Summer Vacation Seasonal Insights

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Summer time is fast approaching, and digital marketers better get ready for a record breaking travel season. Roughly 55% of travelers use search to choose a travel destination and 8 in 10 book their trips online. Travelers like to explore their options and book their summer vacation months in advance – the busiest months being May thru July. To prepare for the upcoming travel season, we’ve got your first class ticket to increased sales and digital advertising insights and trends. Help your customers relax and have fun, while your sales soar to new heights!

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

Published in: Marketing, Travel, Business

Summer Vacation Seasonal Insights

  1. 1. Get onboard for summer travel Your first class ticket to more Travel sales with search advertising
  2. 2. When we think back to the most memorable times in our childhood they often involve a vacation. You now have the privilege to enable the capturing of memories for the customers you serve everyday. And we’re here to support you along the journey.
  3. 3. Leisure trips lead in summer Source: visual.ly, Q1 – Q3 2013. Data specific to the US market. Busin ess 57% Leisur e 43% Q1 Busine ss 48% Leisure 52% Q2 Busine ss 43% Leisure 57% Summer Leisure Travel accounted for 57% Of travel Business Travel accounted for 43% Of travel
  4. 4. Planning ahead Source: visual.ly, Q1 – Q3 2013. Data specific to the US market. Booking summer vacations in advance More travelers booked vacations at least 30 days in advance, an increase from Q1 and Q1. Q1 Q2 Summer 23% 24% 35%
  5. 5. Source: visual.ly, Q1 – Q3 2013. Data specific to the US market. Longer stay for summer play Duration of stay increases during summer months Q2 38% Summer 44% Q2 55% Summer 62% Travelers stayed at their destinations for 6 days or longer. Travelers searched for vacation stays of 6 days or longer. NOTE: Longer stays are particularly indicative of leisure travel, with most business-related travel lasting only a few days.
  6. 6. Consumers are relying on the experiences of other travelers Source: Travel Weekly – Consumer Trends Report, - July 29, 2013. Statistics are percentages of 2013 Travel Weekly Consumer Trends Survey participants. 22% are very much influenced by reviews 58% Use travel review web sites 75% are somewhat influenced by reviews
  7. 7. Consumers will continue to make experiences a top priority Source: Travel Market Report, Travel Trends 2014: Unplugged, Imperfect, Fast; JWT Intelligence, Ann Mack; Travel Weekly – Consumer Trends Report, - July 29, 2013. Statistics are percentages of 2013 Travel Weekly Consumer Trends Survey participants. 73% would rather spend money on an experience than on a material item $6,840 Total amount spent on travel in the past 12 months $1,415 Average amount spent on one trip
  8. 8. Forecasting an increase in cruise guests for 2014 Source: Cruise trends 2014: Image rehab and new ships on YAHOO! News January 24, 2014; Travelmarketreport.com – AMEX – Big Boost in 2014 Cruise Bookings, January 17, 2014; comScore Plan Metrix, US, June 2013, custom measure created using comScore indices and duplication. June 2013 data was used to reflect the summer season. 21.7 million cruise guests expected in 2014 up from 21.3 million cruise guests in 2013 Top destinations for 2014 include: Caribbean, Mediterranean, and Europe Compared to Google, the Yahoo Bing Network audience are more likely to have bought a cruise online in the last 6 months
  9. 9. Source: Experian Marketing – The Digital Marketing Report 2013; Orbology Blog, Orbitz, May 1, 2013; Travel+Leisure Most Important Travel Trends 2014; comScore Plan Metrix, US, June 2013, custom measure created using comScore indices and duplication. June 2013 data was used to reflect the summer season. Considering married couples with children are retaining their buying clout: Orlando was the top summer destination for America in 2013 Disney vacations are expected to be a strong consideration for travelers in 2014 Compared to Google, the Yahoo Bing Network audience is more likely to have visited Disney World/Orlando in the last 12 months
  10. 10. Las Vegas will continue to be a sure bet for value and entertainment Source: ABC Local, Chicago Jeanenne Tornatore, Senior Editor, Orbitz.com, January 13, 2014; comScore Plan Metrix, US, June 2013, custom measure created using comScore indices and duplication. June 2013 data was used to reflect the summer season. With over 150,000 rooms downtown, travelers will find better deals on hotels New entertainment including Brittany Spears at the Planet Hollywood Resort & Casino Cirque de Soleil shows are among the top booked attractions for 2014 Compared to Google, the Yahoo Bing Network audience is more likely to have visited Las Vegas for vacation in the last 12 months
