Digital Revolution Webinar With Google Travel

7/27/2019 Digital Revolution Webinar With Google Travel

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Google Confidential and Proprietary 1


Harnessing the Digital Revolutionwith Google

October 4, 2013

James SeidmanGoogle Travel


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The Digital Revolution &Your Customers


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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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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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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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Search: The #1 Source for Leisure Travelers & #3Source for Business Travelers

Search Hotel Discovery


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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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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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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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Improve the BookingProcess


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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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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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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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Integrate Google Wallet to Speed Checkout & BuildDeeper Customer Relationships

1. Checkout 2. Complete PurchaseAuthorizationReturning users skip this step


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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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Manage ROI with Precision


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Customer Behavior & Our Ability to Assess It AreBecoming More Complex


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Improved Insights Lead to Improved Effectiveness ofMarketing, Sales, & Operations

Audience Referral Sources

Content & Experience Bookings & OtherPurchasing Activity


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Understand the Customer journey with Google ConversionTracking and/or Google Analytics


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Value Your ChannelsAppropriately & Invest for Max Success

Use attribution modeling tofigure out how much marketingchannels are actually worth andinvest accordingly.


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Open Q&A

Digital Revolution Webinar With Google Travel

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