Travel Sector Update   SearchNovember 2011
Brand interest dynamicsand competitor analysis
Brand rankings in travel segment	           Tophotels.ru        Booking.com       Skyscanner.ru Anywayanyday.com          ...
Brand user interest dynamics           Brand Search Query Volume)14,000                                               KAYA...
Travel Segment Trends
User interest dynamics in Car Rental                  Search query volume in Car Rental300,000250,000200,000150,000100,000...
H1 2010 to H1 2011 interest volume          rates in Car rentalsH1 2010                                                   ...
Audience geo-location                                          TOP-15 cities        Moscow  St. Petersburg   Yekaterinburg...
Car rental query proportion by city*                                                                       * the number of...
User interest dynamics in Deals&Vacations              Search query volume in Deals&Vacations16,000,00014,000,00012,000,00...
H1 2010 to H1 2011 interest volume        rates in Deals&VacationsH1 2010                                                 ...
Audience geo-location                                     TOP-15 cities        Moscow  St. Petersburg   YekaterinburgNizhn...
Deals&Vacations query proportion by city                   *                                                              ...
Dynamics of users’ interest in Flights                Statistics of search queries about Flights4,500,0004,000,0003,500,00...
H1 2010 to H1 2011 interest volume             rates in FlightsH1 2010                                                    ...
Where does the audience live?                                           TOP-15 cities        Moscow  St. Petersburg    Eka...
Flights query proportion by city *                                                                                        ...
Dynamics of users’ interest in Hotels               Statistics of search queries about Hotels10,000,000 9,000,000 8,000,00...
H1 2010 to H1 2011 interest volume             rates in HotelsH1 2010                                                     ...
Where does the audience live?                                    TOP-15 cities        Moscow  St. Petersburg   Yekaterinbu...
Hotels query proportion by city *                                                                               * the numb...
Segment Capacity
Impressions volume by categories60,000,000                                 51,661,74050,000,00040,000,000                 ...
Click volume by categories600,000                                 499,281              500,288500,000400,000300,000200,000...
Thank You!      Preston Carey      Director, Business Development      preston.carey@yandex.ru      +1 857.288.8762      @...
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Yandex | Russian Travel Sector Overview

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An overview of the recent explosion in the Russian search market in the travel industry. Focused on car rental, flights and hotels.

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Yandex | Russian Travel Sector Overview

  1. 1. Travel Sector Update SearchNovember 2011
  2. 2. Brand interest dynamicsand competitor analysis
  3. 3. Brand rankings in travel segment   Tophotels.ru Booking.com Skyscanner.ru Anywayanyday.com DAVS.ru Expedia.com Travel.ru Momondo.com Agoda.com Ozon.travel.ru TripAdvisor.com HRS.com Hotels.ru KAYAK Jizo.ru Aviacassa.ru Ostrovok.ru E-Tickets.ru Aviakassa.ruHotelsCombined.com 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 *Sites  specialising  in  Car  rental  only  not  included   Based on wordstat.yandex.ru for 3   the previous 30 days on 25.10.2011
  4. 4. Brand user interest dynamics Brand Search Query Volume)14,000 KAYAK12,000 Agoda.com TripAdvisor.com10,000 Ozon.travel.ru 8,000 HRS.com 6,000 Hotels.ru Ostrovok.ru 4,000 Jizo.ru 2,000 E-Tickets.ru Aviacassa.ru 0 Aviakassa.ru Based on wordstat.yandex.ru 4  
  5. 5. Travel Segment Trends
  6. 6. User interest dynamics in Car Rental Search query volume in Car Rental300,000250,000200,000150,000100,000 50,000 0 Interest in Car rentals grows from December till July and drops fromAugust till November. Based on wordstat.yandex.ru 6  
