Hotel Market Insights 4th February 2011

Get Ready for the Champions League Final Travel Stephen Cunningham

Industry Insights

Industry Analyst AdWords TravelStephen Team Cunningham Industry Analyst AdWords Travel Team

Source: Google Internal Data

Google Confidential and Proprietary

Executive Summary • Historically, large spikes in traffic around Champions League Semi Finals for flights and hotels in the city hosting the Final • 3 English Teams and 3 Spanish Teams in running for the Final • Traffic will spike in either UK, or Spain, or both. Possibly in Ireland • 2011 Final hosted in Wembley, London – Unique opportunity for Flights, Accommodation, Bus & Rail, and possibly Ferries (Irish Fans) • Search Opportunity: Customise Creatives, Increase CPCs and Budgets

• GDN Opportunity: Contextual and Category Targeted Display Ads and YouTube Videos Google Confidential and Proprietary

2

Contents

1

Historical Trends

2

Search Network Opportunity

3

GDN Opportunity

4

Timeline

Google Confidential and Proprietary

Historical Trends

Source: Google Internal Data

Google Confidential and Proprietary

2006-2007 Final: 23rd of May: Athens, Greece 1200.0% UK Queries

UK

IT Queries 1000.0%

IE Queries

Travel Queries for Greece & Athens jumped

Semi Finals 24th April – 2nd of May

1100%

over after the 2007 Semi-Final

800.0%

600.0%

Irish Travel Queries for Greece & Athens jumped

400.0%

over 200.0%

800% at the same time

0.0% 26 Feb

05 Mar

12 Mar

19 Mar

26 Mar

02 Apr

09 Apr

16 Apr

23 Apr

30 Apr

07 May

14 May

21 May

28 May

Travel Queries in Italy for Greece & Athens jumped over

700% at the same time

Note: Both Italian and English Queries used for Italian market analysis

Source: Google Internal Data

Google Confidential and Proprietary

2007-2008 Final: 21st of May: Moscow, Russia 700% UK Queries

UK Travel Queries for Moscow & Russia jumped

600% IE Queries 500%

Semi Finals 22nd – 30th of April

over

500% after the 2007 Semi-Final

400%

Irish Travel Queries for Moscow & Russia jumped

300%

over

200%

250% at the same time

Drop in Volume on previous year down to distance to travel to Russia

100%

0% 31 Mar

Source: Google Internal Data

07 Apr

14 Apr

21 Apr

28 Apr

05 May

12 May

19 May

26 May

Google Confidential and Proprietary

2008-2009 Final: 27th of May: Rome, Italy 300% UK Queries IE Queries 250%

ES Queries

UK Semi Finals 28th April – 6th May

200%

Travel Queries for Rome & Italy jumped over

150% after the 2007 Semi-Final – Down on expected figures. See press snippets below

150%

100%

Irish Travel Queries for Rome & Italy jumped over

50%

50% at the same time

0% 30 Mar

06 Apr

13 Apr

20 Apr

27 Apr

04 May

11 May

18 May

25 May

Note: Both Spanish and English Queries used for Spanish market analysis

Source: Google Internal Data , www.telegraph.co.uk, www.guardian.co.uk

Google Confidential and Proprietary

2009-2010 Final: 22nd of May: Madrid, Spain

No English teams in the final…. no traffic….

Source: Google Internal Data

Google Confidential and Proprietary

Search Network Opportunity

Source: Google Internal Data

Google Confidential and Proprietary

2010-2011 Final: 28th of May: Wembley, London

•English Team guaranteed to be in Semi-Finals •Likely to have a Spanish Team in the other Semi Final •Final is in Wembley – if Manchester Utd. qualify, expect a surge in interest in flights, rail, bus and accommodation from Manchester and Ireland

•London is closer than any previous location – expect a higher number of travelling fans Source: Google Internal Data

Google Confidential and Proprietary

Customise Ad Text and Bid For Top Positions

•Customise messaging in lead up to Semi Finals

•Bid aggressively to target the highest positions on Search

CPCs

2009 - Rome $1.60

2008 - Moscow

•CPCs grew by over 40%

$1.40

~40%

$1.20 $1.00 $0.80

Semi Finals and Final

for “Rome” queries in 2009 and slightly less for “Moscow” queries in 2008

$0.60 $0.40

•Open budgets to capture the opportunity in a very

$0.20 $0.00 30 Mar

06 Apr

Source: Google Internal Data

13 Apr

20 Apr

27 Apr 04 May 11 May 18 May 25 May

short window Google Confidential and Proprietary

Google Display Network Opportunity

Source: Google Internal Data

Google Confidential and Proprietary

Target Users Interested in Football

Champions League Final? Cheap Flights Direct to London From Only £39 Return!

