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REINVENT YOURSELF, EVERY DAY Turism & Hotel Industry Baidu
49

Oportunidad del mercado chino en el sector hotelero

Nov 01, 2014

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Kanlli

La consolidación de China como potencia mundial lleva aparejado un aspecto que es inherente a los países desarrollados: ser generador de turismo. De hecho, China es ya líder mundial, y su gasto en turismo internacional lo coloca incluso por encima de Estados Unidos. Cada vez son más los chinos que se deciden a conocer mundo y, en este contexto, Europa representa el 16,7% del mercado del turismo en China, siendo el segundo destino más importante. Que España se posicione como uno de los destinos líderes dentro de Europa es el gran reto al que se enfrenta el sector turístico en nuestro país. Para ello, los hoteleros deben saber jugar bien sus cartas, adaptándose a las necesidades reales de este tipo de clientes y, lo más importante, dándose a conocer entre la comunidad china a través de Baidu, el buscador líder en el país asiático.
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Page 1: Oportunidad del mercado chino en el sector hotelero

REINVENT YOURSELF, EVERY DAY

Turism & Hotel IndustryBaidu

Page 2: Oportunidad del mercado chino en el sector hotelero

Content

1 China Internet Situation

2 Turism Industry SEM Situation

3 Hotel Industry SEM Situation

4 Industry SEM Situation

5 Workflow

Page 3: Oportunidad del mercado chino en el sector hotelero

China Internet Situation

Page 4: Oportunidad del mercado chino en el sector hotelero

China Internet SituationChina Internet Users

2007 2008 2009 2010 2011e 2012e 2013e 2014e-100

100

300

500

700

900

1100

1300

1500

0

10

20

30

40

50

60

70

182303

351

467549

632

716

797

13.8

22.8

26.3

34.8

40.7

46.7

52.6

58.2

Internet users scope(million)

Internet users penetration ( % )

Predict over 700 million in 2013 covering half of Chinese population

CHINAhas theinternet usersin the world

310 million

498 million

Total Population

No.1

Data sources: IMF

Page 5: Oportunidad del mercado chino en el sector hotelero

China’s Internet Population Surges to 564 million

China Total Online Population

2005 2006 2007 2008 2009 2010 2011 2012 -

100

200

300

400

500

600

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Internet Users Linear (Internet Users)Growth Rate

Unit: Million 564 Million at the end of 2012

Boosted the China Online Penetration rate to 42.1% and hope to reach 52.1% in 2016.

10.5%

2006

42.1%

2012

52.1%2016

• 20.5 hours average amount of time per week spend online which is up from 18.7 hours in 2011.

Data Source: CNNIC Report, Dec 2012

Page 6: Oportunidad del mercado chino en el sector hotelero

China Mobile Online Users Reach 420 million

2007 2008 2009 2010 2011 2012 -

50

100

150

200

250

300

350

400

450

0%

10%

20%

30%

40%

50%

60%

70%

80%

24.0%

39.5%

60.8%66.2% 69.3%

74.5%

Mobile Online Users % of Online Population

2007 2008 2009 2010 2011 2012 -

50

100

150

200

250

300

350

400

450

0%

10%

20%

30%

40%

50%

60%

70%

80%

24.0%

39.5%

60.8%66.2% 69.3%

74.5%

Mobile Online Users % of Online Population

74.5% of total experiencing mobile online

• Desktop PC access dropped from 73.4% in 2011 to 70.6% in 2012• Laptop usage dipped slightly, to 45.9%

China Mobile Online PopulationUnit: Million

Data Source: CNNIC Report, Dec 2012

Page 7: Oportunidad del mercado chino en el sector hotelero

China Internet Situation Advertising Channel analysis

40.2%

47.4%

51.9%

62.1%

64.2%

65.5%

74.7%

78.7%

79.4%

79.6%Search engine

Instant message

MP3

News

Blog

Online gaming

Online video

Email

Social network

Online book

Data sources: iResearch, 2011. 6

SEARCHis the

No.application1

Page 8: Oportunidad del mercado chino en el sector hotelero

China Internet Situation Baidu Owns Mostly Market Share

Data Source: EnfoDesk © Analysys InternationalSearch engine market share in China, 2013

Baidu dominates search in Chinatakes 63% market share in terms of number of search queries

BAIDUis thesearch engine in China

No.

