Travel | UKInsights from Bing Ads 2015

2015 eMarketer estimations

Source: UK Digital Travel Researchers & Bookers, eMarketer 2014 -2019

UK Travel Snapshot

Digital Travel Sales (Billion)

2014

£20.50

UK digital Travel ResearchersMillion

2015

£22.332016

£24.16Sales growth YoY 8.8% 8.9% 8.2%

27.5 28.5 29.3UK digital Travel

BookersMillion

25.0 25.9 26.7

Source: Worldwide Digital Travel Sales: The eMarketer Forecast for 2015

Source: eMarketer, Consumer Holiday Trends Report 2014, Conducted by ABTA, Arkenford Sep 2014, Internet users that have booked travel online at least once in the last 12 months.

Digital bookings still mostly on a PC, but millennials lead in mobile activity

93%

Devices used for online travel reservations in the UK

18% 17%

Age groups PC Tablet Mobile16 - 24 88% 24% 35%25 - 34 92% 27% 30%35 - 44 91% 25% 20%45 - 54 95% 12% 7%55 - 64 97% 8% 4%

65+ 97% 6% 3%

Internal Source: Volume of searches with travel intent in Sep 2015 relative to Sep 2014 across devices on Bing and Yahoo sites in the UK

Increasing number of travel searches powered by Bing in the UK

• Travel related search queries have increased 15% year-over-year

• Car hire & flight related searches see the highest year-over-year growth.

15%

24%

21%

15% 15%

12% 12%

6% 5% 4%

Travel search volume has increased year-over-year on Bing & Yahoo sites in the UK September 2015 vs September 2014

Search volume with travel intent jumped nearly 60% from December 2014 to January 2015.

Internal Source: Volume of searches with travel intent relative to average monthly volume across devices on Bing and Yahoo sites in the UK, Sep 2014 – Sep 2015

January ranks as strongest travel month, after the summer season

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep2014 2015

0%

20%

40%

60%

80%

100%

120%

140%

Mobile PC Tablet Overall

Key search volume peaks between Jan 2015 – Sep 2015

PC - 45%Mobile -

70%Tablets -

21%

+11%Feb 2015

+21%+20%Jan 2015 May – Sep

2015

+ 15% YoY

Sep 2015

+57% MoM over Dec-14

Summer travel 2015: 25%

Monthly search volume trend for key travel subcategories in the UK

Internal Source: Volume of searches with travel intent relative to the average monthly volume across devices on Bing and Yahoo sites in the UK, Sep 2014 – Sep 2015

Searches related to holidays, cruises & skiing increase in January

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep2014 2015

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

Car Hire Cruise Flights Holidays Skiing Lodging Trains Travel Information

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

Trains: 4%

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

Top 10 days in January with the most travel queries powered by Bing in the UK

Internal Source: Top days in January 2015 according to travel intent search volume, relative to average daily search volume during period of Sept 2014 to Sept 2015, all devices, across Bing & Yahoo sites.

Top 10 travel days in JanuaryBing Ads travel searches pick up at the start of the New Year. Mobile devices are heavily used at the beginning of the month and during the weekends, whereas activity on PC picks up towards mid-Jan.

Mobile DevicesPCJan 2015

M Tu W Th F Sa Su1 2 3 4

5 6 7 8 9 10 1112 13 14 15 16 17 1819 20 21 22 23 24 2526 27 28 29 30 31

All up Travel

Jan 2015

M Tu W Th F Sa Su1 2 3 4

5 6 7 8 9 10 1112 13 14 15 16 17 1819 20 21 22 23 24 2526 27 28 29 30 31

Jan 2015

M Tu W Th F Sa Su1 2 3 4

5 6 7 8 9 10 1112 13 14 15 16 17 1819 20 21 22 23 24 2526 27 28 29 30 31

Mobile travel searches much higher on weekends. Search

volume also up 31% during top 10 days.

