sweden winter travel

#BingAdsTravel • @BingAds

Sweden Winter Travel Trends Bing Network

2

Contents

• Winter Travel Trends

• Ad Copy

• Audience Insights

• Recommendations

Audience Characteristics on Bing Ads

Source: GlobalWebIndex, multiple question data, Sweden October 2016

54% of Travel

Enthusiasts have at least 1

child

35% of Travel

Enthusiasts is in the middle

income bracket

50% of Travel

Enthusiasts has a

University degree

56% of Travel

Enthusiasts say they will stick

to a brand they like

40% of Travel

Enthusiasts has bought travel items (e.g. plane

tickets, hotel rooms) in the past month

Sweden Bing Ads Travel Audience Characteristics

Source: GlobalWebIndex, multiple question data, Sweden October 2016

Only 30%

on Google41%

of Travel Enthusiasts

has at least 1 vacation

abroad every 6 months

Sweden Bing Ads Travel Audience vs GoogleOnly

12% on

Google21% of Business Travelers on

Bing travel at least once for

business abroad every

month

Only 54%

on Google

61% of Travel

Enthusiasts are interested in International

Events

Only 76%

on Google

83% of Travel

Enthusiasts are interested in

other Cultures and Countries

Bing Ads Travel Audience – Winter Period Searches

Flights: 24%Travel Info: 22%Lodging: 14%Car Hire: 12%

Trains: 4%

Travel all up: 21%Holidays: 36%Skiing: 26%Cruise: 25%

• One third of Flight related searches come from the 25-34 group. Holidays related searches become more popular as the age increases. It also appears Cruise related searches grow stronger for the 50+ group at the expense of Lodging related searches on the Bing Network.

Internal Source: Share of travel related searches by age group and category, Bing and Yahoo sites in SE Sep 2015 – Jan 2016

>24

25-34

35-49

50-64

65+

2%

2%

2%

3%

4%

1%

1%

1%

1%

1%

29%

33%

31%

30%

27%

33%

30%

31%

34%

38%

22%

20%

21%

19%

18%

Category Search Share by Age Group

Cruises Car Hire Flights Holidays Lodging


Trains: 4%


• Almost two thirds of all Travel related searches are done by women if we look at the below 35 aged group, whereas above 65 the majority of searches are done by men.

Internal Source: travel related searches by gender and age group, Bing and Yahoo sites in SE Sep 2015 – Jan 2016

>24

25-34

35-49

50-64

65+

61%

62%

59%

57%

43%

39%

38%

41%

43%

57%

Travel Searches by gender, by age group

Female Male

Bing Ads Travel Audience – Winter Period Searches

Winter Travel trends


Trains: 4%


Travel seasonality on the Bing Network• January sees a huge peak in search volume (+32% vs. December)• October, November and December traffic dips below index

Sep-15 Oct-15 Nov-15 Dec-15 Jan-160%

20%

40%

60%

80%

100%

120%

140%

110%98%

90% 87%

115%

Search Volume Index Trend

Internal Source: Index travel related searches, Bing and Yahoo sites in SE Sep 2015 – Jan 2016

Sep-15 Oct-15 Nov-15 Dec-15 Jan-1670%

80%

90%

100%

110%

120% PC; 118%

Mobile; 111%Tablet; 115%

Travel Search Volume Index - By Device

PC Mobile Tablet

Travel seasonality on the Bing Network – by device• Upward trend performance from Mobile during Nov-Dec period• PC sees the largest surge in search volume after Christmas• Search volume peaks in January across all devices

Internal Source: Index of travel related searches by device, Bing and Yahoo sites in SE Sep 2015 – Jan 2016

Holidays searches lead on Mobile, and Cruises shows a stronger search share on Tablet

Which winter travel categories led in mobile searches?

Internal Source: Category share of travel related searches, Bing and Yahoo sites in SE Sep 2015 – Jan 2016

Car Hire Cruises Flights Holidays Lodging0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

13% 11% 16% 18% 14%

80%77%

75% 75% 78%

7% 12% 8% 7% 8%

TabletPCMobile


Trains: 4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%1%

0.2%

31% 44% 24%

Car Hire Cruises Flights Holidays Lodging

Total Search Volume Share by Travel Category

Which travel category has the largest share of searches?

