air plane tickets category overview
TRANSCRIPT
Air Plane Tickets Category Overview
Yandex International Business Development [email protected] +1 857.288.8762 [email protected] +44 020 3291 3306
Segment Volumes
Ø Query dynamics
Ø User interest growth in plane tickets
Ø User interest in plan tickets by regions
3
Search Seasonality in Travel Category
Queries related to traveling varies from 0,5 to 1,7% of total Yandex queries. The July seasonal peak for “traveling” queries was less pronounced in 2013, although the total share of queries for the year stayed the same.
Travel Query Market Share by Month
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
1.8%
Yandex, Apr 2014 wordstat.yandex.ru
Gro
wth
in Q
uerie
s
4
Distribution of Queries in Travel Category
Queries on plane tickets made approximately 17% of total amount queries related to traveling in 2013.
35%
17%
43%
5%
Hotels
Air tickets
Package tours
Other
Yandex, Apr 2014 wordstat.yandex.ru
5
Growth of Queries in Plane Ticket Category
wordstat.yandex.ru Geo: Russia+CIS
Mar’2013 – Feb’2014 Mar’2012 – Feb’2013
Impr
essi
ons
30,288,075
39,411,209
+30%
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb
Generic Queries on Plane Tickets
6
Search Volume for Plane Tickets by Region In 2013, the number of queries on plane tickets increased the most in Russian regions: +31% (compared to 2012). Interest growth in central regions made up +18% growth and +5% growth in CIS.
0%
50%
100%
150%
200%
250%
Russia (except Moscow and St-Petersburg)
Moscow and St-Petersburg
CIS (except Russia)
Pla
ne T
icke
t Que
ry G
row
th, %
Plane Ticket Search Volume by Region
7
Regional Interest in Plane Ticket Category The total share of Moscow and St. Petersburg has dropped from 58% to 49%. The audience is gradually picking up more momentum in the regions.
58% 56% 56% 57% 57% 56% 53% 50% 50% 49%
42% 44% 44% 43% 43% 44% 47% 50% 50% 51%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Autumn 2011
Winter 2011-2012
Spring 2012 Summer 2012
Autumn 2012
Winter 2012-2013
Spring 2013 Summer 2013
Autumn 2013
Winter 2013-2014
Russia (except Moscow and St-Petersburg)
Moscow and St-Petersburg
Que
ries
Plane Ticket Queries Split by Region
8
Regional Popularity for Plane Tickets
Moscow and Saint-Petersburg remain the leaders in terms of share of queries, although the regional popularity of queries on air tickets in other regions has grown.
Moscow, 33% of queries, Reg.popularity – 177%;
Volga region, 9% of queries, Reg.popularity – 63%;
CIS, 8% of queries, Reg.popularity – 41%;
South region, 5% of queries, Reg.popularity – 96%;
North Caucasus, 2% of queries, Reg.popularity – 87%;
Siberia, 10% of queries, Reg.popularity – 114%;
Far East, 4% of queries, Reg.popularity – 221%;
Ural region, 8% of queries, Reg.popularity – 120%;
Saint-Petersburg, 10% of queries, Reg.popularity – 170%
Brand popularity dynamics
Ø Queries dynamics
Ø Variation of interest in brands
10
Most Popular Plane Ticket Brands
wordstat.yandex.ru Geo: Russia
Impr
essi
ons
Skyscanner
Momondo
Aviasales
Anywayanyday
Trip.ru
Onetwotrip
Kayak
Svyaznoy.travel
Senturia Biletix
Ozon.travel
Amargo
Nabortu Jizo
Bravoavia
Davs
Aviacassa
Skyscanner and Aviasales respectively place as the top two brands in terms of user interest.
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
Mar May Jul Sep Nov 2013 Mar May Jul Sep Nov 2014
Search Queries by Brand Per Month
11
Variation in User Interest Towards Brands
Wordstat.yandex.ru, July 2011 – June 2013
59% 15%
79%
104%
223% 16% 223% 6% 1% 99% 56%
16% 0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000 0%
-20%
-27%
-35% -50%
Mar’2012 – Feb’2013
Mar’2013 – Feb’2014
Change in Search Volume Per Brand
Que
ries
Destination popularity
Ø Destination rating
Ø Seasonal variations
Ø Seasonal fluctuations structure
Ø Leading destinations
Ø International and domestic flights
13
Most Popular Destination Countries Top 20 Throughout the Year
Russia and CIS make up the main part of queries on destinations.
«Resort» destinations
Other countries
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
Que
ries
Queries per Destination Country for Plane Tickets
14
Seasonal Popularity of Destinations User interest in plane tickets undergoes significant seasonal changes in volume and structure of queries.
