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UK seasonal & emerging travel trends

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Get ready for the summer travel season with the latest insights from Bing Ads, featuring learnings from last summer and emerging travel trends on the Bing Network

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UK seasonal & emerging travel trends

  1. 1. #BingAdsTravel • @BingAds UK seasonal & emerging travel trends on the Bing Network
  2. 2. Contents 2 • Summer Travel Trends • Winter Travel Trends • Emerging Trends • Summary
  3. 3. Summer Travel Trends on the Bing Network
  4. 4. Internal Source: Volume of searches with travel intent relative to the average monthly volume between Oct 2014 – Oct 2015, Bing and Yahoo sites in the UK, all devices Flights: 24% Travel Info: 22% Lodging: 14% Car Hire: 12% Trains: 4% Travel all up: 21% Holidays: 36% Skiing: 26% Cruise: 25% Travel seasonality on the Bing Network • January sees a huge uptick in search volume (+22% vs. index for this period) • An extended surge in traffic between June-September (+19% vs. index for this period)
  5. 5. Internal Source: Share of searches with travel intent by category, Bing and Yahoo sites in the UK, Jun-Sep 2015, all devices Summer travel volume by category Flights: 24% Travel Info: 22% Lodging: 14% Car Hire: 12% Trains: 4% Travel all up: 21% Holidays: 36% Skiing: 26% Cruise: 25% Lodgings dominated overall travel search volume throughout Jun – Sep 2015 whilst Holidays, Flights and Trains also maintained a notable share of overall travel search volume during Summer
  6. 6. Internal Source: Search volume with travel intent by device & day of the week for each travel category, Bing and Yahoo sites, in the UK, Jun-Sep 2015, all devices 38% of travel searches last summer were made on mobile and tablet devices Travel searches last summer were particularly strong on Mondays and Tuesdays (+14% and +10% vs. index for this period) Which summer travel categories led in mobile searches? Which days of the week dominated summer travel searches?
  7. 7. Bing Ads Summer Travel Audience Flights: 24% Travel Info: 22% Lodging: 14% Car Hire: 12% Trains: 4% Travel all up: 21% Holidays: 36% Skiing: 26% Cruise: 25% Internal Source: Search volume with travel intent by age and gender for each travel category, Bing and Yahoo sites, in the UK, Jun-Sep 2015, all devices • 59% of travel related searches are from those aged 35-64. Cruises are more popular with 50+ age groups • Except for car hire, women dominate all travel related searches across categories
  8. 8. Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality book online now  {keyword}  atol  [£] discount  more than ###  price guarantee /price beat guarantee  view  {param1}  [Trademark sign] / [Copyright sign]  as little as [£]  everything  low cost  start  [Brand Term - OTA]  [£] off  100s  value  search  abta  1/2 price / half price  over ###  deal  compare  official  extra  # hotels,# cottages,# villas,# appartments  unbeatable  book  [Brand Term - Hotel Chain]  just [£]  hand picked / handpicked  low prices  now  recommended  from [£] / fr [£]  1000s  cheap  online  number 1 / number one  savings  selection  best rate  call now  [£]  latest  bargain  check  sale  exclusive  guarantee  call  from just [£] / fr just [£]  thousands  affordable  Selection Value perception driversCTA Dynamic Endorsements Pricing/incentives Generic Lodging Searches Internal source: Ad quality analysis is based on the performance of specific tokens within ad copy that showed for generic lodgings searches. January 2016, across devices on Bing and Yahoo sites in the UK
  9. 9. Generic Flight Searches Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality book before  !  save%  flexible  no hidden costs  book securely  +  huge savings  first  baggage allowance  discover  {keyword:  (£)pp  premium  top 5  view  @  lowest  safe  award winning  call  ?  low cost  class  best price  visit  &  upto [%] off  direct  exclusive  book now  low rates  business  official  now  low fares  secure  service  browse  affordable  destinations  best deal  contact  discount  range  hurry  save  travel deals  request a quote  from [£]  low deposits  explore  cheapest  great offers  call now  cheap  easy  search  best  book  instantly  check  simple  USPCTA Dynamic Inclusion & Special Symbols Pricing and value perception drivers User Needs Internal source: Ad quality analysis is based on the performance of specific tokens within ad copy that showed for generic flight searches. January 2016, across devices on Bing and Yahoo sites in the UK
  10. 10. Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality compare  &  from just [£]/day  today  comfort  no hidden charges  book online  !  discount  fast  automatic  directly  get  {keyword:  save  quick  luxury  best prices  find  @  from [£]  instant  SUV  superb  call  +  cheapest  minutes  executive  specialists  book  from only [£]/day  economy  great deals  browse  affordable  estate  easy  hire your car  save%  best  book now  low prices  top brands  check  value  brilliant  visit  free  simple  User Needs USPCTA Dynamic Inclusion & Special Symbols Pricing and value perception drivers Speed Generic Car Hire Searches Internal source: Ad quality analysis is based on the performance of specific tokens within ad copy that showed for generic car hire searches. January 2016, across devices on Bing and Yahoo sites in the UK
  11. 11. What happened this Winter in Travel on the Bing Network?
