. 43. Theme #7Google hotel finder Google Confidential and Proprietary 4 3
  44. 44. Google Confidential and Proprietary 44 PRIVILEGED & CONFIDENTIAL
  45. 45. Theme #8Google flight search Google Confidential and Proprietary 4 5
  46. 46. 46Google Confidential and Proprietary

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