La consolidación de China como potencia mundial lleva aparejado un aspecto que es inherente a los países desarrollados: ser generador de turismo. De hecho, China es ya líder mundial, y su gasto en turismo internacional lo coloca incluso por encima de Estados Unidos. Cada vez son más los chinos que se deciden a conocer mundo y, en este contexto, Europa representa el 16,7% del mercado del turismo en China, siendo el segundo destino más importante. Que España se posicione como uno de los destinos líderes dentro de Europa es el gran reto al que se enfrenta el sector turístico en nuestro país. Para ello, los hoteleros deben saber jugar bien sus cartas, adaptándose a las necesidades reales de este tipo de clientes y, lo más importante, dándose a conocer entre la comunidad china a través de Baidu, el buscador líder en el país asiático.

1. REINVENT YOURSELF, EVERY DAY
Turism & Hotel Industry
Baidu

2. Content
1
China Internet Situation
2
Turism Industry SEM Situation
3
Hotel Industry SEM Situation
4
Industry SEM Situation
5
Workflow

3. China Internet Situation

4. China Internet Situation
China Internet Users
CHINA
1
No.
has the
internet users
in the world
Predict over 700 million
in 2013 covering half of
Chinese population
1500
1300
498 million
310 million
Data sources: IMF
58.2
Internet users penetration（%）
60
52.6
1100
46.7
50
40.7
900
34.8
40
700
26.3
300
100
-100
797
22.8
500
Total Population
70
Internet users scope(million)
716
13.8
467
182
2007
303
2008
30
549
632
351
2009
20
10
2010 2011e 2012e 2013e 2014e
0

5. China‟s Internet Population Surges
to 564 million
Unit: Million
China Total Online Population
700
600
500
400
300
200
100
-
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
2005
2006
Internet Users
2007
2008
2009
Growth Rate
Boosted the China Online
Penetration rate to 42.1% and
hope to reach 52.1% in 2016.
•
564 Million at the
end of 2012
2010
2011
2012
Linear (Internet Users)
10.5
%
200
6
42.1
%
2012
52.1%
2016
20.5 hours average amount of time per week spend online which
is up from 18.7 hours in 2011.
Data Source: CNNIC Report, Dec 2012

6. China Mobile Online Users Reach
420 million
Unit:
Million
450
400
350
300
250
200
150
100
50
-
China Mobile Online Population
60.8%
66.2%
69.3%
74.5%
80%
70%
60% 74.5%
50% of total
39.5%
40% experiencing
24.0%
30%
mobile online
20%
10%
0%
2007
2008
2009
Mobile Online Users
2010
2011
2012
% of Online Population
• Desktop PC access dropped from 73.4% in 2011 to 70.6% in 2012
• Laptop usage dipped slightly, to 45.9%
Data Source: CNNIC Report, Dec 2012

7. China Internet Situation
Advertising Channel analysis
Search engine
Instant message
1
is the No.
SEARCH
application
79.6%
79.4%
MP3
78.7%
65.5%
Blog
64.2%
Online gaming
62.1%
Online video
Email
Social network
Online book
Data sources: iResearch, 2011. 6
74.7%
News
51.9%
47.4%
40.2%

8. China Internet Situation
Baidu Owns Mostly Market Share
BAIDU
is the
1
No.
search engine
in China
Baidu dominates search in China
takes 63% market share in terms of
number of search queries
Data Source: EnfoDesk © Analysys International
Search engine market share in China, 2013
Google
6%
Others
3%
Sogou
13%
so360
15%
Baidu
63%

9. Turism Industry SEM Situation

10. The number of outbound tourism increased
year by year in China
90
80
70
60
50
40
30
20
10
Y2001 2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
number of people (million)
•
•
China's outbound tourism has increased year by year, has developed into the
world's largest market
The number of outbound tourism has arrive 77 million in year 2012.
Data Source:Special.caixin.com
The number of outbound tourism in China, 2013Q1

11. Europe represents the 16.7% share of
the China travelling market
Market share
4.10%
2.60%
•
16.70%
8.80%
•
•
67.80%
Europe
Asia
America
Oceania
Africa
Data Source: www.cntour2.com
The number of outbound tourism in China, 2013Q1
Europe travelling is the
second biggest market of
Chinese overseas travelling
market.
In 2011 there were 110
thousand Chinese tourists
travelling to Spain.
In 2012 it increased to 150
thousand

