google hsmai reiselivsdagen 2011
TRANSCRIPT
Google Confidential and Proprietary
Global and UK travel industry trends
Siste nytt fra Google HSMAI REISELIVSDAGEN 31 OKTOBER 2011 Mats Olavson Siri Børsum
Google - vertraulich. Vervielfältigung nicht gestattet. 080109_QN Otto Group 3
Google‘s Mission „Organisere all verdens informasjon og gjøre den universielt tilgjenglig og brukervennlig “
Google Confidential and Proprietary
4.0 3.0
1994 2003 2006 77 Mio. 1.000 Mio. 500 Mio. Brukere
Informasjon & Kommunikasjon E-Handel Nettverk,
Interaksjon & Underholdning
1998 2000 400 Mio.
2009 1.700 Mio.
1.0 2.0
Utviklingen av internett
Mobil
2010 1.400 Mio.
Google Confidential and Proprietary
Hvordan vi ender opp med å bestille en reise har forandret seg
Kjennskap
Interesse
Vurdering
Kjøp
Tradisjonell Analog
Ny Digital
Google Confidential and Proprietary 9
Søk er blitt en kjerneadferd
Google Confidential and Proprietary
Google Confidential and Proprietary PRIVILEGED & CONFIDENTIAL
Søk er et handleverktøy
10+ mill reiserelaterte søk i juli1
Source: [1] Google Keyword Tool; [2] CA Political News: http://capoliticalnews.com/blog_post/tag?tag_name=enviornmental; [3] Google Insights for Search
“all inclusive” +58% Visste du at... Søk etter ‘all inclusive’ gikk opp 48% fra 2008
til 2009. 58% fra 2009 til 2010.
Det tilsvarer mer enn 2,5 søk for hver person i Norge over 15 år.
Google Confidential and Proprietary 12
Forbruker adferd 2012 – hva kan vi forvente?
Sterk krone Billig å reise
Lav arbeidsledighet Vi har aldri hatt det så bra !
økonomisk ustabilitet Vil EU finne en god løsning?!
Forbruker adferden innenfor reisesøk drives politiske, sosiale og økonomiske dynamikker
Været Sen påske, ustabile sommere, vi må ha garantert sol…
Google Confidential and Proprietary
Interessen for reise øker fortsatt D
ec-0
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hotell charter fly Utvikling YoY Hotell Charter Fly
09/10 29.34% 32.05% 45.81%
Jan-aug 10/11 29.06% 30.27% 26.23%
volum
2008 - 2011
Google Confidential and Proprietary
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hotell charter fly
Hotellkjedene leder an i Norge
Utvikling YoY Hotell Charter Fly
09/10 38.48% 41.39% 49.14%
Jan-aug 10/11 44.68% 32.95% 21.17%
NOK
2008 - 2011
Google Confidential and Proprietary
Dec
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hotell charter fly
Flest klikk på sommeren og rundt nyttår
Utvikling YoY Hotell Charter Fly
09/10 29.52% 42.04% 33.49%
Jan-aug 10/11 39.95% 20.82% 30.07%
Ant klikk
2008 - 2011
Google Confidential and Proprietary
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hotell charter fly
Utvikling i kost per klikk Utvikling YoY Hotell Charter Fly
09/10 23.10% 1.03% 11.74%
Jan-aug 10/11 7.05% 11.56% -6.74%
NOK
2008 - 2011
Google Confidential and Proprietary
Klikkraten øker for alle sektorer D
ec-0
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hotell charter fly Utvikling YoY Hotell Charter Fly
09/10 2.19% 10.03% -4.28%
Jan-aug 10/11 22.80% 7.78% 19.46%
%
2008 - 2011
Google Confidential and Proprietary
-
0.50
1.00
1.50
2.00
2.50
3.00
0%
10%
20%
30%
40%
50%
60%
70%
80%
Indexed Travel Queries Brand Queries Generic Queries
Søketrender: Brand vs. Generisk
Summer 2009 Summer
2010 Ja
nuar
y 20
10
Janu
ary
2011
Inde
xed
quer
y vo
lum
es
% s
hare
of q
uery
type
Source: Google internal data; Travel query volumes split by query types: brand and generic queries
Brand og Generiske søk viser forskjellige sesonger : • Generiske søk har en tendens til å tilta rett før markedet ser sin topp – research perioden • Brand søk finner tilbake til sine høyder når kundene har funnet ut hvem de ønsker å reise med / hvor de ønsker å bo– booking periode
Google Confidential and Proprietary
Mobile er med på alle stadier på en reise
22
Sms venner – når skal vi reise?
Finner mobile reise guider
Finner hotellet via GPS på mobilen
Finner informasjon om steder / ting å se
Mobile check in via app
Google Confidential & Proprietary
Tweeting om turen
Sender bilder til venner og familie hjemme
Finner lokale restaurant tips
Home made videoer fra ferien
Reiser hjem med alle minnene godt dokumentert
Google Confidential and Proprietary 25
36%
81%
32%
17%
20%
2%
12%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Daily Weekly Monthly Less than monthly Smartphone
n= 878
Bruk av søk på smartphones i Norge
Base: Private smartphone users who use the internet in general / also the computer and who are searching via search engine Q31: How often do you do searches (via Google Yahoo! Bing etc.) on your ... ?