  11. 11. Combining a destination and an event With the upcoming 2014 FIFA World Cup, June 12 – July 14, 2014: Source: ABC Local, Chicago, Jeanenne Tornatore, Senior Editor, Orbitz.com, January 13, 2014; comScore Plan Metrix, US, June 2013, custom measure created using comScore indices and duplication. June 2013 data was used to reflect the summer season. Brazil and South America are hot destinations FIFA World Cup is the “biggest single-event sporting competition in the world” Compared to Google, the Yahoo Bing Network audience is 9% more likely to have visited South America for vacation in the last 12 months
  12. 12. Travelers are planning international getaways for 2014 Source: Travel Market Report, January 2, 2014 , travelmarketreport.com, American Express Top Travel Agent Trends 2014 52% of travel counselors indicated their travelers are planning international trips The most popular destinations among those are: Seychelles, Brazil, Vietnam, Grenada, New Zealand, Croatia, Bhutan, Norway and Greece
  13. 13. Source: comScore Plan Metrix, US, June 2013, custom measure created using comScore indices and duplication. June 2013 data was used to reflect the summer season and stats are based upon the last 3 years. 127% more likely to have flown Northwest 24%more likely to have flown Aero Mexico 16%more likely to have flown Mexicana 11%more likely to have flown Qantas 13%more likely to have flown SwissAir Compared to Google, the Yahoo Bing Network Audience is:
  14. 14. Source: visual.ly, September 2013 Online travel planning is a global trend 8 in 10 Travelers plan their trips online Online travel sales by region:
  15. 15. Online travel booking preferences 36% 47% 51% 30% 22% 9% 1% 17% 0 3% 1% 2% ALL-INCLUSIVE CRUISES ESCORTED TOURS PACKAGED TOURS Online Directly with Provider Online Travel Agency Travel Search Site Source: Travel Weekly – Consumer Trends Report, - July 29, 2013. Statistics are percentages for leisure travelers worldwide in 2013.
  16. 16. Technology enabling travel The use of tablets and smartphones to book travel continues to grow 30% used a mobile device to purchase travel in 2013 Up from 25% in 2012 Source: Travel Weekly – Consumer Trends Report, - July 29, 2013. Statistics are percentages of 2013 Travel Weekly Consumer Trends Survey participants.
  17. 17. Source: eMarketer The US Travel Industry 2013 Branding campaigns get second look Brand campaigns can lead to direct booking too. Hotel suppliers continue to invest aggressively on paid search, in addition to leveraging retargeting with display ad. Mobile investment accelerates. Campaigns using “Click to call”, “same day booking” and “hotel app downloads” were successful Search has become more competitive Google’s hotel meta search, OTA acquisition of meta travel searches, and more search real estate becoming paid, hotel suppliers may have to spend more to appear above fold. Data underpins multiple channel push A game changer in behavioral targeting, location based targeting and device targeting. Summer travel advertising trends for lodging
  18. 18. Sweet summer success Travel industry sites experienced a spike May- June 2013 Most bookings are done by July for summer travel July 2013 received the highest spike in traffic Source: Hitwise, January 2014. Data inclusive of all devices and specific to the US market. Summer travel increases industry web traffic
  19. 19. Source: AutoRentalNews.com – Car Rental 2014- Full Speed Ahead – January/February 2014 Go for a ride Have rented a car from Hertz in the last 12 months Have rented a car from National in the last 12 months Have rented a car from Avis in the last 12 months Compared to Google, the Yahoo Bing Network Audience is more likely to: Fueling the need for freedom without the high cost Increase in fuel efficient vehicles available as rental cars Decrease in fuel prices Projected increase in car rentals in 2014
  20. 20. Source: eMarketer – The US Travel Industry 2013; October 2012 Survey by Text100 of leisure travelers worldwide; comScore Plan Metrix, US, June 2013, custom measure created using comScore indices and duplication. June 2013 data was used to reflect the summer season. Compared to Google, the Yahoo Bing Network audience is more like to: Explore your options
  21. 21. Compared to Google, the Yahoo Bing Network audience is 10% more likely to have spent $10,000 or more online on travel Our audience has a higher propensity to spend on travel online Source: comScore Plan Metrix, US, June 2013, custom measure created using comScore indices and duplication. June 2013 data was used to reflect the summer season.
