Travel Inspiration from Google Search · Source: Google Search Data, The Netherlands, Wintersport...
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Christel Schoger | Analytical Consultant @ Google Vakantiebeurs 10th January 2018 Travel Inspiration from Google Search
Transcript of Travel Inspiration from Google Search · Source: Google Search Data, The Netherlands, Wintersport...
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Christel Schoger | Analytical Consultant @ GoogleVakantiebeurs 10th January 2018
Travel Inspiration from Google Search
vakantie spanje
spanje all inclusive
rondreis spanje
zomervakantie spanje
spanje reizen
vakantie zuid spanje
zonvakantie spanje
vakantie spanje 2018
weer malaga spanje januari
all in vakantie spanje
OK Google:What do the Dutchhave on their minds?
Source: Google Search Data, The Netherlands, Destination Country: Spain
Source: Google Search Data, Travel Categories, The Netherlands 2015 - 2017
Netherlands
Early Booking Season Last Minute Season (after) ChristmasPeak
Source: Google Search Data, Travel Categories, All Devices vs. Mobile Devices, The Netherlands 2015 - 2017
Early Booking Season Last Minute Season (after) ChristmasPeak
Over ⅓ of Travel Searches comes from Mobile Devices
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Pure DestinationHotelsFlightsPackage VacationHoliday RentalsCampingCity TripsWintersport
Seasonality Scale: Smaller Query Volumes ↔ Larger Query Volumes
Source: Google Search Data, Travel Categories, The Netherlands 2015 - 2017
Travel Seasonality: Learning from the PastNetherlands
On the search for Travel...
+2% YoY
11% Yo2Y
Flights Pure DestinationPackage Vacation
+7%
City TripsHotels
Source: Google Search Data, Travel Categories, The Netherlands 2015 - 2017
+4% YoY
13% Yo2Y
+9% YoY
22% Yo2Y
+1% YoY
4% Yo2Y
+11% YoY
23% Yo2Y
Netherlands
Source: Google Search Data, All Travel Categories, The Netherlands 2017
Destinations outside NL: 49%
Top Destinations outside NL
Destinationswithin NL: 26%
no specified Destination: 25%
Where do you want to go?Netherlands
Source: Google Trends
vakantie spanjeSearch term
Search term
vakantie duitslandSearch term
vakantie italieSearch term
vakantie frankrijk
Where do you want to go?Netherlands
Source: Google Search Data, The Netherlands, Wintersport Category 2017-2018 YTD
In Search for Wintersport
8% of Dutch Wintersporters don’t know where to go yet
Wintersport related queries grew 3% YoY in NL, 12% Yo2Y
Top Wintersport Destinations from NL: 1. Winterberg2. Gerlos3. Saalbach-Hinterglemm4. Soelden5. Serfaus
6. Flachau7. Westendorf8. Kaprun9. Sankt Anton10. St. Martin de Belleville
Source: Google Search Data, The Netherlands, Wintersport Category 2017-2018 YTD
Who will you be skiing with?
Winterberg Gerlos Saalbach-Hinterglemm
On the search for inspiration: Waar...?
On the search for inspiration: Wanneer...?
On the search for inspiration: Mooiste...
“The perfect search engine should understand exactlywhat you mean and give you back exactly what you need.”
Larry Page
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Proprietary + Confidential
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Proprietary + Confidential
Search query
Device
Location
Time
Interests
Demographics Browser
Behavior
Search Network Partner
Audience Segment
Extensions
Operating System
ConversionPath
Device Model
Conversion Rate
Language
Day of week
AI and Machine Learning are great, but we still need to
use our Human Intelligence to decide on where to apply
Be creative, connect the (data) dots
Look ahead! Learn from the past and apply (for) the future
Thank you!
Christel Schoger
Analytical Consultant @ Google
