Hotel Booking Segment

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Martina Bond
5 years ago
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2 поиск Hotel Booking Segment Q

3 Competitive Landscape Category Spend & Leadership Dynamics 3

4 Segment dynamics Thousands 9, 8, 7, 6, CPC Number of Advertisers 5, Expenditure 4, 3, 2, 1, 211 Mar May Jul Sep Nov 212 Mar May Jul Sep Nov 213 Mar May Jul Sep Nov 214 Mar May Jul Sep Nov Yandex data. Dec, 214 4

5 Search Query distribution (by country) Queries with clear intention to book online Generic queries n Russia 1% 1% 4% 5% 89% n Ukraine n Belarus 2% 1% 3% 5% 89% n Kazakhstan n Other countries Queries from Russia make up 89% of total search volume. This is only applicable if queries with clear intention to book online (89%) are taken into account. Yandex data. Dec, 214 5

6 Average CPC by country Russia Ukraine Belarus Kazakhstan Other countries Yandex data for Q

7 Average CTR in whole category, Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 214 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Yandex data. Dacember 214 7

8 Regional Landscape Russia vs. Ukraine; Belarus; Kazakhstan and Other countries Top 1 Russian regions 8

9 Search Query distribution (by region) Queries with clear intention to book online Generic queries Moscow and Moscow region (32%) Saint-Petersburg Leningrad region (1%) Rostov region (4%) Krasnodar region (4%) Sverdlovsk region (3%) Nizhny Novgorod region (2%) Stavropol region (2%) Minsk region (2%) Samara region (2%) Novosibirsk region (2%) Other regions (38%) Moscow and Moscow region (34%) Saint-Petersburg Leningrad region (1%) Sverdlovsk region (4%) Krasnodar region (3%) Rostov region (3%) Nizhny Novgorod region (3%) Novosibirsk region (2%) Samara region (2%) Chelyabinsk region( 2%) Minsk region (2%) Other regions (37%) Yandex data. Dec, 214; wordstat.yandex.ru 9

10 Average СРС (by regions) CPC, Hotels Moscow and Moscow region Saint- Petersburg Leningrad region Krasnodar region Sverdlovsk region Rostov region Nizhny Novgorod region Novosibirsk region Samara region Chelyabinsk region Krasnoyarsk region Other regions Yandex data. July, 214 1

11 Segment Volumes 11

12 User Interest in Category Queries related to travelling varied from.5% to 1.7% of total Yandex queries Queries share related to traveling in total amount of Yandex queries 1.8% 1.6% 1.4% 1.2% 1.%.8%.6%.4%! Seasonal peak in July for traveling queries was less pronounced in 214. January is growing as a peak from year to year..2%.% Yandex, Oct 214; wordstat.yandex.ru 12

Queries on hotel booking made 47% 18% Air Tickets Package Tours Other

13 User Interest in Category Queries share related to Hotels in overall Travel category volume 31% 4% Hotels! Queries on hotel booking made 47% 18% Air Tickets Package Tours Other approximately 31% of total amount queries related to travel in Nov 213 Oct 214 Yandex, Oct 214; wordstat.yandex.ru 13

14 User Interest in Category: Hotels Thousand Impressions 25, 2, 15, Nov 212 Oct 213 Nov 213 Oct 214-1% 1, 162,936, ,681,82 5, Nov 213 Mar May Jul Sep Nov 214 Mar May Jul Sep Yandex, Oct 214; wordstat.yandex.ru 14

15 User Interest in Online Hotel Booking Thousand Impressions Nov 212 Oct 213 Nov 213 Oct % 5,73,491 5,95, Nov 213 Mar May Jul Sep Nov 214 Mar May Jul Sep Yandex, Oct 214; wordstat.yandex.ru 15

16 User Interest Growth Dynamics in the Category by Region 16% 14% 12% 1% 8% 6% 4% 2% Russia CIS Russia (regions excluding Moscow and St. Petersburg) % / / /213 (q2) 214/213 (Q3) Q3 was less pronounced in 214 than in 213. Yandex, Oct 214; wordstat.yandex.ru 16

