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Transcript of Google Travel Travel
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Google Confidential and Proprietary 1
Google, the Internet and Travel
Andrew Pozniak – [email protected]
Emerging Europe, Middle East and Africa - Travel
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Google Confidential and Proprietary 2
Agenda
Google presentation and viewpoint
Agency perspective - Traffic Brand (Mandy Schreiber &
Jan Boshoff)
View from the advertiser and panel discussion – Rhino
Africa/Afrika (Ingo Bruggemann and Anton de Wit)
Q & A
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Google Confidential and Proprietary 3
The Internet and Google
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Google Confidential and Proprietary 4
The Internet - the world‟s most visited destination
Asia
650m
Europe
390m
North
America
247m
Central/South
America 174m
Africa
54m
Middle
East 46m
Oceania/
Australasia
21m
Source: Internet World Stats – Dec 08
• User numbers by region
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Google Confidential and Proprietary 5
In this fast growing world our company has a mission…
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Google Confidential and Proprietary 6
We‟ve grown quickly from small beginnings…
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Google Confidential and Proprietary 7
And are becoming a global company
Approximately 20,000 full-time employees worldwide
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Google Confidential and Proprietary 8
We work with the world‟s leading National Tourist Organisations and travel brands
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Google Confidential and Proprietary 9
Travel and Online
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Google Confidential and Proprietary 10
Despite shocks Travel is a robust and resilient industry
Source: UNWTO World Tourism Barometer – Jan 09
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Google Confidential and Proprietary 11
Africa already has a 5% share of international tourist arrivals
Source: UNWTO World Tourism Barometer – Jan 09
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Google Confidential and Proprietary 12
And grew by close to 5% last year
Source: UNWTO World Tourism Barometer – Jan 09
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Google Confidential and Proprietary 13Source: FutureBrand Country Brand Index – Oct 07
As you know, the Internet influences travel decisions more than ever before
Internet,
18%
TV/
Cinema,
13%
Press
article,
10%
Special
package
offer, 7%
Travel
agent, 6%
Other, 8%Other Ads,
3%
Family and
friends,
35%
Ways someone initially becomes
interested in a country
Travel
agent,
12%
Family
and
friends,
8%
Other,
13%
Internet,
67%
Once interested in a country ways
information is found
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Google Confidential and Proprietary 1414Source: PhoCusWright European Online Travel Overview – Nov 08
European leisure/unmanaged business travel market gross bookings € bn
For customers research online….and they book online, in huge volumes
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Google Confidential and Proprietary 15
The challenge for Travel Marketers
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Google Confidential and Proprietary 16
The classic „purchase funnel‟ no longer applies
Awareness
Research
Planning
Purchase
TV
Radio
Brochures
Direct Mail
Simple and rational but…
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Google Confidential and Proprietary 17
Traditional “Analog” New “Digital”
The reality is far more complex…
Awareness Express
intent
Educate and
evaluate
Purchase
Research
Planning
Purchase
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Google Confidential and Proprietary 18
The new marketing - chasing travellers‟ „digital footprints‟
Awareness Express
intent
Educate and
evaluate
Purchase
Research
Planning
Purchase
€‟s
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Google Confidential and Proprietary 19
Case Study – “The Sun Seeker”
First Search
Day 33
FirstChoice
Day 0
Purchase
Cyprus holidays
Holidays in the Sun
HolidayRentals
Palm Beach Hotel
Larnaca Cyprus
Hotels.com
Day 13 Day 21 Day 29
TripAdvisor
TUI
Expedia
First Choice
Holidays in the Sun
Vis
its
Se
arc
he
s
First Choice
TUI
Day 5
TUI
TripAdvisor TUI
Airtours
First Choice
TUI
AirTours
First Choice
Thomas CookTravelRepublic
Europe Holidays
Spain Holidays
Thomas Cook
Cheap Flights Cyprus
Cyprus Holidays
Teletext Holidays
HolidayWatchdog
AirTours
FirstChoice
Olympic Holidays
TUI
Beau Rivage Hotel
Cyprus
Day 8
Cyprus Hotels
ebookers
First Choice
Thomas Cook
Thomson
Holidays
Source: comScore custom analysis- UK Population, Q1 2007. Travel searchers in January time aligned and monitored over 12 week period from first search. Purchases tracked at set of online travel merchants including Ryanair, easyJet and British Airways.
From “Holidays in the Sun” to First Choice
Purchase in 33 days
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Google Confidential and Proprietary
78% travel transactions involve search
days spent searching
13 travel searches before booking
26 travel site visits prior to booking
20
Travelers are heavily engaged in the search process
31
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Google Confidential and Proprietary
And they‟re willing to invest time to save money
34% Say they aren‟t letting the economy impact their travel plans
They will invest more time shopping around for the best deals
SaveMoney
Find CheapFlights
Get the BestDeal
Source: http://www.gallup.com/Home.aspx,Travel Decision-Making Study, Google & M&RR, April 2008, Surprising number of companies
cut travel spending, By Dan Reed, USA TODAY, http://www.usatoday.com/travel/news/2009-02-09-company-travel-spending-cut_N.htm,
Google Follow-up Holiday Shopping Intentions Study, Online Testing Exchange and Google, February 4, 2009
21
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Google Confidential and Proprietary 22
In fact, ongoing travel search growth is strong
2222Source: Google Internal – Estimates based on a sample of available category-related Google data .
