Travel 2011 : Roel Naessens (Google)

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  • 1. Travel Trends & OpportunitiesRoel NaessensIndustry Head Travel23/11/2011 Google Confidential and Proprietary
  • 2. Agenda1 Market Insights2 The 5 stages of Travel3 Trends & Opportunities Google Confidential and Proprietary 2
  • 3. Insightsfor Winter Travel Google Confidential and Proprietary
  • 4. SNOW4 Google confidential Google Confidential and Proprietary
  • 5. Evolution SNOW HolidaysQueries & CPC EUR •  Wintersports related search queries remain stable compared to 2010 •  Very strong seasonality: season starts in august and ends in aprilSource: Google internal data, 100 wintersport related queries5 Google confidential Google Confidential and Proprietary
  • 6. Most popular SNOW destinationsFrance is still most popular Austria France Italy SwitzerlandN 9D 9Ja 9Fe 0M 10A 0M 10Ju 0 Ju 0A 0Se 0O 0N 0D 0Ja 0Fe 1M 11A 1M 11Ju 1 Ju 1A 1Se 1O 1 1 1 -1 -1 1 l-1 -1 1 -1 -0 -0 -0 1 -1 -1 1 l-1 -1 1 -1 -1 -1 n- b- - n- p- n- b- - n- p- ar pr ay ug ct ct ov ec ar pr ay ug ct ov ecOSource: Google internal data, Top Ski Resorts per country6 Google confidential Google Confidential and Proprietary
  • 7. SUN7 Google confidential Google Confidential and Proprietary
  • 8. Most popular SUN last minutes in winterTurkey & Spain most searched for during the year… But Egypt &Canaries toppers for the winter Egypte Turkije Spanje Frankrijk Canarian Islands 0 0 0 10 0 0 0 0 10 0 0 0 11 11 1 1 1 11 1 1 11 1 -1 -1 -1 l-1 -1 -1 1 1 -1 -1 1 l-1 -1 -1 -1 -1 n- b- n- p- n- b- - n- p- ar pr ay ug ct ar pr ay ug ct ov ec Ju Ju Ja Fe Ju SeJa Fe Ju Se O O M M A A M M D N A Asource: Google internal data, last minute+destination8 Google confidential Google Confidential and Proprietary
  • 9. MOBILE9 Google confidential Google Confidential and Proprietary
  • 10. Evolution of Mobile Search Queries Very strong growth for wintersports related queries+140% Increase of number of mobile searches 2010 vs 2011+225% Increase of number of mobile ad impressions 2010 vs 2011+687% Increase of number of mobile clicks 2010 vs 2011 Increase of mobile CPC 2010+18% vs 2011 4.5% of wintersports searches in oct 2011 was mobile Source: Google internal data, 100 wintersport related queries 10 Google confidential Google Confidential and Proprietary
  • 11. PC Queries 11pm Mobile Queries Mobile is Always On! Traffi 1pm c 8pm 7am Time Desktop Queries Mobile Queries Traffi c Sat/Sun Sat/Sun Sat/Sun Sat/Sun 11Source: Internal Google Data 2010, typical across different markets. Weekly Desktop and Search Google Confidential and Proprietaryqueries, US Google Internal Data, 2010.
  • 12. 5 Stages of Travel Google Confidential and Proprietary
  • 13. Current travel orientation behavior Average journey length in days before purchase Average research time in hours before purchase Average site visits before purchaseSource: Google/Nielsen Clickstream study 2010 Google Confidential and Proprietary 13
  • 14. ebookersExplorer gives the traveler a platform for dreamingDreaming
  • 15. Consumers search through the purchase process 100% Before a first transaction, 10% on average: Non- Brand Brand 20% 62% start Proportion of transactions or finish Non-Brand Brand with non- 12 travel searches 32% Branded term Non-Brand Non-Brand 22 travel sites 38% Brand Brand 29 days First Search Last SearchResearchingSource: comScore custom analysis- UK Population, Q1 2007; Google Confidential and Proprietary
  • 16. From ‘holiday in the sun’ to First Choicepurchase in 33 days HolidayRentals Teletext Holidays ebookers Hotels.com TUI TripAdvisor TUI Visits TravelRepublic TUI First Choice TripAdvisors First Choice TUI Thomas Cook First Choice HolidayWatchdog TUI AirTours Expedia AirTours Thomas Cook AirTours Thomas Cook First Choice First Choice Tui First Choice Olympic Holidays Day 1 5 8 13 21 29 33 Holiday in the sun Cheap Flights Cyprus Cyprus Palm Beach Hotel Thomson Hotels Larnaca Cyprus Holidays Spain Holidays Searches Cyprus Holidays Cyprus holidays Beau Rivage Hotel Cyprus Europe Holidays Holidays in the SunResearching Source: Comscore Research Paper October 2007 Google Confidential and Proprietary
  • 17. Bookings on easyJet.com “38% of bookings on mobile were for flights that departed within 10 days” “The results showed an ROI of 11:1” “We saw that CTRs were up to six times higher than on desktop”Booking Source: EasyJet case study
  • 18. Meet the Traveler’s Needs: Immediate and Local 82% Booked within a day of arrival vs 45% on Desktop 58% were within 20 miles of their hotelBooking Source: Expedia, CTIA Conference, 2011.
