Google, the Internet and Travel



Andrew Pozniak – andrewpozniak@google.com
Emerging Europe, Middle East and Africa - Tra...
Agenda

   Google presentation and viewpoint

   Agency perspective - Traffic Brand (Mandy Schreiber &
   Jan Boshoff)

  ...
The Internet and Google




                          Google Confidential and Proprietary   3
The Internet - the world‟s most visited destination
• User numbers by region




            North                       E...
In this fast growing world our company has a
mission…




                                               Google Confidenti...
We‟ve grown quickly from small beginnings…




                                             Google Confidential and Propri...
And are becoming a global company




Approximately 20,000 full-time employees worldwide

                                ...
We work with the world‟s leading National Tourist
Organisations and travel brands




                                    ...
Travel and Online




                    Google Confidential and Proprietary   9
Despite shocks Travel is a robust and resilient
 industry




Source: UNWTO World Tourism Barometer – Jan 09   Google Conf...
Africa already has a 5% share of international
tourist arrivals




Source: UNWTO World Tourism Barometer – Jan 09   Googl...
And grew by close to 5% last year




Source: UNWTO World Tourism Barometer – Jan 09   Google Confidential and Proprietary...
As you know, the Internet influences travel
    decisions more than ever before
      Ways someone initially becomes      ...
For customers research online….and they book
online, in huge volumes
            European leisure/unmanaged business trave...
The challenge for Travel Marketers




                        Google Confidential and Proprietary   15
The classic „purchase funnel‟ no longer applies
Simple and rational but…




  TV                       Awareness
    Prin...
The reality is far more complex…

            Traditional “Analog”    New “Digital”




Awareness                         ...
The new marketing - chasing travellers‟ „digital
 footprints‟




Awareness                                               ...
Case Study – “The Sun Seeker”

             From “Holidays in the Sun” to First Choice
             Purchase in 33 days


...
Travelers are heavily engaged in the search
process



  78%             travel transactions involve search



    31     ...
And they‟re willing to invest time to save money
                                                                         ...
In fact, ongoing travel search growth is strong

                                                                         ...
How Google can help




                      Google Confidential and Proprietary   23
What‟s our role in all of this?




                                  Google Confidential and Proprietary   24
Our proposition – to „promote‟ and „engage‟


 Promote

    Capture
  consumers
throughout the
decision cycle




  Engage...
Promote
Capture consumers throughout the decision cycle




                                         Google Confidential a...
Customers tell you what they‟re interested in when
they search




         south africa holidays 2009




               ...
Search marketing offers reach, targeting and
control




                                   „AdWords‟
                    ...
Clicking on the Ad takes the customer to the most
relevant page of the Advertiser‟s site




                             ...
Google Adwords in more detail
  How it works                     Why it works
   You create your ads             • Excelle...
Google Adwords allows your marketing to be as
flexible as customer demand




                                           G...
It doesn‟t end with Search. We‟ve also built the
world‟s largest online Advertising Network
                              ...
Display and Search work strongly together




                                                        Trip to New Zealand
...
Major destinations and brands are already using
YouTube as a dynamic promotional medium




                              ...
YouTube search is increasingly similar to Google




                                                                     ...
For many YouTube is TV for the 21st century!

      Selected                 Unique monthly
      countries               ...
Engage
Convert researchers to travellers with engaging applications and
content




                                      ...
Use Google Maps on your own sites to assist
users with navigation and to explore destinations




                        ...
The information available on our Maps is getting
richer and richer




                                                   ...
You can also publish your content to Google Maps




                                           Google Confidential and Pr...
Use Google Earth to highlight the breadth and depth
of your travel product




                                           ...
Disney have combined video, photos and 3D
models for a completely immersive experience




                               ...
There are many more opportunities to reach the
customer too




                                                          ...
Use Google Sites to build your own online
presence




                                                                   ...
In summary




             Google Confidential and Proprietary   45
In Western Europe, Internet advertising is expected
to account for 15% of spend in 2009
                  Share of adverti...
We can partner with you to promote your
business at scale and with precision


                                          G...
Don‟t get left behind on the shore…




                                      Google Confidential and Proprietary   48
Let‟s work together and make the most of the
opportunity!




                                               Google Confid...
Thank you!



