ana sipciu - world tourism...
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Confidential + Proprietary
ANA SIPCIU Google România
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Winning the
moments that matter How is mobile changing the customer journey?
Ana Sipciu, Industry Manager, Google Romania
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We do everything on mobile
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A remote control for life
Simple Get stuff done
Personal Info finds you
Fast On the go
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Travel:
a very
fast
growing
mobile
industry
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Travel mobile searches are
increasing across CEE
Category search volume (% of total Travel & Tourism) and year over year dynamics Share of mobile search queries in Travel & Tourism cand year over year dynamics
+83%
YoY
+81%
YoY +105%
YoY
+97%
YoY +80%
YoY
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Incoming travelers represent an
increasing share of tourism Top search interest origins
CZ HU PL RO SK
Source: Google internal sources, Travel and Tourism search queries, 2015
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Percentage of people who
access the internet in
Germany
Source: Consumer Barometer, 2015
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Percentage of people who
use smartphones in Germany
Source: Consumer Barometer, 2015
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Percentage of people using 3
screens in Germany
Source: Consumer Barometer, 2015
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Mobile Creates
Unique Moments for Brands
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A moment we reflexively turn to a device to act
on a need we have in that moment – to learn, discover,
find or buy something.
Intent-rich moment when decisions are being made
and preferences are being shaped.
1.
2.
mi·cro-mo·ment /ˈmīkrō/ /ˈmōmənt/
noun; plural noun: Micro-Moments
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All Digital
moments
38,983 moments
Meet Anna
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All Digital moments
Dating
Black Friday
Pizza
HD TV
Slovenia
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Slovenia
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Anna’s travel research
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Slovenia
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Search
Video
Web
Desktop
Mobile
Desktop
Mobile
Anna’s research platforms
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Slovenia
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Desktop
Mobile
Desktop
Mobile
Search
Video
Web
Mobile Search:
hiking in Slovenia
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OUR BIGGEST OPPORTUNITY
is the
SMALLEST MOMENTS
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Understanding
is what we do.
INTENT
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Intent
+ Context
+ Immediacy = Travel Micro-Moments
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Google is
there
in the
moments
that
matter
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Destinations on Google
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Google Flights
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Google Hotel Search
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Google Hotel Ads
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Google You
Magic
Consumer
Moments
=
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Do you want to be there
when it matters?
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THANK YOU