digital revolution webinar with google travel
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7/27/2019 Digital Revolution Webinar With Google Travel
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Google Confidential and Proprietary 1
Google Confidential and Proprietary 1
Harnessing the Digital Revolutionwith Google
October 4, 2013
James SeidmanGoogle Travel
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Google Confidential and Proprietary 3
Google Confidential and Proprietary 3
The Digital Revolution &Your Customers
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Google Confidential and Proprietary 5
Google Confidential and Proprietary 5
67%
55%
54%
48%
47%
45%
39%
59%
42%
43%
42%
30%
31%
27%
Leisure & Business Travelers Broadly Use the Web
Top Online Travel Activities
Source: Google Travel Study, April-May 2012 and May-June 2013, Ipsos MediaCTBase: Total Respondents N=5,0000Q4: Which of the following have you done online in the past 6 months? (Select ALL that apply)
Researched an upcoming trip
Brainstormed or startedthinking about a trip
Read reviews fromother travelers
Requested more informationrelated to an upcoming trip
Watched a travel video
Looked at travel content orreviews by friends or family
Researched a destination,
flight, hotel or vacation as aresult of seeing an online ad
Leisure Travelers Business Travelers
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Google Confidential and Proprietary 6
Google Confidential and Proprietary 6
Travelers Lean on Search & Air/Hotel Sites the Most
Source: Google Travel Study, May-June 2013, Ipsos MediaCTQ10:Base: Use Internet to plan trips; Leisure N=2787, Business N=1197Q10: Which of the following onlinesources do you typically use to planpersonal or leisure trips/business trips? (Select ALL that apply)
Hotel websites
Airline websites
Search engines
OTA
Map sites
Car rental websites
Travel review sites
68%
57%
53%
48%
47%
43%
40%
60%
58%
47%
47%
43%
40%
27%
Online Sources Used in Travel Planning
Search engines
Hotel websites
Airline websites
OTA
Map sites
Travel review sites
Car rentalwebsites
Leisure Travelers Business Travelers
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Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Be at the Right Place atthe Right Time
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Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Win Across Your Customers Key Moments
First Moment ofTruth
Second Moment ofTruth
Stimulus Zero Momentof Truth
DigitalresearchMakingthedecisionwhereto
book
Bookingwiththewebsiteorsales
team
Experienceswiththehotel(s)
Futureengagements/
loyalty
Ini@alawarenessofissue/opportunity
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Google Confidential and Proprietary 9Google Confidential and Proprietary 9
Search: The #1 Source for Leisure Travelers & #3Source for Business Travelers
Search Hotel Discovery
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Google Confidential and Proprietary 10Google Confidential and Proprietary 10
Increase Loyalty & Reach The Ones That GotAway with Remarketing
Step 1 Step 2 Step 3Traveler views a page on
your siteA tag, or pixel, fires tomark users as having
visited that page
Show customized ads tothat user as they browse
that Internet
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Google Confidential and Proprietary 11Google Confidential and Proprietary 11
85%
54%
44%
36% 35% 33%
22%
16%13% 11% 10%
8% 5%
YouTube is the Top Destination for Travelers toWatch Online Video
Source: Google Travel Study, May-June 2013, Ipsos MediaCTBase: Ever watch online videos (*To allow for comparisons, 2013 rebased to remove those who never watch online videos)Q2: On which of the following websites do you watch videos? (Select ALL that apply)Personal N=3182, Business N=1398
Online Sites used to Watch Videos(Leisure and Business Travelers Combined)
YouTube is the only site
where business andleisure traveler
engagement is equal
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Google Confidential and Proprietary 12Google Confidential and Proprietary 12
Among those who use smartphones for travel planning:
1 in 4book theirhotel via
smartphone
3 in 4 bookelsewhere3 in 4
book through another source
Capture Bookings by Being Present on All Devices
Source: Google Multiscreen Travel, Google and Ipsos MediaCT, June 2013.(Q12) How did you book your personal travel in the past 6 months? Base: Multiple Device Users Who Used the Device for Travel and Component Included in Trip (floatingbase)
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Google Confidential and Proprietary 13Google Confidential and Proprietary 13
Improve the BookingProcess
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Google Confidential and Proprietary 14Google Confidential and Proprietary 14
The Fundamentals: Streamlining the Site Experience
31Minimum Clicks to Complete Basic Bookingon Fairmont.com
Reduce the burden to book to increase bookings
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Google Confidential and Proprietary 15Google Confidential and Proprietary 15
Computer!(n=621-4067)"
Smartphone!(n=366-1752)"
Tablet!(n=269-1030)"
Air travel
Accommodations
Car rental
Cruise
93%
87%
82%
71%
19%
25%
25%
29%
24%
27%
26%
26%
Users are Shifting Toward Smartphones & Tablets
Source: Google Multiscreen Travel, Google and Ipsos MediaCT, June 2013.(Q12) How did you book your personal travel in the past 6 months? Base: Multiple Device Users Who Used the Device for Travel and Component Included in Trip (floating base)
Reported Online Booking, By Device
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Google Confidential and Proprietary 16Google Confidential and Proprietary 16
Theres a Big Opportunity to Improve Mobile Bookings
Source: SeeWhy October 2012
3%mobile funnels conclude in a completed purchase
100% eCommerce Purchasing Funnels
28%desktop funnels conclude in a completed purchase
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Google Confidential and Proprietary 17Google Confidential and Proprietary 17
Integrate Google Wallet to Speed Checkout & BuildDeeper Customer Relationships
1. Checkout 2. Complete PurchaseAuthorizationReturning users skip this step
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Google Confidential and Proprietary 18Google Confidential and Proprietary 18
Relationships
Identity
Sharing and Recommendations
Enrich Your Experience by Making It More Personal
A Social, Personalized Layer to the Web, & Not Just a Social Network
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Google Confidential and Proprietary 19Google Confidential and Proprietary 19
Manage ROI with Precision
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Google Confidential and Proprietary 20Google Confidential and Proprietary 20
Customer Behavior & Our Ability to Assess It AreBecoming More Complex
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Google Confidential and Proprietary 21Google Confidential and Proprietary 21
Improved Insights Lead to Improved Effectiveness ofMarketing, Sales, & Operations
Audience Referral Sources
Content & Experience Bookings & OtherPurchasing Activity
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Google Confidential and Proprietary 22Google Confidential and Proprietary 22
Understand the Customer journey with Google ConversionTracking and/or Google Analytics
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Google Confidential and Proprietary 23Google Confidential and Proprietary 23
Value Your ChannelsAppropriately & Invest for Max Success
Use attribution modeling tofigure out how much marketingchannels are actually worth andinvest accordingly.
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Google Confidential and Proprietary 24Google Confidential and Proprietary 24
Open Q&A
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