Google Travel - TravelNext Congres 2012

Google Confidential and Proprietary 1Google Confidential and Proprietary 1

Making the web work for youTrends from the online world

James van ThielIndustry LeaderGoogle Travel Nederland

Google Confidential and Proprietary 3Google Confidential and Proprietary 3http://www.youtube.com/watch?v=cdgQpa1pUUE


The pace of change is increasing

4

Fixed becoming mobile

Everything and everyone becoming connected E-commerce becoming

commerce

2bn becoming 5bn


Three trends to take under the loop today

The multiscreen world

Social & LocalNew marketing era


Consumers want more information, faster


Google Shopping directly shows the consumer products in a visually attractive way


The knowledge graph provides instant information on places and persons


Google offers consumers Hotelfinder and Flightsearch to facilitate search in Travel


In the increasingly complex purchase funnel it is key to understand your customer

Source: Thomas Cook consumer journey study

83 days prior to purchasing a Travel Product DAY

1

DAY 36


PREDICTIVE ERAConsumer Intent

VALUE LEVERS

PRODUCT ERAAdwords Interface

SCIENCE LEVERS

. .

CONSUMER ERAConsumer journey

VALUE LEVERS


Use available data to understand your customers


Interpret and visualize your own data to help in decision making process






television

computer

phone

online video

tablet


Mobile search volume in Travel category increased from 4% in 2011 to 21% in October 2012

Note: 2012 data until OctoberSource: Google internal data; Travel & Tourism category

100%

20%

15%

10%

5%

0%

10/1/2012

1/1/2012

1/1/2011

MobileDesktop


The device we choose to use at a particular time is often driven by our context:

The goal we want

to accomplish

The amount of time we

have or need Our attitude and state of

mind

Our location

11

Context drives device choice Today consumers own multiple devices and move seamlessly between them throughout the day


Sequential Usage

Moving from one device to another at

different times to accomplish a task

Simultaneous UsageUsing more than one device at the same time

for either a related or an unrelated activity

Multi-tasking - Unrelated activity

Complementary Usage - Related activity

17

There are two modes of multi-screening


Sequential usage of desktop and mobile with Google Chrome to Phone


People search and buy on different devices

Smartphone

UK consumers who researched product via smartphone and purchased it online via computer afterwards

Desktop / tablet

Source : http://www.ourmobileplanet.com

39 %

Such search clicks are not

tracked through to conversion

http://www.ourmobileplanet.com/






The social party is getting bigger and bigger

72

hours of video is uploaded to YouTube every minuteInternal YouTube data 2012 Internal YouTube data 2011

200 million the average number of Tweets people sent per day

Twitter blog June 2011

300 million photos uploaded to Facebook per day

Facebook Newsroom (March 2012)


And, it’s getting shorter 56% of DVR owners fast forward through commercials

Nielsen 2010


Payoff for connecting has never been greater

77% of brand contentis created by consumers

360i 2009

90% trust recommendations from people they know

Nielsen 2009


Social is a core human behavior, not a destination.


What we’ve heard…


Messages are impersonal

Comments are not conversations

Recommendations lack staying power

Marketing is fragmented


How do you cut through and truly connect?


aBuild relationships with the

world’s largest audience.



Search

Video Mobile

Offers Local SiteDisplay

Google+ as a common thread, not another channel


What if you could share the

right content with the

right people?


How was your trip?

My mom The guys My boss

Internal Google Data 2011


Elderly travellers

2860

Engage with your customers in a targeted way

Adventure

travellers

4268

Google Confidential and Proprietary 35Google Confidential and Proprietary 35Problem: Comments are not conversations


What if you could have

real conversations with your customers?


Have real conversations with your target audience


Problem:

Recommendations lack staying power

Problem: Recommendations lack staying power


Recommendations Influence Purchases

71%Say reviews from family members or friends influence purchase decisions

84%

Use online sources when deciding what to buy

Harris Interactive 2010 Google research study 2011


What if we surfaced recommendations

when they mattered most?


Integrate the benefits of social into Google Search

Hotel Amsterdam| HolidayInn.comwww.holidayinn.com/AmsterdamBook your Hotel in Amsterdam! Best Price Guaranteed.

Sandra Robles, Kari Clark, Daniel Friedman and 31 other people +1’d this


Google Now gets you just the right information at just the right time


in the past few thousand years, the way we pay has changed just three times – from coins, to paper, to plastic cards.

now we’re on the brink of the next big shift…


59% of consumers used their mobiles for holiday shopping last year

70% use a smartphone while shopping in-store

Mobile is already an everyday part of the shopping experience for consumers

Sources. Google/Ipsos OTX MediaCT Holiday Shopping Survey, April 2011


Google’s vision is to help consumers at the key shopping touch points

save: offers and offer ads

locate: maps & local ads

loyalty: Google wallet

pay: Google wallet

research: search


The mobile era is NOW, who knows what the future will bring…

Google Confidential and Proprietary 47Google Confidential and Proprietary 47http://www.youtube.com/watch?v=F_DsUl_vqvo


How you can make the web work for you

Make betterdecisions

Be where your customers are

Simplify with technology

and test