Market Overview Travel Services (Air Tickets) Category

Transcription

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2 поиск Market Overview Travel Services (Air Tickets) Category January

3 User interest in category Query dynamics User interest growth in Air Tickets User interest in Air Tickets in regions 3

4 User interest in Travel vs Queries share related to Travel in total amount of Yandex queries Queries Share-related to Travel in Total Amount of Yandex Queries 50,000,000 Travel. Все All queries запросы Доля Share Travel of Travel от всех in total запросов amount Яндекса of Yandex queries 1.0% 40,000, % 30,000, % 20,000, % 10,000, % 0 0.0% Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 4

5 User interest in category (Autumn 2014) Moscow Russia except capitals 31% 31% n Air Tickets n Package Tours 39% 22% 38% n Hotels 38% Queries on air tickets make a significant part of total amount of queries related to traveling in Moscow. At the same time in non-capital regions, package tours proves to be much more popular than air tickets alone. 5

6 User interest in Travel Russia Except Capitals 10,000,000 Air tickets Hotels Tours 8,000,000 6,000,000 4,000,000 2,000,000 0 Dec 2012 Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013 Jul 2013 Aug 2013 Sep 2013 Oct 2013 Nov 2013 Dec 2013 Jan 2014 Feb 2014 Mar 2014 Apr 2014 May 2014 Jun 2014 Jul 2014 Aug 2014 Sep 2014 Oct 2014 Nov 2014 In non-capital regions interest in hotels correlates to interest in package tours (users look for information about hotel (reviews, photo etc.) and then book package tours). In Autumn 2014 interest in package tours reduced (-8% compared with autumn 2013), also interest in hotels reduced (-5%), interest in air tickets increased by 15%. Source: wordstat.yandex.ru Geo: Russia+CIS 6

7 User interest in Travel Moscow 6,000,000 Air tickets Hotels Tours 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 Dec 2012 Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013 Jul 2013 Aug 2013 Sep 2013 Oct 2013 Nov 2013 Dec 2013 Jan 2014 Feb 2014 Mar 2014 Apr 2014 May 2014 Jun 2014 Jul 2014 Aug 2014 Sep 2014 Oct 2014 Nov 2014 In Moscow region users are more interested in booking air tickets and hotels by themselves. In Autumn 2014 there was considerable reduce in interest in tours (-25%) and hotels (-13%), interest in air tickets increased by 5%. Source: wordstat.yandex.ru Geo: Russia+CIS 7

8 User interest in Travel 42% 42% 41% 40% 40% 37% 37% 36% Tours 38% 40% 41% 39% 39% 41% 41% 38% Hotels 19% 18% 18% 21% 21% 22% 23% 25% Air Tickets Winter Spring 2013 Summer 2013 Autumn 2013 Winter Spring 2014 Summer 2014 Autumn 2014 Total amount of queries on package tours reduced from 42% to 36%. Share of queries on air tickets increased from 19% to 25%. 8

9 Interest towards category in Russian regions 56% 58% 56% 56% 57% 59% 57% 58% Russia (except Moscow) 44% 42% 44% 44% 43% 41% 43% 42% Moscow Region Winter Spring 2013 Summer 2013 Autumn 2013 Winter Spring 2014 Summer 2014 Autumn 2014 The total share of Moscow dropped from 44% to 42%. The share of queries from non-capital regions rose to 58%. 9

10 User interest in Category: Air Tickets 10,000,000 9,000,000 Dec 2012 Nov 2013 Dec 2013 Nov2014 8,000, % 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 73,048,600 87,932,378 0 Dec 2012 Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 Jun Jul 2013 Aug 2013 Sep 2013 Oct 2013 Nov 2013 Dec 2013 Jan 2014 Feb 2014 Mar 2014 Apr 2014 May 2014 Jun 2014 Jul 2014 Aug 2014 Sep 2014 Oct 2014 Nov