  12. 12. Winter travel volume by category Flights: 24% Travel Info: 22% Lodging: 14% Car Hire: 12% Trains: 4% Travel all up: 21% Holidays: 36% Skiing: 26% Cruise: 25% Lodgings, Holidays & Flights proved popular this January whilst Car Hire & Cruises saw the strongest volume growth YoY Internal Source: Share of searches with travel intent by category, Bing and Yahoo sites in the UK, Jan 2016, all devices
  13. 13. Flights Car HireHotels Flights: 24% Travel Info: 22% Lodging: 14% Car Hire: 12% Trains: 4% Travel all up: 21% Holidays: 36% Skiing: 26% Cruise: 25% Internal Source: Top destinations outside of the UK by search volume looking at user queries related to flights, hotels and car hire, Bing and Yahoo sites in the UK, All devices, January 2016 Flights To… YoY % Change New York 13% Australia 11% Amsterdam 32% Dublin 45% Canada 93% Alicante 23% Dubai 1% Barcelona 46% Malaga 31% Tenerife 33% Hotels In… YoY % Change Dublin 48% New York 40% Tenerife 43% Amsterdam 44% Dubai 38% Paris -5% Barcelona 41% Rome 50% Lanzarote 38% Ireland 55% Car Hire In… YoY % Change Spain 26% USA 41% Dublin 120% Malaga 28% Orlando 40% Alicante 30% Faro 35% Lanzarote 39% France 38% Geneva 35% Top trending international destinations by UK searchers in January 2016
  14. 14. Flights Car HireHotels Flights: 24% Travel Info: 22% Lodging: 14% Car Hire: 12% Trains: 4% Travel all up: 21% Holidays: 36% Skiing: 26% Cruise: 25% Flights To… YoY % Change London 38% Manchester 43% Birmingham 29% Glasgow 31% Gatwick 14% Edinburgh 35% Belfast 19% Heathrow 13% Bristol 32% Aberdeen 16% Hotels In… YoY % Change London 12% Manchester 41% Edinburgh 35% Liverpool 34% Blackpool 14% Glasgow 24% Birmingham 31% Bournemouth 27% Cardiff 25% Bristol 44% Car Hire In… YoY % Change London 14% Belfast 51% Manchester 12% Birmingham 66% Edinburgh 33% Glasgow 16% Bristol 34% Inverness 20% Liverpool 16% Heathrow -13% Internal Source: Top destinations in the UK by search volume looking at user queries related to flights, hotels and car hire, Bing and Yahoo sites in the UK, All devices, January 2016 Top trending domestic destinations by UK searchers in January 2016
  15. 15. Emerging Travel Trends On The Bing Network
  16. 16. Impact of the sharing economy in travel Research published by PwC estimated the UK sharing economy to be worth £0.5 billion in 2014. It is predicted to grow to £9 billion by 2025 Nesta research estimate 25% of the UK population participate in the sharing economy online. Within this – 5% are engaged in sharing economy services related to holidays Within Travel, the sharing economy is forecasted to reach 50% market share in key sectors such as holiday accommodation and car-sharing/car rental by 2025 * PwC published research on September 2014 measuring and forecasting the size of the sharing economy in the UK * Nesta published research on September 2014 defining and measuring the size of the sharing economy in the UK, ‘making sense of the UK collaborative economy’ * Sharing economy is defined as an economic system in which assets or services are shared between private individuals, either for free or for a fee, typically by means of the Internet Flights: 24% Travel Info: 22% Lodging: 14% Car Hire: 12% Trains: 4% Travel all up: 21% Holidays: 36% Skiing: 26% Cruise: 25%
  17. 17. Internal Source: Volume share of lodgings searches by category during January 2016 & Jan 2015, across all devices on Bing and Yahoo sites in the UK Measuring The Sharing Economy – Share of lodging searches Flights: 24% Travel Info: 22% Lodging: 14% Car Hire: 12% Trains: 4% Travel all up: 21% Holidays: 36% Skiing: 26% Cruise: 25% • Hotel queries dominate lodgings searches (78%) with sharing economy queries accounting for 7% of searches • However, sharing economy search volume has soared YoY (+70%) and is growing faster than search volume for other lodgings subcategories
  18. 18. Measuring The Sharing Economy – Share of clicks on lodging searches Flights: 24% Travel Info: 22% Lodging: 14% Car Hire: 12% Trains: 4% Travel all up: 21% Holidays: 36% Skiing: 26% Cruise: 25% • Hotel queries dominate lodgings click share (75%) with sharing economy queries accounting for 7% of lodgings click share • Sharing economy click volume has soared YoY (+138%) and is growing faster than click volume for other lodgings subcategories Internal Source: Click share of lodgings searches by sub category during January 2016 & Jan 2015, across all devices on Bing and Yahoo sites in the UK
