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Criteo 2018 Summer Travel Report 2018

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Each day, Criteo records 600TB of data created by the 1.4B monthly active users in our data pool. This includes people shopping for their next getaway. From more than three billion bookings per year across desktop, mobile sites, and applications, we’ve compiled our Summer Travel Report 2018 with insights into how and when people are booking travel.

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Criteo 2018 Summer Travel Report 2018

  1. 1. Summer Travel Report 2018
  2. 2. Takeaways
  3. 3. 3 • Every day, Criteo records 600TB of shopper data created by the 1.4B monthly active shoppers in our data pool. On the travel side, this means we can base our analysis on more than three billion bookings per year across desktop, mobile sites and applications. We have strict rules in terms of leveraging data: in order to protect the privacy of our clients, and for our data to better reflect the market, we only show data where we have at least 10 clients. For more information regarding our analysis methodology, please refer to the end of this presentation. How did we build this report?
  4. 4. 4 • Criteo Travel in 8 takeaways 1. Europe shows the highest head & shoulders seasonality 2. Southern Europe summer bookings start as early as April 3. OTAs continue to dominate in leveraging summer demand 4. Trips including children are mostly booked around Christmas 5. Industry will most likely keep a high mobile share growth, boosted by summer 6. Regions with lower mobile share are catching up, especially in summer 7. OTAs capture most of mobile bookings 8. Mobile is key to catching last-minute high-yield bookings
  5. 5. Seasonality Focusing on Europe & following OTAs path
  6. 6. 6 • 2017 average <June/July/August> online bookings increase, compared to Q4 2016 Germany & UK remain outliers of the European summer trend Between 60% and 80% Between 40% and 60% Between 10% and 30% Non disclosed data Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications. Copyright Criteo. Between 30% and 40%
  7. 7. 7 • United States Russian Fed & Israel Australia South East Asia Japan Germany Eastern Europe 79 Netherlands United Kingdom Swizterland Iberia Scandinavia 77 Italy France Belgium South America Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications. Copyright Criteo. Germany & UK remain outliers of the European summer trend 2017 average <June/July/August> online bookings increase, compared to Q4 2016
  8. 8. 8 • 80 90 100 110 120 130 140 150 160 170 180 J F M A M J J A S Europe - North Europe - Central & MEA Europe - South 80 90 100 110 120 130 140 150 160 170 180 J F M A M J J A S America - North America - South 80 90 100 110 120 130 140 150 160 170 180 J F M A M J J A S APAC - North APAC - South Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications. Copyright Criteo. Europe shows the highest head & shoulders seasonality +31 Δ4 +33 Δ12 +42 – Δ16 +41 Δ-4+56 Δ18 +42 Δ12 +39 Δ12 + average index on JJA compared to Q4 2016 Δ Difference between summer and yearly index 2017 monthly online bookings, indexed on Q4 2016
  9. 9. 9 • 80 90 100 110 120 130 140 150 160 170 180 J F M A M J J A S UK Germany 80 90 100 110 120 130 140 150 160 170 180 J F M A M J J A S US Japan Australia 80 90 100 110 120 130 140 150 160 170 180 J F M A M J J A S France Italy Spain Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications. Copyright Criteo. Southern Europe summer bookings start as early as April avg 128 avg 115 avg 145 avg 130 avg 137 avg 124 avg 121 avg 121 2017 monthly online bookings, indexed on Q4 2016
  10. 10. 10 • 80 90 100 110 120 130 140 150 160 170 180 J F M A M J J A S OTA Supplier OTAs continue to dominate in leveraging summer demand Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications. Copyright Criteo. 2017 monthly online bookings, OTA vs. Suppliers, and Travel sub-verticals, indexed on Q4 2016
  11. 11. 11 • Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications. Copyright Criteo. +68 Δ22 +14 Δ2 +57 Δ17 +5 Δ-1 +70 Δ25 +8 Δ-2 2017 monthly online bookings, indexed on Q4 2016 + average index on JJA compared to Q4 2016 Δ Difference between summer and yearly index OTAs continue to dominate in leveraging summer demand 60 80 100 120 140 160 180 J F M A M J J A S Europe - North OTA Supplier 60 80 100 120 140 160 180 J F M A M J J A S Europe - South OTA Supplier 60 80 100 120 140 160 180 J F M A M J J A S Europe - Central & MEA OTA Supplier