12. Most of the Chinese tourists travel to
Spain for holiday travelling
3.30%
4.30%
3.40%
15.90%
44.50%
55.50%
73.10%
vacation
visit family and friends
other
•
shopping
business trip
75.5% of Chinese tourists travel
to Spain for holiday
travelling, and 15.9% for
shopping
self-help travelling
•
tourist groups
44.5% of Chinese tourists chose
self-help travelling

13. More high income level people choose to
travel in Spain
Income level of people who
search travel in Spain
40%
35%
30%
25%
20%
15%
10%
5%
0%
50%
40%
30%
20%
10%
0%
lower
•
Income level of people who
search travel in Europe
low
medium
high
higher
Most of the people who search
travel in Spain is high income
level
lower
•
low
medium
high
higher
Most of the people who search
travel in Europe is medium
income level

14. Network, a promotion focus
The Internet has become a new world tourism publicity key positions
•
Before a journey:
•
On the way:
•
Return journey:
•
•
•
•
•
•
Check online travel strategy.
BBS.
Internet booking air tickets hotel
and travel line.
Through the network to share the
journey experience (facebook…)
Meet question to net friend for help
at any time.
Record and appear for everybody
reference through the
blog, network electronic photo
album, and other means.

15. Overseas travel season factor
•
“Travel in Europe”:
 High search volume growth occurred before the Spring Festival .
 The highest search volume in spring.
 The lowest search volume in summer.
Data Source: Baidu index , 2013Q1
Daily Search Trend, proportional to the traffic

16. Traffic “Travel in Madrid”
•
•
•
•Travel in Madrid
•Travel in Spain
Data Source: Baidu index , 2013Q1
Daily Search Trend, proportional to the traffic
“Travel in Spain”:
numerous search
began in 2008, the
traffic is more than
50% higher than
“travel in Madrid”
“Travel in Madrid”:
numerous search
began in 2012, the
traffic is about 12
thousand per day.
All this traffic is active
search, so the search
marketing is important

17. Search popular city in Spain travelling
Popular city
Madrid
Barcelona
Granada
Sevilla
Córdoba
Tenerife
Sitges
Gran Canaria

18. High search volume city in China
people who search “travel in Madrid”
High volume city
1
2
3
4
5
6
7
8
9
10
•
Beijing, Shanghai get the highest search volume
Beijing
Shanghai
Hangzhou
Dalian
Suzhou
Dezhou
Hefei
Kunming
Shenyang
Harbin

19. Some conclusions…
•
European tourism holds a large market share, and the number of people
who travelled in Europe increased year by year.
•
Travelling in Europe has a highest search volume in Spring.
•
Madrid is tourism popular city in Spain.
•
•
•
•
The search volume in Spring is not very high yet, it has a big room to
improve.
Most of the people who search travel in Spain is high income level.
Most of the people who travelled in Europe are for holiday, and half of
them chose self-help travelling.
The most important point is to increase exposure, let more and more
people see the ads.

20. Hotel Industry SEM Situation

21. Most of the Hotel Seekers Prefer to
Search OTA on Baidu
•
•
•
•
35% people who have searched hotels visit OTA.
20% access vertical search engine such as Qunar.
Only 15% users reach hotel websites.
Review websites, airline tickets and map websites are also their preference
while booking a hotel.
OTA means online travel agency (sector-related online platforms)

22. Baidu Index of Hotel Industry increased
Sustainably
Data time: 2011.1.1-2012.9.4
Data Source: pv.BAIDU.com
•
•
Baidu Index of Hotel Industry
Baidu index of hotel industry rose year by year.
Hotel related words' Baidu index growth more than 20% every year.
Baidu index: search popularity, not search volume

23. Hotel Industry got a high search volume
in Baidu
Data time: 2011.1.1-2011.12.31
Data Source: index.BAIDU.com
•
•
•
Search volume varies with seasons and vacations.
The bottom point was in Feb. because of the Spring Festival. It reached
the peak at the end of Sept. as the National Holiday.
Search volume usually rises 5 days before vacations.

24. Search Query Geographical Distribution
Top 15 Search Cities
•
Beijing, Shanghai ,
Guangdong are 3 main areas
where people are interested
in high-end hotels.

25. Search Peak Distribution
•
Users tend to search travelrelated and hotel-related
keywords in working days.
Data time: 2012.8.1-2012.8.31
Data source: pv.BAIDU.com
•
The peak hours of search
volume in one day are 8 to 17
and 19 to 23.