PC travel searches up 21% during top 10 days.

Travel intent searches up +32% during top 10 days.

Ensure you optimise your campaigns and establish budget for expected increases in January.

Tip:

Internal Source: Search query device split & day of the week trends for travel sub-categories, across devices, Bing and Yahoo sites, UK, Sep 2014-Sep 2015.

Which travel categories lead in mobile searches?Device split for travel related queries

Which days of the week dominate travel searches?Key days of the week for Travel related queries

Skiing

Lodging

Car Hire

Holidays

Travel Information

Flights

Other Transportation

Trains

Cruises

All up Travel

59%

60%

61%

61%

62%

63%

63%

63%

63%

61%

15%

16%

14%

18%

20%

17%

16%

12%

21%

16%

25%

24%

25%

20%

18%

21%

20%

24%

16%

23%

PC Tablet Mobile

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

14% 17% 16% 16% 14% 13% 12%

13% 15% 14% 13%16% 15%

14%

All up January

4 out of 10 travel searches made on mobile devices

Travel searches in January are particularly strong on Thursday and Fridays, when compared to annual average

Searches for key travel categories, split by age and gender, all devices, Bing & Yahoo sites, Sep 2014 – Sep 15

Bing Ads Travel Audience

More than 60% of travel related searches are from those aged 35-64. Cruises are more popular with 50+ years old.

Except for car hire, women dominate all travel related searches across categories.

Age Group Gender

Car HireCruisesFlights

HolidaysLodging

Other TransportationSkiingTrains

Travel InformationAll up Travel

17%

9%

15%

17%

17%

16%

19%

19%

17%

16%

32%

21%

29%

30%

30%

30%

32%

30%

31%

30%

33%

40%

34%

32%

31%

32%

29%

28%

33%

32%

12%

24%

14%

11%

12%

13%

9%

10%

10%

12%

18-24 25-34 35-49 50-64 65+

44%

54%

52%

57%

57%

54%

54%

56%

57%

55%

56%

46%

48%

43%

43%

46%

46%

44%

43%

45%

Female MaleInternal Source: Search query device split & day of the week trends for travel sub-categories, across devices, Bing and Yahoo sites, UK, Sep 2014-Sep 2015.

September 2015

Travel KPIs on Bing Ads

100%

128%

148%

£0.33

£0.33

£0.27

Average Travel CPCsUK

Average Travel CPC by device, on Yahoo & Bing sites in the UK

Average CTR for top queries in Travel, indexed to desktop, on Yahoo and Bing sites, in the UK

Travel CTRs vs. desktop (indexed)

ESL + LocationExtension

ESL + LocationExtension + MeteredCallExtension

ESL

ESL + MeteredCallExtension

CallExtension + SiteLinkExtension

LocationExtension + MeteredCallExtension + SiteLinkExtension

LocationExtension + SiteLinkExtension

MeteredCallExtension + SiteLinkExtension

SiteLinkExtension

LocationExtension

CallExtension

Text Ads

LocationExtension + MeteredCallExtension

MeteredCallExtension

46%

35%

32%

30%

22%

19%

17%

17%

11%

7%

6%

4%

4%

3%

For Travel, combining ad extensions on PC + Tablet results in an increased average CTR

Increase engagement with ad extensions

• Comparison of

average mainline CTR for Travel, UK Bing & Yahoo sites, PC & Tablet (Q2-2015)

CTR

Enhanced Sitelinks

Enhanced Sitelinks

Enhanced Sitelinks

Enhanced Sitelinks

Internal Source: Comparison of average mainline CTR for Travel, UK Bing & Yahoo sites, PC & Tablet (Q2-2015)

Marin Software EMEA Global Advertising Benchmark, UK & Eurozone data Q2 2015All devices, partner network excluded.

Lower Average Travel CPCs on Bing Ads

Goog

le

£0.17

UK

Bing

£0.32-48%