поиск Hotel Segment 2

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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 1, 2, 3, 4, 5, 6, 7, 211 Feb Apr Jun Aug Sep Oct Nov Dec 212 Feb Apr Jun Aug Sep Oct Nov Dec 213 Feb Apr Jun Aug Sep Oct Nov Dec 214 Feb Apr Jun Thousands Yandex data. y, 214

Click dynamics Direct.Search Thousands 8, 7, 6, 5, 4, 3, 2, 1, 211 Feb Apr Jun Aug Sep Oct Nov Dec 212 Feb Apr Jun Aug Sep Oct Nov Dec 213 Feb Apr Jun Aug Sep Oct Nov Dec 214 Feb Apr Jun Yandex data. y, 214 6

Click dynamics Content sites Thousands 3, 2,5 2, 1,5 1, 5 211 Feb Apr Jun Aug Sep Oct Nov Dec 212 Feb Apr Jun Aug Sep Oct Nov Dec 213 Feb Apr Jun Aug Sep Oct Nov Dec 214 Feb Apr Jun Yandex data. y, 214 7

8 Average CPC..1.2.3.4.5.6.7.8.9 1. 211 Feb Apr Jun Aug Sep Oct Nov Dec 212 Feb Apr Jun Aug Sep Oct Nov Dec 213 Feb Apr Jun Aug Sep Oct Nov Dec 214 Feb Apr Jun Yandex data. y, 214 Cents

Click share Search vs. Content 27% Clicks from Context Sites Clicks from Search Sites 73% Quarterly data: Q2 14. 9

Clicks distribution by regions 1% 8% Other Areas 6% 4% Saint Petersburg 2% Moscow % Feb Apr Jun Yandex data., 214 1

(Average) CPC by positions 1..9.8.7.6.5.4.3.2.1 HOTELS(Premium placement) HOTELS (Guaranteed placement). Feb Apr Jun Yandex data., 214. 11

Segment Volumes 12

User Interest in Category Queries share related to traveling in total amount of Yandex queries Queries share related to Hotels in overall Travel category volume 1.8% 1.6% 1.4% 1.2% 1.% 4% 31% Hotels Air tickets.8%.6% 5% Package tours.4%.2% 15% Other.% 211-12 212-2 212-4 212-6 212-8 212-1 212-12 213-2 213-4 213-6 213-8 213-1 213-12 214-2 214-4 214-6 Seasonal peak in y for traveling queries was less pronounced in 214. Queries on hotel booking made approximately 31% of total amount queries. Yandex, Aug 214; wordstat.yandex.ru 13

User Interest in Category: Hotels Thousand Impressions 25, 2, 15, Oct 212 213 Oct 213 214 +3% Generic queries on hotels 1, 5, 131,23,792 135,119,964 Nov 213 1 Sep Nov 214 2 Yandex, Aug 214; wordstat.yandex.ru 14

User Interest Growth Dynamics in the Category by Region 16% Russia CIS Russia (regions excluling Moscow and Saint-Petersburg) 14% 12% 1% 8% 6% 4% 2% % 211 212/211 213/212 214/213 (Q2) Yandex, Aug 214; wordstat.yandex.ru 15

Interest towards Category in the Regions: CIS, Russia 275% 25% 225% Russia (regions excluding Moscow and St Petersburg! Number of queries on hotels increased by 5% in CIS during Q2 214 (compared to Q2 213), by 8% in Russian regions, Hotel Query Growth, % 2% 175% 15% 125% CIS Moscow and St Petersburg by 2% in central 1% 75% 212-1 212-3 212-5 212-7 212-9 212-11 213-1 213-3 213-5 213-7 213-9 213-11 214-1 214-3 214-5 214-7 regions of Russia. Yandex, Aug 214; wordstat.yandex.ru 16

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 of the regions. The total Moscow 1% 9% 8% 7% 6% 5% 4% 3% 2% 1% 47% 48% 5% 52% 51% 52% 53% 53% 53% 53% 54% 53% 52% 5% 48% 49% 48% 47% 47% 47% 47% 46% and St. Petersburg share has dropped from 47% to 46%. % Autumn 211 Winter 211-212 Spring 212 Summer 212 Autumn 212 Winter 212-213 Spring 213 Summer 213 Autumn 213 Winter 213-214 Spring 214 Yandex, Aug 214; wordstat.yandex.ru 17

