Travel 2011 : Roel Naessens (Google)

Travel Trends & Opportunities

Roel Naessens
Industry Head Travel

23/11/2011

Google Confidential and Proprietary

Agenda

1 Market Insights

2 The 5 stages of Travel

3 Trends & Opportunities

Google Confidential and Proprietary 2

Insights
for Winter Travel


SNOW

4 Google confidential Google Confidential and Proprietary

Evolution SNOW Holidays
Queries & CPC
EUR

•  Wintersports related search queries remain stable compared to 2010

•  Very strong seasonality: season starts in august and ends in april

Source: Google internal data, 100 wintersport related queries


Most popular SNOW destinations
France is still most popular

Austria
France
Italy
Switzerland
N 9

D 9

Ja 9

Fe 0
M 10

A 0
M 10

Ju 0

Ju 0
A 0

Se 0

O 0

N 0

D 0

Ja 0

Fe 1
M 11

A 1
M 11

Ju 1

Ju 1
A 1

Se 1

O 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

ec
O

Source: Google internal data, Top Ski Resorts per country


SUN


Most popular SUN last minutes in winter
Turkey & 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

Se
Ja

Fe

Ju

Se

O
O

M
M

A
A

M
M

D
N

A
A

source: Google internal data, last minute+destination


MOBILE


Evolution of Mobile Search Queries
Very strong growth for wintersports related queries

+140% Increase of number of mobile
searches 2010 vs 2011

ad impressions 2010 vs 2011

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


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

11
Source: Internal Google Data 2010, typical across different markets. Weekly Desktop and Search Google Confidential and Proprietary
queries, US Google Internal Data, 2010.

5 Stages
of Travel

Current travel orientation behavior

Average journey length in days before purchase

Average research time in hours before purchase

Average site visits before purchase

Source: Google/Nielsen Clickstream study 2010 Google Confidential and Proprietary 13

ebookersExplorer gives the traveler a platform for dreaming

Dreaming

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 Search

Researching
Source: comScore custom analysis- UK Population, Q1 2007;

From ‘holiday in the sun’ to First Choice
purchase 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 Sun

Researching
Source: Comscore Research Paper October 2007 Google Confidential and Proprietary

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

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 hotel

Booking Source: Expedia, CTIA Conference, 2011.

Mobile Makes the Travel Experience Easier

Experiencing

Mobile Makes the Travel Experience Robust

Experiencing

Travel is a Social Pursuit

Sharing

Non-stop flights
< 4 hours

€4000 total
budget


snowboardermbm.mpora.de
Innovation
In Travel

Social Project


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 travelers

More Traffic Better Traffic Available On
Personalized Search traffic is better qualified •  Google search results
annotations increase when the site has been •  Google search ads
CTR on ads and recommended by a friend or •  3rd Party sites (coming
organic search listings contact soon)

27

Introducing

The consumer (and therefore Google)
loves relevant results: the “researching”
query is better answered

+1 = social credit, building up over time

Social relevance is rewarded in Search
and Display


Introducing

Google Confidential and Proprietary 29

Video

30 Google confidential

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 2010
Source: MRI, June 2011. Travel Enthusiast defined as 3+ personal domestic or international trips in past 12
months AND shopped for airline tickets or made personal or business travel plans on the internet.


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 ENGINE

1 Source : Comscore September 2011
2 Source : Google Internal Data Google Confidential and Proprietary 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


Local and Leads


New e-commerce channel: Hotel Price Ads
Pricing, availability and location information in Search, Maps and Places


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 pricing

Flight Search
An experimental search environment to help users find flights more quickly

Key features:
•  Save time with fast
results
•  Find low prices
•  Explore different
travel options
*Results are ranked on cost/travel
time


Outside of suppliers, partners are key

Partner option for
consumers


Thank You!
roelnaessens@google.com Google Confidential and Proprietary 39

Travel 2011 : Roel Naessens (Google)

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