The Customer Journey : Travel Analysis of the Purchasing Process in the UK Online Travel Market January – March 2010
Google Confidential and Proprietary
Executive Summary January - March 2010 There are over 28.7 million people in the UK Online ‘Travel’ Market
22.2m N
GENERIC
1.5
Search is an important part of the customer journey. 22.2m or 77% use search at anytime throughout their journey, increasing to 92% of those that purchase If we just look at the group who do use search, those that purchased searched an average of 55 times. 24 searches per person up to the first purchase event
90% of searchers that purchased used Generic terms somewhere in their journey.
People who click on sponsored links are 1.5 times more likely to make a purchase
UK Travel Source: UKOM/NetView January-March 2010
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Travel: Methodology & Definitions
UK Travel Source: UKOM/NetView January-March 2010
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Methodology • Custom analysis of Nielsen's NetView metered panel • Period of analysis: January – March 2010 • Analysis based on: – The pre-defined NetView Category: Travel – Recoded to Google classification criteria – Approx 490 sites included – A start event is determined as the first travel related activity in the period of analysis – Data checked for outliers and the data that was extraordinary has been removed – Analysis restricted to Adults 16+ – 71,171 unique search terms categorised according to Google’s classification structures (Brand, Brand with Other, Brand Product, Generic) – Referrals to data set are also included to identify non-search clickthroughs
UK Travel Source: UKOM/NetView January-March 2010
Confidential & Proprietary Copyright © 2010 The Nielsen Company
Methodology: Key UK Travel Period: January - March 2010 Sample Size: 15,453
Usage of each type of Travel website user
Mutually exclusive & Exhaustive
GroupResearch Designations only Those that visit travel content sites for research Sample Size: 2,245
Quotation (but did not purchase) Those that request a quote Sample Size: 9,340
Purchase Those that make a purchase Sample Size: 3,868
UK Travel Source: UKOM/NetView January-March 2010
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Methodology: Key UK Travel Period: January - March 2010 Sample Size: 15,453
Category: Site Designations Lodging
Travel
Air Travel
Incl: Hotels, Rentals, Hotel Aggregators
Incl: MultiCategory travel, Meta-Search
Incl: Airlines, Flight Aggregators, Airports
Ground Transport
Destination
Cruise
Incl: Train, Car Hire, Bus
Theme Park
Ferry
UK Travel Source: UKOM/NetView January-March 2010
Tour Operator
OTA Online Travel Agents
Map
Travel Guide
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Travel: Overview
UK Travel Source: UKOM/NetView January-March 2010
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Overview Journeys contained an average of 15 sites, visited 30 times, over 15 web sessions
Visited the category Average length of time Number of sites visited per person Number of times sites visited Web sessions per person
Average time spent on sites Average time spent per site
28.7m 50 days 14.7 30.2 15.0 2hr 14 mins 9mins
Base: All in the Travel market Note: Activity of audience in the Travel market UK Travel Source: UKOM/NetView January-March 2010
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Audience & Events 28.7 million visitors to the travel category • 4.7 million (16%) were only researchers • 17.0 million requested 190 million quotes but did not book
• 7.1 million purchasers requested an additional 240 million quotes before purchasing
Unique Audience (%)
Unique Events (%)
Research (only)
16% Quotation (but not purchase)
59% Purchase
25%
Base: All in the Travel market Note: Audience and events in the travel market. Groups are Mutually exclusive & Exhaustive UK Travel Source: UKOM/NetView January-March 2010
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The Most Visited Sites Google Maps is the most visited site with 14.6m visitors Audience (m)
Base: All in the Travel market Note: Top 15 sites. Mapping sites only included if they occur within the same web session as a non-map travel session. Popularity by unique visitors UK Travel Source: UKOM/NetView January-March 2010
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Travel: Purchasers
UK Travel Source: UKOM/NetView January-March 2010
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Purchasers
Purchasers
Those that made a purchase visited more sites, more times, over more sessions and spent more time within the category
7.1m made a purchase 67 active days in the category on average (index: 133), containing: • an average of
26.3 sites
(index: 179)
• visited
60.4 times
(index: 200)
• over
27.1 sessions
(index: 181)
• spending Base: Purchasers in the Travel market Note: Activity of those in the Travel market Index versus All Travel Category Users in the analysis Period UK Travel Source: UKOM/NetView January-March 2010
4hrs 48mins
(index: 215)
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Online travel purchasers made an average of
2.8
purchases
Base: Purchasers in the Travel Market Note: Average number of purchase events UK Travel Travel Source: UKOM/NetView January-March 2010
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Activity Per Purchase
Purchasers 9 sites are visited 22 times, over 10 sessions per purchase. The average number of searches per purchase equalled 18.1.
