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Get onboard for
summer travel
Capture the UK traveller
through search advertising
Travel allows us to recharge from our
everyday busy lives.
For some of us it’s also
an opportunity to test
our own underst...
Online travel planning is a global trend
Source: visual.ly, September 2013.
8 in 10
Travellers plan their
trips online
Onl...
Mintel1 forecasts steady year-on-year growth for UK holiday sales
over the next 5 years
1. Source: Mintel Annual UK Holida...
Sources:
1 http://www.emarketer.com/Article/Digital-Travel-Sales-Mature-Worldwide/10105771
2 Mintel Annual UK Holiday Revi...
Source: Internal analysis based on performance of paid clicks on top Travel queries across the Yahoo Bing Network in the U...
5 out of the top 10* flight searches on Yahoo Bing Network are city
break destinations. (February 2014, UK)
* Source: Inte...
Bing Ads mobile
Almost 9 in 10
research and plan
their holidays on
their mobile
Source:http://news.weve.com/news/resources...
44%
compare prices
and holiday
packages
45%
search flights and
hotels on their
mobile phone
28%
book flights
33%
book hote...
3 out of 10 travel searches come from mobile
Source: Internal analysis based on performance of top Travel queries across t...
Engagement with travel ads on mobile ads equals
or exceeds desktop
Smartphone Cost Per Clicks (CPC) are 15% lower than des...
Source:
1. xAd/Telemetrics Mobile Path to Purchase Study (Apr 2013) – UK edition
Most important mobile features for travel...
Ad extensions connect you to your travel customers,
with strong performance
Location Extensions Sitelink ExtensionsCall Ex...
• Increase click-through rate
(CTR) and conversions.
• Provide direct access to
relevant site content and a
richer experie...
20%
Text Ads
with
Sitelinks
Text Ads
with
Sitelinks &
Location
Extensions
7%
Text Ads
Source: Internal Microsoft Analysis....
Help your search
ads take flight
with ad copy best
practices
Airlines and flights:
Top word combos
PC Mobile Tablet
Title Description
City Official/Official Site
Tickets Official/Offi...
Our study results show that
a travel ad with “airlines” in
the title and “deals” in the
description has high Ad
Quality.
A...
Flights:
Ad description
Adtitle
Source: Internal analysis based on quality of ads that served on top travel queries betwee...
Ad description
Adtitle
Very Good Good Insufficient dataAverage-PoorTop combination
Source: Internal analysis based on qual...
Ad description
Adtitle
Source: Internal analysis based on quality of ads that served on top travel queries between Jun-Jul...
© 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered tr...
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UK Summer Travel Insights

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Summer time is fast approaching, and digital marketers better get ready for a record breaking travel season. Roughly 8 in 10 travelers book their trips online. In Europe online travel sales have reached new heights with holiday planners spending $170B in 2013. UK travelers are spending more on individual holidays and are booking multiple holidays. To prepare for the upcoming holiday season, we’ve got your first class ticket to increased sales and digital advertising insights and trends.

Published in: Travel, Marketing
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UK Summer Travel Insights