17 Interest towards Category in the Regions: CIS, Russia 275% 25% 225% Hotel query growth, % 2% 175% 15% 125% 1% Russia (regions excluding Moscow and St Petersburg CIS Moscow and St Petersburg 75% Yandex, Oct 214; wordstat.yandex.ru 17

18 Interest towards category in Russian Regions Moscow + St-Petersburg Russia (regions excluling Moscow and Saint-Petersburg)! Share of queries from users of the regions with the highest internet penetration (Moscow and Moscow region, St. Petersburg and the Leningrad region) is gradually reducing.! The audience is gradually being reallocated in favor to the regions. The total share of Moscow and St. Petersburg has dropped from 53% to 44%. 1% 9% 8% 7% 6% 5% 4% 3% 2% 1% % 47% 48% 5% 52% 51% 52% 53% 53% 53% 53% 54% 56% 53% 52% 5% 48% 49% 48% 47% 47% 47% 47% 46% 44% Autumn Winter Spring 212 Summer 212 Autumn Winter Spring 213 Summer 213 Autumn Winter Spring 214 Summer 214 Yandex, Oct 214; wordstat.yandex.ru 18

Central region, 39% of queries South region,

region, 6% of queries Siberia, 6% of queries

queries North Caucasus, 2% of queries CIS,

& Volga region decreased, while share of

19 Regional popularity North-West: 14% of queries Saint Petersburg: 9% of queries Central region, 39% of queries South region, 8% of queries Moscow, 29% of queries Ural region, 6% of queries Siberia, 6% of queries Volga region, 11% of queries Far East, 2% of queries North Caucasus, 2% of queries CIS, 12% of queries Share of queries from Central & Volga region decreased, while share of South & CIS increased. Yandex, Dec 214; wordstat.yandex.ru 19

20 Brand and category audience locations Queries on Hotel Booking, Top 2 Cities Moscow Saint Petersburg Yekaterinburg Rostov-na-Donu Nizhny Novgorod Novosibirsk Krasnodar Minsk Kaliningrad Perm Samara Vladivostok Krasnoyarsk Kazan Volgograd Chelyabinsk Irkutsk Voronezh Tyumen Khabarovsk 3.6% 14.62% 2.18% 2.5% 1.82% 1.49% 1.42% 1.36% 1.19% 1.3% 1.2%.98%.91%.91%.89%.82%.79%.74%.74%.69% 2, 4, 6, 8, 1, 12, Yandex, Dec 214; wordstat.yandex.ru 2

21 Brand Query Dynamics 21

22 Top Brand Popularity Dynamics Impressions 8, 7, 6, Booking 5, 4, 3, 2, 1, Nov 213 Mar May Jul Sep Nov 214 Mar May Jul Sep Tripadvisor Agoda Hotels.com Ostrovok.ru Trivago Roomguru.ru Oktogo.ru HRS Hros Hotels-scanner.com Yandex, Oct 214; wordstat.yandex.ru 22

23 Top Brand Popularity Dynamics approximation Impressions 6, 5, Tripadvisor 4, 3, 2, 1, Nov 213 Mar May Jul Sep Nov 214 Mar May Jul Sep Agoda Hotels.com Ostrovok.ru Trivago Roomguru.ru Oktogo.ru HRS Hros Hotels-scanner.com Yandex, Oct 214; wordstat.yandex.ru 23

24 Variation of user interest towards brands Thousand Impressions 8, 7, 6, 5, 4, +26% Nov 212 Oct 213 Nov 213 Oct 214 3, 2, 1, +32% +198% -16% +1% +15% -2% +27% -24% -31% +239% Yandex, Oct 214; wordstat.yandex.ru 24

25 Destination Popularity Country rating Seasonal variations Seasonal fluctuations structure The leading cities Russian cites rating 25

