google-tourism
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Presentation by Google Kenya at the 2014 E-Tourism East Africa ConferenceTRANSCRIPT
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eTourism Frontiers 2014 – Bringing more Tourists to Kenya
September 2014
Presented by: Rosemary Momanyi
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Agenda
1. eTourism Objectives
2. Consumer Digital Travel Insights
3. Google Value Proposition: developing an integrated digital strategy leveraging Search, Display, Video & Google+
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Promote Kenya as a tourist Destination
eTourism Objectives
In a scenario of public spending contraction, Google can ensure the maximum efficiency in the promotion of Kenya as a tourist destination. Create
Awareness + Improve Reputation
Chris Gabalon, Chief Marketing Officer, Ritz Carlton Hotel
“During the downturn, while they may have given it up to some degree, the one item consumers said they did not want to give up outside of basic needs was travel”
Search Trends
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Total Queries on eCoTourism & Adventure Travel Dates: Jan 2012 - Jan 2014
The USA dominates followed by UK
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Top Countries with “Kenya” in the Search Query Dates: Jan 2012 - Jan 2014
The USA still dominates followed by UK
Seasonal peaks in July & December
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Travel insights
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Sources used to plan travel online Search is still the #1 planning source for travel
Source: “Traveler’s Road to Decision” study. Google and OTX. June, 2011.
Base: Use internet to plan trip. Personal Travelers (2989) Business Travelers (1167). Q. Which of the following online sources do you typically use to plan personal or leisure/
business trips?
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The travel booking window is increasingly complex and multiple sources in"uence decision-making
1 in 5 travelers are buying within a week of decision
to travel.
Source: Google/Shopper Sciences, Zero Moment of Truth Study – Travel, Apr 2011
Most shoppers purchase travel 1 to 3 months after making the decision to
travel.
Potential influences along the way:
Last Click Conversions
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Sponsored links encourage Purchase
Base: Purchasers in the Travel Market Note: A sponsored search/Link is one that requires a Search Engine redirect to point it to the website. Correlation not cause. Source: Google/Nielsen, How Search Helps Drive Purchases in The UK Travel Market, UK, January – March 2010
People who click on sponsored links
are more likely to make a purchase
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90% of Searcher’s that Purchased used Generic Terms
Base: Purchasers in the Travel market Note: % of searchers that were Generic, brand only & brand with other text; Searches are defined as only those that lead to a Travel content site
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Mobile Trends
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More Travellers Use Mobile for Travel Information
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. Base: Used Internet as Source to Plan Trip. (Q9) From which of the following locations do you access the Internet for travel-related information when planning your? (Select ALL that apply)… *Net of Mobile Phone, Smartphone (2012) and Tablet (2011 and 2012).
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A Bad Mobile Website is the #1 Deterrent to Booking Travel on a Phone
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. (Q10) Which of the following online sources do you typically use to plan ? (Select ALL that apply) (Leisure 2009 n=2736, 2010 n=2944, 2011 n=2989 2012 n=2912.) (Business 2009 n=1155, 2010 n=1182, 2011 n=1167, 2012 n=1139.)
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Video Trends
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Travelers Watch Online Video In All Phases of Travel Planning
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. (Q4) Which of the following have you done online in the past 6 months? (Select ALL that apply) Base: Total Respondents. *Watched/uploaded/commented on travel videos online
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Online Video Sites Prompt Travelers to Book
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. (Q10b) Did you end up booking a trip on any of the online sources you used to help plan your trip? Base: Prompted to book and used source. (n=floating. New question in 2012.)
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Top 5 Types of Travel Videos Watched by All Travelers
62% Videos from hotels, airlines, cruises, tours, etc.
58% Trip reviews from experts
58% Videos from travel-related channels
56% Trip reviews from people like me
48% Videos made by people like me
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. (Q6B) Speci!cally, what types of travel-related videos do you watch online? (Select ALL that apply). Base: Watched/Uploaded/Commented on Travel-related Video. (Leisure n=1425, Business n=894)
Video Testimonials are the most e#ective way to reinforce the positive travel experience
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YouTube is the #1 destination for online video
Source: comScore VideoMetrix August 2011, internal data US Online Video Viewing Sessions (000)
60 hours of content uploaded every minute
Over 500 million monthly users worldwide
2 Billion +Global views per day
20 minutesaverage visit time
#3 Largest Countrybased on unique visitors per month
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Online Reputation Matter’s
of travelers say booking decisions are impacted by online reviews
93% Source: New Media Today
Social Trends
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Online Reputation Matter’s
Negative reviews present an overwhelmingly positive opportunity for a brand to gain credit with consumers. If a user has a bad experience and reports on it, but other consumers can see that the experience was remedied by the brand through a review, it reflects even better on the brand than a simple positive review
Think Travel 2012 Insights Conference
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How Google Can Help
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Australia 93 | 88 | 53
Japan 36 | 93 | 55
UK 90 | 93 |
64
Canada 71 | 96 | 76
Brazil 92 | 99 | 70
Germany 96 | 91 | 64
India 97 | 90 | 53
Mexico 91 | 91 | 69
China 5 | 64 | 0
Google’s Reach
France 94 | 91 | 55
Taiwan 34 | 91 | 69
HK 57 | 87 | 44
Search | GDN | YouTube
Italy 95 | 97 | 58 South Korea 10 | 81 | 23
USA 70 | 90 | 70
Source: Google Internal Data May 2013
South Africa 80| 87 | 70
East Africa 70| 90 | 80
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5% of time 95% of time
Dedicated to
Search Dedicated to
Content sites - GDN
What internet users do online
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The importance of “owning” the Top Slot
5 secs.
20 secs. 15 secs.
10 secs.