  1. 1. Get onboard for summer travel Capture the UK traveller through search advertising
  2. 2. Travel allows us to recharge from our everyday busy lives. For some of us it’s also an opportunity to test our own understandings and be wonderfully curious.
  3. 3. Online travel planning is a global trend Source: visual.ly, September 2013. 8 in 10 Travellers plan their trips online Online travel sales by region:
  4. 4. Mintel1 forecasts steady year-on-year growth for UK holiday sales over the next 5 years 1. Source: Mintel Annual UK Holiday Review 2014, as reported by Travel Weekly: http://bit.ly/1f8fkFG New competitors like Kayak, Skyscanner, and Momondo are entering the holiday package market. Overseas market is growing steadily with a predicted 41 million overseas holidays by 2018, up from 36 million in 20131.
  5. 5. Sources: 1 http://www.emarketer.com/Article/Digital-Travel-Sales-Mature-Worldwide/10105771 2 Mintel Annual UK Holiday Review 2014, as reported by Travel Weekly: http://bit.ly/1f8fkFG Travelers are spending more on individual holidays and are booking multiple holidays.2 47% spent £1,000 and 19% spent £2,000 on their last packaged holiday.2
  6. 6. Source: Internal analysis based on performance of paid clicks on top Travel queries across the Yahoo Bing Network in the UK Clicks volume peak by up to 50% during July and August 60% 70% 80% 90% 100% 110% 120% 130% 140% 150% 160% Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Travel - All Car hire Cruises Flights Holidays / Travel Agents Lodging Click volume for travel trending on the Yahoo Bing Network Click volume relative to March 2013, UK
  7. 7. 5 out of the top 10* flight searches on Yahoo Bing Network are city break destinations. (February 2014, UK) * Source: Internal analysis based on search volume and destination of top 50 flight queries with a specified destination on Yahoo and Bing UK sites. Note: Domestic mainland flights excluded #1 New York #4 Malaga #5 Amsterdam #7 Dublin #9 Barcelona 2 of 3 new entries in 2014 are city break destinations
  8. 8. Bing Ads mobile Almost 9 in 10 research and plan their holidays on their mobile Source:http://news.weve.com/news/resources/infographic-the-growing-role-of-mobile-in-booking-holidays/.Wevesurveyof1,550UKsmartphoneowners,Nov2013.
  9. 9. 44% compare prices and holiday packages 45% search flights and hotels on their mobile phone 28% book flights 33% book hotels Source:http://news.weve.com/news/resources/infographic-the-growing-role-of-mobile-in-booking-holidays/.Wevesurveyof1,550UKsmartphoneowners,Nov2013. 62% use search engines to inspire their holiday plans
  10. 10. 3 out of 10 travel searches come from mobile Source: Internal analysis based on performance of top Travel queries across the Yahoo Bing Network in the UK Share of searches by device in Travel on the Yahoo Bing Network February 2014, UK 20% 28% 14% 12% 10% 10% 8% 7% 10% 9% 8% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% Travel - All Lodging Holidays / Travel Agents Cruises Flights Car hire Tablet Smartphone
  11. 11. Engagement with travel ads on mobile ads equals or exceeds desktop Smartphone Cost Per Clicks (CPC) are 15% lower than desktop in the travel sector 0% 50% 100% 150% 200% 250% Travel - All Lodging Holidays / Travel Agents Cruises Flights Car hire Desktop Smartphone Tablet Click thru rates (CTR) indexed for February 2014, UK Travel Queries Source: Internal analysis based on performance of top Travel queries across the Yahoo Bing Network in the UK
  12. 12. Source: 1. xAd/Telemetrics Mobile Path to Purchase Study (Apr 2013) – UK edition Most important mobile features for travel (top rank) Optimised mobile sites a key priority for Travel searchers
  13. 13. Ad extensions connect you to your travel customers, with strong performance Location Extensions Sitelink ExtensionsCall Extensions Merchant Ratings Ad extensions can also be combined to drive further engagement
  14. 14. • Increase click-through rate (CTR) and conversions. • Provide direct access to relevant site content and a richer experiences • Shorten the conversion funnel and improve profitability. Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance. Increase in clicks is dependent upon a seasonality and advertiser vehicle. Sitelink Extensions are driving significant click- through rate uplift Immediate actions in real-time and on-the-go… 22% Higher click- through rates for UK travel advertisers 60% of clicks from UK travel queries come from ads with Sitelink Extensions
  15. 15. 20% Text Ads with Sitelinks Text Ads with Sitelinks & Location Extensions 7% Text Ads Source: Internal Microsoft Analysis. 1 Oct - 20-Nov, 2013 Bing and Yahoo O&O, UK PC and tablet only. Data represents the average mainline CTR performance for all advertisers adopting the ad extension(s). 14%
  16. 16. Help your search ads take flight with ad copy best practices
  17. 17. Airlines and flights: Top word combos PC Mobile Tablet Title Description City Official/Official Site Tickets Official/Official Site City Find Travel Flights Tickets Find Title Description Find Today Find City Book Flights Flights Airlines City Lowest Title Description Deals Travel Deals Find City Travel Travel Flights Fares Air Key insights - The word “find” in the ad description ranks high when used with almost any travel-related words in the ad title, from “airfares” to “[city name]” to “deals”. - PC users are much more interested in ads that include “official site” than either mobile or tablet users, which is indicative of the different intent depending on device. PC users have a bigger screen and are more willing to navigate a large, official site. Mobile users go directly to action, clicking on ads that include “book” and “flights”. Source: Internal analysis based on quality of ads that served on top travel queries between Jun-Jul 2013 in the UK
  18. 18. Our study results show that a travel ad with “airlines” in the title and “deals” in the description has high Ad Quality. Ad description Adtitle Great Good Insufficient dataPoor Air Airfares AirlineBrand Airlines Book CalltoAction City Deals Destinations Discount Fares Find Flights Fly Guaranteed Huge/Big Lowest Nonstop Now Offers OfficialSite Online Prices Save Tickets Today Trademark Travel Website Your Air Airfares Airline Brand Airlines Area Book Call to Action City Deals Discount Fares Find Flights Fly Lowest Nonstop Official Site Online Save Tickets Trademark Travel Website Our study results show that a travel ad with “airlines” in the title and “deals” in the description has high Ad Quality.
  19. 19. Flights: Ad description Adtitle Source: Internal analysis based on quality of ads that served on top travel queries between Jun-Jul 2013 in the UK Very Good Good Insufficient dataAverage-PoorTop combination
  20. 20. Ad description Adtitle Very Good Good Insufficient dataAverage-PoorTop combination Source: Internal analysis based on quality of ads that served on top travel queries between Jun-Jul 2013 in the UK Copyright/ Trademarksign
  21. 21. Ad description Adtitle Source: Internal analysis based on quality of ads that served on top travel queries between Jun-Jul 2013 in the UK Copyright/ Trademarksign Very Good Good Insufficient dataAverage-PoorTop combination
  22. 22. © 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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