  22. 22. Total travel paid clicks Total travel searchers of all travel paid clicks Total travel searches Travel searchers not reached on Google Reach exclusive destinations In June of 2013, the Yahoo Bing Network delivered… Source: comScore Search Categories Report (custom), US, June 2013.. 24M 39M 119M 32%16M
  23. 23. The Yahoo Bing Network marketplace insights for Travel
  24. 24. Clicks Non-brand car rental keywords to increase 15% year-over-year Searches Non-brand car rental keywords to increase 40% year-over-year Spend Non-brand car rental keywords advertiser investment to increase 20% year-over-year Get onboard with more forecasted searches and clicks in Travel Microsoft Internal data 2014
  25. 25. Growth in summer travel searches on smartphones Growth in summer lodging searches on smartphones Source: Microsoft internal data 2014 167% 99% Travel searchers are on the go with mobile
  26. 26. 3,500,000 3,700,000 3,900,000 4,100,000 4,300,000 4,500,000 4,700,000 4,900,000 5,100,000 5/1 5/8 5/15 5/22 5/29 6/5 6/12 6/19 6/26 7/3 7/10 7/17 7/24 7/31 Yahoo Bing Network summer travel daily searches: 2013 vs. 2012 May1-July31 2012 May1-July31 2013 Source: Microsoft Internal Data Analysis: May 1-July 31 2012, May 1-July 31 2013, Owned & Operated, US, PC + Tablet 1,100,000 1,200,000 1,300,000 1,400,000 1,500,000 1,600,000 1,700,000 5/1 5/8 5/15 5/22 5/29 6/5 6/12 6/19 6/26 7/3 7/10 7/17 7/24 7/31 Yahoo Bing Network daily lodging searches: 2013 vs. 2012 May 1-Jul 31 2012 May 1-Jul 31 2013
  27. 27. Travel searches on smartphones drive better engagement Click-through rate (CTR) PC 1.47% Mobile 1.77%
  28. 28. When compared to Google, the Yahoo Bing Network audience is: Source: comScore Plan Metrix Site Audience Profile, January 2013. Composition Index compared to baseline internet users 20% 15% 13%
  29. 29. Microsoft ConfidentialMicrosoft Confidential Choose your words carefully with our ad copy research for Travel
  30. 30. Our study results show that a travel ad with “airlines” in the title and “deals” in the description has high Ad Quality. Ad description Adtitle Great Good Insufficient dataPoor Air Airfares AirlineBrand Airlines Book CalltoAction City Deals Destinations Discount Fares Find Flights Fly Guaranteed Huge/Big Lowest Nonstop Now Offers OfficialSite 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
  31. 31. Ad performance heatmapAir Airfares AirlineBrand Airlines Book CalltoAction City Deals Destinations Discount Fares Find Flights Fly Guaranteed Huge/Big Lowest Nonstop Now Offers OfficialSite 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 Ad description Adtitle Great Good Insufficient dataPoor
  32. 32. Top word combos PC Mobile Tablet Title Description City Official/Official Site Tickets Official/Official Site City Find Travel Flights Tickets Find Title Description Find Today Find City Book Flights Flights Airlines City Lowest Title Description Deals Travel Deals Find City Travel Travel Flights Fares Air Key insights
  33. 33. Ad performance heatmap Ad description Adtitle Great Good Insufficient dataPoor Airport Book Brand Callto Action Car CarSize Cheap Deals Free Great Hire Low/Lowest Now Off Official Online PricePoint Quick Rates Rent/Rental Reserve Save Savings Specials Today Trademark Upgrade Weekend Weekly Your Airport Brand Call to Action Car Cheap City Deals Discounts Free Great Hire Off Official Online Price Point Rent/Rental Savings Specials Trademark Upgrade Weekend Weekly
  34. 34. Top word combos PC Mobile Tablet Title Description Off Low/Lowest Weekend Specials Weekend Online Weekend Quick Weekend Price Point Title Description Rent/Rental Specials Brand Specials Car Specials Price Point Specials Car Weekend Title Description Weekend Specials Weekend Online Weekend Quick Trademark Deals Weekend Price Point Key insights
  35. 35. Ad performance heatmap Ad description Adtitle Great Good Insufficient dataPoor Best Book Brand CalltoAction City Deals Downtown Family Free Great Guaranteed Hotel Lowest Luxury Now Official PricePoint Rates Rental(s) Resorts Room(s) Save Suites Today Trademark Vacation Best Book Brand Cabin Call to Action City Deals Downtown Great Guaranteed Hotel Luxury Official Price Point Rates Rental(s) Resorts Save Suites Trademark Vacation