11 Brand popularity dynamics Query dynamics Variation of interest in brands 11

12 Brand dynamics: Top 10 Impressions 300, , ,000 Skyscanner 150, ,000 50,000 0 Dec 2013 Apr Jun Aug Oct Dec 2014 Apr Jun Aug Oct Aviasales Ozon.travel Momondo Anywayanyday Onetwotrip Svyaznoy.travel Trip.ru Aviacassa Davs Skyscanner is the leader in terms of user interest. Aviasales took 2nd place. Source: wordstat.yandex.ru Geo: Russia 12

13 Brand dynamics: Impressions 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0 Dec 2013 Apr Jun Aug Oct Dec 2014 Apr Jun Aug Oct Kayak Biletix Bravoavia Nabortu Senturia Jizo Amargo Source: wordstat.yandex.ru Geo: Russia 13

14 Variation in user interest in brands Impressions Dec 2012 Nov 2013 Dec 2013 Nov ,500, % 2,000,000 1,500,000 +5% 1,000, % +71% +28% 500, % -29% +147% +13% -14% -16% 0% -15% +7% -12% -29% -33% Source: wordstat.yandex.ru Geo: Russia 14

15 Domestic destination popularity Variation in air ticket interest Leading domestic flights 15

16 Domestic vs non-domestic destinations 1,200,000 1,000, , , % 400,000 Domestic 200,000 +1% Non- Domestic 0 Dec Jan 2013 Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2014 Mar Apr May Jun Jul Aug Sep Oct Nov User interest in domestic flights grew significantly more than interest in international flights. From March 2014 Crimea is a part of Russian Federation and is determined as domestic destination 16

17 Top-5 domestic destinations 1,200,000 1,000, , ,000 Other Domestic flights 400,000 Krasnodar St-Petersburg 200,000 Sochi Simferopol 0 Moscow Dec Jan 2013 Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2014 Mar Apr May Jun Jul Aug Sep Oct Nov 17

18 Top-20 domestic flights Moscow Simferop Sochi St. Krasnod Novosibir Anapa Mineraln Ekaterin Rostov Kaliningr Krasnoy Vladivost Irkutsk Surgut Ufa Khabaro Kazan Samara Gelendz 30% 19% 9% 0% 22% 21% 28% 10% 33% 28% 36% 22% 31% 43% 21% 33% 53% 25% 510% 22% Dec 2013 Nov 2014 Dec 2012 Nov ,000 1,000,000 1,500,000 2,000,000 " Interest in Moscow as destination made up 25% of all domestic flights " Interest in Simferopol increased by 510% during the 12 months. (User interest in Crimea was particularly determined by news and advertisement campaigns on TV.) " Interest in Sochi also grew significantly (+53%). 18

19 International destination popularity Destination rating Seasonal variations Seasonal fluctuations structure Leading destinations 19

20 Seasonal popularity of destinations Spring Summer Impressions 8,000 7,000 6,000 Impressions 70,000 60,000 50,000 5,000 4,000 3,000 2,000 1,000 Portugal Croatia 40,000 30,000 20,000 10,000 Spain Bulgaria Montenegro

21 Seasonal popularity of destinations Autumn Winter Impressions 70,000 60,000 50,000 40,000 30,000 Thailand Tajikistan Impressions 14,000 12,000 10,000 8,000 6,000 Vietnam United Arab Emirates 20,000 10,000 4,000 2,000 Maldives