Eye Tracking – Perception of SERP
Studies show that users often read webpages in an F-shaped pattern, making the importance of the top slot even more important.
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Sources: Online Search Behaviour Belgium, March 2012
Search is the entrance to your shop
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!"#$%&'!!!
1 Grow Awareness of Kenya by capturing users searching for travel destinations to Africa
Keywords: “travel in Africa” viewed from UK
(SEM)
Search Engine
Marketing
(SEO)
Search Engine
Optimization
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Strategy: Leverage Queries related to “travel destinations” and influence decision-making
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Different Strategy for different Keywords: Generics (Ex: Holidays): Pos. 5-7 (55% coverage)
Specifics (Ex: Safari destinations): Pos. 1-3 (100% coverage)
Keywords: “Holiday destinations” viewed from USA
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!"#$%&'!!!
1 Reel in the “low hanging fruit”..tourists searching for travel spots in Kenya direct them to your site
Keywords: “Holiday in Mombasa” viewed from UK
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What is the Google Display Network?
Source: Google Internal Analysis & ComScore KeyMetrics 2012
Properties Display Partners
>80% reach in all key markets in Middle East and Africa*
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Right Person American businessman on business travel to Kenya
Right Place Geo: USA Interests: News | Finance
Travel Sites: wsj.com
Right Message Service + comfort Destinations to Ethiopia
Leverage robust targeting on the GDN 2()*+,#-'
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Adventure Travel Conferences
Booking Sites Travel
Consult
Comparison sites
Holidays
Influence Consideration while the Tourist is in the decision making process and researching options
Business Travellers
Young Couples
Elderly Couples
Couples with kids
()*+,#-'!!!
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Video Advertising – Branded ChannelCreate engagement with a Kenyan “look & feel” to put Kenyal top of mind as a great destination for tourists browsing video content.
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Develop a channel to host customized videos about Kenya.
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Strategy: True View Pre Roll Videos Show the Video only to those that are interested
Drive engagement
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Nassau Paradise Island Promotion Board reaches vacationers with YouTube Goals
• Promote travel to Nassau from top 10 US domestic markets.
• Share island experience through video • Generate cheaper leads than high cost TV ad buys
• Engaged viewers of :30 video for as little as 15 cents
• Increased website traffic by 30% • Delivered video to major markets
previously unaffordable via television
Results
Approach • YouTube In-Stream campaigns • Tailored Promotional Messaging
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Visit Brasil uses their YouTube Channel as a Travel Planning Resource
http://www.youtube.com/visitbrasil!
• The Visit Brasil channel allows users to !nd relevant videos tailored to one’s interest, nature, length and seasonality of the visit which also come with the location information
• Users can create their itinerary and get additional information powered by TripAdvisor
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Social Media is a Travel Planning Resource
Source: emarketer Jan 2013
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Promote Your G+ Page: Get together Tourists + Photographers
Criar uma comunidade de fãs! Unir Fotografos com os Açores
Strategy: Generate events with the community of photographers in Google+ to have a page with dynamic & quality content while
increasing the number of followers!
Create Circle of Photographers
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Goal • Gain worldwide reach to engage with potential
visitors • Increase the number of tourists to the country Application • Post visually stimulating images daily • Use ripples to understand audience • Use circles to segment messages • Feature Google+ badge on homepage Results • 35% CTR uplift in AdWords due to social
extensions • More than 750,000 followers • High user engagement as seen through +1’s,
comments and shares of posts
Visit Greece uses Google+ to spread the joys of Greek tourism
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Get more local content on maps and showcase local attractions to users planning their trips
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Visit Tuscany Uses Interactive Google Maps on YouTube
• Tuscany region, one of the most popular tourist destination in Italy, o#ers an interactive Google map that shows videos according to the geo category.
• Users can choose to toggle between English and Italian
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Promote National Pride
Domestic Tourism
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Mobile & Internet Penetration - Kenya
Kenya has decent Mobile phone connection & Internet user penetration as compared to other countries in the Emerging market.
For Domestic Tourism, Kenya has over 70% Internet Penetration (mobile)
Source: eMarketer
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Encourage Creation of Shared Content by Kenyans and Friends’ of Kenya
67% of travelers look at user submitted photos to help make choices
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Canada – Keep Exploring
• 2 minutes of the best of Canada created by Canadians trimmed from 65 hours of submitted footage
• Great way to leverage
User Generated Content with a hint of national pride to create truly authentic local Kenyan content
http://www.youtube.com/watch?v=cotGh4Lu29M!
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Tsingtao Beer – Strangest Beer Culture
• Very witty video depicting the unique and bizarre Chinese beer culture
• Instead of showing
tourist landmarks, it focuses on the people and the experience which is far more exciting, unexpected and real
http://www.youtube.com/watch?v=T3VDb30ASY0!
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Kenyans love traditional Food!
Why not showcase the culinary
experience of a visit to
Mama Oliech’s
or
Kosewes?
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Create engagment with your “look & feel” to make your business top of mind to your target Customer.
Directly influence the decision-making process to bring more tourists to Kenya
Generate awareness for Kenya with an efficient and focused strategy
Create a social media strategy to continue the dialogue with your audience.
In Conclusion..
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Appendix ...
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Travel & Tourism Vertical Trends - USA
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Travel & Tourism: USA Cross Platform Search Trends
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Travel & Tourism Digital Auction Trends - UK
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Travel & Tourism: UK Cross Platform Search Trends
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Travel & Tourism Digital Auction Trends - Kenya
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Travel & Tourism: Kenya Cross Platform Search Trends
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Criar uma comunidade de fãs! Unir Fotografos com os Açores
Kenya invites a photographer to develop videos of its great natural resources to be shared on his site and in Google+
Click here to see a great example that can be used by Kenya
Use Hangouts and create permanent international involvement!