  7. 7. H1 2010 to H1 2011 interest volume rates in Car rentalsH1 2010 Yearly growth 31%H1 2011 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 Interest in Car rentals has grown by 31% over the year. Based on wordstat.yandex.ru 7  
  8. 8. Audience geo-location TOP-15 cities Moscow St. Petersburg Yekaterinburg KievNizhniy Novgorod Novosibirsk Samara Rostov-na-Donu Krasnodar Minsk Perm Ufa Krasnoyarsk Chelyabinsk Kazan 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 Search queries on Car rentals occur in Moscow and St.Petersburg formost part. Based on wordstat.yandex.ru for the previous 30 days on 25.10.2011 8  
  9. 9. Car rental query proportion by city* * the number of impressions to TOP-15 cities a certain query in a region divided by the number of all Tel Aviv displays to all queries in this Washington region. Regional popularity of Munich 100% for a word or phrase Boston means that this word or phrase Jerusalem does not receive any special Troitsk attention in this region. Haifa Regional popularity over 100% Gatchina means that this word or phrase Zelenograd attracts more audience Gelendgik attention in this region. Khimki Regional popularity less than Lubertsi 100% signifies low interest. St. Petersburg Statistical connoisseurs may Vidnoe appreciate to learn that Reutov «regional popularity» is the 0% 100% 200% 300% 400% 500% 600% same as affinity index. The greatest proportion of Car rental queries is in Israel, USA,Germany and Moscow region.   Based on wordstat.yandex.ru over last 30 days on 25.10.2011 9  
  10. 10. User interest dynamics in Deals&Vacations Search query volume in Deals&Vacations16,000,00014,000,00012,000,00010,000,000 8,000,000 6,000,000 4,000,000 2,000,000 0 Interest in Deals&Vacations grows from January till June and inOctober-November and drops from July till September and in December. Based on wordstat.yandex.ru 10  
  11. 11. H1 2010 to H1 2011 interest volume rates in Deals&VacationsH1 2010 Yearly growth 38%H1 2011 0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000 70,000,000 Interest in Deals&Vacations has grown by 38% over the year. Based on wordstat.yandex.ru 11  
  12. 12. Audience geo-location TOP-15 cities Moscow St. Petersburg YekaterinburgNizhniy Novgorod Rostov-na-Donu Kiev Novosibirsk Samara Krasnodar Perm Chelyabinsk Ufa Krasnoyarsk Voronezh Kazan 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 Search queries on Deals&Vacations occur in Moscow andSt.Petersburg for most part. Based on wordstat.yandex.ru for the previous 30 days on 25.10.2011 12  
  13. 13. Deals&Vacations query proportion by city * * the number of impressions to TOP-15 cities a certain query in a region divided by the number of all Chernogolovka displays to all queries in this Dubna region. Regional popularity of Pushino 100% for a word or phrase Pavlovskiy Posad means that this word or phrase Mitishi does not receive any special Petropavlovsk-Kamchatskiy attention in this region. Podolsk Regional popularity over 100% Reutov means that this word or phrase Balashiha attracts more audience Korolyov attention in this region. Pushkino Regional popularity less than Dmitrov 100% signifies low interest. St. Petersburg Statistical connoisseurs may Krasnogorsk appreciate to learn that Vyborg «regional popularity» is the same as affinity index. 0% 50% 100% 150% 200% 250% The greatest proportion of Deals&Vacations queries is in Moscow region.   Based on wordstat.yandex.ru for the previous 30 days on 25.10.2011 13  
  14. 14. Dynamics of users’ interest in Flights Statistics of search queries about Flights4,500,0004,000,0003,500,0003,000,0002,500,0002,000,0001,500,0001,000,000 500,000 0 Interest in Flights grows from March till June and falls down from Julytill September. Based on wordstat.yandex.ru 14  
  15. 15. H1 2010 to H1 2011 interest volume rates in FlightsH1 2010 Year’s growth 30%H1 2011 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 Interest in Flights has grown by 30% during the year. Based on wordstat.yandex.ru 15  