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
Spring 2012 Summer 2012 Autumn 2012 Winter 2012-2013
Spring 2013 Summer 2013 Autumn 2013 Winter 2013-2014
Russia Ukraine
Que
ries
Seasonal Destinations by Country
15
Seasonal Popularity of Destinations
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Spring 2012 Summer 2012 Autumn 2012 Winter 2012-2013 Spring 2013 Summer 2013 Autumn 2013 Winter 2013-2014
Spain Turkey Bulgaria Montenegro
Seasonal Destinations by Country
Que
ries
16
Seasonal Popularity of Destinations
0
10,000
20,000
30,000
40,000
50,000
60,000
Spring 2012 Summer 2012 Autumn 2012 Winter 2012-2013 Spring 2013 Summer 2013 Autumn 2013 Winter 2013-2014
Armenia
Germany
Uzbekistan
Italy
Czech Republic
Tajikistan
USA
Seasonal Destinations by Country
Que
ries
17
Seasonal Popularity of Destinations
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Spring 2012 Summer 2012 Autumn 2012 Winter 2012-2013
Spring 2013 Summer 2013 Autumn 2013 Winter 2013-2014
Thailand India
Seasonal Destinations by Country
Que
ries
18
Seasonal Popularity of Destinations Spring 2013 Summer 2013 Autumn 2013 Winter 2013-‐2014
Russia Russia Russia Russia Ukraine Ukraine Ukraine Ukraine Spain Spain Thailand Thailand
Bulgaria Bulgaria Germany Spain Italy Kazakhstan Uzbekistan Italy
Turkey Uzbekistan Armenia Armenia Armenia Armenia Spain Kazakhstan Germany Italy Italy Germany Kazakhstan Thailand Turkey Uzbekistan Uzbekistan Germany Kazakhstan Turkey Thailand Turkey Czech Republic Belarus
Montenegro Belarus Tajikistan Bulgaria Belarus Montenegro Belarus Czech Republic France Azerbaijan France USA
Azerbaijan Tajikistan Israel Tajikistan Israel Kyrgyzstan USA Israel USA USA China France China France Bulgaria Kyrgyzstan
Tajikistan Georgia Azerbaijan Azerbaijan Kyrgyzstan Israel Kyrgyzstan China
19
In autumn, significant growth is seen in user interests in Asia and some European countries.
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
User Interest in Plane Tickets: Autumn
Autumn Queries
Que
ries
20
User Interest in Plane Tickets: Autumn Most queries on plane tickets to resorts and CIS countries decrease during autumn months.
Autumn Query Decrease Compared to Summer Months
-90,000
-80,000
-70,000
-60,000
-50,000
-40,000
-30,000
-20,000
-10,000
0
Que
ries
21
In the winter time, user interest in plane tickets increases for flights to European and some Asian “winter” resorts.
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
User Interest in Plane Tickets: Winter
Winter Query Growth in Comparison to Autumn Months
Que
ries
22
In autumn, users’ interest in flights to most CIS destinations continues to drop
-20,000
-18,000
-16,000
-14,000
-12,000
-10,000
-8,000
-6,000
-4,000
-2,000
0
User Interest in Plane Tickets: Winter
Winter Query Loss in Comparison to Autumn Months
Que
ries
23
During the spring time, users’ interest in summer destinations starts to grow.
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
User Interest in Plane Tickets: Spring Q
uerie
s
Spring Query Growth in Comparison to Winter Months
24
The number of queries on plane tickets to autumn and winter resort countries reduces during the Spring.
-18,000
-16,000
-14,000
-12,000
-10,000
-8,000
-6,000
-4,000
-2,000
0
User Interest in Plane Tickets: Spring
Spring Query Loss in Comparison to Winter Months
Que
ries
25
During the summer months, search statistics on flight tickets to resort areas and CIS countries grows.
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
User Interest in Plane Tickets: Summer
Summer Query Growth in Comparison to Spring Months
Que
ries
26
In the summer time, query volumes on most destinations increases however certain areas like Egypt, UK, Israel and Turkey decrease during the summer.
-4,000
-3,500
-3,000
-2,500
-2,000
-1,500
-1,000
-500
0 Egypt
United Kingdom Israel Turkey France China Croatia UAE
User Interest in Plane Tickets: Summer
Summer Query Loss in Comparison to Spring Months
Que
ries
27
Seasonal Interest Growth Structure Interest growth in flights usually comes before the main wave of travel search queries. Often these searches consist of 2 waves: • First wave that precedes tourist season and general interest in the country by 1-2
months • Second wave coincides with a peak of interest in tourism in the country
Generic queries on the travel
to the country
Queries on air tickets
to the country
0
5000
10000
15000
20000
25000
28
Seasonal Interest Growth Structure
Bulgaria Montenegro
Examples of 2 search waves for flight tickets vs generic travel queries.
