Reach Winter Vacationers with Bing Ads Travel Insights

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Winter vacationers are typically split into two camps – should they embrace the winter season or should they escape it? Whether travellers are searching for the perfect powdery slopes, or for …

Winter vacationers are typically split into two camps – should they embrace the winter season or should they escape it? Whether travellers are searching for the perfect powdery slopes, or for sun-kissed white-sand beaches, more than half are using a search engine to plan their upcoming winter travel. Find out more in the latest Bing Ads Winter Vacations insights presentation.

For more Bing Ads digital marketing insights, visit bingads.com/industryinsights

More in: Travel , Marketing
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  • 1. Reach new heights this winter travel season Insights to get your travelerson their way
  • 2. “Two roads diverged in a wood and I – I took theone less traveled by.” -Robert Frost
  • 3. Source: eMarketer, US Digital Travel Sales 2014 Complete Forecast 2014 52% Percentage of internet users projected to book travel via digital channels in 2014 $145BDigital travel sales in 2014 4-5.5% Projected sales growth between 2014 and 2018 2014-2018
  • 4. 2014-2018 37% Mobile’s projected share of digital sales by 2018 $26BTravel mobile digital sales in 2014 60% Sales growth since 2013 Source: eMarketer, US Digital Travel Sales 2014 Complete Forecast 2014
  • 5. Source: eMarketer. Online resources used to according to US Holiday and Winter Travelers Nov 2013 PC is currently the main deviceused to research and book winter travel 3% 4% 27% 5% 9% 43% 6% 10% 42% Tablet Mobile Computer Devices used to plan and book travel according to US Holiday and Winter Travelers, by Stage, Nov 2013 Helped me learn more Provided info to help me decide Prompted me to book % of respondents
  • 6. The percentage of mobile device users who booked travel on their device continues to grow Note: ages 18+; mobile device users who booked travel via mobile device at least once during the calendar year. Source: eMarketer. Online resources used to according to US Holiday and Winter Travelers Nov 2013 15.6 20.9 25.9 31.2 37.2 43.4 49.4 12.1 19.3 24.9 30.7 36.7 42.9 48 2012 2013 2014 2015 2016 2017 2018 US mobile travel bookers, by device, 2012-2018 Smartphone travel bookers Tablet travel bookers Millions of travel bookers
  • 7. Source: eMarketer. The US Travel Industry Digital Ad spend forecast and trends 2014 In 2014, direct response campaigns are projected to make up 74% of digital advertising spend Direct Response$3.07B (74%) Branding$1.08B (26%) Total = $4.15B Note: includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets, and includes all the various formats of advertising on those platforms
  • 8. Source: Yahoo and IPSOS OTX Media CT, “Holiday & Winter Travel”, Dec 2013. *: % of respondents. 55%* use search engines 44% use online travel agencies 44% use hotel websites 37% use other websites
  • 9. Source: eMarketer. The US Travel Industry Digital Ad spend forecast and trends 2014 Travel & leisure industry cost- per-clicks have trended up but engagement is high Travel click-through-rates remained the highest among US industries. U.S. paid search click-through-rate, by industry, Q4 2012 –Q4 2013 Cost-per-click trended up due to the competitive nature of the business. U.S. paid search cost-per-click, by industry, Q4 2012 –Q4 2013
  • 10. “The travel industry’s heavy investment in search –and the increasing competitionfrom other category advertisers such as metasearchwebsites like Kayak and hotel and airline suppliers, is increasing cost-per-click.” -eMarketer Source: Mobile Travel Sales in U.S. Forecast to Reach One Third of All Digital Sales by 2017, Skift, May 23, 2014
  • 11. Travelers tend to embrace or escape winter Source: HomeAway. January top destinations, “Winter Embracer” vacations Whistler, BC, Canada Bretton Woods, New Hampshire Aspen, Colorado Manchester, Vermont Taos, New Mexico “Winter Escaper” vacations Belize Costa Rico Hawaii New Zealand Tahiti
  • 12. Source: SOJERN 2014 Thanksgiving and Christmas holidays consistently boast the highest days of air travel 1. New York 2. Chicago 3. San Francisco 4. Los Angeles 5. Denver
  • 13. Leisure trumps business travel in the winter season Men and women made up an equal percentageof travelers for the first time at the end of 2013. More familiesare traveling during winter season than any other time. Source: SOJERN 2014 75% 25% Leisure travel Business travel
  • 14. However, groups and leisure travel increase during the holiday season Source: SOJERN 2014 72% 20% 8% Solo traveler Pair of travelers
  • 15. 51% of winter travel bookings occurred 30 days in advance and holiday- goers are staying longer at their destinations than other travel seasons. Source: SOJERN 2014 Flight booking lead time in days Most travelers book 30+ days in advance 0 1-2 3-7 8-14 15-21 22-30 31+
  • 16. Source: SOJERN 2014 29% of hotel bookings happened the same day Only 12%of travelers booked their hotel 30 days or more in advance
  • 17. The Yahoo Bing Network marketplace
  • 18. 16M Total travel searchers Total travel searches of all travel paid clicks 24M 124M 34% Travel searchers not reached on Google Source: comScoreqSearch(custom), US, March 2014; industry categories based on comScoreclassifications.