7.1m made a purchase 2.8 average number of purchases Journeys contained:
9.4 sites visited 21.6 times over 9.7 sessions
• an average of • •
Average number of searches
18.1 Base: Purchasers in the Travel market Note: Activity per purchase event in the travel market UK Travel Source: UKOM/NetView January-March 2010
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Profile Purchasers Those that made a purchase were more likely to be over 25 in households earning over £30k
144
Age
132 116
115
114
25 - 34
35 - 44
45 - 54
61
16 - 24
55 - 64
65+
Gender HH Income 97
117
103
126
137
100 76
71
54
Under £15k
£15k £19,999
£20k £24,999
£25k £29,999
£30k £49,999
£50k £79,999
Over £80k
Base: Purchasers in the Travel market Note: Profile of Purchasers in the Travel market; All figures are Based on Index v Active Internet Population UK Travel Source: UKOM/NetView January-March 2010
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Types of Purchase Purchasers 29% of purchases are made on ground transport sites, 18% on low cost airlines and a further 9% on Hotel Aggregators
Purchases by Site Category (%) Other Travel 2% Ferry 2%
Other Cruise Lodging 1% 1%
Car Hire 3% Other Air Travel 4%
Theme Park 1% Destination 0%
Ground Transport 29%
Tour Operator 6%
Airlines 7%
OTA 8%
Low Cost Airline 18%
Hotel 8% Base: Purchasers in the Travel market Note: Purchase events by site categories in the travel market UK Travel Source: UKOM/NetView January-March 2010
Hotel Aggregator 9% Confidential & Proprietary Copyright © 2010 The Nielsen Company
Nearly half bought
two or more travel products Base: Purchasers in the Travel market Note: Distribution of purchase events. Only one event can be performed on a particular site within each web session UK Travel Travel Source: UKOM/NetView January-March 2010
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Purchases Purchasers 45% of purchasers made two or more travel related purchases
Audience (%)
5+ purchases 10% 4 purchases 5% 3 purchases 9%
1 purchase 55%
2 purchases 22%
Base: Purchasers in the Travel market Note: Distribution of purchase events. Only one event can be performed on a particular site within each web session UK Travel Source: UKOM/NetView January-March 2010
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Purchase Combinations Purchasers
Airlines (Traditional)
Car Hire
Hotels
Low Cost Airlines
+
• Train 27% • OTA 17% • Hotel 9%
+
• Low Cost Airlines 40% • Hotel 19% • Tour Operator 14%
+
• Low Cost Airlines 17% • Train 15% • Hotel Aggregators 9%
OTA
+
• Train 15% • Hotel Aggregator 13% • OTA 10%
Tour Operators
Hotel Aggregator
Train
+
• Low Cost Airlines 23% • Train 15% • OTA 9%
+
• Low Cost Airlines 15% • Airlines 11% • OTA 10%
+
• Low Cost Airlines 20% • Train 20% • Airlines 13%
+
• Low Cost Airlines 21% • Hotel Aggregator 12% • Hotel 10%
Base: Purchasers in the Travel market Note: Shows the overlap activity between the occurrence of the different purchase events and their subgroups UK Travel Source: UKOM/NetView January-March 2010
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Look > Book Purchasers 17.7% of those that look at Air Travel book Air Travel
17.7% 16.0%
12.1% 10.4%
6.5% 5.2%
4.8%
4.5% 2.0% 0.7%
Air Travel
Ground Transport
Lodging
Ferry
Ota
Tour Operator
Cruise
Theme Park
Travel
Destination
Base: Purchasers in the Travel market Note: The % of People who look for a product on a site who go on to purchase on the site UK Travel Source: UKOM/NetView January-March 2010
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Quote > Book Purchasers 24% of those that get a quote for at Ground Transport book Ground Transport 24.0%
23.1%
14.2%
13.9%
7.5%
7.4%
7.0%
6.7% 3.3%
Ground Transport
Air Travel
Ferry
Lodging
Theme Park
Ota
Cruise
Tour Operator
Travel
2.3%
Destination
Base: Purchasers in the Travel market Note: The % of People who get a quote for a product on a site who go on to purchase on the site UK Travel Source: UKOM/NetView January-March 2010
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Activity Up To and After First Purchase Purchasers
First Purchase
67 days
In 2007: 29 days 22 visits
Before
After
26 days
42 days
in the travel market before making the first purchase
in the travel market after making the first purchase
24 visits
36 visits to travel sites after making the first purchase
12 searches
18 searches
