Travel trends 2020 - France
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Microsoft Advertising Travel Day event in Paris shared the latest trend around Travel and what it means for the French advertisers
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Travel trends 2020 - France
- 1. Travel & Transport AUDIENCE PROFILE Microsoft Advertising Feb 2020
- 2. MSA Audience over-index on 35+ and top income segment Source: GlobalWebIndex, Crosstab Builder, Q3 2019. The base audience is Google Search, so indices for the Microsoft Search Network are as compared to Google Search; it explains why all the indices for Google Search are 100. Microsoft Search Network represents unduplicated visitors to Bing web search, Yahoo! web search and AOL.com web search. Data represent desktop, mobile web and tablet traffic. 20% 20% 21% 22% 18% 14% 17% 24% 23% 22% 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 % of peoples who fall under these age groups Google Search Microsoft Search Network + 8 pts 7% 20% 47% 26% 9% 23% 46% 22% Prefer not to say Bottom 25% Mid 50% Top 25% % of peoples who fall under these Income Segments Google Search Microsoft Search Network + 5 pts
- 3. Travel Business : MSA audience travel more (VS Google) Source: GlobalWebIndex, Crosstab Builder, Q3 2019. The base audience is Google Search, so indices for the Microsoft Search Network are as compared to Google Search; it explains why all the indices for Google Search are 100. Microsoft Search Network represents unduplicated visitors to Bing web search, Yahoo! web search and AOL.com web search. Data represent desktop, mobile web and tablet traffic. Google MSA X1.7 X1.6 X1.9 X1.8 Google MSA
- 4. Travel Leisure : MSA audience travel more (VS Google) Source: GlobalWebIndex, Crosstab Builder, Q3 2019. The base audience is Google Search, so indices for the Microsoft Search Network are as compared to Google Search; it explains why all the indices for Google Search are 100. Microsoft Search Network represents unduplicated visitors to Bing web search, Yahoo! web search and AOL.com web search. Data represent desktop, mobile web and tablet traffic. Google MSA X1.4 X1.55 X1.77 X1.96 X1.48 X1.52 Google MSA
- 5. Flights : MSA audience has higher engagement (VS Google) Source: GlobalWebIndex, Crosstab Builder, Q3 2019. The base audience is Google Search, so indices for the Microsoft Search Network are as compared to Google Search; it explains why all the indices for Google Search are 100. Microsoft Search Network represents unduplicated visitors to Bing web search, Yahoo! web search and AOL.com web search. Data represent desktop, mobile web and tablet traffic. (1) Last year, is 2018 in this case. 100 100 100 100 100 100 100 100 100 100 100 144 113 139 106 161 124 218 183 110 222 200 Air France Easyjet Ryanair Transavia KLM HOP! Iberia British Airways Lufthansa Alitalia Delta Has flown with the company last year (1) vs index 100 = Google Google Microsoft Advertising
- 6. Travel & Transport Categories trends Microsoft Advertising Feb 2020
- 7. France is the 2nd EMEA advertising market and has one of the highest growth Source : Microsoft Advertising 2014 2015 2016 2017 2018 2019 Travel & Transport Clicks Volume United Kingdom France Germany Italy Spain -1% 5% 5% -13% -2% 2019 YOY Evol
- 8. OTA/Meta Engine advertising category is the 1st click driver, and compete hard with Lodging and Air Travel Advertisers. Source : Microsoft Advertising 41% 27% 17% 9% 4% 1% Size (clicks) of Sub-Vertical in 2019 OTA/ Meta Engine Lodging Land Transportation Air Travel Activities Cruise Reading : on MSA, in 2019, Lodging clicks are 27% of all Travel & Transports clicks Reading : on MSA, the Land Transportation clicks are 4% higher in 2019 than in 2018 11% -11% 4% 2% 41% 43% 5% YoY evol YoY Evol 2019/2018 of each Sub-Vertical OTA/ Meta Engine Lodging Land Transportation Air Travel Activities Cruise TRAVEL & TRANSPORT
- 9. Travel & Transport Destinations Microsoft Advertising Feb 2020
- 10. Travel searches volume is pretty stable YoY. International ones becomes a bigger part of it, and probably the biggest in Q1. Source : Microsoft Internal, France Q2 2017 to Q4 2019 and forecast 2020 58% 57% 52% 52% 55% 55% 55% 51% 56% 56% 53% 42% 43% 48% 48% 45% 45% 45% 49% 44% 44% 47% 53% 49% 56% 56% 52% 47% 51% 44% 44% 48% 35% 40% 45% 50% 55% 60% % of Domestic vs International and Forecast Domestic International Domestic Forecast International Forecast 32,848,693 32,444,195 2018 2019 Travel Searches
- 11. Ranks : Turkey and France Overseas gain ranks Overall, distances get bigger as close Europe is less popular (exept Austria) Source : Microsoft Internal, Q2 2017 to Q4 2019 TOP GAIN From top gain to least gain • Turkey • Reunion • Greece • United Arab Emirates • Indonesia • Austria • Martinique • Guadeloupe • Japan • Russia TOP DECLINE From biggest decline to least decline • Algeria • Netherlands • Ireland • Cuba • Croatia • Thailand • Malta • Portugal • Canada • Vietnam Reunion Martinique Guadeloupe Scoring rank gain/loss
- 12. Travel & Transport Ads Format, Audience, and Extensions Microsoft Advertising Feb 2020
- 13. DSA clicks have been X 3.5 in a year Source : Microsoft Internal; France; July-Dec 2019 482,000 1,684,000 Dynamic Search Ads Travel DSA clicks over time H2 2018 H2 2019 X 3.5
