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Unlocking cross selling in travel

Unlocking cross selling in travel

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Unlocking cross selling in travel

  1. 1. MicrosoftAdvertising Trends& Disruptors Unlocking cross selling in travel
  2. 2. Agenda The Cross Selling Opportunity Cross Selling Marketing Solutions Key Lessons
  3. 3. The Cross Selling Opportunity
  4. 4. Digital transformation in the travel industry has enabled more consumers to book trips independently (non packaged) 56% of British consumers booked trips independently (non packaged) in 2019 Digital travel sales actuals and forecast provided by eMarketer, July 2019. Non packaged trips numbers derived from office of national statistics, Apr – June 2019. 32 35 38 40 41 43 0 5 10 15 20 25 30 35 40 45 2016 2017 2018 2019 2020 2021 OnlineTravelSales(billions) UK Online Travel Sales
  5. 5. Monoline Shoppers Multiline Shoppers Purchases only one travel product for their trip Purchases multiple travel products for their trip Independent trip bookers manifest into two types of shoppers:
  6. 6. 55% of travel searchers on the Microsoft search network are multiline shoppers Source: Microsoft internal data, consumer decision journey analysis, UK, April 2019 – June 2019
  7. 7. Source: Microsoft internal data, UK +71% more travel-related page views than monoline 2.20X more searches than monoline +23% more Generic searches than monoline Multiline shoppers are highly engaged searchers Source: Microsoft internal data, consumer decision journey analysis, UK, April 2019 – June 2019
  8. 8. Three key characteristics of the multiline user journey poll of 1,000 people by market research firm Harris Interactive, May 2019 It all begins with accommodation A love of experiences Don’t count on brand loyalty
  9. 9. Source: Query Path: MSFT internal data, Top 20 Customer, UK (March 2019-April 2019-May 2019) 9 Flights as first touchpoint Accommodation is the most common entry point for multiline shoppers 38% Of Multiline Shoppers vs Activities as first touchpoint 4% Of Multiline Shoppers 56% Of Multiline Shoppers Accommodation as first touchpoint Car Rental as first touchpoint 2% Of Multiline Shoppers vs vs Source: Microsoft internal data, consumer decision journey analysis, UK, April 2019 – June 2019
  10. 10. Source: Microsoft internal data, Consumer Decision Journey, UK 40% Of users exclusively bundle Flight with Accommodations 47% Of users exclusively bundle either Flights or Accommodation with Activities % of Users Activities are a popular add-on for multiline shoppers ActivitiesCar RentalFlightsAccommodation 40.3% 19.0% 15.8% 6.6% 4.3% 1.6% Source: Microsoft internal data, consumer decision journey analysis, UK, April 2019 – June 2019
  11. 11. The experience economy is forecast to reach $8.2 trillion globally by 2028 Source: Euromonitor, 2018
  12. 12. Searches for activities show impressive YoY growth +72% 2018 YoY +23% 2019 Jan-Aug YoY
  13. 13. Water and adventure sports are the most sought after activities for multiline shoppers Source: Microsoft internal data, CDJ, UK, April 2019 – June 2019 1. Skiing 2. Surfing 3. Safari 4. Wellness 5. Snorkelling 6. Hiking 7. Rafting 8. Scuba Diving 9. Parachuting 10. Skydiving Top searched activities Source: Microsoft internal data, consumer decision journey analysis, UK, April 2019 – June 2019
  14. 14. Across lines of business, multiline shoppers have greater brand consideration than monoline shoppers 24% 46% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Accommodation 22% 37% 0% 5% 10% 15% 20% 25% 30% 35% 40% Flights 21% 44% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Activities 24% 46% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Car Rental % of shoppers who visited 4 or more unique domains by line of business Source: Microsoft internal data, consumer decision journey analysis, UK, April 2019 – June 2019
  15. 15. Multiline shoppers have more non branded entry and exit searches compared to monoline shoppers 72% 38% 62% 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% Entry Search Exit Search % of entry and exit searches that were non branded by shopper type Multiline Monoline Source: Microsoft internal data, consumer decision journey analysis, UK, April 2019 – June 2019
  16. 16. Across lines of business, multiline shoppers display the weakest brand loyalty for activities 72% 68% 90% 57% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Accommodation Flights Activities Car Rental % of entry point searches that were non branded by line of business Source: Microsoft internal data, consumer decision journey analysis, UK, April 2019 – June 2019
  17. 17. Cross Selling Marketing Solutions
  18. 18. Capture users early in their journey with in market audiences The top converting in market travel segments drove 295K+ conversions in Q3 2019 £5.39 £8.88 £10.48 £- £2.00 £4.00 £6.00 £8.00 £10.00 £12.00 Air Travel Transportation & Excursions Hotels & Accommodations Top converting travel segment CPAs £3.40 £3.77 £13.25 £- £2.00 £4.00 £6.00 £8.00 £10.00 £12.00 £14.00 Home Furnishings Home & Garden Services Credit & Lending Top converting non travel segments CPAs The top converting in market non travel segments drove 19K+ conversions in Q3 2019 Source: Microsoft internal data, Q3 2019, UK
  19. 19. Source: Microsoft internal data, July – December 2018 For direct suppliers, leverage in-market audiences for cross-sell opportunities Cross sell efficiently to consumers already engaged with your brand through remarketing 3.55% 10.22% Non RM CTR RM CTR £0.52 £0.78 Non RM CPC RM CPC 4% 5.31% Non RM CVR RM CVR £13.08 £14.82 Non RM CPA RM CPA 187% RM CTR ▲ 50% RM CPC ▲ 33% RM CVR ▲ 13% RM CPA ▲ Source: Microsoft internal data, Aug-Sept 2019, UK
  20. 20. Jan – Mar 2019; Exposed vs. Control lifts for both clicks and searches per user; Searches based on ad flag for selected advertiser and other advertisers in that vertical. On average, those clients saw the reported lift in Search Impressions per user and reported lift Search Clicks per user for exposed users compared to those who were not exposed to an ad on the Microsoft Audience Network. This is based on a sample of our pilot advertisers and is not a marketplace lift The experienced lift is on a per-user basis for the exposed users, not the advertisers’ full search program Leverage the power of visual search through the Microsoft Audience Network to increase cross selling engagement Lift in searches post-exposure for travel advertisers1 Lift in clicks post- exposure for travel advertisers1 +43% +74% Microsoft Audience Network Microsoft Search Network
  21. 21. Pursuit popular bundles Focus your attention on popular multiline combinations and add- ons like activities Don’t count on brand loyalty 72% of entry and 38% of exit searches are non branded for multiline shoppers Influence early at entry points Ensure you have strong coverage on accommodation and flight searches to influence early Secure sales through audience marketing Leverage our audience products to reach and re-target relevant audiences Key Lessons

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