  • 19. Source:Microsoft internal data
  • 20. Source:Microsoft internal data
  • 21. Source:Microsoft internal data
  • 22. Source:Microsoft internal data
  • 23. Drive even better performance with Ad Extensions Sitelink Extensions Improve click- through rate (CTR) and conversions by providing direct access to site content and purchase pages. 13% lift in click- through- rates Location Extensions Drive more in- store conversions with store locator, click-to- call, merchant ratings, and click- to-direction. 20% lift in click- through- rates Call Extensions Connect customers quickly to your direct sales teams with tap to call. 10% Source:Microsoft internal data
  • 24. Online travel agents followed total digital travel trends across PC& Tablet Source:Microsoft internal data
  • 25. The Yahoo Bing Network audience behaviors
  • 26. Compared to Google, the Yahoo Bing Network audience is 10%more likely to have spent $5,000 to $7,499 online on travel in the last 6 months Our audience has a higher propensity to spend on travel online Pack your bags Source: comScorePlan Metrix, US, November 2013, custom measure created using comScoreindices and duplication. November data was used to reflect the winter season.
  • 27. Compared to Google, the Yahoo Bing Network audience is 11%more likely to have bought a cruise online in the last6 months Our audience has ahigher propensity tobuy a “winter escape” Sail away Source: comScorePlan Metrix, US, November 2013, custom measure created using comScoreindices and duplication. November data was used to reflect the winter season.
  • 28. Compared to Google, the Yahoo Bing Network audience is more likely to have used a browser on their mobile device to access travel. Our audience has ahigher propensity touse mobile for travel Let’s go Source: comScorePlan Metrix, US, November 2013, custom measure created using comScoreindices and duplication. November data was used to reflect the winter season.
  • 29. Source: comScorePlan Metrix, US, November 2013, custom measure created using comScoreindices and duplication. November data was used to reflect the winter season. Compared to Google, the Yahoo Bing Network audience is more likely to: ˗Have bought any travel related product online in the last6 months ˗Have bought airline tickets/reservationsonline in the last6 months Buying travel online
  • 30. Our audience is vacationing around the world Compared to Google, the Yahoo Bing Network audience: ˗26% more likely to have vacationed in Australia/New Zealand in the last 12 months ˗15% more likely to have vacationed in the Caribbean Islands in the last12 months Source: comScorePlan Metrix, US, November 2013, custom measure created using comScoreindices and duplication. November data was used to reflect the winter season.
  • 31. And at a destination near you Compared to Google, the Yahoo Bing Network audience: ˗22% more likely to have vacationed in New England in the last 12 months ˗11% more likely to have vacationed in San Diego in the last 12 months Source: comScorePlan Metrix, US, November 2013, custom measure created using comScoreindices and duplication. November data was used to reflect the winter season.