26. Relationship between Search Intention
and Behavior
1% Tourist
administration
Travel
agency
2%
Travel agency
4%
Rent car
8%
Hotel
2% Guide
24%
Ticket
23% Vertical
Search
26%
4%
Guide
42%
Travel
destination
16%
Travel
•
3%
Rent car
4%
When user does not have clear intention
brand, tourism destination information is
the most common category.
41% OTA
•
•
Data time: 2011.1.1-2012.9.4
Data source: pv.BAIDU.com
Hotel
When user„s search intention have clear
intention brand, the brand name of OTA is
the most common category.
OTA=online travel agency

27. Keywords Type of Hotel Industry in Baidu
700,000
€ 1.40
600,000
€ 1.20
500,000
€ 1.00
400,000
€ 0.80
300,000
€ 0.60
200,000
€ 0.40
100,000
€ 0.20
-
€ 0.00
Hotel
Keyword type
Hotel
Travel
Tickets
Scenic spots
Other
Travel
Tickets
Monthly searches
OTA name
City + travel
Booking airline ticket
City + scenic spots
City + weather
Estimated data, for reference only.
Scenic spots
Average CPC
Other
Keywords example
City + hotel
Booking hotel
Holiday + travel
Tourist groups
City + ticket
City to city
Famous building name
Map of scenic spot
City + food
City + travel guides
…
…
…
…
…

28. Top 15 Keywords of Hotel Industry
Top 15 Queries of Keywords
Translation
酒店预订
Hotel reservation
酒店
Hotel
酒店团购
The hotel group buying
订酒店
Book the hotel
连锁酒店
The hotel chain
五星级酒店
5 star hotel
酒店预定
The hotel reservation
主题酒店
Theme hotel
酒店用品
Hotel supplies
订房
The reservation
酒店预订网
Hotel reservation network
星级酒店
Star hotel
网上订酒店
Online booking hotel
情趣酒店
Lovers hotel
酒店百事通
The hotel's union
Baidu Index

29. Top 10 KWs, before People Search “Hotel”
Top 10 Queries of Keywords
Translation
酒店
Hotel
3.80%
携程
OTA name (Ctrip）
1.18%
酒店预订
Hotel reservation
0.90%
jiudian
Hotel spelling
0.87%
机票
Airline tickets
0.72%
去哪儿
OTA name （Qunar)
0.64%
如家
Hotel name (Home Inn)
0.57%
团购
Group buying
0.56%
酒店管理
Hotel management
0.54%
火车票
Train tickets
0.5%
•
•
Search Volume
Before search “hotel”, most of the keywords people search are OTA name.
Most of the people search tickets, than search hotels.

30. Top 10 KWs, after People Search “Hotel”
Top 10 Queries of Keywords
Translation
酒店
Hotel
4.00%
酒店预订
Hotel reservation
1.03%
携程
OTA name (Ctrip）
0.98%
团购
Group buying
0.69%
酒店团购
The hotel group buying
0.63%
如家
Hotel name (Home Inn)
0.57%
如家酒店官网
Hotel website (Home Inn)
0.52%
7天连锁酒店官网
Hotel website (7days Inn)
0.48%
百星酒店
movie name ("Baixing hotel")
0.45%
酒店预定
Hotel reservation
0.44%
•
Search Volume
Before search “hotel”, most of the keywords people search are hotel name.

31. Industry SEM Situation

32. Baidu vs Other Searchers
Baidu
360
Sogou
Google
As Baidu
As Baidu
Yes
Algorithm
Ads Quality &
Ranking
As Google
but Quality
Score
different
Web Search
Textual Ads
Yes
Yes
Yes
Yes
Site-Links
Yes
-
-
Yes
Brand-Zone
Yes
Yes
Yes
Click-2-Call
Yes
-
Yes
-
AFS
Textual Ads
Yes
-
-
Yes
Mobile
Textual/Ima
ge Ads
Yes
Display
Network
Contextual
Target
Yes
-
Yes
Yes
Site Target
Yes
-
Yes
Yes
Re-Marketing
Yes
-
-
Yes
Searched KW
Target
Yes
-
-
-
Yes

33. Baidu SEA Strategy
Advertising Allocation
Baidu
Search
Baidu
Content
Brand
Zone
•Brand Campaign
•General Campaign
•Targeting Campaign
•Competitor Campaign
•Keyword Targeting
•Re-Targeting
•Different type of formats
•Customized-high impact
advertising

34. Baidu Search
Search Result Analysis- Brand example
The 1st rank of SERP
be not official site
The official site link
performances at the 2nd rank

35. Baidu Search Ads
Creative Demo Structure
Recommended Reasons
Keywords reflect potential
customer exact request.
Most effective online
marketing Ads Format.
More optimization ways
through keywords selection,
max CPC bidding, regional
and time targeting.
•
•
•
Pricing Policy:
Pricing at CPC.
Similar bidding algorithm as
Google.
More manual influences.
•
•
•