Book Now! www.yoursite.com

Target Team Sites & Blogs, General Football Blogs, Football News Sites etc…

Source: Google Internal Data

Use Google Display Ad Builder to generate eye-catching Display Ads to boost Click-Through Rates

Google Confidential and Proprietary

Target Users Interested in Football

Champions League Final? Cheap Flights Direct to London From Only £39 Return!

Your ad

here

Book Now! www.yoursite.com

Use Google AdPlanner to identify placements for Targeted Creatives

Source: Google Internal Data

Use the Contextual Targeting Tool to identify themes quickly and easily

Google Confidential and Proprietary

Target Team Specific YouTube Videos Champions League Final? Cheap Flights Direct to London From Only £39 Return!

Book Now! www.yoursite.com

High Reach: YouTube reaches 48.2% of Men 18-34.

Source: Google Internal Data

Targeted: YouTube visitors are 21% more likely to be Men 18-34 than the average Internet user.

•Engaged: Men 18-24 spend 23.5 minutes on YouTube everyday

Google Confidential and Proprietary

Timeline

Source: Google Internal Data

Google Confidential and Proprietary

Timing is key – be prepared Mon 4 April

Wed

Thur

Fri

Sat

Sun

7 April

8 April

9 April

10 April

14 April

15 April

16 April

17 April

5 April

6 April

Quarter Finals 1 & 4, 1st Legs

Quarter Finals 2 & 3, 1st Legs

12 April

13 April

Quarter Finals 1 & 4, 2nd Legs

Quarter Finals 2 & 3, 2nd Legs

18 April

19 April

20 April

21 April

22 April

23 April

24 April

25 April

26 April

27 April

28 April

29 April

30 April

1 May

Semi Final 1, 1st Leg

Semi Final 2, 1st Leg

3 May

4 May

5 May

6 May

7 May

8 May

Semi Final 2, 2nd Leg

Semi Final 1, 2nd Leg

10 May

11 May

12 May

13 May

14 May

15 May

11 April

Peak Traffic

Tues

2 May 9 May

Quarter Finals – Monitor results for English Teams

Final is on 28th of May

Prepare Search Creatives and GDN Campaigns Activate GDN Campaigns & Monitor Search CPCs Semi Finals – Monitor results for English Teams Monitor Avg. Position, Impression Share, CPCs and Budgets Source: Google Internal Data

Google Confidential and Proprietary

Appendix

Source: Google Internal Data

Google Confidential and Proprietary

Keywords Used in Analyses Moscow Rome cheap flight to moscow cheap flight to italy cheap flight to russia cheap flight to rome cheap flights to moscow cheap flights to italy cheap flights to russia cheap flights to rome cheap hotels in moscow cheap hotels in italy cheap hotels in russia cheap hotels in rome cheap moscow hotel cheap italy hotel cheap moscow hotels cheap italy hotels cheap russia hotel cheap rome hotel cheap russia hotels cheap rome hotels deals on moscow hotels deals on italy hotels deals on russia hotels deals on rome hotels flight moscow flight italy flight moscow cheap flight italy cheap flight russia flight rome flight russia cheap flight rome cheap flight to moscow flight to italy flight to moscow cheap flight to italy cheap flight to russia flight to rome flight to russia cheap flight to rome cheap flights moscow flights italy flights moscow cheap flights italy cheap flights russia flights rome flights russia cheap flights rome cheap flights to moscow flights to italy flights to moscow cheap flights to italy cheap flights to russia flights to rome flights to russia cheap flights to rome cheap hotels in moscow hotels in italy hotels in russia hotels in rome moscow cheap flight italy cheap flight moscow cheap flights italy cheap flights moscow cheap hotel italy cheap hotel moscow cheap hotels italy cheap hotels moscow flights italy flights moscow flights italy flights moscow hotel italy hotel moscow hotel deals italy hotel deals moscow hotels italy hotels russia cheap flight rome cheap flight russia cheap flights rome cheap flights russia cheap hotel rome cheap hotel russia cheap hotels rome cheap hotels russia flights rome flights russia flights rome flights russia hotel rome hotel russia hotel deals rome hotel deals russia hotels rome hotels

