bing e-travel summit 2014

e-Travel Summit 2014

Sean O’Connor

8 October 2014

seanocon@microsoft.com

@seanbrendan

@bingads

slideshare.net/bingads

Reach new heights this winter travel seasonInsights to get your travelerson their way

According to eMarketer, Holland is a mature market for online travel compared to UK growth of 12% this year.

European market is growing steadily with a predicted 41M overseas holidays by 2018, up from 36 in 2013.

1. Source: Mintel Annual UK Holiday Review 2014, as reported by Travel Weekly: http://bit.ly/1f8fkFG

In UK, travellers are spending more on individual holidays and are booking multiple holidays.

2 Mintel Annual UK Holiday Review 2014, as reported by Travel Weekly: http://bit.ly/1f8fkFG

47% spent £1,000

19% spent £2,000

Search engines remain the top choice for research & planning 55% use search

Source: Yahoo and IPSOS OTX Media CT, “Holiday & Winter Travel”, Dec 2013. *: % of respondents.

A growing unique audience of over 100 million searchers in Europe

Travel bookings for Europe continue to show peaks in January and Summer months

Source: Internal analysis based on performance of top queries on Yahoo and Bing Sites for European markets

While volume is up drastically –over 40% for key sub verticals

Source: Internal analysis based on performance of top queries on Yahoo and Bing Sites for European markets

“Our battered suitcases were piled on the

sidewalk again; we had longer ways to go.

But no matter, the road is life.” – Jack Kerouac

Leisure

travel

Business

travel

51% of winter travel bookings occurred 30 days in advance.

Holiday packages 56 days in advance.

0 1-2 3-7 8-14 15-21 22-30 31+

Flight booking lead time in days

Sources: SOJERN 2014 and frankwatching.com

Leisure

travel

Business

travel

29% of hotel bookings happened the same day and only 12% more than 30 days ahead.

Sources: SOJERN 2014 and frankwatching.com

Leisure trumps business travel in the winter season

Source: SOJERN 2014

75%

25%Leisure

travel

Business

travel

Most travelers are going solo

Source: SOJERN 2014

Leisure

travel

Business

travel

72%

20%

8%

Solo

traveler

Pair of

travelers

Some embrace the top winter ski holiday destinations

Source: SOJERN 2014

Leisure

travel

Business

travel

Alpe d’Huez, France

Val d’Isere, France

St Anton, Austria

St Moritz, Switzerland

Seiser Alm, Italy

Others seek the Winter Sun

Source: SOJERN 2014

Leisure

travel

Business

travel

Canary IslandsMoroccoSicilyThailandSouth Africa

City break destinations are also on the rise

Leisure

travel

Business

travel

ParisLondonBerlinBarcelonaNew York

“In the 2020s, each of us will have an

individual ‘e-agent’ that goes

everywhere with us, inside a watch or a

small piece of jewelry.”

-Daniel Burrus, Technotrends.

Soruce: skyscanner2024 report

Cortana is your personal digital assistant

“What’s the weather like in Rome?”

“how about in Innsbruck?”

“remind me to ask Liz about a holiday there.”

“how long will it take to get there?”

“how far is the airport?”

“when I get to the airport remind me to buy a gift for Rory”

9 out of 10 use mobile to plan, Research or book

Source: Microsoft internal data

62%use search engines to inspire their holiday

plans

45%search flights and

hotels on their mobile phone

44% compare prices and holiday packages

28%book flights

33%book hotels

According to eMarketer, 22% of worldwide travel transactions are via a smartphone

Optimized mobile site

Online reviews Being listed in top results

Access to maps/driving directions

40%

19%

10% 10%

Travelers expect mobile optimized sites and apps

Source 1. xAd/Telemetrics Mobile Path to Purchase Study (Apr 2013) – UK edition

Lodging Continues to be strong on Mobile, but Holiday and Flights are growing quicker

Source: Microsoft internal data for European Markets

Microsoft Confidential

Mobile ad copy should focus on timing, price and proximity to drive CTR efficiency PC/Tablet Mobile

Title Description

Rentals Superlative

Vacations Superlative

Rentals Vacations

Vacations

Dynamic Keyword

Insertion (DKI)

Vacations Vacations

Title Description

Vacations

Dynamic Keyword

Insertion (DKI)

Hotels Last minute

Discounts/deals Flights

Discounts/deals Airfares

Rentals Save/savings

Ad Extensions drive significant performance increases and can be combined

Location Extensions Sitelink Extensions Call Extensions

22%

CTR lift

10%

CTR lift CTR lift

20%

“Two roads diverged in a

wood and I – I took the

one less traveled by.”

- Robert Frost

Already advertising onGoogle AdWords?

It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few clicks.

Connect with a Search

Specialist who can help

you get started today

0800 633 5915

@bingads

linkedIn.com/company/bing-ads

facebook.com/bingads

blog.bingads.com

instagram.com/bingads

slideshare.net/bingads

youtube.com/bingads

Follow us LearnEngage