  • 32. Source: comScorePlan Metrix, US, November 2013, custom measure created using comScoreindices and duplication. November data was used to reflect the winter season. (Domestic) ˗16% more likely to have flown American in the last 12 months. ˗9% more likely tohave JetBlue in thelast 12 months Connect to these customers with the airlines they use most (International) ˗36% more likely to have flown Japan (JAL) in the last 3 years ˗24% more likely to have flown Air France in the last 3 years Compared to the Google, the Yahoo Bing Network Audience is:
  • 33. Source: comScorePlan Metrix, US, November 2013, custom measure created using comScoreindices and duplication. November data was used to reflect the winter season. Get them moving in a rental car Compared to Google, the Yahoo Bing Network Audience is: ˗25% more likely to have rented from Thrifty in the last 12 months ˗20% more likely to have rented from Value in the last 12 months
  • 34. Compared to Google, the Yahoo Bing Network Audience is: ˗18% more likely to have goneon a cruise for vacation in thelast 12 months ˗16% more likely to have gone skiing for vacation in the last 12 months ˗13% more likely to have gone to a resort/spa for vacation in the last12 months Our users enjoy various activities on their vacations Source: comScorePlan Metrix, US, November 2013, custom measure created using comScoreindices and duplication. November data was used to reflect the winter season.
  • 35. Help your ads cruise with ad copy research
  • 36. Air Airfares Airline Brand Airlines Book Call to Action City Deals Destinations Discount Fares Find Flights Fly Guaranteed Huge/Big Lowest Nonstop Now Offers Official Site Online Prices Save Tickets Today Trademark Travel Website Your Air Airfares Airline Brand Airlines Area Book Call to Action City Deals Discount Fares Find Flights Fly Lowest Nonstop Official Site Online Save Tickets Trademark Travel Website In this example, a travel ad with “airlines” in the title and “deals” in the description has high ad quality. Great Good Insufficient data Poor Ad description Ad title
  • 37. Ad description Ad title Great Good Insufficient data Poor Ad performance heatmap
  • 38. General travel Top word combos PC/Tablet Mobile Title Description Rentals Superlative Vacations Superlative Rentals Vacations Vacations Dynamic KeywordInsertion (DKI) Vacations Vacations Title Description Vacations Dynamic Keyword Insertion (DKI) Hotels Last minute Discounts/deals Flights Discounts/deals Airfares Rentals Save/savings
  • 39. Ad performance heatmap Great Good Insufficient data Poor Ad title Ad description
  • 40. Airlines and flights Top word combos Title Description Hotels Online Online Hotels Online Travel Price/pricing Tickets Compare Airlines Title Description Travel Travel Discounts/deals Last minute Discounts/deals Destination Airlines Destination Airfares Business PC/Tablet Mobile
  • 41. Ad performance heatmap Great Good Insufficient data Poor Ad title Ad description
  • 42. Car rental Top word combos PC/Tablet Mobile Title Description Superlative Superlative Last minute Discounts/deals Superlative Rentals Last minute Price/pricing Last minute Save/savings Title Description Destination Discounts/deals Destination Cars Destination Destination Destination Rentals Cars Destination
  • 43. Ad performance heatmap Ad description Great Good Insufficient data Poor Ad title
  • 44. Hotels Top word combos PC/Tablet Mobile Title Description Discounts/deals Exclusive Accommodations Travel Accommodations Save/savings Accommodations Compare Accommodations Cheap/affordable Title Description Discounts/deals Exclusive Officialsite Guaranteed Call to action Superlative Cheap/affordable Exclusive Quality Discounts/deals
  • 45. Ad performance heatmap Ad description Great Good Insufficient data Poor Ad title
  • 46. Cruise ships Top word combos PC/Tablet Mobile Title Description Last minute % off Last minute Holidays Save/savings Official site Cheap/affordable Vacations Online Discounts/deals Title Description Discounts/deals Destination Discounts/deals Cars Type Discounts/deals Cruises Last minute Discounts/deals % off
  • 47. Already advertising onGoogle AdWords? It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few clicks. Learn how to import your campaigns
  • 48. Connect with a Search Specialist who can help you get started today 1-800-518-5689 or check outGetting started @bingads linkedIn.com/company/bing-ads facebook.com/bingads blog.bingads.com instagram.com/bingads slideshare.net/bingads youtube.com/bingads Follow us LearnEngage
  • 49. © 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.