  19. 19. Measuring The Sharing Economy – Audience Flights: 24% Travel Info: 22% Lodging: 14% Car Hire: 12% Trains: 4% Travel all up: 21% Holidays: 36% Skiing: 26% Cruise: 25% • Sharing economy searches were popular with young audiences – 39% of all sharing economy searches were made by consumers aged under 34. In contrast, only 28% of overall lodgings searches were made by consumers aged under 34 on the Bing Network • However, the sharing economy is beginning to gain traction with older audiences too – sharing economy searches grew YoY by 203% and 176% amongst consumers aged 50-64 and 65+ Internal Source: Volume share of lodgings searches by category during January 2016 & Jan 2015 by age group, across all devices on Bing and Yahoo sites in the UK
  20. 20. The Olympics Effect – Traffic Overview Flights: 24% Travel Info: 22% Lodging: 14% Car Hire: 12% Trains: 4% Travel all up: 21% Holidays: 36% Skiing: 26% Cruise: 25% • September & October were key months: Flights to Rio De Janeiro saw a strong search volume peak in October (+51% vs. index for Jul 2015 – Jan 2016) whilst lodgings in Rio De Janeiro saw a strong search volume peak in September (+26% vs. index) • Both flights & lodgings saw a further uplift in January (Flights +4% and Lodgings +27% vs. index) Olympics searches relate to queries focused on the 2016 Olympic games Rio Flights searches relate to queries focused on flights to Rio De Janeiro Rio Lodgings searches relate to queries focused on lodgings in Rio De Janeiro Internal Source: Volume of Olympics, Rio flights & lodgings searches relative to the average monthly volume between July 2015 - Jan 2016, across devices on Bing and Yahoo sites in the UK
  21. 21. Unmasking The Olympics Audience on Bing Ads Flights: 24% Travel Info: 22% Lodging: 14% Car Hire: 12% Trains: 4% Travel all up: 21% Holidays: 36% Skiing: 26% Cruise: 25% • Rio Flights & Lodgings searches were most prominent amongst the 50-64 age group and were led by women • Olympics searches were popular with a younger age group (46% of volume deriving from consumers aged 25-49) and were led by women Olympics searches relate to queries focused on the 2016 Olympic games Rio Flights searches relate to queries focused on flights to Rio De Janeiro Rio Lodgings searches relate to queries focused on lodgings in Rio De Janeiro Internal Source: Volume share of Olympics, Rio flights & lodgings searches, split by age and gender during July 2015 - Jan 2016, across devices on Bing and Yahoo sites in the UK
  22. 22. The Olympics Effect – Device Breakdown Flights: 24% Travel Info: 22% Lodging: 14% Car Hire: 12% Trains: 4% Olympics searches relate to queries focused on the 2016 Olympic games Rio Flights searches relate to queries focused on flights to Rio De Janeiro Rio Lodgings searches relate to queries focused on lodgings in Rio De Janeiro Internal Source: Volume share of Olympics, Rio flights & lodgings searches, split by device, during July 2015 - Jan 2016, on Bing and Yahoo sites in the UK • PC maintained the lead in all three query categories, with the strongest volume share for Rio Lodgings (71%) • Mobile maintained a notable volume share on Rio Flights & Olympics searches (21% and 26%)
  23. 23. • Ensure there’s room in your budget to capture the summer surge in travel search volume, June – September (particularly August & September) was a key period for travel search volume last year • Invest in mobile campaigns and a mobile experience with 38% of summer travel searches coming from mobile and tablet devices last summer • Take a look at your demographic bid modifiers as over 55% of summer travel searches came from women and those aged 35-65 last summer • Achieve optimal engagement utilising our generic ad copy heat maps • Up your visual appeal: opt into Sitelink, Call and App extensions • Capitalise on emerging trends in the travel sector Summary – top recommendations for travel this summer

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