45% made an additional purchase
Above statistics are averages
Base: Purchasers in the Travel market Note: Length of journey and visits UP TO and AFTER the first purchase event UK Travel Source: UKOM/NetView January-March 2010
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Time to First Purchase Purchasers 100%
30 days is the standard cookie window length for many travel advertisers yet only captures 64% of the picture
90% 80%
50% purchase within 19 days
70%
75% purchase within 39 days
60% 50% 40% 30%
16% purchase within 24 hours
20% 10%
80 - 89 days
70 - 79 days
60 - 69 days
50 - 59 days
40 - 49 days
30 - 39 days
25 - 29 days
20 - 24 days
15 - 19 days
10 - 14 days
6 - 9 days
1 - 5 days
less than 24 hours
0%
Base: Purchasers in the Travel market Note: % of those that get a Purchase and the length of time UP TO the point of the event occurring. Based on first event in the category. UK Travel Source: UKOM/NetView January-March 2010
Confidential & Proprietary Copyright © 2010 The Nielsen Company
Sites Visited Up To First Purchase Purchasers
8.5
8.4
Camping
Multi-Category Ground Transport
9.9
10.2 Flight Aggregator
Theme Park
10.4 Train
12.4 Vacation Rental
10.4
12.9 Airlines
Cruise
13.1 Hotel
11.3
13.2 Low Cost Airline
Bus
13.4 Ferry
14.7 OTA
13.9
14.9 Airport
Multi-Category Travel
15.1
19.9 Destination
Those that have booked Car Hire visited 20 different sites before making a purchase
Tour Operator
20.3 Hotel Aggregator
Car Hire
Number of sites visited
20.4
Those that made a purchase visited 13.4 different sites before their first purchase
Base: Purchasers in the Travel market Note: Number of sites visited per person by purchase category UP TO the first purchase event UK Travel Source: UKOM/NetView January-March 2010
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Site Categories Visited Before Booking
Ground Transport Purchasers 67% of those that booked ground transport visited map sites beforehand Audience (%) who have visited these categories before booking Ground Transport Top 5 Categories
67% 52%
Map
Ota
51%
Hotel
49%
Travel Guide
45%
Hotel Aggregator
Base: Purchasers in the Travel market Note: Categories Visited before booking Ground Transport, Entire Period UK Travel Source: UKOM/NetView January-March 2010
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Site Categories Visited Before Booking
Flights Online Purchasers 62% of those that booked flights online visited map and OTA sites beforehand Audience (%) who have visited these categories before booking Air Travel Top 5 Categories
62%
62% 51%
51% 47%
Map
OTA
Travel Guide
Hotel Aggregator
Train
Base: Purchasers in the Travel market Note: Categories Visited before booking Air Travel, Entire Period UK Travel Source: UKOM/NetView January-March 2010
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Site Categories Visited Before Booking
Accommodation Purchasers 67% of those that booked accommodation visited Map sites beforehand Audience (%) who have visited these categories before booking Lodging Top 5 Categories
67% 57% 53%
Map
OTA
Travel Guide
48%
47%
Tour Operator
Train
Base: Purchasers in the Travel market Note: Categories Visited before booking Lodgings, Entire Period UK Travel Source: UKOM/NetView January-March 2010
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Site Categories Visited Before Booking with an
Online Travel Agency Purchasers 65% of those that booked with an OTA visited Map sites beforehand Audience (%) who have visited these categories before booking with an OTA Top 5 Categories
65% 56%
Map
Hotel Aggregator
53%
52%
Travel Guide Multi-Category Travel
52%
Low Cost Airline
Base: Purchasers in the Travel market Note: Categories Visited before booking with an Online Travel Agency, Entire Period UK Travel Source: UKOM/NetView January-March 2010
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Site Categories Visited Before Booking with a
Tour Operators Purchasers 70% of those that booked with an Tour Operator visited OTA sites beforehand Audience (%) who have visited these categories before booking with an OTA Top 5 Categories
70% 59%
59% 53%
Ota
Map
Travel Guide Multi-Category Travel
52%
Hotel Aggregator
Base: Purchasers in the Travel market Note: Categories Visited before booking with an Tour Operator, Entire Period UK Travel Source: UKOM/NetView January-March 2010
