google travel trends
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EXPERT SERIES WEBINAR: GOOGLE
TRAVEL TRENDS
1
WHO WE ARE
2
• 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
7
• 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
Google Confidential and Proprietary 1 Google Confidential and Proprietary 1
Macro Travel Trends and Niche Applications
Presenters: Jenna Hovel Ting Ting Yan May 2015
Google Confidential and Proprietary 2 Google Confidential and Proprietary 2
Broad Industry Trends
Mobile: critical at all phases
Fragmented, complex journey
Niche Industry Trends
Family travel
High tech, high touch
Google Confidential and Proprietary 3 Google Confidential and Proprietary 3
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.
Google Confidential and Proprietary 5 Google Confidential and Proprietary 5
of travel queries come from mobile
40%
Source: Google Internal Data. April 2015
Google Confidential and Proprietary 6 Google Confidential and Proprietary 6
Purchase
Google Confidential and Proprietary 7 Google Confidential and Proprietary 7
Source: Skift: The State of Mobile Booking, 2015
+41%
-2%
Mobile sales Desktop sales
Google Confidential and Proprietary 8 Google Confidential and Proprietary 8
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.
Google Confidential and Proprietary 10 Google Confidential and Proprietary 10
“The sales will be there as long as the
mobile experience is
good.”
Google Confidential and Proprietary 11 Google Confidential and Proprietary 11
“The company is rapidly introducing mobile services
that improve the travel experience...”
Google Confidential and Proprietary 12 Google Confidential and Proprietary 12
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
Google Confidential and Proprietary 14 Google Confidential and Proprietary 14
Google Confidential and Proprietary 15 Google Confidential and Proprietary 15
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
Google Confidential and Proprietary 16 Google Confidential and Proprietary 16
“ 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
Google Confidential and Proprietary 17 Google Confidential and Proprietary 17
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.
Google Confidential and Proprietary 18 Google Confidential and Proprietary 18
Niche Industry Trends
Google Confidential and Proprietary 19 Google Confidential and Proprietary 19
Niche Industry Trends
Family travel
Google Confidential and Proprietary 20 Google Confidential and Proprietary 20
47% Source: Google Consumer Surveys, Jan 2015
25% of family travelers have stayed in a vacation rental
Source: Google Consumer Surveys, Jan 2015
Google Confidential and Proprietary 22 Google Confidential and Proprietary 22
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
Google Confidential and Proprietary 23 Google Confidential and Proprietary 23
Niche Industry Trends
High tech, high touch
Google Confidential and Proprietary 24 Google Confidential and Proprietary 24
Google Confidential and Proprietary 25 Google Confidential and Proprietary 25
Google Confidential and Proprietary 26 Google Confidential and Proprietary 26
ThinkWithGoogle.com
jkhovel@google.com tingtingyan@google.com
@GoogleTravel
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