uk winter travel insights

#BingAdsTravel • @BingAds

UK Winter Travel Insights

2

Contents• Winter Travel Overview

• Holidays Deep Dive

• Trending Destinations

• Heatmap Heaven

• Summary

Winter Travel Overview

The digital transformation of the UK travel industry continues with digital travel bookers forecast to grow to 27 million this year

Source – eMarketer.com calculations published in May 2016. eMarketer.com

Internal Source: Volume of searches with travel intent relative to the average monthly volume between Jun 2015 – Jun 2016, Bing, Yahoo & AOL sites in the UK, all devices

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

Trains: 4%

Travel seasonality on the Bing NetworkJanuary is a key period – January 2016 saw a notable uptick in search volume (+15% vs. index for this period)

Winter travel volume by category


Trains: 4%

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

Lodging, Holidays & Flights proved popular this January

Internal Source: Share of searches with travel intent by category, Bing, Yahoo & AOL sites in the UK, Jan 2016, all devices

Internal Source: Search volume with travel intent by device & day of the week for each travel category, Bing, Yahoo & AOL sites, in the UK, Jan 2016, all devices

33% of travel searches last January were made on mobile and tablet devices

Travel searches last summer were particularly strong on Mondays and Tuesdays (+13% and +7% vs. index for this period)

Which winter travel categories led in mobile searches?

Which days of the week dominated winter travel searches?

Bing Ads winter travel audience


Trains: 4%


Internal Source: Search volume with travel intent by age and gender for each travel category, Bing, Yahoo & AOL sites, in the UK, Jan 2016, all devices

• 60% of travel related searches are from those aged 35-64• Except for car hire, women dominate all travel related searches across categories

Holidays Deep Dive

Holidays search volume overview


Trains: 4%


Package and beach holidays proved popular this January whilst activity holidays saw the greatest YoY volume growth

Internal Source: Share of searches with holiday travel intent by category, Bing, Yahoo & AOL sites in the UK, Jan 2016, all devices*Activity holidays are defined as queries relating to golfing, camping or walking holidays *Adventure holidays are defined as queries relating to adventure themed holidays/tours*Beach holidays are defined as queries relating to beach holidays*Package holidays are defined as queries relating to package/all inclusive holidays*Skiing holidays are defined as queries relating to skiing holidays

Holidays search volume – device breakdown


Trains: 4%


• 31% of holidays search volume derived from Mobile & Tablet traffic • Beach holidays saw the greatest Mobile & Tablet traffic, accounting for 37%

of volume • Activity holidays saw the weakest Mobile & Tablet traffic, accounting for just

20% of volume

Internal Source: holiday travel search volume by category, split by device, Bing, Yahoo & AOL sites in the UK, Jan 2016.*Activity holidays are defined as queries relating to golfing, camping or walking holidays *Adventure holidays are defined as queries relating to adventure themed holidays/tours*Beach holidays are defined as queries relating to beach holidays*Package holidays are defined as queries relating to package/all inclusive holidays*Skiing holidays are defined as queries relating to skiing holidays

Unmasking the holidays audience on Bing Ads


Trains: 4%


• Holidays searches were most prominent amongst the 50-64 age group and were led by women• Adventure & Activity holiday searches were popular with younger audiences, with over 35% of

volume deriving from the 35-49 age group

*Activity holidays are defined as queries relating to golfing, camping or walking holidays *Adventure holidays are defined as queries relating to adventure themed holidays/tours*Beach holidays are defined as queries relating to beach holidays*Package holidays are defined as queries relating to package/all inclusive holidays*Skiing holidays are defined as queries relating to skiing holidays

Internal Source: Search volume with holiday travel intent by age and gender for each holiday travel category, Bing, Yahoo & AOL sites, in the UK, Jan 2016, all devices

Top Position CPC By Device

Internal Source: top/first position CPC for generic holidays searches by category, split by device, Bing, Yahoo & AOL sites in the UK, Jan 2016, *Activity holidays are defined as queries relating to golfing, camping or walking holidays *Adventure holidays are defined as queries relating to adventure themed holidays/tours*Beach holidays are defined as queries relating to beach holidays*Package holidays are defined as queries relating to package/all inclusive holidays*Skiing holidays are defined as queries relating to skiing holidays

• Top position CPC bids were 17% cheaper on Mobile & Tablet vs PC for all up generic holidays searches

• Skiing & Package holidays generic searches saw the highest top position CPC’s, across all devices, compared to other categories

• Activity holidays generic searches saw the lowest top position CPC’s, across all devices, compared to other categories

Top Position CTR By Device

Internal Source: top/first position CTR for generic holidays searches by category, split by device, Bing, Yahoo & AOL sites in the UK, Jan 2016, *Activity holidays are defined as queries relating to golfing, camping or walking holidays *Adventure holidays are defined as queries relating to adventure themed holidays/tours*Beach holidays are defined as queries relating to beach holidays*Package holidays are defined as queries relating to package/all inclusive holidays*Skiing holidays are defined as queries relating to skiing holidays

