Harnessing the Digital Revolution with Google

October 4, 2013 James Seidman Google Travel

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Harnessing the Digital Revolution with Google 1 The Digital Revolution & Your Customers 2 Be at the Right Place at the Right Time 3 Improve the Booking Process 4 Manage & Improve Your ROI with Precision

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The Digital Revolution & Your Customers

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The Web is Critical for Travel Inspiration & Planning

Sources of Inspiration
Family, friends or colleagues Internet TV Magazines/Newspapers Informational brochures Books Travel agents Radio Travel groups 800 or toll-free number
9% 9% 8% 4% 39% 30% 25% 17% 62% 61%

Travel Planning Sources

Internet Family, friends, or colleagues Informational brochures TV Magazines/Newspapers Travel agents Books 800 or toll-free number Travel groups Radio 28% 18% 18% 14% 14% 9% 7% 5% 49% 80%

Source: Google Travel Study, May-June 2013, Ipsos MediaCT Base: Personal Quota (n=3500) Q6D: Which of the following sources typically inspire you to start thinking about your personal or leisure trips? (Select ALL that apply); Q7: Which of the following sources do you typically use to plan personal or leisure trips/business trips?

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Leisure & Business Travelers Broadly Use the Web

Top Online Travel Activities

Leisure Travelers
59% 42% 43% 42% 30% 31% 27% Researched an upcoming trip Read reviews from other travelers Researched a destination, ight, hotel or vacation as a result of seeing an online ad Brainstormed or started thinking about a trip Watched a travel video Requested more information related to an upcoming trip Looked at travel content or reviews by friends or family

Business Travelers
67% 55% 54% 48% 47% 45% 39%

Source: Google Travel Study, April-May 2012 and May-June 2013, Ipsos MediaCT Base: Total Respondents N=5,0000 Q4: Which of the following have you done online in the past 6 months? (Select ALL that apply)

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Travelers Lean on Search & Air/Hotel Sites the Most

Online Sources Used in Travel Planning

Leisure Travelers
60% 58% 47% 47% 43% 40%

Business Travelers
Hotel websites Airline websites Search engines OTA Map sites Car rental websites Travel review sites
57% 53% 48% 47% 43% 40% 68%

Search engines Hotel websites Airline websites OTA Map sites Travel review sites
27%

Car rental websites

Source: Google Travel Study, May-June 2013, Ipsos MediaCT Q10:Base: Use Internet to plan trips; Leisure N=2787, Business N=1197 Q10: Which of the following online sources do you typically use to plan personal or leisure trips/business trips? (Select ALL that apply)

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Be at the Right Place at the Right Time

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Win Across Your Customers Key Moments

Stimulus

Zero Moment of Truth

First Moment of Truth

Second Moment of Truth

Ini@al awareness of issue/opportunity

Digital research Making the decision where to book

Booking with the Experiences with the hotel(s) website or sales Future team engagements/ loyalty
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Search: The #1 Source for Leisure Travelers & #3 Source for Business Travelers

Search

Hotel Discovery

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Increase Loyalty & Reach The Ones That Got Away with Remarketing

Step 1
Traveler views a page on your site

Step 2
A tag, or pixel, res to mark users as having visited that page

Step 3
Show customized ads to that user as they browse that Internet

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YouTube is the Top Destination for Travelers to Watch Online Video

85%

Online Sites used to Watch Videos (Leisure and Business Travelers Combined)

54% 44% 36% 35% 33% 22% 16%

YouTube is the only site where business and leisure traveler engagement is equal

13%

11%

10%

8%

5%

Source: Google Travel Study, May-June 2013, Ipsos MediaCT Base: Ever watch online videos (*To allow for comparisons, 2013 rebased to remove those who never watch online videos) Q2: On which of the following websites do you watch videos? (Select ALL that apply) Personal N=3182, Business N=1398

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Capture Bookings by Being Present on All Devices

Among those who use smartphones for travel planning:

book their hotel via smartphone

1 in 4

3 in 4
3 in 4 book elsewhere

book through another source

Source: Google Multiscreen Travel, Google and Ipsos MediaCT, June 2013. (Q12) How did you book your personal travel in the past 6 months? Base: Multiple Device Users Who Used the Device for Travel and Component Included in Trip (oating base)

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Improve the Booking Process

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The Fundamentals: Streamlining the Site Experience

Minimum Clicks to Complete Basic Booking on Fairmont.com

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Reduce the burden to book to increase bookings

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Users are Shifting Toward Smartphones & Tablets

Reported Online Booking, By Device
Computer!
(n=621-4067)"

Smartphone!
(n=366-1752)"

Tablet!
(n=269-1030)"

Air travel Accommodations Car rental Cruise

93%

19%

24%

87%

25%

27%

82%

25%

26%

71%

29%

26%

Source: Google Multiscreen Travel, Google and Ipsos MediaCT, June 2013. (Q12) How did you book your personal travel in the past 6 months? Base: Multiple Device Users Who Used the Device for Travel and Component Included in Trip (oating base)

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Theres a Big Opportunity to Improve Mobile Bookings

100% eCommerce Purchasing Funnels

28% desktop funnels conclude in a completed purchase

3% mobile funnels conclude in a completed purchase

Source: SeeWhy October 2012

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Integrate Google Wallet to Speed Checkout & Build Deeper Customer Relationships

1. Checkout

Returning users skip this step

Authorization

2. Complete Purchase
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Enrich Your Experience by Making It More Personal

Identity

Relationships

Sharing and Recommendations

A Social, Personalized Layer to the Web, & Not Just a Social Network

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Manage ROI with Precision

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Customer Behavior & Our Ability to Assess It Are Becoming More Complex

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Improved Insights Lead to Improved Eectiveness of Marketing, Sales, & Operations

Audience

Referral Sources

Content & Experience

Bookings & Other Purchasing Activity

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Understand the Customer journey with Google Conversion Tracking and/or Google Analytics

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Value Your Channels Appropriately & Invest for Max Success

Use attribution modeling to gure out how much marketing channels are actually worth and invest accordingly.

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Open Q&A

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