Holidays, Flights, and Lodging make up the biggest share of travel searches on the Bing Network in Sweden during winter

Travel searches are particularly strong on Tuesday through Wednesday on PC. Sunday and Monday are strong on Mobile

Which days of the week dominated winter travel searches?

Internal Source: Week parting for travel related searches, Bing and Yahoo sites in SE Sep 2015 – Jan 2016

Monday Tuesday Wednesday Thursday Friday Saturday Sunday0%2%4%6%8%

10%12%14%16%18%20%

13%

18%17%

15% 15%13%

10%

17%

14% 14% 13% 13% 14%15%

19%

14% 14% 13% 13% 12%

15%

PC Mobile Tablet

Brand related Non-Brand related


Trains: 4%


Top 10 Queries for Sweden Travel searches during Winter 2015/2016

Internal Source: Top queries for travel related searches, Bing and Yahoo sites in SE Sep 2015 – Jan 2016

SJNorwegianFritidsresorRyanairVingVästtrafikSASMomondoBooking.comFlygresor.se

billiga flygresorresorhotell stockholmbilliga flyghotellskidsemesterfritidsresor sista minutensista minuten fran arlandaskidresor

Preparing for the peak

Winter Travel Searches – Ad Copy recommendations

Internal Source: Share of travel related searches, Bing and Yahoo sites in SE Sep 2015 – Jan 2016

CTA Dynamic Inclusion Pricing and value perception drivers Special Symbols User Needs USP

Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality

slå till � {param1: º spara tusenlappar � ! � delbetala º mängder �

boka direkt � {param2: � jämför priser º + � snabbt � spara tid �

sök º {keyword: � prisvärda � & � öppet köp º spara pengar �

boka idag º betala senare � ? º enkelt � bäst i test �

boka nu � prisgaranti º i mobilen � specialister º

jämför � spara � vi jämför �

hitta � bästa erbjudande � stort utbud �

billigaste � välkända �

stort urval �

Hotels

Sweden - Top trending domestic destinations searches in September 2016

Flights

Internal Source: Top destinations in Sweden by search volume looking at user queries related to flights, hotels and car hire, Bing and Yahoo sites in SE, All devices, October 2016 MoM changes, ranked by volume

Car HireDestination %Change MoM

sundsvall 4%göteborg 14%örebro 16%hemavan 14%linköping 3%ängelholm 17%västerås 48%malmö 0%örnskoldsvik 0%norrköping 0%

Destination %Change MoMumeå 5%kiruna 10%visby 6%linköping 11%sundsvall 6%norrköping 0%kristianstad 91%storuman 200%göteborg 100%arvidsjaur 100%

Hotels

Sweden - Top trending international destinations searches in September 2016

Flights

Car HireDestination %Change MoM

london 9%köpenhamn 13%thailand 5%manchester 15%helsingfors 6%madrid 33%phuket 68%krakow 4%bryssel 25%teneriffa 8%

Destination %Change MoMgran canaria 18%teneriffa 30%thailand 15%havanna 12%norge 5%las palmas 27%lubeck 20%dubrovnik 15%kuba 65%oxford 10%

Destination %Change MoMmalaga 5%gran canaria 39%florida 15%teneriffa 34%portugal 10%palma 92%milano 6%kanarieöarna 75%faro 17%australien 14%

Internal Source: Top destinations in Sweden by search volume looking at user queries related to flights, hotels and car hire, Bing and Yahoo sites in SE, All devices, October 2016 MoM changes, ranked by volume

• Plan your budgets according to the upcoming surge in travel searches this winter. Mid-December to March was a key period for travel search volumes last year.

• Ensure your mobile and tablet campaigns are up to date and have budget, as they had a 20% of travel searches during last winter

• Tuesday through Friday are the main high volume days on PC for travel searches, mobile and tablet surge Saturday through Monday. Adjust your daily budgets accordingly.

• Take a look at your demographic bid modifiers as the majority of travel searches last winter came from women below the age of 65. The older demographic had an increase in male searches.

• Achieve optimal engagement utilising our generic ad copy heat map

• Take advantage of the Audience Characteristics to target specific groups and shift budgets between platforms

Recommendations - preparing for travel on Bing this winter

Bing Network. Be there.

sweden winter travel

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