Google Confidential and Proprietary
Mobilsøk på reise generellt har en vekst på 327% så langt i år volum
2008 - 2011
Google Confidential and Proprietary
YoY Air Travel Charters Hotels Travel
08/09 91.34% 173.15% 121.70% 117.06%
09/10 261.23% 161.38% 230.02% 218.43%
J-A10/11 312.35% 219.52% 347.59% 327.20%
Air Travel Queries Cruises & Charters Queries Hotels & Accommodations Queries
Mobilsøk i alle reisesegmenter øker og øker og øker ….. volum
2008 - 2011
Google Confidential and Proprietary PRIVILEGED & CONFIDENTIAL
30
Hvilken av disse siden vil du brukt hvis du fikk velge?
Google Confidential and Proprietary PRIVILEGED & CONFIDENTIAL
4
Best Practice – mobil vennelig side
2 White Space
3 1Prioritise Content
Big Buttons
31
Easy to Convert
Google Confidential and Proprietary
Online
Offline
Online
Offline
Online
Offline
33 33
Booking av reiser skjer online
Q11: Which of the following methods did you use to book your latest short trip? Q12: Which of the following methods did you use to book your latest holiday trip? Base (weighted): travelers of the past 12 months who booked a travel package n=85 or accommodation n=310 or air travel n=265 for a short trip Base (weighted): travelers of the past 12 months who booked a travel package n=212 or accommodation n=266 or air travel n=286 for a holiday trip
Travel Package
Accommodation
88%
6%
57%
28%
68%
18%
86%
8%
71%
23%
66%
17%
Air Travel
Short trip Holiday trip
Uansett hvilket produkt – reise relaterte bookinger skjer online.
Google Confidential and Proprietary
Offline - total
With the airline - personal visit
At a travel agency – personal visit
With the airline - by phone
Tour operator - by phone
At a travel agency - by phone
Tour operator - personal visit
34 34
Booking av flybilletter
Q11: Which of the following methods did you use to book your latest short trip? Q12: Which of the following methods did you use to book your latest holiday trip? Base (weighted): travelers of the past 12 months who booked air travel for a short trip n=265 or a holiday trip n=286
Short trip Holiday trip
Online - total
Via the homepage of the airline
Via online travel agency or portal
Via tour operator website
Online booking
Offline booking
88%
73%
10%
4%
Nordmenn bestiller direkte på flyselskapet sin hjemmeside - for lengre ferier er også online reisebyråer viktige
86%
60%
17%
9%
6%
2%
1%
1%
1%
1%
8%
2%
2%
1%
2%
0%
2%
Google Confidential and Proprietary 35 35
Booking av pakketurer
Q11: Which of the following methods did you use to book your latest short trip? Q12: Which of the following methods did you use to book your latest holiday trip? Base (weighted): travelers of the past 12 months who booked a travel package for a short trip n=85 or a holiday trip n=212
Online - total
Via tour operator website
Via online travel agency
57%
31%
26%
71%
54%
18%
Online booking
Short trip Holiday trip
Online dominerer denne type produkter også - for lengre ferier er chater selskapene sine siter foretrukket fremfor OTA’s.
Offline booking
Offline - total
Tour operator - by phone
Tour operator - personal visit
At a travel agency – personal visit
At a travel agency - by phone
28%
12%
7%
5%
4%
23%
8%
3%
9%
3%
Google Confidential and Proprietary
Online - total
Via the internet through a hotel portal
Via the internet directly with the hotel
Via online travel agency or portal
Via tour operator website
68%
35%
21%
7%
5%
66%
21%
24%
14%
8%
36
Booking av hotell
Q11: Which of the following methods did you use to book your latest short trip? Q12: Which of the following methods did you use to book your latest holiday trip? Base (weighted): travelers of the past 12 months who booked an accommodation for a short trip n=310 or a holiday trip n=266
Offline - total
Directly with accommodation – by phone
At a travel agency – personal visit
Tour operator - by phone
Tour operator - personal visit
With the airline - personal visit
At a travel agency - by phone
18%
12%
2%
2%
1%
1%
0%
Online booking
Short trip Holiday trip
Når det gjelder bestilling av hotell bruker nordmenn flere forskjellige type nettsider.
17%
14%
2%
0%
1%
1%
0%
Offline booking
Google Confidential and Proprietary
Online homepage of the airline
Online via travel agency or portal
Online through a hotel portal
Online directly accommodation facilities
Online via tour operator
71%
52%
58%
56%
55%
23%
36%
29%
27%
26%
88%
87%
82%
81%
94%
37 37
Sannsynlighet er store for å bestille online neste gang også.
Q15: How likely is it that you’ll book your next trip via this source as well? Answer categories “neither likely nor unlikely”, “somewhat unlikely” and “very unlikely” not displayed Base (weighted): travelers of the past 12 months who booked online for a trip hotel portal n=146; facilities n=116; tour operator n=178; homepage airline n=299; travel agency n=153
Very likely Somewhat likely
Høy kundetilfredshet blandt nordmenn som bestiller online – over 50% sier at de vil bestille på samme måte neste gang også.
Google Confidential and Proprietary
39
Norge Source: Google internal data
Source: Gjesteundersøkelsen 2009 (revidert utgave), TØI.
64%
10%
8% 6%
4% 2% 2% 2%
1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
NO Others DE SE DK NL UK US FR ES IT
Guest nights in Norway Travel Queries Source
Hvor søkes det fra og på hva?