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Travel: Search
UK Travel Source: UKOM/NetView January-March 2010
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Search ( all engines) Purchasers
Use search at any point in the journey
92%
Start their journey with search
35%
Of searchers who use sponsored searches
74%
Those that purchase are more likely to use search and sponsored searches
Base: Purchasers in the Travel market Note: Activity of Audience in the Travel Market. Searches are defined as only those that lead to a Travel content site. UK Travel Source: UKOM/NetView January-March 2010
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Brand v Generic Searches Purchasers
% of Searches
70% of searches conducted by purchasers used Generic terms
Brand Only Terms 18%
Brand with Other 12%
Generic 70%
Base: Purchasers in the Travel market Note: % of searches that were Generic, brand only & brand with other text; Searches are defined as only those that lead to a Travel content site UK Travel Source: UKOM/NetView January-March 2010
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Brand v Generic Searchers Purchasers 90% of searchers that purchased used Generic terms % of Audience 90% 78% 69%
Brand Only Terms
Brand with Other
Generic
Base: Purchasers in the Travel market Note: % of searchers that were Generic, brand only & brand with other text; Searches are defined as only those that lead to a Travel content site UK Travel Source: UKOM/NetView January-March 2010
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Brand v Generic Overlap Purchasers 79% of searchers used both brand and generic terms
Generic Search Only
Brand Search Only
Both
9.9%
79.2%
10.9%
Base: Purchasers in the Travel market Note: The figures shown are the number of people who have made both or only one type of search which lead to a Travel site; Searches are defined as only those that lead to a ‘Travel’ content site UK Travel Source: UKOM/NetView January-March 2010
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Type of Searches: Generic Terms Purchasers Generic: 70% of searches Top 5 Number of searches (m) 101.2
37.6 21.6 14.2 8.4
Destination only
Lodging
Maps
Ground Transportation
Holidays / Tours / Cruises
Base: Purchasers in the Travel Market Note: Generic searches by sub group; A search is defined as one that results in a clickthrough to a Travel content website. The Search Term subcategories are entirely overlapping and will not add up to the Total. Excludes Others UK Travel Source: UKOM/NetView January-March 2010
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Type of Searches: Brand Only Terms Purchasers Brand Only: 18% of searches Top 5 Number of searches (m) 16.4
8.5 7.2
Airlines
Train
Hotel
5.9
5.6
Tour Operator
OTA
Base: Purchasers in the Travel Market Note: Brand Only searches by sub group; A search is defined as one that results in a clickthrough to a Travel content website. The Search Term subcategories are entirely overlapping and will not add up to the Total. Excludes Others UK Travel Source: UKOM/NetView January-March 2010
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Type of Searches: Brand With Other Terms Purchasers Brand With Other: 12% of searches Top 5 Number of searches (m) 10.2
5.4 4.1
4.0 3.0
Hotel
Hotel Aggregator
Airports
Airlines
Tour Operator
Base: Purchasers in the Travel Market Note: Brand With Other searches by sub group; A search is defined as one that results in a clickthrough to a Travel content website. The Search Term subcategories are entirely overlapping and will not add up to the Total. Excludes Others UK Travel Source: UKOM/NetView January-March 2010
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Search Paths Purchasers B = Brand, G= Generic, N = No further searches
Search
Audience 1st Search
6.5m
Brand
Generic
53%
47%
2nd Search
6.0m
B
G
N
67%
27%
6%
3rd Search
5.7m Final Searches*
5.4m
G
B
N
73% 21%
6%
G
G
B
54% 42%
B
51% 42%
B
25%
G
B
25% 68%
7%
G
G
B
49% 38%
B
56% 38%
G
B
N
B
G
N
67%
8%
NN
62% 34%
52% 45%
G
B
4% G
44% 44%
G
B
N
20% 75%
5%
G
G
B
45% 43%
B
55% 41%
Base: Purchasers in the Travel Market Note: Each of the first three Travel searches performed by the audience. Figures Tree: % of Audience, Funnel: Actual Audience; A search is defined as one that results in a clickthrough to a Travel content website. *Final travel searches = last search made. Only brand and generic shown therefore figures do not add up to 100%, remainder equals No Further Searches UK Travel Source: UKOM/NetView January-March 2010
