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TBEX 2013 Toronto The Online Consumer Journey: Inspiring Traveler Decisions, by Google
 

TBEX 2013 Toronto The Online Consumer Journey: Inspiring Traveler Decisions, by Google

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TBEX 2013 Toronto The Online Consumer Journey: Inspiring Traveler Decisions, by Google, featuring Dennis Morgenstern.

TBEX 2013 Toronto The Online Consumer Journey: Inspiring Traveler Decisions, by Google, featuring Dennis Morgenstern.

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    TBEX 2013 Toronto The Online Consumer Journey: Inspiring Traveler Decisions, by Google TBEX 2013 Toronto The Online Consumer Journey: Inspiring Traveler Decisions, by Google Presentation Transcript

    • The Online Consumer Journey:Inspiring Traveler DecisionsDennis Morgenstern
    • A different path to purchase in today’sdigital ageSources: 1. Compete Canada Q3 2012. Survey, O12. How much time passed from when you first started shopping online to when youactually booked hotel rooms/airline tickets/vacation packages/vehicle rentals? Please select one answer only. n=848 (online only).2. Compete Canada Q3 2012. Survey, C3: Which search engine did you use? n=825 C4. Approximately how many searches did youconduct on each engine *Average across all search engines (Ask, Bing, Yahoo) n=varies by search engineAmy sees content oran ad on one of the 4screensAmy researches justbefore going to a anagentAmy shares herexperience online,engages with friends &brands and again looksfor contentAmy researches theweb for 1-2+weeks1,does 3-5 searches2
    • Whichstage isrelevant foryou?
    • Dreaming
    • YouTube is a tremendous contentplatform for travel7> 50 million travelvideos100 Hours of VideoUploaded… everyminuteMassive audience:More than 1 trillionviews per year
    • Online Videos Inspire & Prompt Consumers To BookSource: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. (Q4) Which of the following have you done online in the past 6 months? (Select ALL that apply) Base: Total Respondents. *Watched/uploaded/commented ontravel videos online. Source: Google Travel Study, April-May 2012, Ipsos MediaCT (Q10b) Did you end up booking a trip on any of the online sources you used to help plan your trip? Base: Prompted to book and used source. (n=floating. Newquestion in 2012.)63%$$were$inspired$$64%$choosing(a(des,na,on($75%$affluent$travelers$45%$leisure$travelers$
    • Creator Academy10h7p://creatoracademy.withgoogle.com/$
    • Planning
    • 020406080100120140January-10 January-11 January-12 January-13DesktopTablets with full browsersMobile devices with full browsersSource: Google internal data, travel searches in Canada, 2010/01- 2013/05
    • When it comes to searching for travel destinations, Canadianshave somewhat distinct habitsSource: Google Internal Data(Australia Top Destinations Germany Top DestinationsCanada Top Destinations
    • Bookers take multiple visits before deciding,60% come back 5+ timesSource: Compete Clickstream Q32012 BF03, Bookers repeatedly visit a brand prior to booking.1 visit12% 10% 59%2 visits3 to 4visits19%5+visits
    • Plan your trip has changed15
    • The new multiscreen world in travel“The New Multi-screen World.” Google and Ipsos MediaCT US. September 2012. Base: Have Started Activity on One Device &Continued on Another (627) Q. For the activities listed, think about the last time you started each activity on one device and thencontinued or finished the same activity on another device. Please select which device you started and then continued on.2047%45%3%Started on aSmartphoneContinuedon a PCContinuedon a tablet38%31%7%Started on aPC/LaptopContinued ona smartphoneContinuedon a tablet
    • Seriously?
    • Google Flight Searchh7ps://www.google.com/flights/explore$
    • Ask what’s next - Google ConsumerSurveysSource: Google Consumer Surveys: Canadian Airline & Online Travel Agent Purchase Habits. Feb 5th – Feb 27th 2013. Q. Why didyou decide to book your airline ticket on an Online Travel Agencys site like Expedia, Travelocity etc., instead of with an airline directlike Air Canada or WestJet? Sample of 500 unique, randomly sampled internet users across the Google Consumer Surveyspublisher network. Average margin of error is +/- 4%.h7p://www.google.com/consumersurveys/$
    • h7p://www.google.org/denguetrends/$Google Trends
    • Experiencing
    • Deliver past travelers’ and local knowledgeSearch: “Munich Biergarten”
    • Find the options
    • Sharing
    • Google Authorship:Link your Google+ profile to the content you create28h-ps://plus.google.com/authorship(
    • Hangouts for travel•  Live engagementwith up to 9 people•  Record the hangout•  New content for yourblog or channel
    • You can see how everyone else spreads the word
    • Thank You