Stickyeyes Travolution presentation

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2012 UK Online Travel & Tourism Intelligence Report -

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  • TUI combined = 32%Icelolly consistently high rankings for top 2 terms only
  • TUI combined = 32%Icelolly consistently high rankings for top 2 terms only
  • TUI combined = 32%Icelolly consistently high rankings for top 2 terms only
  • On the beach largest click share for 90% of the top generic terms and 70% of the top location terms
  • On the beach largest click share for 90% of the top generic terms and 70% of the top location terms
  • On the beach largest click share for 90% of the top generic terms and 70% of the top location terms
  • Thomson great combined strategy
  • Aggregators dominateWhere are the low cost airlines?One to watch - LastMinute
  • Aggregators dominateWhere are the low cost airlines?One to watch - LastMinute
  • Aggregators dominateWhere are the low cost airlines?One to watch - LastMinute
  • Cheapflights – top 10 positions for 90% volume keywordsBA – 6th largest share and only airline. Have to as in organic they rank in position X [Phil]
  • Cheapflights – top 10 positions for 90% volume keywordsBA – 6th largest share and only airline. Have to as in organic they rank in position X [Phil]
  • Cheapflights – top 10 positions for 90% volume keywordsBA – 6th largest share and only airline. Have to as in organic they rank in position X [Phil]
  • Cheapflights dominateOther insight?
  • Hotels + cheap hotels = 87%
  • Fight between Last Minute and Late Rooms80% of search volume swallowed by aggregators
  • Fight between Last Minute and Late Rooms80% of search volume swallowed by aggregators
  • Fight between Last Minute and Late Rooms80% of search volume swallowed by aggregators
  • Booking.com deployed a strategy of dominating the paid market
  • Booking.com deployed a strategy of dominating the paid market
  • LM, LR’s and Booking.com owning the spaceLM and LR have the best combined strategy
  • Stickyeyes Travolution presentation

    1. 1. UK ONLINE TRAVEL & TOURISM INTELLIGENCE REPORT
    2. 2. MY TASK100 pieces of insightDelivered in 15 minutes
    3. 3. What‟s DRIVES SEARCH VOLUME? WHAT driving search volume?
    4. 4. GENERIC KEYWORDS• Just 13 keywords drive 50% of the search volume for the top 1,000 terms
    5. 5. CHEAP BUYS VOLUME46% of top 1000 keywords = „cheap‟
    6. 6. Location Matters
    7. 7. The bighittersHolidays, Flights &Hotels
    8. 8. holidaysHolidays Sector
    9. 9. ORGANIC RANKINGS20%15%10% 5% 0%
    10. 10. TUI DOMINANCE20%15%10% 5% 0%
    11. 11. ICELOLLY20%15%10% 5% 0%
    12. 12. PAID SEARCH20%15%10%5%0%
    13. 13. PAID SEARCH20%15%10%5%0%
    14. 14. PAID SEARCH20%15%10%5%0%
    15. 15. OVERALL20%15%10%5%0%
    16. 16. Flights Sector flights
    17. 17. SOME GOOD NEWS….30%20%10%0% 2007 2008 2009 2010 2011 2012 (est)
    18. 18. ORGANIC RANKINGS30%25%20%15%10%5%0%
    19. 19. ORGANIC RANKINGS30%25%20%15%10%5%0%
    20. 20. RISING FAST - LAST MINUTE 1 2 3 4 5Google Position 6 7 8 9 10 11 12 13 14 15
    21. 21. PAID SEARCH25%20%15%10%5%0%
    22. 22. PAID SEARCH25%20%15%10%5%0%
    23. 23. PAID SEARCH25%20%15%10%5%0%
    24. 24. OVERALL35%30%25%20%15%10%5%0%
    25. 25. hotels Hotels Sector
    26. 26. “Hotels in London”38% increase in search volumeJuly 2011 vs July 2012
    27. 27. ORGANIC RANKINGS25%20%15%10%5%0%
    28. 28. ORGANIC RANKINGS25%20%15%10%5%0%
    29. 29. ORGANIC RANKINGS25%20%15%10%5%0%
    30. 30. PAID SEARCH30%25%20%15%10%5%0%
    31. 31. PAID SEARCH30%25%20%15%10%5%0%
    32. 32. OVERALL20%15%10%5%0%
    33. 33. Social Media
    34. 34. VOLUME & ENGAGEMENT 80 70 60 Engagement 50 Score 40 Volume Score 30 20 10 0
    35. 35. VOLUME & ENGAGEMENT 80 70 60 Engagement 50 Score 40 Volume Score 30 20 10 0
    36. 36. GETTING THE MIX RIGHT5 th Volume 1 st Volume1 st Engagement 7 th Engagement
    37. 37. SOCIAL ENGAGEMENT METHODS 4% 6% Competitions 10% 32% Price and product promotions Travel updates, advice and tips Holiday reviews & feedback 20% Loyalty and reward schemes Customer support 28%
    38. 38. 48% of all customer service engagement
    39. 39. THE NEXT 450 INSIGHTS……• All inclusive and packages• Cottages• Short city breaks• Villa• Ferry• Ski• Coach• More on Social Media
    40. 40. SUMMARY 65% of all adultsresearch or buy online 35% 65% Source: Mintel 2011
    41. 41. the recipe for successSimple Generics = Big Volume“Cheap” wins (but can be expensive) LocLocation, Location, ation Page 1 is critical Social engagement really matters
    42. 42. Shamelessplug…

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