the export opportunity - sete...related to accommodation accommodations 52% tourist attractions...

1 Google Confidential and Proprietary Google Confidential and Proprietary

The Export Opportunity

Dimitris Kossyfas Head of Travel, Google Greece


Understanding the 2014 Traveler

Identifying Opportunity Markets for Crete

Showcasing Successful Examples

Agenda


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2011

2012

2013

Travelers are relying less and less on offline sources

Travel Sources used by Travelers

Source: Ipsos MediaCT, Google Travel Study (Waves 3, 4 and 5), April to May 2011, April to May 2012 and May to June 2013. Total Respondents: 2013 N=1563; 2012 N=1637; 2011 N=1655 Q7: Which of the following sources do you typically use to plan personal or leisure/business trips? (Select ALL that apply). *Magazines/Newspapers combined in 2012; 2011 excluded from report.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2011

2012

2013

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2011

2012

2013


1 - Dreaming

44%

2 – Planning

31%

3 - Booking 2%

4 - Experiencing 11%

5 – Sharing

23%

Time spent in the 5 stages of travel

The Internet plays a crucial role in all stages

Destinations Tourist Attractions

Local attractions

Local attractions Practical info

Accommodation Aggregators Travel Agencies

Source: Google internal data.


Sources used in Dreaming vs. Planning stage

Source: Ipsos MediaCT, Google Travel Study: Traveler’s Road to Decision, Jan 2014.

64% 64%

44%

31%

22% 22%

10% 7% 6%

48%

87%

28%

13%

24% 25%

17%

7% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% Dreaming Planning

64% 64%

44%

31%

22% 22%

10% 7% 6%

48%

87%

28%

13%

24% 25%

17%

7% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% Dreaming Planning


Dreaming until March, Planning until July


Travel queries related to Dreaming stage

Travel queries related to Planning stage



Global queries for travel to Greece

Mobile Tablets Computers

-10% YoY -11% YoY

81% YoY 79% YoY

550% YoY 115% YoY

Mobile is growing fast and used a lot in holidays


Computers 95%

Mobile & Tablet

5%

2011

Computers 88%

Mobile & Tablet 12%

2012

Computers 78%

Mobile & Tablet 22%

2013


Mobile accounts for 22% of Search queries for Greece


Drive your customer directly to your call center


For Starwood hotels, mobile accounts for

2012 2013 2014

42%

Source: Skift.com, March 2014.

2015

>50%

36% of total website visits


Mobile Apps pave the way forward

Source: Google Internal data.

20%

80%

Web Browsing

Apps

11 Google Confidential and Proprietary Google Confidential and Proprietary Source: Google internal data.


[Starwood video]


50% of global travel queries for Greece are related to accommodation

Accommodations 52%

Tourist Attractions & Destinations

22% Air Travel 19% Car Rental Services

2%

Specialty Travel 2%

Cruises 1%

Vacation Packages 1%

Ferries 1%

Tour Operators

1%

Global Travel Search Queries for Greece


Source: Google Internal data. Data for top 20 key markets interested in Greece

Hotels no.1 of accommodation-related queries 20

10 Ja

n 20

10 M

ar

2010

May

20

10 Ju

l 20

10 S

ep

2010

Nov

20

11 Ja

n 20

11 M

ar

2011

May

20

11 Ju

l 20

11 S

ep

2011

Nov

20

12 Ja

n 20

12 M

ar

2012

May

20

12 Ju

l 20

12 S

ep

2012

Nov

20

13 Ja

n 20

13 M

ar

2013

May

20

13 Ju

l 20

13 S

ep

2013

Nov

20

14 Ja

n

Bed & Breakfasts

Resorts

Hotels

Villa Rentals

Rooms to let

Resorts

Hotels

Villa Rentals

15 Google Confidential and Proprietary Google Confidential and Proprietary Source: Google Internal data. Data for top 20 key markets interested in Greece