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Purchasers First Search: BRAND > Last Search: GENERIC
15.3% First Search: GENERIC > Last Search: BRAND
24.5% Base: Purchasers in the Travel Market Note: Note: This shows those that have made at least 2 searches before performing an event. The first search term is the very first search that results in a Travel content page. The last search term is the last one used to visit a Travel content website before a one of the Group events occur. This final search may not direct the user to the end website where the event occurs, but it will be the last search they perform that leads to a Travel content website and will occur within the same web session as the event. UK UK Travel Travel Source: Source: UKOM/NetView UKOM/NetView January-March January-March 2010 2010
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Conversion Rates: All Searches Purchasers
% of Purchase based on the number of search click throughs a user does 44%
31% 26% 19% 15%
1 search
2-5 searches
6 - 9 searches
10 - 14 searches
15+ searches
Base: Purchasers in the Travel market Note: Conversion Rates. Searches are defined as only those that lead to a Travel content site. Correlation not cause. UK Travel Source: UKOM/NetView January-March 2010
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People who click on
sponsored links are more likely to make a purchase Base: Purchasers in the Travel Market Note: A sponsored search/Link is one that requires a Search Engine redirect to point it to the website. Correlation not cause. UK Travel Travel Source: UKOM/NetView January-March 2010
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Value of Sponsored Links Purchasers
1.5 times more likely to purchase travel goods/services
37% 30% 25%
Total
Clicked on Sponsored Links
Clicked on Natual Search
Base: Purchasers in the Travel Market Note: % of those who clicked on the type of search and purchased; Searches are defined as only those that lead to a Travel content site; A sponsored search/Link is one that requires a Search Engine redirect to point it to the website. UK Travel Source: UKOM/NetView January-March 2010
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Conversion Rates: Sponsored Links Purchasers
% of Purchase based on the number of sponsored search clicks a user makes 64% 57% 45% 36% 25%
1 sponsored links 2-5 sponsored links
6 - 9 sponsored links
10 - 14 sponsored links
15+ sponsored links
Base: Purchasers in the Travel market Note: Conversion Rates. A sponsored search/Link is one that requires a Search Engine redirect to point it to the website. Correlation not cause. UK Travel Source: UKOM/NetView January-March 2010
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Travel: Journeys
UK Travel Source: UKOM/NetView January-March 2010
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First Entry Point: Top 10 Purchasers For 31% of purchasers the first entry point into the Travel Market was via Google Search
31%
28% of purchasers start their journey direct with a travel ecommerce site
10% 3%
3%
3%
Travel: Uncoded
Travel
Other Search
3%
Ota
4%
Non-Travel: General Interest Portals & Communities
4%
Non-Travel: Email
7%
Lodging
Ground Transport
Air Travel
Google Search
8%
Base: Purchasers in the Travel market Note: The first Entry Point of purchasers; An Entry Point is defined as the first Travel content page visited, however if this is referred from another web page the referring page is used. The most likely Entry Travel Category is shown for both the very first Travel content page and for the web session when the Group event occurs.. UK Travel Source: UKOM/NetView January-March 2010
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Purchase Event Session: Top 10 Purchasers For 26% of purchasers the first page visited in their purchase session is Google Search
26%
39% of purchasers start their journey direct with a travel ecommerce site
13%
3%
3%
Non-Travel: Email
4%
Ota
5%
Other Search
6%
Non-Travel: Other
7%
Travel: Uncoded
Lodging
Ground Transport
Air Travel
Google Search
8%
Tour Operator
11%
