google's advance into travel 9.5.13
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GOOGLE’S ADVANCE INTO TRAVEL & WHAT IT MEANS TO TOURISM INDUSTRY MARKETERS September 5, 2013
MMGY GLOBAL �
IT’S ALL ABOUT YOU
SMARTPHONE
Portrait of American Travelers 2012 – MMGY Global/Harrison Group
OWNERSHIP
23 32
54
2010 2011 2012
Own a Smartphone 2012 Smartphone Ownership
Generationally
Millennial 18-33 66%
Gen X 34-47 61%
Boomer 48-66 43%
Matures 67+ 23%
TABLET OWNERSHIP
Portrait of American Travelers 2012 – MMGY Global/Harrison Group
7
27
2011 2012
2012 Tablet Ownership Generationally
Millennial 18-33 28%
Gen X 34-47 32%
Boomer 48-66 23%
Matures 67+ 20%
Own a Tablet
GOOGLE’S ADVANCE �INTO TRAVEL
MAPS/STREETVIEW
ITA/FLIGHT SEARCH
HOTEL FINDER
CONTENT &
REVIEWS
TAXI & NAV
GLASS
GOOGLE’S ADVANCE �INTO TRAVEL
MAPS/STREETVIEW
2005-‐2007
GOOGLE MAPS & �STREETVIEW
! LAUNCHED IN 2005 & 2007, RESPECTIVELY
! POWERS MANY TRAVEL INTEGRATIONS, INCLUDING EXPEDIA AND ORBITZ
! LARGELY WITHOUT MEANINGFUL COMPETITOR IN THE US
GOOGLE’S ADVANCE �INTO TRAVEL
ITA/FLIGHT SEARCH
2011
ITA ACQUISITION �& FLIGHT SEARCH
! ACQUIRED ITA IN APRIL 2011
! LAUNCHED FLIGHT SEARCH IN SEP 2011
! DIRECT SUPLIER LINKS BRING OTA PARTNERSHIPS INTO QUESTION
GOOGLE’S ADVANCE �INTO TRAVEL
HOTEL FINDER
2011
DATA CONSISTENCY ?
HOTEL �FINDER
! LAUNCHED IN AUGUST 2011 FOR DESKTOP, IN JULY 2013 FOR MOBILE
! SERVED IN ORGANIC SEARCH RESULTS
! CONCERNS OVER DATA SOURCES FOR HOTELIERS
GOOGLE’S ADVANCE �INTO TRAVEL
CONTENT &
REVIEWS
2011-‐2012
THE RACE TO�ACQUIRE CONTENT
CONTENT �IS KING
GOOGLE’S ADVANCE �INTO TRAVEL
TAXI & NAV
2013
WAZE, UBER &�NAVIGATION
• NEARLY $10 BILLION INDUSTRY
• ENORMOUS ADVERTISING POTENTIAL
• LOCATION-‐AWARE TECHNOLOGY
GOOGLE’S ADVANCE �INTO TRAVEL
GLASS
2013-‐2014
GOOGLE �
! CURRENTLY BETA THROUGH EXPLORER PROGRAM
! PUBLICLY AVAILABLE IN 2014
! VOICE CONTROL AND AUGMENTED REALITY
! ADVERTISING OPPS TBD
GLASS
THANK YOU
CLAIRE BISHOP SVP, Integrated Media Strategy MMGY Global cbishop@mmgyglobal.com @eClaireBishop
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