Reach Winter Vacationers with Bing Ads Travel Insights

Reach new heights this winter travel seasonInsights to get your travelerson their way

“Two roads

diverged in a

wood and I –

I took the

one less

traveled by.”

- Robert Frost

Source: eMarketer, US Digital Travel Sales 2014 Complete Forecast 2014

52%Percentage of internet users projected to book travel via digital channels in 2014

$145BDigital travel sales in 2014

4-5.5% Projected sales growth between 2014 and 2018

2014-2018

2014-2018

37% Mobile’s projected share of digital sales by 2018

$26BTravel mobile digital sales in 2014

60% Sales growth since 2013

Source: eMarketer, US Digital Travel Sales 2014 Complete Forecast 2014

Source: eMarketer. Online resources used to according to

US Holiday and Winter Travelers Nov 2013

PC is currently the main deviceused to research and book winter travel

3%

4%

27%

5%

9%

43%

6%

10%

42%

Tablet

Mobile

Computer

Devices used to plan and book travel

according to US Holiday and Winter

Travelers, by Stage, Nov 2013

Helped me learn more

Provided info to help me decide

Prompted me to book

% of respondents

The percentage of mobile device users who booked travel on their device continues to grow

Note: ages 18+; mobile device users who booked travel via mobile device at least once during the

calendar year. Source: eMarketer. Online resources used to according to US Holiday and Winter

Travelers Nov 2013

15.6

20.9

25.9

31.2

37.2

43.4

49.4

12.1

19.3

24.9

30.7

36.7

42.9

48

2012 2013 2014 2015 2016 2017 2018

US mobile travel bookers, by device,

2012-2018

Smartphone travel bookers Tablet travel bookers

Millions of travel bookers

Source: eMarketer. The US Travel Industry

Digital Ad spend forecast and trends 2014

In 2014, direct response campaigns are projected to make up 74% of digital advertising spend

Direct Response$3.07B (74%)

Branding$1.08B (26%)

Total = $4.15B

Note: includes advertising that appears on desktop and laptop

computers as well as mobile phones and tablets, and includes all the

various formats of advertising on those platforms

Source: Yahoo and IPSOS OTX Media CT, “Holiday & Winter Travel”, Dec 2013. *: % of respondents.

55%* use search engines

44%use online travel agencies

44%use hotel websites

37%use other websites

Source: eMarketer. The US Travel Industry Digital

Ad spend forecast and trends 2014

Travel & leisure industry cost-per-clicks have trended up but engagement is high

Travel click-through-rates remained the highest among US industries.

U.S. paid search click-through-rate, by industry, Q4 2012 – Q4 2013

Cost-per-click trended up due to the competitive nature of the business.

U.S. paid search cost-per-click, by industry, Q4 2012 – Q4 2013

“The travel industry’s heavy investment in

search – and the increasing competition

from other category advertisers such as

metasearch websites like Kayak and hotel and

airline suppliers, is increasing cost-per-click.”

- eMarketer

Source: Mobile Travel Sales in U.S. Forecast to Reach One Third of All Digital Sales by 2017, Skift, May 23, 2014

Travelers tend to embrace or escape winter

Source: HomeAway. January top destinations,

“Winter Embracer” vacationsWhistler, BC, Canada

Bretton Woods, New Hampshire

Aspen, Colorado

Manchester, Vermont

Taos, New Mexico

“Winter Escaper” vacationsBelizeCosta RicoHawaiiNew ZealandTahiti

Source: SOJERN 2014

Thanksgiving and Christmas holidays consistently boast the highest

days of air travel

1. New York 2. Chicago 3. San Francisco 4. Los Angeles 5. Denver

Leisure trumps business travel in the winter season

Men and women made up an

equal percentage of travelers

for the first time at the end of

2013.

More families are traveling

during winter season than any

other time.

Source: SOJERN 2014

75%

25%Leisure

travel

Business

travel

However, groups

and leisure travel

increase during the

holiday season

Source: SOJERN 2014

72%

20%

8%

Solo

traveler

Pair of

travelers

51% of winter travel bookings occurred 30 days in advance and holiday-

goers are staying longer at their destinations than other travel seasons.

Source: SOJERN 2014

Flight booking lead time in days

Most travelers book 30+ days in advance

0 1-2 3-7 8-14 15-21 22-30 31+

Source: SOJERN 2014

29% of hotel bookings

happened the same day

Only 12% of travelers booked their hotel 30 days or more in advance

The Yahoo Bing Network marketplace

16M

Total travel searchers

Total travel searches

of all travel paid clicks

24M

124M

34%

Travel searchers not reached on Google

Source: comScore qSearch (custom), US, March 2014; industry categories based on comScore classifications.

Source: Microsoft internal data




Drive even better performance with Ad Extensions

Sitelink Extensions

Improve click-

through rate (CTR)

and conversions

by providing

direct access to

site content and

purchase pages.

13%

lift in click-through-rates

Location Extensions

Drive more in-

store conversions

with store

locator, click-to-

call, merchant

ratings, and click-

to-direction.

20%

lift in click-through-rates

Call Extensions

Connect

customers

quickly to your

direct sales

teams with tap

to call.

