Google Travel Travel

Google Confidential and Proprietary 1

Google, the Internet and Travel

Andrew Pozniak – [email protected]

Emerging Europe, Middle East and Africa - Travel


Agenda

Google presentation and viewpoint

Agency perspective - Traffic Brand (Mandy Schreiber &

Jan Boshoff)

View from the advertiser and panel discussion – Rhino

Africa/Afrika (Ingo Bruggemann and Anton de Wit)

Q & A


The Internet and Google


The Internet - the world‟s most visited destination

Asia

650m

Europe

390m

North

America

247m

Central/South

America 174m

Africa

54m

Middle

East 46m

Oceania/

Australasia

21m

Source: Internet World Stats – Dec 08

• User numbers by region


In this fast growing world our company has a mission…


We‟ve grown quickly from small beginnings…


And are becoming a global company

Approximately 20,000 full-time employees worldwide


We work with the world‟s leading National Tourist Organisations and travel brands


Travel and Online


Despite shocks Travel is a robust and resilient industry

Source: UNWTO World Tourism Barometer – Jan 09


Africa already has a 5% share of international tourist arrivals



And grew by close to 5% last year


Google Confidential and Proprietary 13Source: FutureBrand Country Brand Index – Oct 07

As you know, the Internet influences travel decisions more than ever before

Internet,

18%

TV/

Cinema,

13%

Press

article,

10%

Special

package

offer, 7%

Travel

agent, 6%

Other, 8%Other Ads,

3%

Family and

friends,

35%

Ways someone initially becomes

interested in a country

Travel

agent,

12%

Family

and

friends,

8%

Other,

13%

Internet,

67%

Once interested in a country ways

information is found

Google Confidential and Proprietary 1414Source: PhoCusWright European Online Travel Overview – Nov 08

European leisure/unmanaged business travel market gross bookings € bn

For customers research online….and they book online, in huge volumes


The challenge for Travel Marketers


The classic „purchase funnel‟ no longer applies

Awareness

Research

Planning

Purchase

TV

Print

Radio

Brochures

Direct Mail

Simple and rational but…


Traditional “Analog” New “Digital”

The reality is far more complex…

Awareness Express

intent

Educate and

evaluate

Purchase

Research

Planning

Purchase


The new marketing - chasing travellers‟ „digital footprints‟

Awareness Express

intent

Educate and

evaluate

Purchase

Research

Planning

Purchase

€‟s


Case Study – “The Sun Seeker”

First Search

Day 33

FirstChoice

Day 0

Purchase

Cyprus holidays

Holidays in the Sun

HolidayRentals

Palm Beach Hotel

Larnaca Cyprus

Hotels.com

Day 13 Day 21 Day 29

TripAdvisor

TUI

Expedia

First Choice

Holidays in the Sun

Vis

its

Se

arc

he

s

First Choice

TUI

Day 5

TUI

TripAdvisor TUI

Airtours

First Choice

TUI

AirTours

First Choice

Thomas CookTravelRepublic

Europe Holidays

Spain Holidays

Thomas Cook

Cheap Flights Cyprus

Cyprus Holidays

Teletext Holidays

HolidayWatchdog

AirTours

FirstChoice

Olympic Holidays

TUI

Beau Rivage Hotel

Cyprus

Day 8

Cyprus Hotels

ebookers

First Choice

Thomas Cook

Thomson

Holidays

Source: comScore custom analysis- UK Population, Q1 2007. Travel searchers in January time aligned and monitored over 12 week period from first search. Purchases tracked at set of online travel merchants including Ryanair, easyJet and British Airways.

From “Holidays in the Sun” to First Choice

Purchase in 33 days

Google Confidential and Proprietary

78% travel transactions involve search

days spent searching

13 travel searches before booking

26 travel site visits prior to booking

20

Travelers are heavily engaged in the search process

31


And they‟re willing to invest time to save money

34% Say they aren‟t letting the economy impact their travel plans

They will invest more time shopping around for the best deals

SaveMoney

Find CheapFlights

Get the BestDeal

Source: http://www.gallup.com/Home.aspx,Travel Decision-Making Study, Google & M&RR, April 2008, Surprising number of companies

cut travel spending, By Dan Reed, USA TODAY, http://www.usatoday.com/travel/news/2009-02-09-company-travel-spending-cut_N.htm,

Google Follow-up Holiday Shopping Intentions Study, Online Testing Exchange and Google, February 4, 2009

21


In fact, ongoing travel search growth is strong

2222Source: Google Internal – Estimates based on a sample of available category-related Google data .