22 Seasonal popularity of destinations Winter Spring 2013 Summer 2013 Autumn 2013 Winter Spring 2014 Summer 2014 Autumn Ukraine Ukraine Ukraine Ukraine Ukraine Ukraine Ukraine Ukraine 2 Thailand Spain Spain Thailand Thailand Bulgaria Armenia Uzbekistan 3 Spain Bulgaria Bulgaria Uzbekistan Spain Uzbekistan Uzbekistan Armenia 4 Uzbekistan Armenia Uzbekistan Germany Uzbekistan Spain Kyrgyzstan Thailand 5 Armenia Italy Armenia Armenia Armenia Turkey Bulgaria Kyrgyzstan 6 Italy Turkey Kyrgyzstan Spain Italy Armenia Turkey Turkey 7 Germany Uzbekistan Thailand Italy Germany Kyrgyzstan Spain Italy 8 Turkey Germany Turkey Turkey Kyrgyzstan Italy Italy Tajikistan 9 Kyrgyzstan Kyrgyzstan Italy Kyrgyzstan Turkey Kazakhstan Kazakhstan Kazakhstan 10 Tajikistan Thailand Germany Czech Republic Bulgaria Belarus Belarus Germany 11 Bulgaria Montenegro Montenegro Tajikistan Tajikistan Germany Montenegro Spain 12 France Kazakhstan Kazakhstan Kazakhstan Kazakhstan Moldova Georgia Belarus 13 Czech Republic Azerbaijan Tajikistan France United States Thailand Germany Czech Republic 14 China France Azerbaijan Israel Czech Republic Tajikistan Thailand United States 15 Kazakhstan Tajikistan Belarus United States Israel Georgia Tajikistan France 16 Israel Israel Georgia China France Azerbaijan Moldova Georgia 17 United States China France Bulgaria Belarus Montenegro Azerbaijan Azerbaijan 18 Azerbaijan United States United States Azerbaijan Azerbaijan Israel Greece Moldova 19 Montenegro Czech Republic China Belarus China France Czech Republic China 20 Belarus Belarus Israel Georgia Georgia United States France Egypt 22

23 Top-20 non-domestic destinations Ukraine Uzbekistan Armenia Spain Turkey Kyrgyzstan Italy Thailand Bulgaria Kazakhstan Germany Tajikistan Belarus Georgia Azerbaijan Czech Republic Moldova France United States Israel 12% 48% 37% 2% -5% 134% -8% -3% -8% 5% 25% 10% 18% -10% 16% 23% 6% -12% -15% 0 200, , , ,000-32% Dec 2013 Nov 2014 Dec 2012 Nov 2013 Over the past year especially, interest in Moldova has increased significantly (+134%). 23

24 Top-20 non-domestic destinations (cities) Yerevan Tashkent Kiev Bishkek Minsk Istanbul Kishinev Prague Barcelona Baku Burgas Osh Paris Voronezh Dushanbe Tbilisi Bangkok Tel Aviv Rome Khujand -1% -4% 13% 58% 11% 29% -15% -6% 3% 17% 16% -14% 30% 48% 136% 13% -5% 0 50, , , ,000 15% -22% 22% Dec 2013 Nov 2014 Dec 2012 Nov 2013 Over the past year especially, interest in Kishinev has significantly increased (+136%). 24

25 Seasonal variations Direction with the greatest seasonal growth and decline 25

26 Air tickets interest in winter The directions with the greatest interest growth and decline in winter (query loss in comparison to autumn months) -4% Category -4% -14% -20% -14% -23% Greece Spain Egypt Montenegro Bulgaria 21% 6% 31% 31% 28% Thailand Czech Republic Uzbekistan Ukraine Russia -50,000-40,000-30,000-20,000-10, ,000 Air tickets interest (by all destinations) decreased by 4% in winter. 26

27 Air tickets interest in spring 2014 The directions with the greatest interest growth and decline in spring (query loss in comparison to winter months) Turkey Belarus Moldova 36% 67% 213% Category +64% Bulgaria 90% Russia 110% -34% -16% -19% United Arab Emirates United States Czech Republic -13% Ukraine -37% Thailand -40,000-20, ,000 40,000 60,000 80, , , ,000 Air tickets interest (by all destinations) increased by 64% in spring. 27

28 Air tickets interest in summer 2014 The directions with the greatest interest growth and decline in summer (query loss in comparison to spring months) -6% Category -4% Uzbekistan Georgia Montenegro Kyrgyzstan Armenia -13% -20% -11% -34% 7% 19% 21% 14% Moldova United States Bulgaria Israel Russia 22% -170,000-70, ,000-60,000-50,000-40,000-30,000-20,000-10, ,000 20,000 Air tickets interest (by all destinations) reduced by 4% in summer. 28