Base: Purchasers in the Travel market Note: The Event session of purchasers; An Entry Point is defined as the first Travel content page visited, however if this is referred from another web page the referring page is used. Based on the session where the purchase was made UK Travel Source: UKOM/NetView January-March 2010
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Route to Making a Purchase Purchasers *Accounts for 49% of purchases
1st route to site
Purchase route to site
Direct = 45% 1,573,652
Direct = 54%
Referral = 17% 587,779
Referral = 18%
Total = 100% 3,472,497
775,632
Natural Search = 21%
Sponsored Search = 15%
Sponsored Search = 8%
Natural Search = 22%
535,433
Base: Purchasers in the Travel market Note: Routes taken to reach a website when making a purchase plus the route taken the first time the website was visited. This analysis only includes routes where the website was visited at least one other time before the event took place. UK Travel Source: UKOM/NetView January-March 2010
Confidential & Proprietary Copyright © 2010 The Nielsen Company
Route to Making a Purchase Purchasers *Accounts for 49% of purchases
1st route to site
Purchase route to site
Direct = 41% Referral = 10% Sponsored Search = 15% 535,433
Natural Search = 27% Sponsored Search = 22%
Base: Purchasers in the Travel market Note: Routes taken to reach a website when making a purchase plus the route taken the first time the website was visited. This analysis only includes routes where the website was visited at least one other time before the event took place. UK Travel Source: UKOM/NetView January-March 2010
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Final Arrival Route Purchasers Route to site
Direct = 47% 3,286,023
Travel Referral = 8% 544,917
Non Travel Referral = 15%
Purchase
1,036,468
7,050,780
Natural Search = 21% 1,477,014
Sponsored Search = 10% 706,359
Base: Purchasers in the Travel market Note: All the routes taken to reach a website when making a purchase. UK Travel Source: UKOM/NetView January-March 2010
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Travel: Individual Journeys
UK Travel Source: UKOM/NetView January-March 2010
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Journey Paths Quotation
Searches = Sponsored Link Clicked
Purchase
Purchase 1: OTA Purchase 2: Hotel Aggregator
last minute deals accommodation bergerac x4
SEARCHES
last minute deals accommodation bergerac low co europ'hotel bergerac
Travelzoo Weekend breaks offer bath x2
1
DAY SITES
Expedia Siblu Lastminute.com
Google Maps LateRooms.com Priceline.com
11 Laterooms.com Booking.com Travelzoo Mercure Super Mini Holidays
bordeaux hotel bergerac site
12 Lastminute.com Expedia Travelzoo Booking.com Expedia.com Booking.com
TripAdvisor
EasytoBook
Booking.com Venere.com Hotels.com Travelzoo Expedia
Eurobookings
51
47 Google Maps Travelodge Hertz Europa car
Google Maps Lastminute.com
caravan sites lichfield
map cannock wood x2
63
78
UK camp Site Note: Example Travel Journey Paths UK Travel Source: UKOM/NetView January-March 2010
Pagemost Google Maps
81 Orange Travel
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Journey Paths Quotation
Purchase
SEARCHES
dates for easter 2010
1
DAY SITES
Expedia
Searches = Sponsored Link Clicked
Purchase 1: Low Cost Airline
flights to barcelona spain flights to barcelona spain easyjet to barcel
29
32
Thomas Cook
Cheapflights easyJet
33 easyJet
34 easyJet
46 easyJet HolidayTaxis.com
easyJet easyJet
Note: Example Travel Journey Paths UK Travel Source: UKOM/NetView January-March 2010
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Journey Paths Quotation
SEARCHES
Hoseasons Ryanair Hilton Thomas cook eurostar Brugges x2 fery to belgium fferries from harwich
1
DAY SITES
Flybe Hoseasons Ryanair Hilton Flytomascook Euro Star Booking.com
Purchase
short breaks cheap short breaks
2 The Trainline Warner Leisure Hotel Sunmaster easyJet
Marriott Railbookers Norfolkline Stena Line DFDS Seaways
Searches = Sponsored Link Clicked
ryanair Ryanair bruges x2 ferry to belgium x2 country hotels short breaks country hotels short breaks
7 Bmibaby Ryanair easyJet Railbookers P&O Ferries Google maps Direct Ferries Aferry.to Old English Inns Superbreak Mini Holiday
Direct Holidays
19 Direct Holidays Thomas Cook
Purchase 1: Tour Operator
cosmos holidays manos holidays kulube hotel turkey tomas cook
35 Cosmos
36 Thomas Cook
TUI Thomson Thomas Cook Holiday Hypermarket Trip Advisor Lastminute.com Hotels4U.com TUI Thomson Thomas Cook