Andrew Pozniak – andrewpozniak@google.com
Emerging Europe, Middle East and Africa - Travel




             ...
Agenda

   Google presentation and viewpoint

   Agency perspective - Traffic Brand (Mandy Schreiber &
   Jan Boshoff)

  ...
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Google Travel Travel

  1. 1. Google, the Internet and Travel Andrew Pozniak – andrewpozniak@google.com Emerging Europe, Middle East and Africa - Travel Google Confidential and Proprietary 1
  2. 2. Agenda Google presentation and viewpoint Agency perspective - Traffic Brand (Mandy Schreiber & Jan Boshoff) View from the advertiser and panel discussion – Rhino Africa/Afrika (Ingo Bruggemann and Anton de Wit) Q&A Google Confidential and Proprietary 2
  3. 3. The Internet and Google Google Confidential and Proprietary 3
  4. 4. The Internet - the world‟s most visited destination • User numbers by region North Europe America 390m 247m Asia Middle 650m East 46m Africa Central/South 54m America 174m Oceania/ Australasia 21m Source: Internet World Stats – Dec 08 Google Confidential and Proprietary 4
  5. 5. In this fast growing world our company has a mission… Google Confidential and Proprietary 5
  6. 6. We‟ve grown quickly from small beginnings… Google Confidential and Proprietary 6
  7. 7. And are becoming a global company Approximately 20,000 full-time employees worldwide Google Confidential and Proprietary 7
  8. 8. We work with the world‟s leading National Tourist Organisations and travel brands Google Confidential and Proprietary 8
  9. 9. Travel and Online Google Confidential and Proprietary 9
  10. 10. Despite shocks Travel is a robust and resilient industry Source: UNWTO World Tourism Barometer – Jan 09 Google Confidential and Proprietary 10
  11. 11. Africa already has a 5% share of international tourist arrivals Source: UNWTO World Tourism Barometer – Jan 09 Google Confidential and Proprietary 11
  12. 12. And grew by close to 5% last year Source: UNWTO World Tourism Barometer – Jan 09 Google Confidential and Proprietary 12
  13. 13. As you know, the Internet influences travel decisions more than ever before Ways someone initially becomes Once interested in a country ways interested in a country information is found Other Ads, 3% Other, 8% Other, Travel Family 13% agent, 6% Family and and friends, friends, Special 35% package 8% offer, 7% Travel Press agent, article, 12% 10% Internet, 67% TV/ Internet, Cinema, 18% 13% Source: FutureBrand Country Brand Index – Oct 07 Google Confidential and Proprietary 13
  14. 14. For customers research online….and they book online, in huge volumes European leisure/unmanaged business travel market gross bookings € bn Source: PhoCusWright European Online Travel Overview – Nov 08 Google Confidential and Proprietary 14
  15. 15. The challenge for Travel Marketers Google Confidential and Proprietary 15
  16. 16. The classic „purchase funnel‟ no longer applies Simple and rational but… TV Awareness Print Research Radio Planning Brochures Purchase Direct Mail Google Confidential and Proprietary 16
  17. 17. The reality is far more complex… Traditional “Analog” New “Digital” Awareness Express intent Research Educate and Planning evaluate Purchase Purchase Google Confidential and Proprietary 17
  18. 18. The new marketing - chasing travellers‟ „digital footprints‟ Awareness Express intent Research Educate and Planning evaluate Purchase Purchase €‟s Google Confidential and Proprietary 18
  19. 19. Case Study – “The Sun Seeker” From “Holidays in the Sun” to First Choice Purchase in 33 days First Search Purchase Holidays in the Sun FirstChoice HolidayRentals Teletext Holidays TripAdvisor TUI TUI Hotels.com TravelRepublic ebookers Visits HolidayWatchdog TUI TUI Thomas Cook First Choice TripAdvisor AirTours First Choice First Choice TUI Expedia AirTours Thomas Cook FirstChoice Airtours Thomas Cook First Choice First Choice TUI Olympic Holidays Spain Holidays Cheap Flights Cyprus Palm Beach Hotel Searches Cyprus holidays Larnaca Cyprus Europe Holidays Cyprus Holidays Cyprus Hotels Thomson Holidays Holidays in the Sun Beau Rivage Hotel Cyprus Day 0 Day 5 Day 8 Day 13 Day 21 Day 29 Day 33 Source: comScore custom analysis- UK Population, Q1 2007. Travel searchers in January time aligned and monitored over 12 week period from first search. Purchases tracked at set of online travel merchants including Ryanair, easyJet and British Airways. Google Confidential and Proprietary 19
  20. 20. Travelers are heavily engaged in the search process 78% travel transactions involve search 31 days spent searching 13 travel searches before booking 26 travel site visits prior to booking Google Confidential and Proprietary 20
  21. 21. And they‟re willing to invest time to save money Find Cheap Flights Save Get the Money Best Deal 34% They will invest more aren‟t letting the economy Say they time shopping around for the besttheir travel plans impact deals Source: http://www.gallup.com/Home.aspx,Travel Decision-Making Study, Google & M&RR, April 2008, Surprising number of companies 21 cut travel spending, By Dan Reed, USA TODAY, http://www.usatoday.com/travel/news/2009-02-09-company-travel-spending-cut_N.htm,Google Confidential and Proprietary Google Follow-up Holiday Shopping Intentions Study, Online Testing Exchange and Google, February 4, 2009
