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Google travel trends

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EXPERT SERIES WEBINAR: GOOGLE TRAVEL TRENDS 1
Transcript
Page 1: Google travel trends

EXPERT SERIES WEBINAR: GOOGLE

TRAVEL TRENDS

1

Page 2: Google travel trends

WHO WE ARE

2

• Mission: To Help Digital Marketers Succeed Online.

• Incorporated: 2005.

• Global Offices: Princeton (HQ). London. Hyderabad.

• Team: 80+ fanatically analytical search marketers with over 5.5 MM

hours of hands-on retail search marketing experience.

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4

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CLIENT LIST

5

“”

Within 12 months

of implementing our

strategy, organic traffic

more than doubled &

transactions went up

significantly.

Ken Bausch,

VP Interactive Marketing,

World Kitchen

Page 6: Google travel trends

ABOUT NETELIXIR UNIVERSITY

• NetElixir University was launched in 2012 with a vision of “democratizing the digital

marketing industry through exceptional knowledge and expertise sharing.”

• Our goal is to share the best practices in retail + digital marketing with 10,000 businesses

worldwide by 2015

• Join NetElixir University

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ABOUT OUR CO-HOSTS: JENNA AND TING TING

7

• Marketing strategist on the Google Travel Team.• Specializes in consumer insights and marketing trends for

the hotel and car rental categories, helping clients harness the power of digital and new technologies to engage their consumers.

• She came to Google from Ogilvy & Mather, where she worked as a strategic planner for some of the agency's top clients, as well as OgilvyEarth, the sustainability practice.

• Loves to travel and is always on the lookout for the newest app or tech device.

• Marketing strategist at Google.• Advises Fortune 500 clients in travel & leisure on their

digital marketing, ensuring strategy is aligned with consumer and market behavior.

• She looks at data and trends to understand how consumers research, book and experience leisure and business travel.

• Before joining Google, she worked at creative agencies Saatchi & Saatchi and Havas Worldwide

• Latin ballroom dancer

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Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Macro Travel Trends and Niche Applications

Presenters: Jenna Hovel Ting Ting Yan May 2015

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Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

Broad Industry Trends

Mobile: critical at all phases

Fragmented, complex journey

Niche Industry Trends

Family travel

High tech, high touch

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Google Confidential and Proprietary 3 Google Confidential and Proprietary 3

Broad Industry Trends

Mobile: critical at all phases

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Google Confidential and Proprietary 4 Google Confidential and Proprietary 4 Source: SKIFT Report, “Mobile Devices Now Generate 25% of All Digital Transactions in the U.S. April, 2015, Criteo, “State of Mobile Commerce” December, 2015.

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Google Confidential and Proprietary 5 Google Confidential and Proprietary 5

of travel queries come from mobile

40%

Source: Google Internal Data. April 2015

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Google Confidential and Proprietary 6 Google Confidential and Proprietary 6

Purchase

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Google Confidential and Proprietary 7 Google Confidential and Proprietary 7

Source: Skift: The State of Mobile Booking, 2015

+41%

-2%

Mobile sales Desktop sales

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Google Confidential and Proprietary 8 Google Confidential and Proprietary 8

Purchase

The Opportunity

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Google Confidential and Proprietary 9 Google Confidential and Proprietary 9 Source: Usablenet, “The Modern, Mobile Travelers and How Brands Connect with them Better”, Dec 2014.

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Google Confidential and Proprietary 10 Google Confidential and Proprietary 10

“The sales will be there as long as the

mobile experience is

good.”

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Google Confidential and Proprietary 11 Google Confidential and Proprietary 11

“The company is rapidly introducing mobile services

that improve the travel experience...”

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Google Confidential and Proprietary 12 Google Confidential and Proprietary 12

Broad Industry Trends

Fragmented, complex journey

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Google Confidential and Proprietary 13 Google Confidential and Proprietary 13 Source: Complete/MilwardBrown Key Themes Study, Q3 2014

2.4 wks

18 sites 6 clicks 8 sessions

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Google Confidential and Proprietary 14 Google Confidential and Proprietary 14

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Google Confidential and Proprietary 15 Google Confidential and Proprietary 15

67% watched a travel video on YouTube when thinking about taking a trip

Base: Watched/commented on travel-related video (Personal n=1239, Business n=860) Q5: At what points in your travel planning process do you view videos online? (Select ALL that apply) Source: Google Travel Study, June 2014, Ipsos MediaCT

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Google Confidential and Proprietary 16 Google Confidential and Proprietary 16

“ We’re saying we’re going to be the largest publisher of life style. We’re going to be the Red Bull of this category. That’s where we

want to get to.

- David Beebe, Marriott Content Studio

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Google Confidential and Proprietary 17 Google Confidential and Proprietary 17

Mobile viewers are more likely than desktop or TV viewers to watch, share and feel personally connected to ads

Source: Google/Ipsos, Brand Building on Mobile Survey (U.S.), February 2015, The YouTube Insights Team, “Why Online Video is a Must-Have for Your Online Marketing Strategy, April 2015.

More than 50% of the smartphone video viewers surveyed said they used video to help them make product decisions in stores or on company websites, and they listed YouTube as their #1 destination for finding information about a brand or product.

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Google Confidential and Proprietary 18 Google Confidential and Proprietary 18

Niche Industry Trends

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Google Confidential and Proprietary 19 Google Confidential and Proprietary 19

Niche Industry Trends

Family travel

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Google Confidential and Proprietary 20 Google Confidential and Proprietary 20

47% Source: Google Consumer Surveys, Jan 2015

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25% of family travelers have stayed in a vacation rental

Source:  Google  Consumer  Surveys,  Jan  2015  

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Google Confidential and Proprietary 22 Google Confidential and Proprietary 22

55%

46%

34%

38%

47%

56%

7%

7%

10%

Life event

Family trip/vacation with kids

Honeymoon or romantic getaway

Certainty of destination at the beginning of leisure travel planning

I was absolutely certain I was considering multiple possibilities

I was totally undecided

Most are undecided when planning family trips

Base: Personal quota and took specific types of personal trips (Go on a family trip/vacation with kids n=1147; Go on a honeymoon or romantic getaway n=486; Celebrate a life event n=641). LEISURE2: When you first began planning each of the following personal or leisure trips you took in the past 6 months, typically how certain were you about where you would go? (Select one for each) Source: Google Travel Study, June 2014, Ipsos MediaCT

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Google Confidential and Proprietary 23 Google Confidential and Proprietary 23

Niche Industry Trends

High tech, high touch

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Google Confidential and Proprietary 24 Google Confidential and Proprietary 24

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Google Confidential and Proprietary 25 Google Confidential and Proprietary 25

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Google Confidential and Proprietary 26 Google Confidential and Proprietary 26

ThinkWithGoogle.com

[email protected] [email protected]

@GoogleTravel


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