The Caravan Club
Note: Example Travel Journey Paths UK Travel Source: UKOM/NetView January-March 2010
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Journey Paths Quotation
SEARCHES
DAY
Purchase
lhr airport air new zealand bookings
1
SITES
Flybmi.com Air new Zealand
2 BAA Air new Zealand
Searches = Sponsored Link Clicked
french rail tickets air france partners flybe.com
29 Rail Europe Air France Flybe
Purchase 1: Train Purchase 2: Airlines
flybe.com air france
air france
61
32 Virgin Trains
Flybe
62 Air France
Flybe Air France
Note: Example Travel Journey Paths UK Travel Source: UKOM/NetView January-March 2010
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Journey Paths Quotation
Purchase
Searches = Sponsored Link Clicked
SEARCHES
etap albertville etap albertville crystal ski
crystal ski
1
DAY SITES
crystal
3 Crystal x2
4 Crystal
6 Accor Hotels Etap Hotel Crystal
Purchase 1: Hotel
easyjet ryanair ryanair gatwick hotels uk etaphotel moutiers hotel
9
grtenoble airport to railway station
10
easyJet
easyJet
Ryanair bmibaby
easyJet
Holiday Extras Etap Hotel Accor Hotels Eurobooking easyJet
Note: Example Travel Journey Paths UK Travel Source: UKOM/NetView January-March 2010
Confidential & Proprietary Copyright © 2010 The Nielsen Company
Journey Paths Cont… Quotation
Purchase
Searches = Sponsored Link Clicked
crystal ski x2
11 easyJet
15 Crystal
19 Crystal x2
crystal ski
36 easyJet
52 Crystal English Country Cottages
Purchase 2: Multi Category Travel crystal ski
25 eviivo
26 Crystal x2
English Country Cottages
63 Crystal
Etap Hotel Bing Maps & Local
accor hotels
crstal ski
62
27
67 Crystal
87 Accor Hotels
Note: Example Travel Journey Paths UK Travel Source: UKOM/NetView January-March 2010
Confidential & Proprietary Copyright © 2010 The Nielsen Company
Summary January - March 2010 There are over 28.7 million people in the ‘Travel’ Market
22.2m N
GENERIC
1.5
Search is an important part of the customer journey. 22.2m or 77% use search at anytime throughout their journey, increasing to 92% of those that purchase If we just look at the group who do use search, those that purchased searched an average of 55 times. 24 searches per person up to the first purchase event
90% of searchers that purchased used Generic terms
People who click on sponsored links are 1.5 times more likely to make a purchase
UK Travel Source: UKOM/NetView January-March 2010
Confidential & Proprietary Copyright © 2010 The Nielsen Company
Turn insights into action •
Be visible during research: Remember that users spend time researching before purchasing. Use Google travel whitepapers to identify when these seasonal research periods occur. Manage bids effectively to ensure your brand is visible throughout these purchase consideration cycles.
•
Cover long tail searches: In 2007 users searched 12 times before purchasing, in 2010 this rose to 18 searches. Companies need to manage their bidding strategies on generics and destinations terms to ensure that they are present every step of the way
•
Length of cookie windows important: A standard 30 day cookie window typically only captures two-thirds of sales attributions. To ensure all conversions are fully attributed travel companies need to extend the time period over which they track customers
•
Understanding Attribution: There is no standard user path, seek to understand and assign value to your customers' unique paths. Many campaign management tools offer attribution reports and Google offers search funnel reporting in your Adwords account. Attribution is a big deal to the UK Google Team in 2011 so ask your account manager or keep an eye on our blog. Reminding your customers to come back: Purchasers visit plenty of sites multiple times, the deal is not done in 1 visit alone! Remarketing or retargeting display technology reminds your visitors to come back, a behaviour they naturally do, it helps you remain in their consideration set.
•
•
Find this presentation on our UK travel blog: http://googleuktravel.blogspot.com/2010/11/customer-journey-for-online-travel.html
UK Travel Source: UKOM/NetView January-March 2010
Confidential & Proprietary Copyright © 2010 The Nielsen Company
Clickstream: Travel Analysis of the Purchasing Process in the UK Online Travel Market January – March 2010
Google Confidential and Proprietary