Brand and category audience locations Queries on hotel booking, TOP 2 cites Queries on brand Hilton, TOP 2 cites Moscow Saint Petersburg Yekaterinburg Rostov-na-Donu Nizhny Novgorod Kaliningrad Novosibirsk Krasnodar Vladivostok Krasnoyarsk Perm Samara Minsk Kazan Voronezh Omsk Tyumen Kyiv Khabarovsk Ufa 45.83% 26.1% 3.51% 2.54% 2.38% 2.22% 2.12% 1.78% 1.33% 1.32% 1.27% 1.26% 1.23% 1.14% 1.3% 1.1% 1.%.99%.98%.96% Moscow Saint Petersburg Yekaterinburg Kyiv Kaliningrad Novosibirsk Minsk Samara Voronezh Perm Krasnoyarsk Istanbul Chelyabinsk Yaroslavl Ufa Kazan Rostov-na-Donu Nizhny Novgorod Krasnodar Saratov 56.42% 22.44% 3.32% 2.28% 2.1% 1.75% 1.63% 1.56% 1.19% 1.11%.98%.93%.91%.91%.89%.87%.27%.24%.22%.8% 2, 4, 6, 8, 1, 12, 14, 16, 18, 5, 1, 15, 2, 25, Yandex, Aug 214; wordstat.yandex.ru 18

Brand Query Dynamics 19

Segment dynamics: Hotels Impressions 35, 3, 25, 2, 15, 1, 5, Nov 213 Sep Nov 214 Booking Tripadvisor Trivago Roomguru.ru Ostrovok.ru Agoda Hotels.com Oktogo.ru HRS Hros Hotels-scanner.com Yandex, Aug 214; wordstat.yandex.ru 2

Variation of user interest Thousand Impressions 3, 2,5 2, 1,5-42% Oct 212 213 Oct 213 214 1, 5 +36% -13% +17% +1% +13% -7% +42% -32% -29% +194% Yandex, Aug 214; wordstat.yandex.ru 21

Destination popularity 22

The Most Popular Countries (Top-2, throughout the year) Thousands 3, 25, 2, Package and Non Package Package destinations Other countries 15, 1, 5, Yandex, Aug 214; wordstat.yandex.ru 23

Variation in Hotel Queries by Countries Thousands 25, 2, 15, +3% Oct 212 213 Oct 213 214 1, +13% 5, +3% -6% +5% -3% +6% -12% +3% -3% -19% -9% +743% -3% +12% +48% -8% +17% +2% +14% Yandex, Aug 214; wordstat.yandex.ru 24

The Most Popular Countries ( Non-package destinations except Russia) Thousands 2,5 2, 1,5 1, 5 Ukraine Italy Bulgaria Czech Republic Hungary France Vietnam Belarus India USA Abkhazia Germany China Dominican Republic United Arab Emirates Israel Finland Portugal Cuba Austria United Kingdom Mexico Estonia Poland Croatia Kazakhstan Latvia Netherlands Lithuania Switzerland Yandex, Aug 214; wordstat.yandex.ru 25

Seasonal Popularity of Destinations Summer Destinations Off-season Destinations Thousands 1,4 1,2 Thousands 4 35 1, 3 Czech Republic 8 6 4 2 Summer 212 Winter 212-213 Summer 213 Winter 213-214 Ukraine Greece Bulgaria Cyprus Spain Tunisia Italy Montenegro Abkhazia 25 2 15 1 5 Summer 212 Winter 212-213 Summer 213 Winter 213-214 Belarus France USA China Israel Germany Kazakhstan Poland User interest in category undergoes significant seasonal changes affecting its structure Wordstat.yandex.ru, data 212 214 26

Seasonal Popularity of Destinations Winter Destinations Leaders Dynamics Thousands 2,5 2, 2, 1,8 1,6 1,4 Thousands Thousands 7, 6, 5, Russia 1,5 1, 1,2 1, 8 UAE Vietnam India Dominican Republic 4, 3, 6 Finland Egypt (rhs) 2, Turkey 5 4 Thailand (rhs) 2 1, Summer 212 Winter 212-213 Summer 213 Winter 213-214 Summer 212 Winter 212-213 Summer 213 Winter 213-214 User interest in category undergoes significant seasonal changes affecting its structure Wordstat.yandex.ru, data 212 214 27

Seasonal Popularity of Destinations Summer 213 Autumn 213 Winter 213-214 Spring 214 Turkey Russia Turkey Turkey Russia Turkey Russia Russia Greece Egypt Egypt Egypt Egypt Thailand Thailand Greece Cyprus UAE UAE Hungary Spain Czech Republic Greece Thailand Ukraine Greece Spain Spain Bulgaria Cyprus Italy Cyprus Thailand Spain Czech Republic UAE Tunisia Ukraine India Italy Italy Italy Vietnam Ukraine UAE India Bulgaria Bulgaria Czech Republic Vietnam France Czech Republic Abkhazia France Ukraine Tunisia France Tunisia Cyprus France Montenegro United Arab Emirates USA Vietnam USA USA Dominican Republic USA Vietnam Dominican Republic United Arab Emirates Abkhazia Croatia Germany Tunisia Israel India China Germany Montenegro Yandex, Aug 214; wordstat.yandex.ru 28