Baidu63%

so36015%

Sogou13%

Google6%

Others3%

1

Page 9: Oportunidad del mercado chino en el sector hotelero

Turism Industry SEM Situation

Page 10: Oportunidad del mercado chino en el sector hotelero

The number of outbound tourism increased year by year in China

Y2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 -

10

20

30

40

50

60

70

80

90

number of people (million)

Data Source:Special.caixin.comThe number of outbound tourism in China, 2013Q1

• China's outbound tourism has increased year by year, has developed into the world's largest market

• The number of outbound tourism has arrive 77 million in year 2012.

Page 11: Oportunidad del mercado chino en el sector hotelero

Europe represents the 16.7% share of the China travelling market

• Europe travelling is the second biggest market of Chinese overseas travelling market.

• In 2011 there were 110 thousand Chinese tourists travelling to Spain.

• In 2012 it increased to 150 thousand

16.70%

67.80%

8.80%

4.10% 2.60%

Market share

Europe Asia America Oceania Africa

Data Source: www.cntour2.comThe number of outbound tourism in China, 2013Q1

Page 12: Oportunidad del mercado chino en el sector hotelero

Most of the Chinese tourists travel to Spain for holiday travelling

• 75.5% of Chinese tourists travel to Spain for holiday travelling, and 15.9% for shopping

73.10%

15.90%

3.40%

3.30% 4.30%

vacation shopping visit family and friends

business trip other

44.50%

55.50%

self-help travelling tourist groups

• 44.5% of Chinese tourists chose self-help travelling

Page 13: Oportunidad del mercado chino en el sector hotelero

More high income level people choose to travel in Spain

lower low medium high higher0%

10%

20%

30%

40%

Income level of people who search travel in Spain

lower low medium high higher0%

10%

20%

30%

40%

50%

Income level of people who search travel in Europe

• Most of the people who search travel in Spain is high income level

• Most of the people who search travel in Europe is medium income level

Page 14: Oportunidad del mercado chino en el sector hotelero

Network, a promotion focus

• Before a journey:• Check online travel strategy.

• BBS.

• Internet booking air tickets hotel and travel line.

• On the way:• Through the network to share the

journey experience (facebook…)

• Meet question to net friend for help at any time.

• Return journey:• Record and appear for everybody

reference through the blog, network electronic photo album, and other means.

The Internet has become a new world tourism publicity key positions

Page 15: Oportunidad del mercado chino en el sector hotelero

Overseas travel season factor

• “Travel in Europe”:

High search volume growth occurred before the Spring Festival . The highest search volume in spring. The lowest search volume in summer.

Data Source: Baidu index , 2013Q1Daily Search Trend, proportional to the traffic

Page 16: Oportunidad del mercado chino en el sector hotelero

Traffic “Travel in Madrid”

•Travel in Madrid•Travel in Spain

Data Source: Baidu index , 2013Q1Daily Search Trend, proportional to the traffic

• “Travel in Spain”: numerous search began in 2008, the traffic is more than 50% higher than “travel in Madrid”

• “Travel in Madrid”: numerous search began in 2012, the traffic is about 12 thousand per day.

• All this traffic is active search, so the search marketing is important

Page 17: Oportunidad del mercado chino en el sector hotelero

Search popular city in Spain travelling

Popular city

Madrid

Barcelona

Granada

Sevilla

Córdoba

Tenerife

Sitges

Gran Canaria

Page 18: Oportunidad del mercado chino en el sector hotelero

High search volume city in Chinapeople who search “travel in Madrid”

High volume city 1 Beijing 2 Shanghai 3 Hangzhou 4 Dalian5 Suzhou6 Dezhou7 Hefei8 Kunming9 Shenyang

10 Harbin

• Beijing, Shanghai get the highest search volume

Page 19: Oportunidad del mercado chino en el sector hotelero

Some conclusions…

• European tourism holds a large market share, and the number of people who travelled in Europe increased year by year.

• Travelling in Europe has a highest search volume in Spring.

• Madrid is tourism popular city in Spain.

• The search volume in Spring is not very high yet, it has a big room to improve.

• Most of the people who search travel in Spain is high income level.

• Most of the people who travelled in Europe are for holiday, and half of them chose self-help travelling.

• The most important point is to increase exposure, let more and more people see the ads.

Page 20: Oportunidad del mercado chino en el sector hotelero

Hotel Industry SEM Situation

Page 21: Oportunidad del mercado chino en el sector hotelero

Most of the Hotel Seekers Prefer to Search OTA on Baidu

• 35% people who have searched hotels visit OTA.

• 20% access vertical search engine such as Qunar.

• Only 15% users reach hotel websites.