• Top position CTR was 10% higher on Mobile & Tablet vs PC for all up generic holidays searches• Skiing & Package holidays generic searches saw the highest top position CTR’s, across all

devices, compared to other categories• Activity holidays generic searches saw the lowest top position CTR’s, across all devices, compared

to other categories

Adventure

Top 15 Holidays Keywords (Jan 2016)

1. adventure holidays2. family adventure holidays3. travel adventure4. adventure holidays uk5. adventure holidays families6. new adventure travel7. adventure travel8. adventure travel tours9. adventure holiday10. best adventure holidays11. uk adventure holidays12. adventure holiday uk13. adventure travel companies14. overseas adventure travel15. adventure tours

1. beach holidays2. beach holidays 20163. beach all inclusive4. beach holiday5. cheap beach holidays6. holidays beach7. beach holidays uk8. best beach holidays9. all inclusive beach holidays10. beach break11. beach weddings12. beaches resorts13. beach holidays all inclusive14. freshwater beach holiday

park15. holiday beach

Beach1. camping2. camping france3. camping holidays france4. walking holidays europe5. camping cornwall6. camping sites cornwall7. guided walking holidays8. camping spain9. camping uk10. camping italy11. camping holidays12. nordic walking holidays13. golf package holidays14. golfing holidays15. golf vacation packages

Activity1. ski holidays2. skiing holidays3. ski holidays 20164. cheap ski holidays5. ski scotland6. ski deals7. skiing holidays 20168. ski holiday9. last minute ski holidays10. ski weekends11. ski holidays france12. last minute ski deals13. family ski holidays14. ski chalet holidays15. ski chalets france

Skiing1. all inclusive holidays2. all inclusive holidays 20163. cheap all inclusive holidays4. package holidays5. disneyland paris package

deals6. cheap all inclusive holidays

20167. tenerife all inclusive8. half term all inclusive9. package holidays 201610. cuba holidays all inclusive11. cheap package holidays12. all inclusive13. maldives holidays all

inclusive14. all inclusive holidays tenerife15. all inclusive holidays spain

Package

Internal Source: top 15 generic holidays queries by holiday travel category, Bing, Yahoo & AOL sites in the UK, Jan 2016, all devices*Activity holidays are defined as queries relating to golfing, camping or walking holidays *Adventure holidays are defined as queries relating to adventure themed holidays/tours*Beach holidays are defined as queries relating to beach holidays*Package holidays are defined as queries relating to package/all inclusive holidays*Skiing holidays are defined as queries relating to skiing holidays

Trending Destinations

Top DeclinersGrowing Getaways


Trains: 4%


Internal Source: Top destinations outside of the UK by search volume looking at user queries related to flights, Bing, Yahoo & AOL sites in the UK, All devices, August 2016

Top trending international flight destinations in August 2016

Flights To.. YoY % Change Flights To.. YoY % ChangeVancouver 105% Istanbul -50%Canada 61% Paris -44%Toronto 60% China -38%Calgary 55% USA -35%Milan 32% France -35%Dubrovnik 31% Turkey -33%Kos 23% Florida -30%Bergerac 23% Germany -29%Stockholm 20% Bangkok -29%Almeria 18% Brussels -28%



Trains: 4%


Internal Source: Top destinations outside of the UK by search volume looking at user queries related to car hire, Bing, Yahoo & AOL sites in the UK, All devices, August 2016

Top trending international car hire destinations in August 2016

Car Hire In.. YoY % Change Car Hire In.. YoY % ChangeLisbon 61% Alicante -97%Canada 60% Dublin -36%Barcelona 59% France -19%Geneva 58% Murcia -18%Miami 40% Paphos -10%Ibiza 39% Cyprus -9%Cork 29% Greece -9%Corfu 29% Kefalonia -7%New Zealand 28% Portugal -6%South Africa 27% Florida -4%



Trains: 4%


Internal Source: Top destinations outside of the UK by search volume looking at user queries related to hotels, Bing, Yahoo & AOL sites in the UK, All devices, August 2016

Top trending international hotel destinations in August 2016

Hotels in.. YoY % Change Hotels in.. YoY % ChangeFunchal 34% Singapore -77%Krakow 26% Hong Kong -75%Vancouver 25% Florence -68%Alicante 25% Munich -66%Iceland 22% Brussels -62%Napa 21% Bruges -56%Gran Canaria 19% Marrakech -55%Gibraltar 18% Berlin -48%Perth 13% Ireland -47%Goa 11% Paris -44%

Heatmap Heaven

Brand & Endorsements CTA Delivery Incentives

Token Ad Quality Token Ad Quality Token Ad Quality™ º collect � same day delivery �official � shop � home delivery �Brand Term � get � next day delivery �recommended º buy � free p&p º® º view � free delivery �as seen on tv � compare º free returns ºnumber 1 � call º free shipping �© � find � enquire � see º check º

How to read an ad copy heat map

� Strong impact, rarely usedº Strong impact, sometimes used

� Strong impact, but used often� Fair impact, rarely usedº Fair impact, sometimes used� Fair impact, but used often� Limited impact, but rarely usedº Limited impact, but sometimes

used� Limited impact, but used often

Individual Tokens

Ad quality explanations

Top Tip: The greener and fuller the circle, the more likely your ad will stand out

How well tokens impact your ad

quality

How many other

advertisers are actively using

the token

We’ve looked at two dimensions in Bing Ads:1 2

. .