2008
2007
2009
+ 22% + 21%
Hotels and
Accommodations
searches on Google DE
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Google Confidential and Proprietary
How Google can help
23
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Google Confidential and Proprietary
What‟s our role in all of this?
24
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Google Confidential and Proprietary 25
Our proposition – to „promote‟ and „engage‟
Capture consumers
throughout the decision cycle
Convert to travellers
with digital content
Promote
Engage
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Google Confidential and Proprietary
PromoteCapture consumers throughout the decision cycle
26
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Google Confidential and Proprietary
Customers tell you what they‟re interested in when they search
27
south africa holidays 2009
Promote
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Google Confidential and Proprietary 2828
„Natural‟
search
results
„AdWords‟
pay only if
user clicks
„AdWords‟
pay only if
user clicks
Search marketing offers reach, targeting and control
Promote
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Google Confidential and Proprietary 2929
Clicking on the Ad takes the customer to the most relevant page of the Advertiser‟s site
Promote
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Google Confidential and Proprietary 30
Google Adwords in more detail
How it works Why it works
• Excellent control
• Highly measurable results
• Completely flexible spend
with no minimum
• Global reach
• Addresses new audiences
at the moments of highest
relevance
• Choose searches
• Choose target
countries
• Set budgets
Customers click on
your ads and connect
with your business
Promote
You create your ads
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Google Confidential and Proprietary 31
Google Adwords allows your marketing to be as flexible as customer demand
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Google Confidential and Proprietary 32
It doesn‟t end with Search. We‟ve also built the world‟s largest online Advertising Network
Text Ads
Display
Ads
Video
Ads
• The Google Content
(Advertising) Network has
• 765bn page views/
month
• 566m unique visitors/
month
• Serves Text, Display and
Video Ads on targeted
publisher sites
• Offers full advertising
flexibility – unlike TV, Print
or Outdoor
• Is fully transparent and
puts the advertiser in
control
Source: ComScore Media Metrix Promote
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Google Confidential and ProprietarySource: Jupiter Research – Nov 08
Display and Search work strongly together
Trip to New Zealand
36% Of consumers turned to search for more information after seeing a display ad 26% Of marketers coordinated display
buys with search marketing
33
Promote
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Google Confidential and Proprietary 34
Major destinations and brands are already using YouTube as a dynamic promotional medium
• YouTube is the world‟s largest
video site and second largest
search engine (after Google)
• Every travel business can create its
own user channel free of charge –
or build a fully branded presence
Promote
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Google Confidential and Proprietary 3535
YouTube search is increasingly similar to Google
Promote
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Google Confidential and Proprietary 36
For many YouTube is TV for the 21st century!
Selected
countries
Unique monthly
visitors (millions)
UK 14.7
Germany 12.9
France 11.4
Spain 11.2
Italy 8.8
Netherlands 5.6
Source: Nielsen – Nov/Dec 08 Promote
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Google Confidential and Proprietary
EngageConvert researchers to travellers with engaging applications and
content
37
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Google Confidential and Proprietary 38
Use Google Maps on your own sites to assist users with navigation and to explore destinations
Engage
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Google Confidential and Proprietary 39
The information available on our Maps is getting richer and richer
Engage
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Google Confidential and Proprietary
You can also publish your content to Google Maps
40
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Google Confidential and Proprietary 41
Use Google Earth to highlight the breadth and depth of your travel product
Engage
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Google Confidential and Proprietary 42
Disney have combined video, photos and 3D models for a completely immersive experience
Engage
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Google Confidential and Proprietary 43
There are many more opportunities to reach the customer too
Engage
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Google Confidential and Proprietary 44
Use Google Sites to build your own online presence
Engage
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Google Confidential and Proprietary 45
In summary
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Google Confidential and Proprietary 46Source: ZenithOptimedia Oct 08
In Western Europe, Internet advertising is expected to account for 15% of spend in 2009
29%
15%
14%
6%
5% 1%
30%
TV
Newspapers
Internet
Magazines
Outdoor
Radio
Cinema
Share of advertising spend by medium
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Google Confidential and Proprietary 47
MassMarketing
We can partner with you to promote your business at scale and with precision
Sca
le
NicheMarketing
Yesterday
Today
Precision
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Google Confidential and Proprietary 48
Don‟t get left behind on the shore…
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Google Confidential and Proprietary 49
Let‟s work together and make the most of the opportunity!
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Google Confidential and Proprietary 50
Thank you!
Andrew Pozniak – [email protected]
Emerging Europe, Middle East and Africa - Travel
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Google Confidential and Proprietary 51
Agenda
Google presentation and viewpoint
Agency perspective - Traffic Brand (Mandy Schreiber &
Jan Boshoff)
View from the advertiser and panel discussion – Rhino
Africa/Afrika (Ingo Bruggemann and Anton de Wit)
Q & A