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An overview of the recent explosion in the Russian search market in the travel industry. Focused on car rental, flights and hotels.
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Travel Sector Update Search
November 2011
Brand interest dynamics and competitor analysis
Brand rankings in travel segment
3 Based on wordstat.yandex.ru for the previous 30 days on 25.10.2011
0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000
HotelsCombined.com Aviakassa.ru E-Tickets.ru Ostrovok.ru Aviacassa.ru
Jizo.ru KAYAK
Hotels.ru HRS.com
TripAdvisor.com Ozon.travel.ru
Agoda.com Momondo.com
Travel.ru Expedia.com
DAVS.ru Anywayanyday.com
Skyscanner.ru Booking.com Tophotels.ru
*Sites specialising in Car rental only not included
Brand user interest dynamics
Based on wordstat.yandex.ru 4
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Brand Search Query Volume) KAYAK
Agoda.com
TripAdvisor.com
Ozon.travel.ru
HRS.com
Hotels.ru
Ostrovok.ru
Jizo.ru
E-Tickets.ru
Aviacassa.ru
Aviakassa.ru
Travel Segment Trends
User interest dynamics in Car Rental
Interest in Car rentals grows from December till July and drops from August till November.
6 Based on wordstat.yandex.ru
0
50,000
100,000
150,000
200,000
250,000
300,000
Search query volume in Car Rental
0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000
H1 2011
H1 2010
H1 2010 to H1 2011 interest volume rates in Car rentals
7
Interest in Car rentals has grown by 31% over the year.
Based on wordstat.yandex.ru
Yearly growth 31%
Audience geo-location
Search queries on Car rentals occur in Moscow and St.Petersburg for most part.
Based on wordstat.yandex.ru for the previous 30 days on 25.10.2011 8
0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000
Kazan'
Chelyabinsk
Krasnoyarsk
Ufa
Perm'
Minsk
Krasnodar
Rostov-na-Donu
Samara
Novosibirsk
Nizhniy Novgorod
Kiev
Yekaterinburg
St. Petersburg
Moscow
TOP-15 cities
Car rental query proportion by city* * the number of impressions to a certain query in a region divided by the number of all displays to all queries in this region. Regional popularity of 100% for a word or phrase means that this word or phrase does not receive any special attention in this region. Regional popularity over 100% means that this word or phrase attracts more audience attention in this region. Regional popularity less than 100% signifies low interest. Statistical connoisseurs may appreciate to learn that «regional popularity» is the same as affinity index.
The greatest proportion of Car rental queries is in Israel, USA, Germany and Moscow region.
9 Based on wordstat.yandex.ru over last 30 days on 25.10.2011
0% 100% 200% 300% 400% 500% 600%
Reutov
Vidnoe
St. Petersburg
Lubertsi
Khimki
Gelendgik
Zelenograd
Gatchina
Haifa
Troitsk
Jerusalem
Boston
Munich
Washington
Tel Aviv
TOP-15 cities
User interest dynamics in Deals&Vacations
Interest in Deals&Vacations grows from January till June and in October-November and drops from July till September and in December.
10 Based on wordstat.yandex.ru
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
Search query volume in Deals&Vacations
0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000 70,000,000
H1 2011
H1 2010
H1 2010 to H1 2011 interest volume rates in Deals&Vacations
11
Interest in Deals&Vacations has grown by 38% over the year.
Based on wordstat.yandex.ru
Yearly growth 38%
Audience geo-location
Search queries on Deals&Vacations occur in Moscow and St.Petersburg for most part.
Based on wordstat.yandex.ru for the previous 30 days on 25.10.2011 12
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000
Kazan'
Voronezh
Krasnoyarsk
Ufa
Chelyabinsk
Perm'
Krasnodar
Samara
Novosibirsk
Kiev
Rostov-na-Donu
Nizhniy Novgorod
Yekaterinburg
St. Petersburg
Moscow
TOP-15 cities
Deals&Vacations query proportion by city *
* the number of impressions to a certain query in a region divided by the number of all displays to all queries in this region. Regional popularity of 100% for a word or phrase means that this word or phrase does not receive any special attention in this region. Regional popularity over 100% means that this word or phrase attracts more audience attention in this region. Regional popularity less than 100% signifies low interest. Statistical connoisseurs may appreciate to learn that «regional popularity» is the same as affinity index.
The greatest proportion of Deals&Vacations queries is in Moscow region.
13 Based on wordstat.yandex.ru for the previous 30 days on 25.10.2011
0% 50% 100% 150% 200% 250%
Vyborg
Krasnogorsk
St. Petersburg
Dmitrov
Pushkino
Korolyov
Balashiha
Reutov
Podol'sk
Petropavlovsk-Kamchatskiy
Mitishi
Pavlovskiy Posad
Pushino
Dubna
Chernogolovka
TOP-15 cities
Dynamics of users’ interest in Flights
Interest in Flights grows from March till June and falls down from July till September.
