travel insights and trends focus on hotels & accommodation ...€¦ · sciences, role of social...

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Travel Insights and Trends Focus on hotels & accommodation sector September 2013

Satyan Joshi: Industry Manager, Travel

Google Confidential and Proprietary

Consumers have more control through more devices – and higher expectations - than ever

The online travel customer journey… And where Google is playing


88% of the UK population have

looked for or bought travel

online

Source: Travelsupermarket.com


The desktop & tablet travel online customer journey… continues to be complex and time consuming

10 different sites visited on average

Each website visited three times on average

2hrs 9 mins total time 17 research sessions

72% use search

44% are searching for travel in an average month

Source: 2013 Nielsen/ Google online customer journey study


The mobile travel online customer journey… is shorter but still quite complex

5.7 different sites visited

Each website visited twice on average

26 mins total time 5.1 research sessions

1.1 apps visited (2.5 if apps if search but not book)

More brand (vs generic) searches than on desktops

Source: 2013 Nielsen/ Google online customer journey study


More than 70% of UK users look at a map and 60% to 90% look at reviews before booking a hotel…


Google’s Hotel Finder helps users move from intent to action swiftly google.co.uk/hotels (now in 100 countries & Mobile)


Hotel Price Ads Ads showing price may also appear in Search results, Google maps or G+ Local pages


1.  Improve "intent to action”* in travel across Google touchpoints

2.  Make better travel-related suggestions for users

Google’s travel mission

* Whether that action be information or transaction related


We are particularly focused here

Providing valuable & qualified leads for advertisers

Our mobile and social offerings particularly help here

The online travel journey: where Google interacts

Mobile trends It’s a mobile world…


It’s a mobile world


72% Smartphone penetration in the UK

Source: Deloitte, Beyond the hype: the true potential of mobile, May 2013


89% of UK influential consumers aged 25-34 have a smartphone 93% of 12-17 year olds will own a mobile phone by the end of 2013 in the UK*

Source: Deloitte Consumer Review – Beyond The Hype: The True Potential Of Mobile (May 2013) Source: *eMarketer Image source: http://images.cdn.fotopedia.com/flickr-3400113014-hd.jpg


150

Average number of times UK smartphone users

LOOK AT THEIR PHONES

a day


23% of UK consumers aged 16-64 own a tablet

Source: Deloitte Consumer Review – Beyond The Hype: The True Potential Of Mobile (May 2013) Image source: http://upload.wikimedia.org/wikipedia/commons/2/27/Nexus_7_with_Google_Now.jpg


43%

MOVE BETWEEN DEVICES planning a trip

Consumers now take a CROSS – SCREEN path to purchase

Source: The New Multi-screen World: Understanding Cross-Platform Consumer Behaviour, Google/Ipsos, Sept 2012


Desktop queries declined by -6% Mobile queries grew by 71% Tablet queries grew by 131% YoY in the same period

Searches grew by 18% in Q2 2013 in the UK ‘Hotels’ category


76% 60%

8%

17%

16% 23%

Q2 2012 Q2 2013 Desktop Tablet Mobile

UK Hotels: Cross Platform Search Trends

Source: Google internal search data, based on pre-categorised queries for the Hotels. Note: In-quarter metrics for Query Volume and Ad Depth are only available.

40% of all Searches are now on Mobile

Devices

Hotels: % of Queries

by Device


>60% of mobile hotel bookings are for check in within 24 hours

21 Sources: ebookers .com (70%) and other sources 60% plus


25% of Priceline’s mobile hotel bookings

were made within 1 mile of the hotel

OTA & Supplier Trends


The Global Brand Query Analysis reveals that Aggregators are dominating the share of voice (70%), and continue to gain more share

Hotel supplier/aggregator brand queries Top 200+ brands per region, global demand

Source: Google internal data, based on core hotel brand queries (Top 200+ Brands per region) *YoY: 06/12 to 05/13 vs 06/11 to 05/12 Future results may differ from above. Please use as a directional guide only.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Jan-

10

Feb-

10

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-10

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-10

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-10

Jun-

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Jul-1

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1 Ju

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Ju

l-11

Aug

-11

Sep

-11

Oct

-11

Nov

-11

Dec

-11

Jan-

12

Feb-

12

Mar

-12

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-12

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Jul-1

2 A

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3

Supplier

Aggregator

YoY*

+2.0%

+16.6%

%-Growth (based on absolute query development)

Google Confidential and Proprietary Source: Google Internal Data. All Calculations are based on historical figures and estimations and are no indicator of future performance.

Social Media – share your message Google+


The travel path to purchase is increasingly social

Source: ROI Research Inc., “S-Net: A Study in Social Media Usage & Behavior” sponsored by Performics, Aug 2011; Google/ Shopper Sciences, Role of Social in the Travel Shopper’s Journey, December 2012;

PURCHASE

60% of travelers factored

online opinions into their vacation planning

In 2012, the average U.S. travel shopper consulted

11.2 sources prior to purchase

48% of social network users follow travel brands to learn about promotions & sales announcements

17% of travel purchase decisions are influenced by social media


The travel path to purchase is increasingly social

Be engaged & earn loyalty Post ‘wow’ messages & photos that will be shared by the community Ensure key price point & exclusive offers are messaged for those booking direct Encourage feedback

Thank You

travel insights and trends focus on hotels & accommodation ...€¦ · sciences, role of social...

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