Post on 14-Jan-2016
description
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 1/22
Travel Industry: Hotel, AirlineSearch Path to Conversion
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 2/22
Yahoo 2014 Confidential & Proprietary.
Search Path to Conversion
Hotels Category
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 3/22
Definitions, Brand Inclusion and Timeframe
Methodology
Sources: Path to Conversion, Yah
Data throu
Completed Hotel Reservation
Consumers who completed a hotel
reservation online
COMPLETED
W E C A P T U R E D :
Act iv it y:
► Completed Hotel Reservation activity
Using clickstream data from Compete’s panel
of 2 mill ion U.S. online consumers
Analysis Timeframe:
• 12 Month Cumulative
Day 1….Day 30
1 Click Direct ReferralCATEGORY
SEARCH
BEHAVIOR
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 4/22
Over 70% of online hotel reservation converters will conduct a hotel search in the month prior to co
Search Overall Penetration for Hotel Reservations
Sources: Search Path to Conversion, Yah
26.7MCompleted a hotel reservation
+Conducted a Hotel Search in the month
prior to conversion
That’s 72%Of all completed hotel reservati
4 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
DAY OF
27%
27%
30%
34%
…46% will use the
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 5/22
While 72% of Hotel Reservation converters search for Hotel terms in the month prior to conversion
53% search the day of, only 30% of consumers will convert directly from search
Consumers Who Convert Directly From Search
Source: Search Path to Conversion, Ya
That’s 30%Of all completed hotel reservati11.1M
Completed Hotel Reservation+
Convert Directly From Search
…36% will use the
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 6/22
% O F S E A R C H E S T H A T A R E B R A N D E D V S . N O N - B R A N D
Converters who search typically conduct around 10 searches on average prior to converting; 70%
those searches are on non-branded terms
What Are Consumers Searching For?
Source: Search Path to Conversion, Ya
BRAND: 30%
NON-BRAND: 70%
10.2SearchesPrior toConverting
The Average User Conducts
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 7/22
Non-BrandBrand
70% 74% 76% 79% 77% 54%
30%26% 24%
21% 23%
46%
TOTAL 4 WEEKS 3 WEEKS 2 WEEKS 1 WEEK DAY OF
Non-brand term searches play a dominant role throughout the entire research process even on the
conversion with brand searches surging. 34% of Hotel converters who search will never search for
specific hotel brand.
Brand vs. Non-Brand by Week
Source: Search Path to Conversion, Ya
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 8/22
20.7M19.2M
4.7M
2.9M 2.3M1
Hilton and Marriott are the brands most top of mind for the category; Disney, Holiday Inn and Best
Western are the most successful at converting those who search for their brands
What Brands Are Consumers Searching For?
Source: Search Path to Conversion, Ya
B R A N D Q U E R Y V O L U M E A M O N G C O N V E R T E R S
*Among those that search on brand terms
% of Brand Searchers That C
50% 70% 77% 78% 88%
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 9/22
Overall, 17% of hotel searches among converters will result in a Sponsored Search click
What Are Consumers Clicking On?
Source: Search Path to Conversion, Ya
83% 85% 85% 84% 83% 81%
17% 15% 15% 16% 17% 19%
OrganicSponsored
TOTAL 4 WEEKS 3 WEEKS 2 WEEKS 1 WEEK DAY OF
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 10/22
Summary of Findings
Search may not be getting all the credit itdeserves
• Search is more likely to be used as a research c
than an enrollment channel
• While roughly 30% of online Hotel converters co
directly from search, 53% of online converters s
on Hotel terms the day of purchase. Overall, se
being used to inform the hotel reservation proce72% of those who convert online
• The Yahoo Bing Network is likely to be used in b
research phase and also when consumers are l
for answers right before taking the plunge
• Relative to its market share, The Yahoo Bing Ne
drives a disproportionate amount of converters f
brands
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 11/22
Summary of Findings
Search query trends among converters
highlight brand strengths, and the need to
in the non-brand space
• Only 30% of those who conduct a Hotel search prior
converting will conduct a brand search, while 70% c
non-branded search
• Being top of mind with consumers is critical: it increa
number of users searching for your brand and increa
likelihood that those searching for your brand will co
• Search activity slowly builds until the day of convers
when it spikes; searches skew heavily towards non-
terms even on the day of conversion when brand ter
searches increase
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 12/22
Yahoo 2014 Confidential & Proprietary.