26 The Most Popular Countries (Top-2, throughout the year) Thousands 3, 25, 2, Package and Non Package Package destinations Other countries 15, 1, 5, Wordstat.yandex.ru, data Nov Oct

27 Variation in Hotel Queries by Country Thousands 3, 25, +3% Nov 212 Oct 213 Nov 213 Oct 214 2, 15, 1, +9% 5, +28% -9% -33% -12% -5% +935% -5% -15% -14% -5% -7% -6% -17% -3% +15% -2% -29% +76% 27

28 The Most Popular Countries ( Non-package destinations except Russia) Thousands 2, 1,8 1,6 1,4 1,2 1, Wordstat.yandex.ru, data Nov Oct

29 Seasonal Popularity of Destinations Summer Destinations Off-season Destinations Thousands 1,4 1,2 1, Ukraine Greece Bulgaria Cyprus Spain Tunisia Italy Montenegro 5 Abkhazia Summer 212 Autumn 212 Winter Spring 213 Summer 213 Autumn 213 Winter Summer 212 Autumn 212 Winter Spring 213 Summer 213 Autumn 213 Winter Thousands Czech Republic Belarus France USA China Israel Germany Kazakhstan Poland User interest in category undergoes significant seasonal changes affecting its structure Wordstat.yandex.ru, data

30 Seasonal Popularity of Destinations Winter Destinations Leaders Dynamics Thousands 2,5 2, 1,5 1, 5 2, 1,8 1,6 1,4 1,2 1, Thousands UAE Vietnam India Dominican Republic Finland Egypt (rhs) Thousands 7, 6, 5, 4, 3, 2, 1, Russia Turkey Thailand (rhs) Summer 212 Autumn 212 Winter Spring 213 Summer 213 Autumn 213 Winter Summer 212 Autumn 212 Winter Spring 213 Summer 213 Autumn 213 Winter User interest in category undergoes significant seasonal changes affecting its structure Wordstat.yandex.ru, data

31 Seasonal Popularity of Destinations Autumn 213 Winter Spring 214 Summer 214 Turkey Russia Turkey Turkey Russia Turkey Russia Russia Greece Egypt Egypt Egypt Egypt Thailand Thailand Greece Cyprus UAE UAE Cyprus Spain Czech Republic Greece Spain Ukraine Greece Spain Ukraine Bulgaria Cyprus Italy Italy Thailand Spain Czech Republic Thailand Tunisia Ukraine India Bulgaria Italy Italy Vietnam Tunisia UAE India Bulgaria Hungary Czech Republic Vietnam France Abkhazia Abkhazia France Ukraine UAE France Tunisia Cyprus France Montenegro United Arab Emirates USA Czech Republic USA USA Dominican Republic Montenegro Vietnam Dominican Republic United Arab Emirates Vietnam Croatia Germany Tunisia USA India China Germany Portugal 31

32 Top-2 Hotel Queries by Cities Thousands 5, 4,5 4, 3,5 Package destinations Other countries 3, 2,5 2, 1,5 1, 5 Moscow Petersburg Hurghada Kemer Sharm-el-Sheikh Sochi Side Anapa Budapest Kazan Phuket Pattaya Dubai Belek Prague Gelendzhik Ekaterinburg Marmaris Rhodes Nizhniy Novgorod Wordstat.yandex.ru, data Nov Oct

33 Top-3 Hotel Queries by Cities (Clear Intention to Book Online) 35, 3, 25, Package destinations Other countries 2, 15, 1, 5, Saint- Moscow Sochi Paris Prague Kazan Pattaja Istanbul Minsk Anapa Rome Phuket Barcelona Helsinki Tallin Yekaterinburg Dubai Varadero Nizhny Munich Krasnodar Berlin Vienna Riga Milan Tenerife Yalta London Hurgada Yaroslavl Queries on hotels in St-Petersburg and Moscow made up 34% of all queries with clear intention to book online. Wordstat.yandex.ru, data Nov Oct

