Capitalising on the trends in the UK travel market. Robin Devlin Industry Manager, Travel - Google UK

Transcription

1 Capitalising on the trends in the UK travel market Robin Devlin Industry Manager, Travel - Google UK

2 Tough times...uncharted waters

3 The digital stage 70% BB at home 17p spent online 90% Must have broadband within a month 41m People are online in the UK 30p In every pound is spent online Hours online You tube / itunes Hours online 80% Internet users compare prices and options 1 in 3 Consumers post a comment online in a typical week 15 hours Of videos uploaded to YouTube every minute

4 Insight Agility Efficiency Pace

5 What are travel consumers habits during this economy? 34% of Britain's spend a whole day trying to find the best holiday deal 20% spend at least 8 hours trawling the internet for a cheap deal 14% will commit a whole day to researching flights and accommodation 8% will spend hours reading reviews by fellow travellers Greenbee.com survey sample 1,000 UK adults; January 2009

6 Travel queries in Q1 have grown by 11% year on year March 08 v March % Travel Queries

7 2009 to date: top 20 most searched for destinations google.co.uk Jan 2006 Mar London 2. Manchester 4. Liverpool 5. Edinburgh 7. Blackpool 8. Newcastle 9. Leeds 13. Stansted 17. Rome 18. Prague 14. Brighton 15. Belfast 16. Lakes District 19. Cornwall 3. New York 12. Las Vegas 10. Cyprus 11. Tenerife 6. Dubai 20. Thailand

8 2009 to date: top 20 most searched for destinations google.co.uk Jan 2006 Mar London 11 Tenerife 2 Manchester 12 Las Vegas 3 4 New York Liverpool Stanstead Brighton Edinburgh Dubai Blackpool Newcastle Belfast Lake District Rome Prague 9 Leeds 19 Cornwall 10 Cyprus 20 Thailand * Google internal data Jan 2006 Mar 2009

9 Demand for European city breaks Demand for travel to Paris and Berlin remains strong Queries for Barcelona, Amsterdam and Rome are growing YoY, despite the currency fluctuations

10 Demand for short-haul sun breaks In 2009 YTD, Google has seen exceptionally strong query growth in North African and Eastern European destinations Query growth for more traditional British holiday destinations within the Eurozone is modest

11 Demand for long haul holidays First half of 2008, query volume for holidays in the USA was exceptionally high Since then, fewer searches for holidays to the USA since the US dollar has strengthened by 37% against the pound Comparison of year-on-year query growth (YTD) of popular holiday destinations in the USA with other long-haul destinations

12 Banking on May 1. May bank holidays offer the greatest uplift in travel queries since January 2. History shows that the peak in travel queries in the run up to the second May bank holiday is higher than the first May bank holiday 3. Expect a surge in traffic during the week before the second bank holiday as consumers book closer to departure date + 5%

13 Insight Agility Efficiency Pace

14 All Travel - Queries There has been a shift in consumer behaviour in 2009 so far, with more travel searches on Sundays and slightly less on Monday and Tuesday 14

15 Consumers search through the purchase process Before a first transaction, on average: 12 travel searches 22 travel sites 29 days Source: Comscore Research Paper October 2007

16 How Google tools can help Invest for growth Gain share of the growing online market Ad Planner target customers across the web FREE Adwords target people searching for what you sell Webmaster make sure your site can be found FREE Drive profit Target efforts based on the facts Insights for search react fast to changing demand FREE Conversion optimiser optimise your ad spend for profitability Adsense earn extra revenue from your visitors + ROI FREE FREE Manage costs Use science not art to make the most of your budget Website optimiser drive conversions by learning from rapid testsfree Analytics drive efficiency by understanding your visitors FREE Ad toolkit learn more about all of this FREE

17 Get religious about conversion 60% of online shopping carts are abandoned 12% before checkout, 48% at checkout 57% of online shoppers are less likely to buy from a brand offline if they experienced problems online Redesign and test to ensure maximum revenue Source: Tealeaf Press Release 2008 Tealeaf Survey Highlights Potential Multi-Billion Dollar Business" 1 7

18 Which site converts better? Winning Page: 20.2% Conversion Lift!

19 We re done! (phew )