0
5,000
10,000
15,000
20,000
25,000
30,000
0
50,000
100,000
150,000
200,000
250,000
300,000
0
5,000
10,000
15,000
20,000
25,000
0
50,000
100,000
150,000
200,000
250,000
Generic qieries on travel
Queries on air tickets
29
Growth of Domestic Flight Queries Most air plane ticket destinations among city users are for domestic and CIS flights.
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000
Mineralnye Vody Prague Istanbul
Perm Tyumen
Tashkent Kazan Minsk Omsk
Chelyabinsk Surgut
Kaliningrad Anapa
Samara Yerevan
Simferopol Khabarovsk
Ufa Rostov Irkutsk
Vladivostok Kiev
Sochi Krasnoyarsk
Krasnodar Novosibirsk
Ekaterinburg St-Petersburg
Moscow
Domestic destinations
Other countries
CIS destinations
Queries for Flights by Destination City
30
Main Non-domestic Destinations
0 50,000 100,000 150,000 200,000 250,000
Tenerife Berlin
Peking Munich Kharkiv London
Khujand Phuket
Kishinev Astana
NY Tbilisi Rome
Tel Aviv Dushanbe
Almaty Burgas
Bangkok Odessa
Baku Donetsk
Paris Barcelona
Bishkek Prague Istanbul
Tashkent Minsk
Yerevan Kiev
Queries for Flights by Non-Russian Destination City
31
Most Popular City-Pairs Most of users who include city-pairs into their queries, are generally looking for domestic flights (or flights within CIS).
Other cities
Russian cities
0 10000 20000 30000 40000 50000 60000 70000 80000 90000 100000
Moscow Burgas Moscow Barnaul
Moscow Adler Moscow Dushanbe
Moscow Omsk Moscow Prague
Moscow Paris Moscow Barcelona
Moscow Kiev Moscow Mineral Waters
Moscow Anapa Moscow Osh
Moscow Bishkek Moscow Chelyabinsk
Moscow Tashkent Moscow Petersburg
Moscow Rostov Moscow Kaliningrad
Moscow Khabarovsk Moscow Irkutsk
Moscow Makhachkala Moscow Ufa
Moscow Krasnoyarsk Moscow Ekaterinburg
Moscow Simferopol Moscow Vladivostok Moscow Novosibirsk
Moscow Yerevan Moscow Krasnodar
Moscow Sochi Queries for Flights by City Pair
Most Popular Airlines
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
Aer
oflo
t S
7 Tr
ansa
ero
Uta
ir U
ral A
irlin
es
Ros
siya
Airl
ines
Lu
fthan
sa
Nor
d W
ind
Em
irate
s A
irlin
es
Turk
ish
Airl
ines
R
yana
ir Vi
m A
via
KLM
A
ir B
erlin
R
ed W
ings
Ya
kutia
E
asyJ
et
Air
Fran
ce
Iber
ia
Alit
alia
R
uslin
e S
wis
s Ifl
y Ya
mal
Aer
o A
ir A
stan
a Fi
nnai
r C
zech
Airl
ines
A
irBal
tic
Ore
nair
Nor
dsta
r
Queries by Airline Brand
Most Popular Russian Airlines The number of queries on airlines increase during the summer. Queries on airlines don’t undergo as much of a significant seasonal changes as generic queries do. Aeroflot keeps the leadership in category. Transaero shifted from 3rd place to 2nd.
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Aeroflot Transaero S7 Utair Ural Airlines Rossiya Airlines Orenair Nord Wind Vim Avia Red Wings Rusline Yakutia Yamal Aero Nordstar Ifly
Monthly Queries by Airline Brand
Most Popular International Airlines “Iberia” overtook all international airlines in February 2014.
0
20,000
40,000
60,000
80,000
100,000
120,000
Lufthansa Iberia Emirates Airlines Turkish Airlines KLM Ryanair Air Berlin Air France Alitalia EasyJet AirBaltic Finnair Uzbekistan Airways Etihad Austrian Airlines
Monthly Queries by International Airline Brand
35
Conclusions • User interest in category has increased by 30% during the last year.
• Interest growth for recent years is accounted for “non-capital” regions (Russia except for Moscow and St. Petersburg).
• Interest in online booking is higher in “capital” areas than in regions.
• Domestic and CIS destinations are most popular
• Typically, the first wave of interest in air tickets to a particular country precedes tourist season and general interest to the country by 1-2 months.
36
Thank you!
Yandex International Business Development [email protected] +1 857.288.8762 [email protected] +44 020 3291 3306