  • 19. Mobile Makes the Travel Experience EasierExperiencing
  • 20. Mobile Makes the Travel Experience RobustExperiencing
  • 21. Travel is a Social PursuitSharing
  • 22. Non-stop flights < 4 hours €4000 total budget Google Confidential and Proprietary
  • 23. snowboardermbm.mpora.deInnovation In Travel Google Confidential and Proprietary
  • 24. Social Project25 Google confidential Google Confidential and Proprietary
  • 25. Google Confidential and Proprietary
  • 26. Use Social to differentiate the Your Brand ……. and build Your buying power +1 Button The Google+ Project 5B served per day Ways to prepare for business profiles: •  Implement the +1 button •  Start segmenting customers/partners •  Review shareable video and photo assets •  Start engaging with travelersMore Traffic Better Traffic Available OnPersonalized Search traffic is better qualified •  Google search resultsannotations increase when the site has been •  Google search adsCTR on ads and recommended by a friend or •  3rd Party sites (comingorganic search listings contact soon) Google Confidential and Proprietary 27
  • 27. IntroducingThe consumer (and therefore Google)loves relevant results: the “researching”query is better answered+1 = social credit, building up over timeSocial relevance is rewarded in Searchand Display Google Confidential and Proprietary
  • 28. Introducing Google Confidential and Proprietary 29
  • 29. Video Google Confidential and Proprietary30 Google confidential
  • 30. YouTube is an Engagement platform Users are 16% more likely to be a Travel Enthusiast than the average online user Target travelers Build Your brand #1 #2 #3 3B+ 44% entertainment search largest site video views of Travel site on the engine each day Enthusiasts web can be reached on YouTube (~15M/month)Source: Nielsen NetView October 2010 and comScore Video Metrix September 2010; YouTube Internal data November 2010Source: MRI, June 2011. Travel Enthusiast defined as 3+ personal domestic or international trips in past 12months AND shopped for airline tickets or made personal or business travel plans on the internet. Google Confidential and Proprietary
  • 31. YouTube in Belgium 3.8M MONTHLY UNIQUE VISITORS (1) 63% ONLINE POPULATION (1) REACH OF 22M Video Views PER DAY (2) 1.5M AVERAGE DAILY VISITORS (2) 2M DAILY VIEWS OF THE HOMEPAGE (2) 2ND MOST POPULAR SEARCH ENGINE1 Source : Comscore September 20112 Source : Google Internal Data Google Confidential and Proprietary 32
  • 32. TrueView in-stream ad (01/01/12)Give viewers the option to skip your ad; only pay for relevant views FEATURES •  Companion 300x60 •  The ad can appear when a user initiates video play as a pre- roll and the user will have the option to skip or watch the ad after :5 seconds of viewing •  An advertiser will only be charged when the user has watched :30 seconds of the ad or to its completion, whichever is shorter Google Confidential and Proprietary
  • 33. Local and Leads34 Google confidential Google Confidential and Proprietary
  • 34. New e-commerce channel: Hotel Price AdsPricing, availability and location information in Search, Maps and Places35 Google confidential Google Confidential and Proprietary
  • 35. Hotel Finder – elevating your buying power Helping users figure outinterest, Ability to pin hotels of where clear access location shapes to stay with to photos, reviews and pricing36 Google confidential Google Confidential and Proprietary
  • 36. Flight SearchAn experimental search environment to help users find flights more quicklyKey features: •  Save time with fast results •  Find low prices •  Explore different travel options *Results are ranked on cost/travel time37 Google confidential Google Confidential and Proprietary
  • 37. Outside of suppliers, partners are keyPartner option forconsumers 38 Google confidential Google Confidential and Proprietary
  • 38. Thank You!roelnaessens@google.com Google Confidential and Proprietary 39 Google Confidential and Proprietary