Confidential + ProprietaryConfidential + Proprietary
The Hotel Customer Journey
Satyan Joshi
Hotel Ads Business [email protected]
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Proprietary + Confidential
Source: Qubit
Travel
Retail
Online Travel vs. Retail sector
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Proprietary + Confidential
Source: Qubit
Not so long ago, things were a lot simpler
Dreaming & Inspiration Research Experiencing Sharing & Inspiring(?)
Confidential & Proprietary
Today’s customer journey is complex and
fragmented
Tablet
Offline: catalogue
Hotelier websites
Google Maps
Desktop
Reviews: Tripadvisor
OTA’s & meta
search sites
Offline: travel agent
Mobile
Online video: Youtube
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Proprietary + Confidential
Today’s traveller researches their trip online
Ground TravelsHotel StaysFlight Tickets
90%87% 87%
DIY
55%
Source: The Consumer Barometer Survey 2016
Question: How did people first learn of the product they purchased during product research??
Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
Proprietary + Confidential
Look for or compare
pricing/points/deals/information66%
Browse/look for destinations to visit or
vacation ideas57%
Look up maps or directions 55%
Read reviews (by travellers or
professionals)53%
Look up a restaurant/hotel/attraction at my
destination48%
...but what online research are they doing?
Google/Ipsos MediaCT The 2015 Travelers Road to Decision, Aug. 2015
46% of mobile travellers make booking decisions on mobile
but pay on another device.
Proprietary + Confidential
Today’s traveller books their hotel online (4 out
5)
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in
select categories) | Researched online
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Proprietary + Confidential
“hotels”
Source: UK Google Trends
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Proprietary + Confidential
What search term could this be?
Source: UK Google Trends
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Proprietary + Confidential
“Hotel near me”
Source: UK Google Trends
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Proprietary + Confidential
Today’s traveller is mobile
Source: Google internal data. UK hotel queries
Forecast >
Focus: Accommodation industry
M
T
D
● 45% of Mobile Queries
Christmas 2016
● By end of 2016, Mobile is
forecast to have grown
+30% versus 2015
● Mobile searches
forecasted to overtake
desktop in the summer
of 2017
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Proprietary + Confidential
Today’s traveller researches on all devices but
prefers to book on desktop
Research Book
Source: Google Consumer Survey - October 2015 n=400
Q. What devices do you use to research and book your hotel?
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Proprietary + Confidential
But… tomorrow’s traveller books on mobile
Note: Hotel industry projections for 2016.
Source: Phocuswright's European Online Travel Overview Eleventh Edition - SUMMARY
€ Bn
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Proprietary + Confidential
81%Cart abandonment rate in Travel
Source: Econsultancy, econsultancy.com/blog/
64167basketabandonmentemailswhyyoushouldbesendin
(68% in Retail)
EMEA Travel Vertical Search
Destinations on Google Packages Google Flight Search Hotel Ads My Trips Google Trip App
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Proprietary + ConfidentialHotel Ads: Simplifying Travel Search across
Devices, Sites and Locations
Confidential + Proprietary
Google Hotel Organic Listings
Confidential + Proprietary
Google My Business
information
google.co.uk/business
Google Hotel Ads
Confidential + Proprietary
Book on Google
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City Itineraries
“City X Itineraries”
For 120 cities, we
will show a “If you
only have one day”
action packed
itinerary that is
based on where we
observe travelers
actually go.
Confidential + Proprietary