36. Publicidad en Baidu
Content o Display
Content
Baidu
Contextual
Site
Search
Targeting
Targeting
Targeting
Retargeting

37. Publicidad en Baidu
Content o Display
Contextual Targeting
Show ads in relevant sites
(according to the content)
using your keywords or
topics, among other factors
Site Targeting
Show your ads only on
specific placements you
choose

38. Publicidad en Baidu
Content o Display
Search Targeting
Show ads to your site visitors
when they search for what
they need on Google
Retargeting
Lets you reach people who
have previously visited your
site and show them relevant
ads across the web

39. Baidu Brand Zone
Basic Format
Baidu Eyeball Experiments
No BrandZone
Pricing Policy
•
Pricing at Fixed-Amount per month
•
Pricing based on average daily search queries.
•
Minimum 6.000€ per month and 20% more for Customized Template
With BrandZone

40. Brand-Zone
I.多tab展现样式:系列产品全方位展示

41. Brand-Zone
IV.标准微博样式:SNS助力搜索引擎，一键转发、加关注

42. Brand-Zone
VI.左侧视频样式:富媒体焦点位置展现，传播品牌形象

43. Baidu ads formats
Some clues…
Extensions
Micro-Brand
Click to call

44. Workflow

45. Methodology
Brand &
Market
Analysis
PRODUCT AND
PRICE
COMPETITORS
USABILITY AND
CONSUMER
EXPERIENCE
Campaign
definition
Market analysis
and objectives
Campaign
structure related
to website
Contact
C2C
FORMS
TLF.
CHAT
IMPS
CLICKS
LEADS
CPL
COSTS
Optimization
Landing pages
KW search and
organization in
topics (ad groups)
Creativities and
destination URL
DIRECT SALE
(E-COMMERCE)
ACQUISITION
Metrics
definition
Optimization:
bids, matches,
ads, KW…
IMPS
CLICKS
SALES
CPA
COSTS
SEA Campaign

46. Reports (weekly)
•
The client will receive a weekly report with main data about the campaign.
The objective is to analyze main KPIs of the account to improve performance
week by week with daily optimization tasks.
Campaign
Total
Branding
Travel
Long Tail
User
Targeting
Impressions
1.796.683
668.603
1.020.502
Clicks
CTR
CPC
401.423 22,34% 0,06 €
58.823
8,80%
319.800 31,34%
Position Conversions
%
CPA/CPL
Conv.
Conv.
Value
Spending
29,64% 0,22 €
16,05 €
25.810,7
1€
2,0
118.998
0,17 €
1,95
6.673
11,34%
1,49 €
0,04 €
1,17
110.321
34,50%
0,13 €
16,42 € 9.942,35 €
14.073,57
16,11 €
€
33.795
3.184
9,42%
0,16 €
1,55
68
2,14%
7,36 €
18,97 €
500,15 €
73.783
19.616
26,59%
0,07 €
1,05
1.936
9,87%
0,67 €
15,90 € 1.294,64 €

47. Reports (monthly)
0.06% 1.63% 5.61%
In this report Kanlli will analyze main data and
opportunities. Is an ad-hoc report highlighting
main objectives of the client.
Will include performance of most relevant KPIs,
some examples are :
92.71%
Branding
Long Tail
User Targeting
€ 250.00
41
31 32 32
25
23
26
32
32 32
25 26
23 22
35 35
€ 200.00
€ 150.00
22
€ 100.00
10
€ 50.00
Conversions
CPA/CPL
1/18
1/17
1/16
1/15
1/14
1/13
1/12
1/11
1/9
€1/10
45
40
35
30
25
20
15
10
5
-
1/8
Conversion by campaign
Traffic by campaign
Coverage vs traffic
Conversions & CPA Evolution
1/7
Impressions
Clicks
CTR
CPC
Conversions
%conversion
CPA
Investment
1/6
•
•
•
•
•
•
•
•
1/5
•
•
•
Travel
Basic metrics:
1/4
•
1/3
•
Conversions by campaign
1/2
•
These reports include an exhaustive analysis
about account activity, with a very visual format
and highlighting the market trends.
1/1
•

48. ¿Quieres recibir más información?
Puedes contactar con nosotros.
Kanlli
C/ Príncipe de Vergara, 109. 9º
28002 Madrid.
91 725 92 20
baidu@kanlli.com
http://baidu.kanlli.com
Pablo López Carral
Director Comercial
pablo.lopez@kanlli.com
615 228 798