10%


Online travel agents followed total digital travel trends across PC& Tablet


The Yahoo Bing Network audience behaviors

Compared to Google,the Yahoo Bing Network audience is

10% more likely to have

spent $5,000 to $7,499 online on travel in the last 6 months

Our audience has a higher propensity to spend on travel online

Pack your bags

Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication. November data

was used to reflect the winter season.

Compared to Google,the Yahoo Bing Network audience is

11% more likely to

have bought a cruise online in the last6 months

Our audience has ahigher propensity tobuy a “winter escape”

Sail away

Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication. November data was used to reflect the winter season.

Compared to Google,the Yahoo Bing Network audience is more likely to have used a browser on their mobile device to access travel.

Our audience has ahigher propensity touse mobile for travel

Let’s go

Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication.

November data was used to reflect the winter season.

Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication. November data was used to

reflect the winter season.

Compared to Google, the Yahoo Bing Network audience is more likely to:

˗ Have bought any travel related product online in the last6 months

˗ Have bought airline tickets/reservationsonline in the last6 months

Buying travel online

Our audience is vacationing around the world Compared to Google, the Yahoo Bing Network audience:

˗ 26% more likely to have

vacationed in Australia/New Zealand in the last 12 months


vacationed in the Caribbean Islands in the last12 months



And at a destination near youCompared to Google, the Yahoo Bing Network audience:


vacationed in New England in the last 12 months


vacationed in San Diego in the last 12 months





(Domestic)

˗ 16% more likely to

have flown American in the last 12 months.


have JetBlue in thelast 12 months

Connect to these customers with the airlines they use most

(International)


have flown Japan (JAL)in the last 3 years


have flown Air France in the last 3 years

Compared to the Google, the Yahoo Bing Network Audience is:



Get them moving in a rental carCompared to Google, the Yahoo Bing Network Audience is:


rented from Thrifty in the last 12 months


rented from Value in the last 12 months

Compared to Google, the Yahoo Bing Network Audience is:

˗ 18% more likely to have gone

on a cruise for vacation in thelast 12 months

˗ 16% more likely to have gone skiing

for vacation in the last 12 months

˗ 13% more likely to have gone to a

resort/spa for vacation in the last12 months

Our users enjoy various activities on their vacations



Help your ads cruise with ad copy research

Air

Airfa

res

Airlin

e B

rand

Airlin

es

Bo

ok

Call

to A

ctio

n

City

Deals

Dest

inatio

ns

Dis

count

Fare

s

Find

Flig

hts

Fly

Guara

nte

ed

Hug

e/B

ig

Low

est

No

nst

op

No

w

Off

ers

Off

icia

l Site

Onlin

e

Price

s

Save

Tic

kets

To

day

Tra

dem

ark

Tra

vel

Web

site

Yo

ur

Air

Airfares

Airline Brand

Airlines

Area

Book

Call to Action

City

Deals

Discount

Fares

Find

Flights

Fly

Lowest

Nonstop

Official Site

Online

Save

Tickets

Trademark

Travel

Website

In this example, a travel ad with “airlines” in the title and “deals” in the description has high ad quality.

Great Good Insufficient dataPoor

Ad description

Ad titl

e

Ad description

Ad titl

e


Ad performance heatmap

General travel

Top word combos

PC/Tablet Mobile

Title Description

Rentals Superlative

Vacations Superlative

Rentals Vacations

Vacations

Dynamic Keyword

Insertion (DKI)

Vacations Vacations

Title Description

Vacations

Dynamic Keyword

Insertion (DKI)

Hotels Last minute

Discounts/deals Flights

Discounts/deals Airfares

Rentals Save/savings



Ad titl

e

Ad description

Airlines and flights

Top word combos

Title Description

Hotels Online

Online Hotels

Online Travel

Price/pricing Tickets

Compare Airlines

Title Description

Travel Travel

Discounts/deals Last minute

Discounts/deals Destination

Airlines Destination

Airfares Business

PC/Tablet Mobile



Ad titl

e

Ad description

Car rental

Top word combos

PC/Tablet Mobile

Title Description

Superlative Superlative

Last minute Discounts/deals

Superlative Rentals

Last minute Price/pricing

Last minute Save/savings

Title Description

Destination Discounts/deals

Destination Cars

Destination Destination

Destination Rentals

Cars Destination

Ad performance heatmapAd description


Ad titl

e

Hotels

Top word combos

PC/Tablet Mobile

Title Description

Discounts/deals Exclusive

Accommodations Travel

Accommodations Save/savings

Accommodations Compare

Accommodations Cheap/affordable

Title Description

Discounts/deals Exclusive

Official site Guaranteed

Call to action Superlative

Cheap/affordable Exclusive

Quality Discounts/deals

Ad performance heatmapAd description


Ad titl

e

Cruise ships

Top word combos

PC/Tablet Mobile

Title Description

Last minute % off

Last minute Holidays

Save/savings Official site

Cheap/affordable Vacations

Online Discounts/deals

Title Description

Discounts/deals Destination

Discounts/deals Cars

Type Discounts/deals

Cruises Last minute

Discounts/deals % off

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The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on

the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.