29 Air tickets interest in autumn 2014 The directions with the greatest interest growth and decline in summer (query loss in comparison to spring months) -37% Category -31% -72% -44% -73% -23% Thailand Indonesia Austria United States Egypt 28% 246% 64% 17% 23% Spain Montenegro Ukraine Bulgaria Russia -1,000, , , ,000-80,000-60,000-40,000-20, ,000 Air tickets interest (by all destinations) reduced by 31% in autumn. 29

30 Most popular city pairs Flights from: Moscow St-Petersburg Minsk Astana Kiev 30

31 Most popular city-pairs (top 30) Moscow-Simferopol Moscow-Sochi Moscow-Krasnodar Moscow-Yerevan Moscow-Mineralnye Vody Moscow-Novosibirsk Moscow-St. Petersburg Moscow-Ufa Moscow-Ekaterinburg Moscow-Vladivostok Moscow-Kaliningrad Moscow-Kishinev Moscow-Rostov Moscow-Krasnoyarsk Moscow-Irkutsk Moscow-Chelyabinsk Moscow-Tashkent Moscow-Makhachkala Moscow-Khabarovsk Moscow-Bishkek Moscow-Osh Moscow-Omsk Moscow-Rostov on Don Moscow-Barnaul Moscow-Tbilisi Moscow-Stavropol Moscow-Samara Moscow-Dushanbe Moscow-Istanbul Moscow-Perm 54% 17% 33% 80% 36% 1% 29% 46% 25% 11% 30% 15% 28% 27% 7% 26% 182% 209% 16% 59% 20% 37% 34% 30% 87% 547% Dec 2013 Nov 2014 Dec 2012 Nov , , , , , , , , ,000 Especially over the past year, interest in destination Moscow-Simferopol has significantly increased (+547%). 31

32 Most popular city-pairs (top 20) Petersburg-Moscow Petersburg-Simferopol Petersburg-Krasnodar Petersburg-Novosibirsk Petersburg-Ufa Petersburg-Sochi Petersburg-Ekaterinburg Petersburg-Mineralnye Vody Petersburg-Krasnoyarsk Petersburg-Arkhangelsk Petersburg-Kaliningrad Petersburg-Samara Petersburg-Irkutsk Petersburg-Chelyabinsk Petersburg-Vladivostok Petersburg-Perm Petersburg-Omsk Petersburg-Kiev Petersburg-Rostov-na-Donu Petersburg-Rostov 40% 49% 23% 43% 0% 51% 19% 3% 41% 24% 53% 17% 34% 29% 25% 74% 450% 37% Dec 2013 Nov 2014 Dec 2012 Nov ,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 Especially aver the past year, interest in destination St.Petersburg-Simferopol has significantly increased (+450%). 32

33 Most popular city-pairs CIS (top 10) Kiev-Moscow -19% Kiev-Petersburg Kiev-Tbilisi Kiev-Tel Aviv Kiev-Simferopol 24% 33% -57% -5% Dec 2013 Nov 2014 Dec 2012 Nov 2013 Kiev-Istanbul 15% Kiev-Surgut -11% Kiev-Paris 3% Kiev-Baku 42% Kiev-Kaliningrad -39% 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 Especially over the past year, interest in destination Kiev-Simferopol has significantly reduced (-57%). 33

34 Most popular city-pairs CIS (top 10 or 11?) Minsk-Moscow Minsk-Simferopol Minsk-Petersburg Minsk-Tbilisi Minsk-Kaliningrad Minsk-Krasnodar Minsk-Ekaterinburg Minsk-Novosibirsk Minsk-Sochi Minsk-Erevan Minsk-Baku 151% 88% 41% 26% 256% -11% 22% 125% 64% 67% 54% Dec 2013 Nov 2014 Dec 2012 Nov ,000 10,000 15,000 20,000 25,000 Especially over the past year interest in destination Minsk-Krasnodar has significantly increased (+256%). 34

