google travel trends

EXPERT SERIES WEBINAR: GOOGLE

TRAVEL TRENDS

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WHO WE ARE

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• 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.

4

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

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

ABOUT OUR CO-HOSTS: JENNA AND TING TING

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• 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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Macro Travel Trends and Niche Applications

Presenters: Jenna Hovel Ting Ting Yan May 2015

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Broad Industry Trends

Mobile: critical at all phases

Fragmented, complex journey

Niche Industry Trends

Family travel

High tech, high touch

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Broad Industry Trends

Mobile: critical at all phases

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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of travel queries come from mobile

40%

Source: Google Internal Data. April 2015

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Purchase

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Source: Skift: The State of Mobile Booking, 2015

+41%

-2%

Mobile sales Desktop sales

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Purchase

The Opportunity

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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“The sales will be there as long as the

mobile experience is

good.”

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“The company is rapidly introducing mobile services

that improve the travel experience...”

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Broad Industry Trends

Fragmented, complex journey

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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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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“ 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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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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Niche Industry Trends

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Niche Industry Trends

Family travel

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47% Source: Google Consumer Surveys, Jan 2015

25% of family travelers have stayed in a vacation rental

Source:  Google  Consumer  Surveys,  Jan  2015  

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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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Niche Industry Trends

High tech, high touch

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ThinkWithGoogle.com

jkhovel@google.com tingtingyan@google.com

@GoogleTravel