  16. 16. Where does the audience live? TOP-15 cities Moscow St. Petersburg Ekaterinburg Novosibirsk Krasnodar Rostov-na-Donu KievNizhniy Novgorod Krasnoyarsk Samara Ufa Chelyabinsk Perm Irkutsk Khabarovsk 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 The most part of search queries about Flights is the share of Moscowand St.Petersburg. Based on wordstat.yandex.ru for the previous 30 days on 25.10.2011 16  
  17. 17. Flights query proportion by city * * the number of impressions to TOP-15 cities a certain query in a region divided by the number of all Norilsk displays to all queries in this Petropavlovsk-Kamchatsky region. Regional popularity of Anadyr 100% for a word or phrase Magadan means that this word or phrase Gelendzhik does not receive any special Sochi attention in this region. Yakutsk Regional popularity over 100% Beer-Sheva means that this word or phrase Salekhard attracts more audience Anapa attention in this region. Khabarovsk Regional popularity less than Yuzhno-Sakhalinsk 100% signifies low interest. Nizhnevartovsk Statistical connoisseurs may Odintsovo appreciate to learn that Troitsk «regional popularity» is the same as affinity index. 0% 100% 200% 300% 400% 500% 600% 700% The greatest proportion of Flight queries is in Far East, Ural andSouth regions in Russia.   Based on wordstat.yandex.ru for the previous 30 days on 25.10.2011 17  
  18. 18. Dynamics of users’ interest in Hotels Statistics of search queries about Hotels10,000,000 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 Interest in Hotels grows from January till June and falls down fromJuly till December. Based on wordstat.yandex.ru 18  
  19. 19. H1 2010 to H1 2011 interest volume rates in HotelsH1 2010 Year’s growth 36%H1 2011 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000 40,000,000 45,000,000 50,000,000 Interest in Hotels has grown by 36% during the year. Based on wordstat.yandex.ru 19  
  20. 20. Where does the audience live? TOP-15 cities Moscow St. Petersburg YekaterinburgNizhniy Novgorod Rostov-na-Donu Novosibirsk Kiev Samara Krasnodar Chelyabinsk Krasnoyarsk Perm Ufa Kazan Volgograd 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 The most part of search queries about Hotels is the share of Moscowand St.Petersburg. Based on wordstat.yandex.ru for the previous 30 days on 25.10.2011 20  
  21. 21. Hotels query proportion by city * * the number of impressions to TOP-15 cities a certain query in a region divided by the number of allPetropavlovsk-Kamchatskiy displays to all queries in this Pavlovskiy Posad region. Regional popularity of Chernogolovka 100% for a word or phrase Stupino means that this word or phrase Gelendgik does not receive any special Dmitrov attention in this region. Noginsk Regional popularity over 100% Mitishi means that this word or phrase Vyborg attracts more audience Sochi attention in this region. Washington Regional popularity less than St. Petersburg 100% signifies low interest. Elektrostal Statistical connoisseurs may Gatchina appreciate to learn that Dubna «regional popularity» is the same as affinity index. 0% 50% 100% 150% 200% 250% The greatest proportion of Hotel queries is in Moscow and the FarEast region in Russia.   Based on wordstat.yandex.ru for the previous 30 days on 25.10.2011 21  
  22. 22. Segment Capacity
  23. 23. Impressions volume by categories60,000,000 51,661,74050,000,00040,000,000 35,538,87030,000,000 25,298,90020,000,00010,000,000 1,565,970 0 Cars Deals&Vacations Flights Hotels Category volume is approximately 114 000 000 impressions permonth. Monthly forecast (incl. Yandex Advertising Network and Additional relevant keywords) based on 23   25.10.2011 data over the previous 30 days
  24. 24. Click volume by categories600,000 499,281 500,288500,000400,000300,000200,000 151,411100,000 29,107 0 Cars Deals&Vacations Flights Hotels Category volume is approximately 1 180 000 clicks per month. Monthly forecast (incl. Yandex Advertising Network and Additional relevant keywords) based on 24   25.10.2011 data over the previous 30 days
  25. 25. Thank You! Preston Carey Director, Business Development preston.carey@yandex.ru +1 857.288.8762 @prestoncarey

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