bing e-travel summit 2014
TRANSCRIPT
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e-Travel Summit 2014
Sean O’Connor
8 October 2014
@seanbrendan
@bingads
slideshare.net/bingads
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Reach new heights this winter travel seasonInsights to get your travelerson their way
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According to eMarketer, Holland is a mature market for online travel compared to UK growth of 12% this year.
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European market is growing steadily with a predicted 41M overseas holidays by 2018, up from 36 in 2013.
1. Source: Mintel Annual UK Holiday Review 2014, as reported by Travel Weekly: http://bit.ly/1f8fkFG
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In UK, travellers are spending more on individual holidays and are booking multiple holidays.
2 Mintel Annual UK Holiday Review 2014, as reported by Travel Weekly: http://bit.ly/1f8fkFG
47% spent £1,000
19% spent £2,000
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Search engines remain the top choice for research & planning 55% use search
Source: Yahoo and IPSOS OTX Media CT, “Holiday & Winter Travel”, Dec 2013. *: % of respondents.
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A growing unique audience of over 100 million searchers in Europe
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Travel bookings for Europe continue to show peaks in January and Summer months
Source: Internal analysis based on performance of top queries on Yahoo and Bing Sites for European markets
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While volume is up drastically –over 40% for key sub verticals
Source: Internal analysis based on performance of top queries on Yahoo and Bing Sites for European markets
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“Our battered suitcases were piled on the
sidewalk again; we had longer ways to go.
But no matter, the road is life.” – Jack Kerouac
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Leisure
travel
Business
travel
51% of winter travel bookings occurred 30 days in advance.
Holiday packages 56 days in advance.
0 1-2 3-7 8-14 15-21 22-30 31+
Flight booking lead time in days
Sources: SOJERN 2014 and frankwatching.com
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Leisure
travel
Business
travel
29% of hotel bookings happened the same day and only 12% more than 30 days ahead.
Sources: SOJERN 2014 and frankwatching.com
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Leisure trumps business travel in the winter season
Source: SOJERN 2014
75%
25%Leisure
travel
Business
travel
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Most travelers are going solo
Source: SOJERN 2014
Leisure
travel
Business
travel
72%
20%
8%
Solo
traveler
Pair of
travelers
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Some embrace the top winter ski holiday destinations
Source: SOJERN 2014
Leisure
travel
Business
travel
Alpe d’Huez, France
Val d’Isere, France
St Anton, Austria
St Moritz, Switzerland
Seiser Alm, Italy
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Others seek the Winter Sun
Source: SOJERN 2014
Leisure
travel
Business
travel
Canary IslandsMoroccoSicilyThailandSouth Africa
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City break destinations are also on the rise
Leisure
travel
Business
travel
ParisLondonBerlinBarcelonaNew York
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“In the 2020s, each of us will have an
individual ‘e-agent’ that goes
everywhere with us, inside a watch or a
small piece of jewelry.”
-Daniel Burrus, Technotrends.
Soruce: skyscanner2024 report
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Cortana is your personal digital assistant
“What’s the weather like in Rome?”
“how about in Innsbruck?”
“remind me to ask Liz about a holiday there.”
“how long will it take to get there?”
“how far is the airport?”
“when I get to the airport remind me to buy a gift for Rory”
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9 out of 10 use mobile to plan, Research or book
Source: Microsoft internal data
62%use search engines to inspire their holiday
plans
45%search flights and
hotels on their mobile phone
44% compare prices and holiday packages
28%book flights
33%book hotels
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According to eMarketer, 22% of worldwide travel transactions are via a smartphone
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Optimized mobile site
Online reviews Being listed in top results
Access to maps/driving directions
40%
19%
10% 10%
Travelers expect mobile optimized sites and apps
Source 1. xAd/Telemetrics Mobile Path to Purchase Study (Apr 2013) – UK edition
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Lodging Continues to be strong on Mobile, but Holiday and Flights are growing quicker
Source: Microsoft internal data for European Markets
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Microsoft Confidential
Mobile ad copy should focus on timing, price and proximity to drive CTR efficiency PC/Tablet Mobile
Title Description
Rentals Superlative
Vacations Superlative
Rentals Vacations
Vacations
Dynamic Keyword
Insertion (DKI)
Vacations Vacations
Title Description
Vacations
Dynamic Keyword
Insertion (DKI)
Hotels Last minute
Discounts/deals Flights
Discounts/deals Airfares
Rentals Save/savings
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Ad Extensions drive significant performance increases and can be combined
Location Extensions Sitelink Extensions Call Extensions
22%
CTR lift
10%
CTR lift CTR lift
20%
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“Two roads diverged in a
wood and I – I took the
one less traveled by.”
- Robert Frost
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Already advertising onGoogle AdWords?
It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few clicks.
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