  36. 36. Top word combos PC Mobile Tablet Title Description City Save City Room(s) Rental(s) Save City Official Rates Rates Title Description City Brand City Guaranteed City Great City Call to Action Trademark Rates Title Description Rental(s) Save Call to Action Room(s) Rental(s) Rental(s) Vacation Today Deals Today Key insights
  37. 37. Ad performance heatmap Ad description Adtitle Great Good Insufficient dataPoor % All-Inclusive Book Brand CalltoAction Cruise(s) Deals Exclusive Great Largest Location Low/Lowest Luxury New Now Offers Official Prices Rates Sail Sale Save Today Tours Trademark Vocation Your % All-Inclusive Book Brand Call to Action Cheap Cruise(s) Deals Exclusive Great Largest Location Luxury New Offers Official Sale Save Tours Trademark Vocation NoVar
  38. 38. Top word combos PC Mobile Tablet Title Description NoVar Call to Action Cheap Cruise(s) NoVar % NoVar Your Sale Today Title Description Cruise(s) New Official Deals Cruise(s) Sale Trademark Now Trademark Location Title Description All-Inclusive Deals All-Inclusive Cruise(s) Deals Largest All-Inclusive Call to Action Cruise(s) Sale Key insights
  39. 39. Bing Ads features help your search campaigns soar to new heights
  40. 40. Ad extensions drive home performance Location Extensions Sitelink ExtensionsCall Extensions Merchant Ratings
  41. 41. Sitelink Extensions give your ad more dynamic offerings ˗ Increase click-through-rate (CTR) and conversions. ˗ Provide direct access to site content and more utility for end customers. ˗ Shorten the conversion funnel and improve profitability. ˗ Display up to four site links to your mobile search ads on smartphones. For mobile consumers, it is all about taking immediate actions in real-time and on-the-go. Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance. Increase in clicks is dependent upon a seasonality and advertiser vehicle. Up to 23% higher CTR using Sitelink Extensions than with standard text ads
  42. 42. Location Extensions drive traffic to local merchant ˗ Mobile users are more likely to be searching for a store location on their mobile device, rather than on desktop or a tablet ˗ Leverage local features such as store locator, click-to-call and Click-to-Direction ˗ Drive improved conversion rate from mobile store locator to in-store visits Up to 9% higher CTR using Location Extensions than with standard text ads Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance. Increase in clicks is dependent upon a seasonality and advertiser vehicle.
  43. 43. Source: 1. comScore Explicit Core Search (custom), US, June 2013. June 2013 data was used to reflect the summer season. Reach 167M unique searchers in multiple ways with Call Extensions1 ˗ Smartphones ˗ Tap phone number in the result ˗ Call is initiated ˗ Offline ˗ See phone number on web ˗ Dial landline or mobile manually ˗ Skype on PC or tablet ˗ Click phone number ˗ Free Skype call initiates in browser ˗ On Bing only. No Skype client is required
  44. 44. Bing: The world’s first search engine with in-browser calling
  45. 45. Better transactions with Merchant Ratings ˗ Mobile users are more likely to be searching for a store location on their mobile device, rather than on desktop or a tablet ˗ Leverage local features such as store locator, click-to-call and Click- to-Direction ˗ Drive improved conversion rate from mobile store locator to in-store visits
  46. 46. Bing Ads Express enables you to find customers easier Getting started with Bing Ads Express
  47. 47. 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. 48. Connect with a Search Specialist who can help you get started today 1-800-518-5689 or check out Getting started @bingads linkedIn.com/company/bing-ads facebook.com/bingads blog.bingads.com instagram.com/bingads slideshare.net/bingads youtube.com/bingads
  49. 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.

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