Resorts and B&B are the 2nd and 3rd largest categories

2010

Jan

2010

Mar

20

10 M

ay

2010

Jul

2010

Sep

20

10 N

ov

2011

Jan

2011

Mar

20

11 M

ay

2011

Jul

2011

Sep

20

11 N

ov

2012

Jan

2012

Mar

20

12 M

ay

2012

Jul

2012

Sep

20

12 N

ov

2013

Jan

2013

Mar

20

13 M

ay

2013

Jul

2013

Sep

20

13 N

ov

2014

Jan

Resorts

Bed & Breakfasts

Villa Rentals

Resorts

Rooms to let

Villa rentals


2009

Jan

2009

Apr

20

09 Ju

l 20

09 O

ct

2010

Jan

2010

Apr

20

10 Ju

l 20

10 O

ct

2011

Jan

2011

Apr

20

11 Ju

l 20

11 O

ct

2012

Jan

2012

Apr

20

12 Ju

l 20

12 O

ct

2013

Jan

2013

Apr

20

13 Ju

l 20

13 O

ct

2014

Jan

Russia

Different countries, different search patterns 20

09 Ja

n 20

09 A

pr

2009

Jul

2009

Oct

20

10 Ja

n 20

10 A

pr

2010

Jul

2010

Oct

20

11 Ja

n 20

11 A

pr

2011

Jul

2011

Oct

20

12 Ja

n 20

12 A

pr

2012

Jul

2012

Oct

20

13 Ja

n 20

13 A

pr

2013

Jul

2013

Oct

20

14 Ja

n France

2009

Jan

2009

Apr

20

09 Ju

l 20

09 O

ct

2010

Jan

2010

Apr

20

10 Ju

l 20

10 O

ct

2011

Jan

2011

Apr

20

11 Ju

l 20

11 O

ct

2012

Jan

2012

Apr

20

12 Ju

l 20

12 O

ct

2013

Jan

2013

Apr

20

13 Ju

l 20

13 O

ct

2014

Jan

Germany

2009

Jan

2009

Apr

20

09 Ju

l 20

09 O

ct

2010

Jan

2010

Apr

20

10 Ju

l 20

10 O

ct

2011

Jan

2011

Apr

20

11 Ju

l 20

11 O

ct

2012

Jan

2012

Apr

20

12 Ju

l 20

12 O

ct

2013

Jan

2013

Apr

20

13 Ju

l 20

13 O

ct

2014

Jan

Italy

Resorts Rooms to let Villa rentals

Source: Google Internal data. This trend is representative of queries for Greece. Greece was the 10th most searched for travel destination in Germany and Russia,. In Italy, Greece was the 6th most searched for destination and in France 18th


15M 16M

45M 47M

26M 28M


Still a lot of queries off-season for Greece


Mexico Austria

Sweden Switzerland

Romania Russia Turkey

India Brazil Spain

Belgium Australia Canada Poland

Netherlands France

Italy Germany

UK USA

Source: Google internal data. 01/08/2013 – 15/12/2013. Next 11 are those economies which will add the most to global GDP.

Query volume

Who is searching for Greece the most?

Developed Emerging Other


Growth of queries for different countries



-16% -13%

-6% -2% -1%

0% 1%

6% 8% 8% 9%

11% 17% 18% 18%

21% 22%

29% 39% 40%

42% 60%

Spain Sweden

Turkey USA Italy

Germany Netherlands

Austria Australia

Poland Romania

UK Israel

Argentina France

Singapore India

Russia Ukraine

Serbia Lebanon Belarus


0.7M 0.8M

3.5M 4M

1.7M 2M

Still a lot of queries off-season for Crete


Spain Israel

Finland Canada Ireland Cyprus

Denmark Norway

Switzerland Belgium

Russia Sweden Austria Poland

Nethelands USA Italy

France Germany

UK

Source: Google internal data. 01/08/2013 – 15/12/2013. Next 11 are those economies which will add the most to global GDP.


Who is searching for Crete the most?

Query volume


10% 11% 11% 11% 12% 13% 13% 13% 13%

16% 16%

18% 23%

24% 32%

41% 56%

77% 85%

110%

Lithuania Cyprus

India Turkey

Italy Austria

Germany Switzerland

Iceland Estonia Poland

Sweden Romania

Serbia Slovakia

Saudi Arabia Japan

Ireland Moldova

Indonesia


Query volume

Growth of queries for different countries Developed Emerging Other


30 31 32 34 36 36 40 42 42 48 52 53 55 67 68 79

101 137

245 538

0 100 200 300 400 500 600

Egypt Viet nam

Spain Philippines

Italy Turkey

Korea (S) Iran

Mexico Nigeria France

UK Indonesia Germany

Russia Brazil Japan India USA

China

Top 20 countries ranked by Internet users (M)

40% 78% 11% 79% 39% 48% 83% 22% 84% 80% 28% 53% 37% 83% 46% 58% 32% 67% 34% 36%

Internet penetration

Source: Internet World Stats http://www.internetworldstats.com.

Why Emerging Markets are important



USA

Germany

Philippines

Sweden

France

Austria

Bulgaria Romania

Ukraine

Brazil

Russia

Spain

Poland

Australia Switzerland

Belgium

UK

Italy Turkey Serbia

Canada

Ireland

Czech Rep

Mexico Denmark India

Belarus

S. Africa

Venezuela

Slovakia

Saudi Arabia

UAE

Hungary

Finland

Argentina

Norway

Cyprus Netherlands

Israel

0.10

0.20

0.30

0.40

0.50

0.60

0.70

0.80

0.90

1.00

1.10

2.70 3.20 3.70 4.20 4.70 5.20 5.70 6.20 6.70 7.20

Cost Per Click $

Average number of ads

Countries searching for accommodation in Greece

Source: Google internal data. *excludes queries originating in Greece



Philippines

Bulgaria Romania

Ukraine

Brazil

Russia

Spain

Poland

Italy

Turkey

Serbia

Mexico Denmark India

Belarus

S. Africa

Venezuela

Slovakia

UAE

Hungary

Israel

0.10

0.20

0.30

0.40

0.50

0.60

0.70

2.70 3.20 3.70 4.20 4.70

Cost Per Click $


Countries searching for accommodation in Greece




Ukraine Russia Serbia

India

Belarus Hungary

Israel

0.10

0.20

0.30

0.40

0.50

0.60

0.70

2.70 3.20 3.70 4.20 4.70

Cost Per Click $



Some countries grow substantially more than others



[Aleka’s House video]


Targeting niche segments


Ecotourism/Agrotourism related queries for Greece

Italy

Germany

UK

Spain

France

Brazil

Turkey


[Enagron video]


People search on the internet before visiting Greece 1.  Queries rise in winter

as people dream of their next vacation destination

2.  Queries then rise again in spring and summer as people actually plan their trips

3.  Mobile becomes very important; 1/3 of total queries this last summer were on Mobile

Travellers coming to Greece search mostly for accommodation 1.  50% of travel queries are

related to accommodation

2.  Different countries show different accommodation preferences and different seasonality search patterns

An opportunity exists in targeting niche markets 1.  There are emerging

markets with dynamic economies that are interested in Greece such as India, Russia, South Africa, Brazil and Eastern Europe.

2.  Targeting niche markets where CPC and competition are still low is likely to result in positive returns

the export opportunity - sete...related to accommodation accommodations 52% tourist attractions...

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