2008

2007

2009

+ 22% + 21%

Hotels and

Accommodations

searches on Google DE


How Google can help

23


What‟s our role in all of this?

24


Our proposition – to „promote‟ and „engage‟

Capture consumers

throughout the decision cycle

Convert to travellers

with digital content

Promote

Engage


PromoteCapture consumers throughout the decision cycle

26


Customers tell you what they‟re interested in when they search

27

south africa holidays 2009

Promote


„Natural‟

search

results

„AdWords‟

pay only if

user clicks

„AdWords‟

pay only if

user clicks

Search marketing offers reach, targeting and control

Promote


Clicking on the Ad takes the customer to the most relevant page of the Advertiser‟s site

Promote


Google Adwords in more detail

How it works Why it works

• Excellent control

• Highly measurable results

• Completely flexible spend

with no minimum

• Global reach

• Addresses new audiences

at the moments of highest

relevance

• Choose searches

• Choose target

countries

• Set budgets

Customers click on

your ads and connect

with your business

Promote

You create your ads


Google Adwords allows your marketing to be as flexible as customer demand


It doesn‟t end with Search. We‟ve also built the world‟s largest online Advertising Network

Text Ads

Display

Ads

Video

Ads

• The Google Content

(Advertising) Network has

• 765bn page views/

month

• 566m unique visitors/

month

• Serves Text, Display and

Video Ads on targeted

publisher sites

• Offers full advertising

flexibility – unlike TV, Print

or Outdoor

• Is fully transparent and

puts the advertiser in

control

Source: ComScore Media Metrix Promote

Google Confidential and ProprietarySource: Jupiter Research – Nov 08

Display and Search work strongly together

Trip to New Zealand

36% Of consumers turned to search for more information after seeing a display ad 26% Of marketers coordinated display

buys with search marketing

33

Promote


Major destinations and brands are already using YouTube as a dynamic promotional medium

• YouTube is the world‟s largest

video site and second largest

search engine (after Google)

• Every travel business can create its

own user channel free of charge –

or build a fully branded presence

Promote


YouTube search is increasingly similar to Google

Promote


For many YouTube is TV for the 21st century!

Selected

countries

Unique monthly

visitors (millions)

UK 14.7

Germany 12.9

France 11.4

Spain 11.2

Italy 8.8

Netherlands 5.6

Source: Nielsen – Nov/Dec 08 Promote


EngageConvert researchers to travellers with engaging applications and

content

37


Use Google Maps on your own sites to assist users with navigation and to explore destinations

Engage


The information available on our Maps is getting richer and richer

Engage


You can also publish your content to Google Maps

40


Use Google Earth to highlight the breadth and depth of your travel product

Engage


Disney have combined video, photos and 3D models for a completely immersive experience

Engage


There are many more opportunities to reach the customer too

Engage


Use Google Sites to build your own online presence

Engage


In summary

Google Confidential and Proprietary 46Source: ZenithOptimedia Oct 08

In Western Europe, Internet advertising is expected to account for 15% of spend in 2009

29%

15%

14%

6%

5% 1%

30%

TV

Newspapers

Internet

Magazines

Outdoor

Radio

Cinema

Share of advertising spend by medium


MassMarketing

We can partner with you to promote your business at scale and with precision

Sca

le

NicheMarketing

Yesterday

Today

Precision

Google


Don‟t get left behind on the shore…


Let‟s work together and make the most of the opportunity!


Thank you!

Andrew Pozniak – [email protected]

Emerging Europe, Middle East and Africa - Travel


Agenda

Google presentation and viewpoint

Agency perspective - Traffic Brand (Mandy Schreiber &

Jan Boshoff)

View from the advertiser and panel discussion – Rhino

Africa/Afrika (Ingo Bruggemann and Anton de Wit)

Q & A

Google Travel Travel

Documents

Transcript of Google Travel Travel