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As Google continues to make inroads in the travel space, we will discuss what travel marketers need to keep in mind when creating their strategic marketing plans to ensure that they are well represented in both search engine results, as well as the content that increasingly permeates the online travel planning process.
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GOOGLE’S ADVANCE INTO TRAVEL & WHAT IT MEANS TO TOURISM INDUSTRY MARKETERS September 5, 2013
MMGY GLOBAL �
IT’S ALL ABOUT YOU
SMARTPHONE
Portrait of American Travelers 2012 – MMGY Global/Harrison Group
OWNERSHIP
23 32
54
2010 2011 2012
Own a Smartphone 2012 Smartphone Ownership
Generationally
Millennial 18-33 66%
Gen X 34-47 61%
Boomer 48-66 43%
Matures 67+ 23%
TABLET OWNERSHIP
Portrait of American Travelers 2012 – MMGY Global/Harrison Group
7
27
2011 2012
2012 Tablet Ownership Generationally
Millennial 18-33 28%
Gen X 34-47 32%
Boomer 48-66 23%
Matures 67+ 20%
Own a Tablet
GOOGLE’S ADVANCE �INTO TRAVEL
MAPS/STREETVIEW
ITA/FLIGHT SEARCH
HOTEL FINDER
CONTENT &
REVIEWS
TAXI & NAV
GLASS
GOOGLE’S ADVANCE �INTO TRAVEL
MAPS/STREETVIEW
2005-‐2007
GOOGLE MAPS & �STREETVIEW
! LAUNCHED IN 2005 & 2007, RESPECTIVELY
! POWERS MANY TRAVEL INTEGRATIONS, INCLUDING EXPEDIA AND ORBITZ
! LARGELY WITHOUT MEANINGFUL COMPETITOR IN THE US
GOOGLE’S ADVANCE �INTO TRAVEL
ITA/FLIGHT SEARCH
2011
ITA ACQUISITION �& FLIGHT SEARCH
! ACQUIRED ITA IN APRIL 2011
! LAUNCHED FLIGHT SEARCH IN SEP 2011
! DIRECT SUPLIER LINKS BRING OTA PARTNERSHIPS INTO QUESTION
GOOGLE’S ADVANCE �INTO TRAVEL
HOTEL FINDER
2011
DATA CONSISTENCY ?
HOTEL �FINDER
! LAUNCHED IN AUGUST 2011 FOR DESKTOP, IN JULY 2013 FOR MOBILE
! SERVED IN ORGANIC SEARCH RESULTS
! CONCERNS OVER DATA SOURCES FOR HOTELIERS
GOOGLE’S ADVANCE �INTO TRAVEL
CONTENT &
REVIEWS
2011-‐2012
THE RACE TO�ACQUIRE CONTENT
CONTENT �IS KING
GOOGLE’S ADVANCE �INTO TRAVEL
TAXI & NAV
2013
WAZE, UBER &�NAVIGATION
• NEARLY $10 BILLION INDUSTRY
• ENORMOUS ADVERTISING POTENTIAL
• LOCATION-‐AWARE TECHNOLOGY
GOOGLE’S ADVANCE �INTO TRAVEL
GLASS
2013-‐2014
GOOGLE �
! CURRENTLY BETA THROUGH EXPLORER PROGRAM
! PUBLICLY AVAILABLE IN 2014
! VOICE CONTROL AND AUGMENTED REALITY
! ADVERTISING OPPS TBD
GLASS