Search Path to Conversion
Airlines Category
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 13/22
Definitions, Brand Inclusion and Timeframe
Methodology
Sources: Search Path to Conversion, Yah
Data throu
Completed Airline Reservation
Consumers who completed an airline
reservation online
COMPLETED
W E C A P T U R E D :
Act iv it y:
► Completed Airline Reservation activity
Using clickstream data from Compete’s panel
of 2 mill ion U.S. online consumers
Analysis Timeframe:
• 12 Month Cumulative
Day 1….Day 30
1 Click Direct ReferralCATEGORY
SEARCH
BEHAVIOR
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 14/22
65% of online airline reservation converters will conduct an Airline search in the month prior to con
Search Overall Penetration for Airline Reservations
Sources: Search Path to Conversion, Yah
23.3MCompleted an Airline reservation
+Conducted an Airline Search in the month
prior to conversion
That’s 65%Of all completed airline reservat
4 WEEKS
3 WEEKS
2 WEEKS
1 WEEK
DAY OF
24%
23%
26%
31%
43%
…47% will use the
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 15/22
While 65% of Airline converters search for Airline terms in the month prior to conversion, and 43%
the day of, only 22% of consumers will convert directly from search
Consumers Who Convert Directly From Search
Source: Search Path to Conversion, Ya
That’s 22%Of all completed airline reservat7.9M
Completed Airline Reservation+Convert Directly From Search
…42% will use the
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 16/22
% O F S E A R C H E S T H A T A R E B R A N D E D V S . N O N - B R A N D
Converters who search typically conduct around 14 searches on average prior to converting; 60%
those searches are on non-branded terms
What Are Consumers Searching For?
Source: Search Path to Conversion, Ya
BRAND: 40%
NON-BRAND: 60%
13.8SearchesPrior toConverting
The Average User Conducts
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 17/22
Non-BrandBrand
60% 63% 71% 73% 69% 40%
40%37%
29% 27%31%
60%
TOTAL 4 WEEKS 3 WEEKS 2 WEEKS 1 WEEK DAY OF
Non-brand term searches play a dominant role throughout the research process however brand se
take the lead on the day of conversion. 24% of Airline converters who search will never search for
specific airline brand.
Brand vs. Non-Brand by Week
Source: Search Path to Conversion, Ya
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 18/22
42.5M
23.2M19.9M
17.6M15.6
Southwest, Delta and American Airlines are the brands most top of mind for the category; Southwe
JetBlue and Delta are the most successful at converting those who search for their brands
What Brands Are Consumers Searching For?
Source: Search Path to Conversion, Ya
B R A N D Q U E R Y V O L U M E A M O N G C O N V E R T E R S
*Among those that search on brand terms
% of Brand Searchers That C
80% 74% 70% 72% 78
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 19/22
Overall, 17% of airline searches among converters will result in a Sponsored Search click
What Are Consumers Clicking On?
Source: Search Path to Conversion, Ya
83% 84% 83% 82% 82% 83%
17% 16% 17% 18% 18% 17%
OrganicSponsored
TOTAL 4 WEEKS 3 WEEKS 2 WEEKS 1 WEEK DAY OF
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 20/22
Summary of Findings
Search may not be getting all the credit itdeserves
• Search is more likely to be used as a research c
than an enrollment channel
• While roughly 22% of online Airline converters c
directly from search, 43% of online converters s
on Airline terms the day of purchase. Overall, se
being used to inform the hotel reservation proce65% of those who convert online
• The Yahoo Bing Network is likely to be used in b
research phase and also when consumers are l
for answers right before taking the plunge
• Relative to its market share, The Yahoo Bing Ne
drives a disproportionate amount of converters f
airline brands
7/18/2019 Search Path to Conversion Travel
http://slidepdf.com/reader/full/search-path-to-conversion-travel 21/22
Summary of Findings
Search query trends among converters
highlight brand strengths, and the need to
in the non-brand space
• Only 40% of those who conduct an Airline search pr
converting will conduct a brand search, while 60% c
non-branded search
• Being top of mind with consumers is critical: it increa
number of users searching for your brand and increa
likelihood that those searching for your brand will co
• Search activity slowly builds until the day of convers
when it spikes; searches skew heavily towards bran