Top-2 Hotel Queries by Cities Thousands 5, 4,5 4, 3,5 3, 2,5 2, 1,5 1, 5 Moscow Petersburg Kemer Hurghada Side Sharm-el-Sheikh Sochi Anapa Phuket Pattaya Kazan Dubai Budapest Prague Belek Ekaterinburg Gelendzhik Rhodes maris Sharjah Package destinations Other countries Yandex, Aug 214; wordstat.yandex.ru 29

Top-3 Hotel Queries by Cities (Clear Intention to Book Online) 35, 3, Package destinations Other countries 25, 2, 15, 1, 5, Moscow Saint-Petersburg Sochi Paris Prague Kazan Istanbul Pattaja Minsk Rome Barcelona Anapa Tallin Phuket Helsinki Yekaterinburg Kiev Vienna Dubai Berlin Riga Milan Munich Varadero Yalta Novosibirsk London Nizhny Novgorod Tenerife Beijing Yandex, Aug 214; wordstat.yandex.ru 3

Top-3 Hotel Queries by Russian Cities 5, 4,5 4, 3,5 3, 2,5 2, 1,5 1, 5 Moscow Petersburg Sochi Anapa Kazan Thousands Ekaterinburg Gelendzhik Nizhniy Krasnodar Rostov Yaroslavl Samara Novosibirsk Voronezh Rostov-na-Donu Volgograd Ufa Perm Krasnoyarsk Tyumen Chelyabinsk Vladimir Ryazan Kaliningrad Vladivostok Khabarovsk Saratov Irkutsk Omsk Kostroma Yandex, Aug 214; wordstat.yandex.ru 31

Top-3 Hotel Queries by Cities (Non-package destinations except Russian cities) 9 8 7 6 5 4 3 2 1 Budapest Prague Alanya Paris Minsk Thousands Rimini Yalta Istanbul Barcelona Rome Nyachang Porto Sewastopol Kiev Alushta Gagra Milan Karlovy Vary London Vienna Berlin Punta Cana Barnaul Riga Odessa Beijing Tallin Venice Sudak Feodosia Yandex, Aug 214; wordstat.yandex.ru 32

Most popular hotel networks Carlson Thousands 1,647 riott Intercontinental Accor 1,15 1,73 1,189 Starwood 824 Hilton Wyndham 525 581 Hyatt Best Western 44 396 Four seasons Fairmont 136 193 Choice hotels 31 Yandex, Aug 214; wordstat.yandex.ru 33

Most popular network hotels Thousands Radisson (Carlson) riott (riott) Holiday Inn (IHG) Ibis (Accor) Sheraton (Starwood) Hilton (Hilton) Ramada (Wyndham) Park Inn (Carlson) Hyatt Best Western (Best Western) Novotel (Accor) Renaissance (riott) Crowne Plaza (IHG) Intercontinental (IHG) Le Meridien (Starwood) Four Seasons (Four Seasons) Doubletree (Hilton) Swissotel (Fairmont) Ritz Carlton (riott) Westin (Starwood) Comfort Inn (Choice Hotels) Waldorf Astoria (Hilton) Country Inn (Carlson) 25 19 1 92 86 64 247 2 198 193 17 494 459 415 44 396 366 34 552 718 67 632 1,171 Yandex, Aug 214; wordstat.yandex.ru 34

Segment dynamics Thousand Impressions 1,8 1,6 1,4 1,2 1, 8 6 4 2 Sep Oct Nov Dec Jan Feb Apr Jun Aug Sep Oct Nov Dec Jan Feb Apr Jun Hotels 4«Hotels 5«Hotels 3«Hotels 2«Thousand Impressions 1, 8, 6, 4, 2, +4% Variation of User Interest +13% -18% +27% Hotels 3* Hotels 5* Hotels 4* Hotels 2* Oct 212 213 Oct 213 214 Wordstat; region: Russia ; Aug 214 35

Segment dynamics: Hotels Impressions 16, 14, 12, 1, 8, 6, 4, 2, Nov 213 Sep Nov 214 riott Hyatt Best Western Hilton Intercontinental Four seasons Accor Wyndham Carlson Fairmont Starwood Yandex, Aug 214; wordstat.yandex.ru 36

Variation of user interest: Hotels Thousand Impressions 9 8 7 6 5 4-22% +5% -26% Oct 212 213 Oct 213 214 3 2 +19% +9% -14% 1 +1% +165% -4% -8% -13% Yandex, Aug 214; wordstat.yandex.ru 37

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