bing e-travel summit 2014
TRANSCRIPT
e-Travel Summit 2014
Sean O’Connor
8 October 2014
@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
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