Athens Madrid athens cheap flight cheap flight to madrid athens cheap flights cheap flight to spain athens cheap hotel cheap flights to madrid athens cheap hotels cheap flights to spain athens flights cheap hotels in madrid athens flights cheap hotels in spain athens hotel cheap madrid hotel athens hotel deals cheap madrid hotels athens hotels cheap spain hotel cheap athens hotel cheap spain hotels cheap athens hotels deals on madrid hotels cheap flight to athens deals on spain hotels cheap flight to greece flight madrid cheap flights to athens flight madrid cheap cheap flights to greece flight spain cheap greece hotel flight spain cheap cheap greece hotels flight to madrid cheap hotels in athens flight to madrid cheap cheap hotels in greece flight to spain deals on athens hotels flight to spain cheap deals on greece hotels flights madrid flight athens flights madrid cheap flight athens cheap flights spain flight greece flights spain cheap flight greece cheap flights to madrid flight to athens flights to madrid cheap flight to athens cheap flights to spain flight to greece flights to spain cheap flight to greece cheap hotels in madrid flights athens hotels in spain flights athens cheap madrid cheap flight flights greece madrid cheap flights flights greece cheap madrid cheap hotel flights to athens madrid cheap hotels flights to athens cheap madrid flights flights to greece madrid flights flights to greece cheap madrid hotel greece cheap flight madrid hotel deals greece cheap flights madrid hotels greece cheap hotel spain cheap flight greece cheap hotels spain cheap flights greece flights spain cheap hotel greece flights spain cheap hotels greece hotel spain flights greece hotel deals spain flights greece hotels spain hotel hotels in athens spain hotel deals hotels in greece spain hotels

Direct translation of Athens and Rome keywords was used for the 2007 and 2009 Analysis, but have not been included here for brevity. See http://translate.google.com

Google Confidential and Proprietary

19

Suggested Managed Placements for GDN Publisher GDN GDN GDN GDN GDN GDN GDN

AdWords Posting URL forums.bluemoon-mcfc.co.uk givemefootball.com mirrorfootball.co.uk caughtoffside.com goal.com::all pages,Multiple locations goal.com soccernet.espn.go.com

Ad Planner Name forums.bluemoon-mcfc.co.uk givemefootball.com mirrorfootball.co.uk caughtoffside.com goal.com::all pages,Multiple locations goal.com soccernet.espn.go.com

GDN GDN GDN GDN GDN GDN GDN

newsnow.co.uk::Sports > Football, Multiple locations express.co.uk newsnow.co.uk blogs.telegraph.co.uk manchester.gumtree.com mirror.co.uk::news,Multiple locations independent.co.uk::ros, Multiple locations

newsnow.co.uk::Sports > Football, Multiple locations express.co.uk newsnow.co.uk blogs.telegraph.co.uk manchester.gumtree.com mirror.co.uk::news,Multiple locations independent.co.uk::ros, Multiple locations

GDN GDN

independent.co.uk::News section, multiple locations thesun.co.uk::Showbiz,Multiple locations

independent.co.uk::News section, multiple locations thesun.co.uk::Showbiz,Multiple locations

GDN GDN GDN GDN GDN

bbc.co.uk::US News Business Content,Bottom center guardian.co.uk::Media,Bottom center wisegeek.com thesun.co.uk::ROS, Multiple locations telegraph.co.uk

bbc.co.uk::US News Business Content,Bottom center guardian.co.uk::Media,Bottom center wisegeek.com thesun.co.uk::ROS, Multiple locations telegraph.co.uk

GDN

espncricinfo.com::Story pages, Multiple locations

espncricinfo.com::Story pages, Multiple locations

Google Confidential and Proprietary

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