35 Most popular city-pairs CIS (top 10) Astana-Moscow 11% Astana-Almaty Astana-Petersburg Astana-Minsk Astana-Kiev 38% 66% 25% Dec 2013 Nov 2014 Dec 2012 Nov 2013 Astana-Novosibirsk Astana-Kaliningrad Astana-Ekaterinburg Astana-Aktau Astana-Uralsk 34% 5% 47% 20% 69% 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 Especially over the past year, interest in destination Astana-Uralksk has significantly increased (+69%). 35

36 Airlines popularity Queries dynamics Variation of interest in brand Popular destinations associated with brand 36

37 Most popular airlines (top 30) Impressions 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 Source: wordstat.yandex.ru. Geo: Russia 37

38 Popularity dynamics: top 15 Russian airlines Impressions 900, , , , , , , , ,000 0 Dec Jan 2013 Mars Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2014 Mars Apr May Jun Jul Aug Sep Oct Nov Aeroflot Transaero S7 Utair Ural Airlines Rossiya Airlines Orenair Nord Wind Vim Avia Red Wings Rusline Yakutia Yamal Aero Nordstar Ifly The number of queries on airlines increases in summer (queries on airlines don t undergo such significant seasonal changes as generic queries do). Aeroflot maintains its leadership in the category. Source: wordstat.yandex.ru Geo: Russia 38

39 Variation in user interest in brands Impressions Dec 2012 Nov 2013 Dec 2013 Nov ,000,000 9,000, % 8,000,000 7,000,000 6,000,000 5,000, % +1% 4,000,000 3,000,000 2,000,000 1,000, % +24% -35% +22% +49% +3% +48% -12% -28% -16% 0% -6% Source: wordstat.yandex.ru Geo: Russia 39

40 Popularity dynamics: top 15 International Airlines Impressions 100,000 90,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 Lufthansa Emirates Airlines Turkish Airlines Ryanair Air Berlin EasyJet Air France Alitalia Iberia Finnair KLM AirBaltic Etihad Swiss Czech Airlines 0 Dec Jan 201 Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 201 Mar Apr May Jun Jul Aug Sep Oct Nov Source: wordstat.yandex.ru Geo: Russia 40

41 Variation in user interest in brands Impressions Dec 2012 Nov 2013 Dec 2013 Nov ,000, ,000-47% 800, , , ,000-16% +16% 400, , ,000-10% -17% -17% +2% -19% +4% -8% -10% -12% +20% -9% +2% 100,000 0 Source: wordstat.yandex.ru Geo: Russia 41

42 Aeroflot. Most popular flights from Moscow Moscow Simferopol Moscow Sochi Moscow Vladivostok Moscow Khabarovsk Moscow New York Moscow Krasnodar Moscow Petersburg Moscow Kaliningrad Moscow Yerevan Moscow Novosibirsk Moscow Barcelona Moscow Istanbul Moscow Irkutsk Moscow Ekaterinburg Moscow Krasnoyarsk Moscow Bangkok Moscow Miami Moscow Paris Moscow Anapa Moscow Praga 0 5,000 10,000 15,000 20,000 25,000 30,000 Most popular flights associated with Aeroflot are domestic. 42

43 Transaero. Most popular flights from Moscow Moscow Phuket Moscow Simferopol Moscow Antalya Moscow Vladivostok Moscow Khabarovsk Moscow Cancun Moscow Sochi Moscow Barcelona Moscow Punta Cana Moscow Hurghada Moscow Bangkok Moscow Larnaca Moscow Burgas Moscow New York Moscow Yuzhno-Sakhalinsk Moscow Dubai Moscow Paphos Moscow Miami Moscow Tel Aviv Moscow Tenerife 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 Most popular flights associated with Transeuro are domestic. 43

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