- 14. 76% to 88% of 2019, non-pure-brand, travel queries, were never done in 2018. And DSA is a great tool to catch them. Source : Microsoft Internal; France; July-Dec 2019 83% 79% 80% 83% 87% 76% 85% 84% 86% 77% 85% 88% 83% 17% 21% 20% 17% 13% 24% 15% 16% 14% 23% 15% 12% 17% Bed & Breakfasts Campgrounds Hotels Vacation Rental & Resorts Bus Car Rental Trains Air Supplier OTA / Traditional Travel Agency Gift Boxes Cruise/Charter Suppliers/Ferries Tours Attractions/Theme park Unique VS Done year before Queries 2019 unique Already searched at least 1 time in 2018
- 15. Hotel Ads clicks have been X 2 in a year Source : Microsoft Internal; France; July-Dec 2019 X 2 90,000 186,000 Hotel Ads Hotel Ads Travel > Lodging clicks over time H2 2018 H2 2019
- 16. Linkedin Targeting web users have a much lower CPA Source : Microsoft Internal, 2019, France, Top 50 Travel Advertisers Accounts Average With Linkedin Targeting LinkedinTargeting CPA vs Average -69%
- 17. Most recent ads extensions, drive the highest CTR uplift And image extension really stand out Source : Microsoft Internal; 2019; France; PC only The most used (in position 1) extensions ranked by amount of impressions shown with such impression = Enhanced Sitelink : 1; StructuredSnippet : 2; Callout : 3; Review : 4; Price : 5; ActionLink : 6; Image : 7. The CTR is the CTR on the ad and /or the extension (some extension can’t be clicked) 24% 14% 11% 10% 2% -2% 9% CTR uplift of ads when displayed with extension Travel - Position 1 1. Sitelinks 2. Snippet 3. Callout 4. Review 5. Price 6. Action Link 7. Image
Editor's Notes
- Speaker notes : the icon have a size = the X mentionned Reading figures below 5.2% of the MSA audience and 3.1% of Google audience says they "Fly in business or first class: Once every 2-3 months". 5.2 / 3.1 = 1.7 meaning, the part of the MSA audience that "Fly in business or first class: Once every 2-3 months" is 1.7 times higher than the part of the Google audience that "Fly in business or first class: Once every 2-3 months"
- Speaker notes : the icon have a size = the X mentioned. Stay in rented accommodation (e.g. Airbnb) Reading figures below 5.2% of the MSA audience and 3.1% of Google audience says they "Fly in business or first class: Once every 2-3 months". 5.2 / 3.1 = 1.7 meaning, the part of the MSA audience that "Fly in business or first class: Once every 2-3 months" is 1.7 times higher than the part of the Google audience that "Fly in business or first class: Once every 2-3 months"
- Reading figures below 20.1% of the MSA audience and 14.0% of Google audience says they “Air France (Select Markets Only): Flown in last year (Airlines: Engagement (All markets) / Airlines: Eng” 20.1 / 14 = 1.44 => index 144. (which is the figure shown) meaning, the part of the MSA audience that has flown with Air France last year is index 144 vs Google index 100 basis.
- (Advertisers perspective)
- Source : Vertical Demand Dashboard, L1 Travel & Transport
- One of the smaller travel segments, Activities, has seen a tremendous increase in clicks in 2019 with growth rates at a minimum 36% and up to 79% in April. This growth seems to confirm the overall vacation trend which is shifting from relaxation to an action and event culture. Activities = City Tour, Museum,…
- Question : look at 3rd party source to benchmark search trends
- ##Questions : 1. International high in Q1 every year. 2. Forecast is in Q1 2020 internat will be above domestic (>50%) warning figures 3. Trend is internat growing Source : Travel Trending Report
- #Speaker notes : These trends are 2017 to 2019, and recent news like Coronavirus may change the deal. But here are consistent trends over the last 2 years. GAIN Middle East : Turkey, United Arab Emirates France overseas : departments and territories (La Réunion, Martinique, Guadeloupe) Russia/Asia : Indonesia, Japan, Russia Greece : crisis is over Austria : why ??? LOSS Algeria : down in rank Close Europe : Netherlands, Irland, Portugal and Malta get less attractive. We see decline also, but slower for UK, Belgium, Italy and Spain Not so trendy any more : Cuba. And Croatia + Malta (benefit to Greece ?) Shift in Asia : away from Thailand and Vietnam (for the benefit of Indonesia and Japan) Canada : why ?
- Question why these trends #Speaker notes : These trends are 2017 to 2019, and recent news like Coronavirus may change the deal. But here are consistent trends over the last 2 years. GAIN Middle East : Turkey, United Arab Emirates France overseas : departments and territories (La Réunion, Martinique, Guadeloupe) Russia/Asia : Indonesia, Japan, Russia Greece : crisis is over Austria : why ??? LOSS Algeria : down in rank Close Europe : Netherlands, Irland, Portugal and Malta get less attractive. We see decline also, but slower for UK, Belgium, Italy and Spain Not so trendy any more : Cuba. And Croatia + Malta (benefit to Greece ?) Shift in Asia : away from Thailand and Vietnam (for the benefit of Indonesia and Japan) Canada : why ?
- Who to shine in this competitive landscape ?
- #Methodo : For each category, we pulled the list of all raw queries containing of the top 5 term of this category. The output is a list of generic and generic+brand queries. Volume of search being not taken into account, we observed to which extent one query text was in the 2018 LIST or not.
- #Speaker notes : #Methodo : demand dashboard July-dec 2019, France Why not H1 ? -> DSA and Hotels Ads classified as Unspecified in H1 CY 2019
- #Speaker notes :
- #Speaker notes :