Google Travel Trends Q1 2013 - Malaysia

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This document discusses travel and tourism trends in Malaysia based on Google search data. It finds that hotel and accommodation searches have grown exponentially, driven by mobile searches which grew 146% from Q1 2010 to Q1 2013. Travel interest peaks between September and October and dips between January and February. Malaysians tend to look for travel excursions immediately after weekends to cure their "Monday blues." The top searched travel destinations are within Asia Pacific, including Thailand, China, and Japan. Theme parks are the most searched tourist attractions in Malaysia. Popular international destinations include Phuket, Bangkok, and Bali. Malaysians rely heavily on search to find travel information and book trips.

Google Confidential and Proprietary ‹#›Google Confidential and Proprietary ‹#›
Marc Woo
Head of Travel & Tourism, Google
Travel & Tourism
A Google perspective

Google Confidential and Proprietary ‹#›Google Confidential and Proprietary ‹#›
Traveler’s behavior, expressed via this box

Google Confidential and Proprietary ‹#›Google Confidential and Proprietary ‹#›
Hotel & Accommodation searches on the rise
Demand from mobile exponential
2010 Jan2010 Feb2010 Mar2010 Apr2010 May2010 Jun2010 Jul2010 Aug2010 Sep2010 Oct2010 Nov2010 Dec2011 Jan2011 Feb2011 Mar2011 Apr2011 May2011 Jun2011 Jul2011 Aug2011 Sep2011 Oct2011 Nov2011 Dec2012 Jan2012 Feb2012 Mar2012 Apr2012 May2012 Jun2012 Jul2012 Aug2012 Sep2012 Oct2012 Nov2012 Dec2013 Jan2013 Feb2013 Mar2010 Jan
2010 Jan
2010 Jun
2010 Jun
2010 Nov
2010 Nov
2011 Apr
2011 Apr
2011 Sep
2011 Sep
2012 Feb
2012 Feb
2012 Jul
2012 Jul
2012 Dec
2012 Dec
010,000,00020,000,00030,000,00040,000,00050,000,0000
0
10,000,000
10,000,000
20,000,000
20,000,000
30,000,000
30,000,000
40,000,000
40,000,000
MobileComputers
Computers
Mobile
42%
Q1 2010
Q1 2013
+146%

Google Confidential and Proprietary ‹#›Google Confidential and Proprietary ‹#›
JanFebMarAprMayJunJulAugSepOctNovDecJan
Jan
Feb
Feb
Mar
Mar
Apr
Apr
May
May
Jun
Jun
Jul
Jul
Aug
Aug
Sep
Sep
Oct
Oct
Nov
Nov
Dec
Dec
020,000,00040,000,00060,000,00080,000,000100,000,0000
0
20,000,000
20,000,000
40,000,000
40,000,000
60,000,000
60,000,000
80,000,000
80,000,000
100,000,000
100,000,000
2010201120122013 2013 2012 2011 2010
Sept-Oct peakJan-Feb dip
Travel interest peaks between Sept-Oct and dips
between Jan & Feb
Travel & Tourism Related Queries in Malaysia, Jan 2010 - Mar 2013
Source: Google internal data
> 40%
YoY
growth

Google Confidential and Proprietary ‹#›Google Confidential and Proprietary ‹#›
The Monday Blues effect on the travel industry
Search demand for travel tends to peak in earlier in the week
Malaysians tend to look for travel
excursions immediately after the
weekend

Google Confidential and Proprietary ‹#›Google Confidential and Proprietary ‹#›
0.0120.0150.0180.020.0210.0350.0370.0410.0590.6380.012
0.012
0.015
0.015
0.018
0.018
0.02
0.02
0.021
0.021
0.035
0.035
0.037
0.037
0.041
0.041
0.059
0.059
0.638
0.638
00.20.40.60.80
0
0.2
0.2
0.4
0.4
0.6
0.6
0.8
0.8
FranceChinaJapanIndonesiaUnited KingdomAustraliaSingaporeUnited StatesThailandMalaysiaFrance
France
China
China
Japan
Japan
Indonesia
Indonesia
United Kingdom
United Kingdom
Australia
Australia
Singapore
Singapore
United States
United States
Thailand
Thailand
Malaysia
Malaysia
Malaysians love to explore own country & APAC
Top 10 Most Searched Travel Destinations in Q1 2013, by Country
Ranked by % of Search Queries
64% of top searched travel destination queries are in Malaysia; 7 out
of the top 10 countries are within APAC
Source: Google internal data

Google Confidential and Proprietary ‹#›Google Confidential and Proprietary ‹#›
Theme parks dominate top tourist attractions in
Malaysia
Top 10 Most Searched Tourist Attractions in Malaysia, Q1 2013
Ranked by # of Search Queries
Bukit Gambang
Water Park
Zoo Melaka Penang Escape
Theme Park
Kidzania KLLegoland
1 2 3 4 5
Underwater
World Langkawi
Penang Bridge A Famosa Water
World
Kuala Lumpur
Bird Park
Putrajaya Bridge
6 7 8 9 10
Source: Google internal data

Google Confidential and Proprietary ‹#›Google Confidential and Proprietary ‹#›
Top 8 International Travel Destinations Queries in Malaysia, Q1 2013
Ranked by # of Search Queries
Source: Google internal data
ASEAN destinations are amongst the popular international
travel spots searched by Malaysians
1. Phuket
2. Bangkok
3. Bali
4. Perth
5. Singapore
6. Melbourne
7. Pattaya
8. Hanoi

Google Confidential and Proprietary ‹#›Google Confidential and Proprietary ‹#›
Malaysian’s travel behavior explained via search
q Consumers are on mobile, and demand will grow exponentially
q Travel is the cure for Monday blues
q Malaysian tend to travel closer to home
q Phuket, Bangkok & Bali are top international destinations
q Theme parks dominate most searched tourist attractions in Malaysia
q Malaysians are reliant on search for travel info & booking

Google Confidential and Proprietary ‹#›Google Confidential and Proprietary ‹#›
Thank you
Travel & Tourism
Discover Malaysian consumer trends, marketing insights and industry research

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