  22. 22. In fact, ongoing travel search growth is strong 2009 2008 2007 + 22% + 21% Hotels and Accommodations searches on Google DE Source: Google Internal – Estimates based on a sample of available category-related Google data . Google Confidential and Proprietary 22
  23. 23. How Google can help Google Confidential and Proprietary 23
  24. 24. What‟s our role in all of this? Google Confidential and Proprietary 24
  25. 25. Our proposition – to „promote‟ and „engage‟ Promote Capture consumers throughout the decision cycle Engage Convert to travellers with digital content Google Confidential and Proprietary 25
  26. 26. Promote Capture consumers throughout the decision cycle Google Confidential and Proprietary 26
  27. 27. Customers tell you what they‟re interested in when they search south africa holidays 2009 27 Promote Google Confidential and Proprietary
  28. 28. Search marketing offers reach, targeting and control „AdWords‟ pay only if user clicks „AdWords‟ pay only if user clicks „Natural‟ search results 28 Promote Google Confidential and Proprietary
  29. 29. Clicking on the Ad takes the customer to the most relevant page of the Advertiser‟s site 29 Promote Google Confidential and Proprietary
  30. 30. Google Adwords in more detail How it works Why it works You create your ads • Excellent control • Highly measurable results • Completely flexible spend with no minimum • Global reach • Choose searches • Choose target • Addresses new audiences countries at the moments of highest • Set budgets relevance Customers click on your ads and connect with your business 30 Promote Google Confidential and Proprietary
  31. 31. Google Adwords allows your marketing to be as flexible as customer demand Google Confidential and Proprietary 31
  32. 32. It doesn‟t end with Search. We‟ve also built the world‟s largest online Advertising Network • The Google Content Text Ads (Advertising) Network has • 765bn page views/ month • 566m unique visitors/ Display month Ads • Serves Text, Display and Video Ads on targeted publisher sites • Offers full advertising Video flexibility – unlike TV, Print Ads or Outdoor • Is fully transparent and puts the advertiser in control Source: ComScore Media Metrix 32 Promote Google Confidential and Proprietary
  33. 33. Display and Search work strongly together Trip to New Zealand 36% 26% Of consumers turned to search for more Of marketers coordinated display information after seeing a display ad buys with search marketing 33 Source: Jupiter Research – Nov 08 Promote Google Confidential and Proprietary
  34. 34. Major destinations and brands are already using YouTube as a dynamic promotional medium • YouTube is the world‟s largest video site and second largest search engine (after Google) • Every travel business can create its own user channel free of charge – or build a fully branded presence 34 Promote Google Confidential and Proprietary
  35. 35. YouTube search is increasingly similar to Google 35 Promote Google Confidential and Proprietary
  36. 36. For many YouTube is TV for the 21st century! Selected Unique monthly countries visitors (millions) UK 14.7 Germany 12.9 France 11.4 Spain 11.2 Italy 8.8 Netherlands 5.6 Source: Nielsen – Nov/Dec 08 36 Promote Google Confidential and Proprietary
  37. 37. Engage Convert researchers to travellers with engaging applications and content Google Confidential and Proprietary 37
  38. 38. Use Google Maps on your own sites to assist users with navigation and to explore destinations 38 Engage Google Confidential and Proprietary
  39. 39. The information available on our Maps is getting richer and richer 39 Engage Google Confidential and Proprietary
  40. 40. You can also publish your content to Google Maps Google Confidential and Proprietary 40
  41. 41. Use Google Earth to highlight the breadth and depth of your travel product 41 Engage Google Confidential and Proprietary
  42. 42. Disney have combined video, photos and 3D models for a completely immersive experience 42 Engage Google Confidential and Proprietary
  43. 43. There are many more opportunities to reach the customer too 43 Engage Google Confidential and Proprietary
  44. 44. Use Google Sites to build your own online presence 44 Engage Google Confidential and Proprietary
  45. 45. In summary Google Confidential and Proprietary 45
  46. 46. In Western Europe, Internet advertising is expected to account for 15% of spend in 2009 Share of advertising spend by medium 5% 1% 6% TV 30% Newspapers 14% Internet Magazines Outdoor 15% Radio Cinema 29% Source: ZenithOptimedia Oct 08 Google Confidential and Proprietary 46
  47. 47. We can partner with you to promote your business at scale and with precision Google Mass Marketing Scale Yesterday Today Niche Marketing Precision Google Confidential and Proprietary 47
  48. 48. Don‟t get left behind on the shore… Google Confidential and Proprietary 48
  49. 49. Let‟s work together and make the most of the opportunity! Google Confidential and Proprietary 49
  50. 50. Thank you! Andrew Pozniak – andrewpozniak@google.com Emerging Europe, Middle East and Africa - Travel Google Confidential and Proprietary 50
  51. 51. Agenda Google presentation and viewpoint Agency perspective - Traffic Brand (Mandy Schreiber & Jan Boshoff) View from the advertiser and panel discussion – Rhino Africa/Afrika (Ingo Bruggemann and Anton de Wit) Q&A Google Confidential and Proprietary 51

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