Generic Lodgings SearchesAd Copy Analysis

Internal source: Ad quality analysis is based on the performance of specific tokens within ad copy that showed for generic lodgings searches. Jun - Aug 2016, across devices on Bing, Yahoo & AOL sites in the UK

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

right visit ? extra certified full range

official site call today + from only [£] new our range

™ book ! save% compare cheap

official now {param2: bargain locate find new

[Brand] call & [%] find

leader visit today {param1: [£] request a brochure

unbeatable dealer {keyword: cheap find out more

award winning free

® from [£]

© offer

voted best low cost

recommended low prices

top from just [£]

discount

[%] off

savings

save

deal

interest

just [£]

User Needs USPBrand Endorsements CTA Dynamic Inclusion and Special Symbols

Pricing and Value Perception Drivers

Generic Flights SearchesAd Copy Analysis

Internal source: Ad quality analysis is based on the performance of specific tokens within ad copy that showed for generic flights searches. Jun - Aug 2016, across devices on Bing, Yahoo & AOL sites in the UK

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

contact {param1: (£)pp premium more than () airlines

book before + massive savings flexible baggage allowance

book securely ! upto [%] off secure fly safe

call {param2: low cost direct low deposits

explore ? cheapest safe wide choice

hurry & from [£] flight routes onboard

compare @ low rates first simple

now {keyword: low fares destinations sale

book lowest flight schedules range

browse save class official

call now cheap business service

find as low as [£] no cancellation fee

get save % great range

book online affordable great offers

book now huge savings travel deals

check discount award winning

purchase easy

look best price

request a quote best

view unbeatable

visit special prices

USPCTA Dynamic Inclusion and Special Symbols

Pricing and Value Perception Drivers User Needs

Generic Car Hire SearchesAd Copy Analysis

Internal source: Ad quality analysis is based on the performance of specific tokens within ad copy that showed for generic car hire searches. Jun - Aug 2016, across devices on Bing, Yahoo & AOL sites in the UK

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

call now {param1: from just [£] a day early 7 seater ()+ suppliers

call us free & massive savings today unlimited mileage wide choice

book now ! value fast luxury no hidden charges

book online {param2: cheap in seconds locations hassle free

get ? cheapest quick economy great deals

find {keyword: free instant suv easy

call @ from [£] mins insurance included large selection

book + upto [%] off minutes automatic direct

contact from just [£]/day family best prices

view cheap rates executive specialists

hire your car low prices people carrier best

now save estate top brands

browse discount comfort unbeatable

compare from only [£]/day mini free amendments

look as low as [£] more cars

purchase from just [£] per day special prices

check affordable safe

visit save % simple

explore great offers

search directly

best deal

exclusive

guaranteed

range no cancellation fees

no credit card fees

Pricing and Value Perception Drivers Speed User Needs USPCTA Dynamic Inclusion and Special

Symbols

Generic Holidays SearchesAd Copy Analysis

Internal source: Ad quality analysis is based on the performance of specific tokens within ad copy that showed for generic holiday searches. Jun - Aug 2016, across devices on Bing, Yahoo & AOL sites in the UK

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

book before {param1: £()pp deposit premium wide choice

look ? as low as [£] secure transfers included

hurry ! low cost atol protected ()+ destinations

browse {param2: £()pp safe instantly

contact {keyword: up to [%] off abta & atol protected best deal

search & lowest luxury dream holiday

book now @ save % destinations price match guarantee

book online + affordable secure booking great offers

compare from [£] flexible sale

book cheap official

explore discount selection

call now value for money low deposits

check massive savings exclusive

enquire huge savings unbeatable

visit cheapest new offers

find save great range

get personal service

call tailor-made

purchase award winning

book securely simple

request a quote best

research deals

view late deals

now easy

discover range

fully licensed

no hidden costs

USPCTA Dynamic Inclusion and Special Symbols Pricing and Value Perception Drivers User Needs

• Ensure there’s room in your budget to capture the winter surge in travel search volume, January was a key period for travel search volume last year

• Invest in mobile campaigns and a mobile experience with 33% of winter travel searches coming from mobile and tablet devices last summer

• Take a look at your demographic bid modifiers as over 60% of winter travel searches came from women and those aged 35-65 last winter

• Reach holiday audiences with our top position bid recommendations and trending keywords

• Capitalise on trending destinations in the travel industry

• Achieve optimal engagement utilising our generic ad copy heat maps

• Up your visual appeal: opt into Sitelink, Call, Review and App extensions

Summary – top recommendations for travel this winter

uk winter travel insights

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