  12. 12. Mobile share is expected to keep growing, capturing last-minute high-yield bookings Mobile: The Summer Hit
  13. 13. 13 • Industry will most likely keep high mobile share growth, boosted by summer 29% 31% 31% 32% 32% 36% 39% 38% 36% 36% 36% 40% 25% 30% 35% 40% 45% J F M A M J J A S O N D Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications. Copyright Criteo. 2017 monthly mobile share of bookings, worldwide
  14. 14. 14 • Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications. Copyright Criteo. Regions with lower mobile share are catching up, especially in summer 20% 30% 40% 50% 60% J F M A M J J A S O N D Europe - North Europe - Central & MEA Europe - South 20% 30% 40% 50% 60% J F M A M J J A S O N D America - North America - South 20% 30% 40% 50% 60% J F M A M J J A S O N D APAC - North APAC - South +35% +34% +37% +36% +33% +49% +45% 2017 monthly mobile share of bookings, per region + average percentage of mobile share in JJA
  15. 15. 15 • 10% 39% 6% 6% 84% 55% Supplier OTA Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications. Copyright Criteo. Q4 2017 booking breakdown per device, worldwide OTAs capture most mobile bookings Smartphone Tablet Desktop • As suppliers lag behind, OTAs get most of the mobile bookings
  16. 16. 16 • The gap between OTAs and Suppliers grew during 2017 -19% 0% 61% 11% -21% -15% 42% -0.5% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% 70% OTASupplier Growth of bookings per device, worldwide, Q4 2017 vs Q4 2016 Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications. Copyright Criteo. Smartphone Tablet Desktop Total Mobile • OTAs grow quicker on Mobile • Smartphone is growing steadily and tablet is declining
  17. 17. 17 • Mobile is key to catching last-minute high-yield bookings 10% 20% 30% 40% 50% 60% 70% 80% > 3 months 1 - 3 months 1 - 4 weeks 1 - 7 days < 24h Air Apartments Hotel Packages Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications. Copyright Criteo. • Up to 80% of last minute bookings are made on mobile devices
  18. 18. Travel players with a booking app make 60% of transactions on mobile devices. 60% *Share of bookingsby device,apps included,worldwide,Q4 2017.
  19. 19. 19 • Source : Criteo Data, Worldwide, Q4 2017. Online travel agencies and suppliers. Excludes comparators. Copyright Criteo. App share of bookings is significant, leading to more conversions and more booking dollars per transaction than mobile web. Share of Bookings per environment, for travel players with a booking app. 33% 27% 40% 7% 22% 13% 4% 23% 11% Mobile web App Desktop -3pts +1pt -2pts 77 78 100 Mobile web App Desktop Conversion rates per environment, worldwide, Q4 2016 vs. Q4 2017. CR = Buyers / Product Page Viewers. Average conversion rate on app for retailers of 17% worldwide in Q4 2017. Average Booking Value per environment, when 100 is spent on desktop (index). Mobile Web App Desktop
  20. 20. Apps account for 41% of last-minute traffic.* 41% Source: For travel advertisers who generate bookingson both mobileweb and in-app. Criteo, worldwide, Q4 2017.
  21. 21. 21 • 48% 41% 11% 0% 20% 40% 60% 80% 100% 1234567891011121314151617181920 Share of traffic by browsing environment by number of nights, for hotel players with a shopping app. Apps are critical when it comes to last-minute & quick bookings Share of traffic by browsing environment for last-minute bookings: made less than 24h before check-in or departure. Source : Criteo Data, Worldwide, Q4 2017. Online travel agencies and suppliers. Excludes comparators. Copyright Criteo. Mobile Web App Desktop
  22. 22. Thank you To learn more about how the Criteo Commerce Marketing Ecosystem drives sales and profits for thousands of brands, retailers, and publishers worldwide, visit criteo.com/about.
  23. 23. 23 • Methodology Individual browsing and booking data analyzed: How can marketers use this data? Over 1,800 Travel advertisers globally. More than 3b bookings per year across desktop, mobile sites and applications. 59 countries in North America (2), Latin America (9), Europe (25), Middle East (6), Africa (4) and APAC (14). Benchmark your performance on relevant KPIs for your mobile browser, mobile app and cross-device channels.

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