14 Based on wordstat.yandex.ru
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
Statistics of search queries about Flights
0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000
H1 2011
H1 2010
H1 2010 to H1 2011 interest volume rates in Flights
15
Interest in Flights has grown by 30% during the year.
Based on wordstat.yandex.ru
Year’s growth 30%
Where does the audience live?
The most part of search queries about Flights is the share of Moscow and St.Petersburg.
Based on wordstat.yandex.ru for the previous 30 days on 25.10.2011 16
0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000
Khabarovsk
Irkutsk
Perm
Chelyabinsk
Ufa
Samara
Krasnoyarsk
Nizhniy Novgorod
Kiev
Rostov-na-Donu
Krasnodar
Novosibirsk
Ekaterinburg
St. Petersburg
Moscow
TOP-15 cities
Flights query proportion by city * * the number of impressions to a certain query in a region divided by the number of all displays to all queries in this region. Regional popularity of 100% for a word or phrase means that this word or phrase does not receive any special attention in this region. Regional popularity over 100% means that this word or phrase attracts more audience attention in this region. Regional popularity less than 100% signifies low interest. Statistical connoisseurs may appreciate to learn that «regional popularity» is the same as affinity index.
The greatest proportion of Flight queries is in Far East, Ural and South regions in Russia.
17 Based on wordstat.yandex.ru for the previous 30 days on 25.10.2011
0% 100% 200% 300% 400% 500% 600% 700%
Troitsk
Odintsovo
Nizhnevartovsk
Yuzhno-Sakhalinsk
Khabarovsk
Anapa
Salekhard
Beer-Sheva
Yakutsk
Sochi
Gelendzhik
Magadan
Anadyr
Petropavlovsk-Kamchatsky
Norilsk
TOP-15 cities
Dynamics of users’ interest in Hotels
Interest in Hotels grows from January till June and falls down from July till December.
18 Based on wordstat.yandex.ru
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
Statistics of search queries about Hotels
0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000 40,000,000 45,000,000 50,000,000
H1 2011
H1 2010
H1 2010 to H1 2011 interest volume rates in Hotels
19
Interest in Hotels has grown by 36% during the year.
Based on wordstat.yandex.ru
Year’s growth 36%
Where does the audience live?
The most part of search queries about Hotels is the share of Moscow and St.Petersburg.
Based on wordstat.yandex.ru for the previous 30 days on 25.10.2011 20
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000
Volgograd
Kazan'
Ufa
Perm'
Krasnoyarsk
Chelyabinsk
Krasnodar
Samara
Kiev
Novosibirsk
Rostov-na-Donu
Nizhniy Novgorod
Yekaterinburg
St. Petersburg
Moscow
TOP-15 cities
Hotels query proportion by city * * the number of impressions to a certain query in a region divided by the number of all displays to all queries in this region. Regional popularity of 100% for a word or phrase means that this word or phrase does not receive any special attention in this region. Regional popularity over 100% means that this word or phrase attracts more audience attention in this region. Regional popularity less than 100% signifies low interest. Statistical connoisseurs may appreciate to learn that «regional popularity» is the same as affinity index.
The greatest proportion of Hotel queries is in Moscow and the Far East region in Russia.
21 Based on wordstat.yandex.ru for the previous 30 days on 25.10.2011
0% 50% 100% 150% 200% 250%
Dubna
Gatchina
Elektrostal'
St. Petersburg
Washington
Sochi
Vyborg
Mitishi
Noginsk
Dmitrov
Gelendgik
Stupino
Chernogolovka
Pavlovskiy Posad
Petropavlovsk-Kamchatskiy
TOP-15 cities
Segment Capacity
23
Impressions volume by categories
Category volume is approximately 114 000 000 impressions per month.
Monthly forecast (incl. Yandex Advertising Network and Additional relevant keywords) based on 25.10.2011 data over the previous 30 days
1,565,970
51,661,740
25,298,900
35,538,870
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
Cars Deals&Vacations Flights Hotels
24
Click volume by categories
Category volume is approximately 1 180 000 clicks per month.
Monthly forecast (incl. Yandex Advertising Network and Additional relevant keywords) based on 25.10.2011 data over the previous 30 days
29,107
499,281 500,288
151,411
0
100,000
200,000
300,000
400,000
500,000
600,000
Cars Deals&Vacations Flights Hotels
Preston Carey Director, Business Development [email protected] +1 857.288.8762 @prestoncarey
Thank You!