34 Top-3 Hotel Queries by Russian Cities 4,5 4, 3,5 3, 2,5 2, 1,5 1, 5 Moscow Petersburg Sochi Anapa Thousands Kazan Gelendzhik Ekaterinburg Nizhniy Novgorod Krasnodar Rostov Yaroslavl Novosibirsk Samara Voronezh Rostov-na-Donu Ufa Volgograd Perm Krasnoyarsk Tyumen Chelyabinsk Vladimir Kaliningrad Ryazan Vladivostok Khabarovsk Irkutsk Saratov Tula Kostroma Wordstat.yandex.ru, data Nov Oct

35 Top-3 Cities for Hotel Booking (Non-package destinations except Russian cities) 1, Budapest Prague Alanya Paris Minsk Thousands Yalta Rimini Istanbul Nha Trang Barcelona Rome Porto Alushta Гагра Milan Karlovy Vary London Berlin Salou Vienna Riga Punta Cana Venice Beijing Tallin Konakli Evpatoria Kiev Helsinki Amsterdam Wordstat.yandex.ru, data Nov Oct

36 Most popular hotel networks Carlson Thousands 1,695 Marriott Hilton Intercontinental Accor 1,28 1,153 1,68 1,62 Starwood 821 Wyndham Hyatt Best Western 375 Four seasons Fairmont Choice hotels 24 Wordstat.yandex.ru, data Nov Oct

37 Most popular network hotels Thousands Radisson (Carlson) Hilton (Hilton) Marriott (Marriott) Holiday Inn (IHG) Ibis (Accor) Sheraton (Starwood) Hyatt Park Inn (Carlson) Ramada (Wyndham) Novotel (Accor) Best Western (Best Western) Renaissance (Marriott) Crowne Plaza (IHG) Four Seasons (Four Seasons) Intercontinental (IHG) Le Meridien (Starwood) Doubletree (Hilton) Ritz Carlton (Marriott) Swissotel (Fairmont) Wyndham (Wyndham) Westin (Starwood) Fairmont (Fairmont) Carlson (Carlson) ,28 Wordstat.yandex.ru, data Nov Oct

Segment dynamics Thousand Impressions 1,8 1,6 1,4 1,2 1, 8 6 4 2 Nov 213 Mar May Jul Sep Nov 214 Mar May Jul Sep Hotels 4«Hotels 5«Hotels 3«Hotels 2«Thousand Impressions 14,

38 Segment dynamics Thousand Impressions 1,8 1,6 1,4 1,2 1, Nov 213 Mar May Jul Sep Nov 214 Mar May Jul Sep Hotels 4«Hotels 5«Hotels 3«Hotels 2«Thousand Impressions 14, 12, 1, 8, 6, 4, 2, Variation of User Interest +3% +25% +36% +5% Hotels 5* Hotels 4* Hotels 3* Hotels 2* Nov 212 Oct 213 Nov 213 Oct 214 Wordstat; region: Russia ; Oct

39 Segment dynamics: Hotels Impressions 16, 14, 12, 1, 8, 6, 4, 2, 213 Mar May Jul Sep Nov 214 Mar May Jul Sep Nov Hilton Marriott Hyatt Best Western Four seasons Intercontinental Accor Carlson Wyndham Fairmont Starwood Yandex, Nov 214; wordstat.yandex.ru 39

40 Variation of user interest: Hotels Thousand Impressions 1,2 1, % -21% +2% -32% Dec 212 Nov 213 Dec 213 Nov % -8% +1% +19% -37% -18% -13% Yandex, Nov 214; wordstat.yandex.ru 4

41 Yandex International Business Development Thank you! 41

поиск Hotel Segment 2

1 поиск Hotel Segment 2 Hotels 3 Segment dynamics 7, 6, 5, 4, Ad Spending Number of Advertisers CPC 3, 2, 1, 211 Thousands Sep Nov 212 Sep Nov 213 Sep Nov 214 Yandex data. y, 214 4 5 Expenditure dynamics