• Review websites, airline tickets and map websites are also their preference while booking a hotel.

OTA means online travel agency (sector-related online platforms)

Page 22: Oportunidad del mercado chino en el sector hotelero

Baidu Index of Hotel Industry increased Sustainably

Baidu Index of Hotel Industry Data time: 2011.1.1-2012.9.4Data Source: pv.BAIDU.com

• Baidu index of hotel industry rose year by year.

• Hotel related words' Baidu index growth more than 20% every year.

Baidu index: search popularity, not search volume

Page 23: Oportunidad del mercado chino en el sector hotelero

Hotel Industry got a high search volume in Baidu

• Search volume varies with seasons and vacations.

• The bottom point was in Feb. because of the Spring Festival. It reached the peak at the end of Sept. as the National Holiday.

• Search volume usually rises 5 days before vacations.

Data time: 2011.1.1-2011.12.31Data Source: index.BAIDU.com

Page 24: Oportunidad del mercado chino en el sector hotelero

Search Query Geographical Distribution

• Beijing, Shanghai , Guangdong are 3 main areas where people are interested in high-end hotels.

Top 15 Search Cities

Page 25: Oportunidad del mercado chino en el sector hotelero

Search Peak Distribution

• The peak hours of search volume in one day are 8 to 17 and 19 to 23.

Data time: 2012.8.1-2012.8.31Data source: pv.BAIDU.com

• Users tend to search travel-related and hotel-related keywords in working days.

Page 26: Oportunidad del mercado chino en el sector hotelero

Relationship between Search Intention and Behavior

24% Ticket

4% Guide

16% Travel

42% Travel desti-

nation

4% Rent car

2% Travel

agency

8% Hotel

3% Rent car

23% Vertical Search

41% OTA

26% Hotel

2% Guide

4% Travel agency

1% Tourist administration

Data time: 2011.1.1-2012.9.4Data source: pv.BAIDU.com

• When user‘s search intention have clear intention brand, the brand name of OTA is the most common category.

• OTA=online travel agency

• When user does not have clear intention brand, tourism destination information is the most common category.

Page 27: Oportunidad del mercado chino en el sector hotelero

Keywords Type of Hotel Industry in Baidu

Hotel Travel Tickets Scenic spots Other -

100,000

200,000

300,000

400,000

500,000

600,000

700,000

€ 0.00

€ 0.20

€ 0.40

€ 0.60

€ 0.80

€ 1.00

€ 1.20

€ 1.40

Monthly searches Average CPC

Estimated data, for reference only.

Keyword type Keywords example Hotel OTA name City + hotel Booking hotel …Travel City + travel Holiday + travel Tourist groups …Tickets Booking airline ticket City + ticket City to city …Scenic spots City + scenic spots Famous building name Map of scenic spot …Other City + weather City + food City + travel guides …

Page 28: Oportunidad del mercado chino en el sector hotelero

Top 15 Keywords of Hotel Industry

Top 15 Queries of Keywords Translation Baidu Index

酒店预订 Hotel reservation  

酒店 Hotel  

酒店团购 The hotel group buying  

订酒店 Book the hotel  

连锁酒店 The hotel chain  

五星级酒店 5 star hotel  

酒店预定 The hotel reservation  

主题酒店 Theme hotel  

酒店用品 Hotel supplies  

订房 The reservation  

酒店预订网 Hotel reservation network  

星级酒店 Star hotel  

网上订酒店 Online booking hotel  

情趣酒店 Lovers hotel  

酒店百事通 The hotel's union  

Page 29: Oportunidad del mercado chino en el sector hotelero

Top 10 KWs, before People Search “Hotel”

Top 10 Queries of Keywords Translation Search Volume

酒店 Hotel  

携程 OTA name (Ctrip )  

酒店预订 Hotel reservation  

jiudian Hotel spelling  

机票 Airline tickets  

去哪儿 OTA name ( Qunar)  

如家 Hotel name (Home Inn)  

团购 Group buying  

酒店管理 Hotel management  

火车票 Train tickets  

3.80%

1.18%

0.90%

0.87%

0.72%

0.64%

0.57%0.56%

0.54%

0.5%

• Before search “hotel”, most of the keywords people search are OTA name.

• Most of the people search tickets, than search hotels.

Page 30: Oportunidad del mercado chino en el sector hotelero

Top 10 KWs, after People Search “Hotel”

Top 10 Queries of Keywords Translation Search Volume

酒店 Hotel  

酒店预订 Hotel reservation  

携程 OTA name (Ctrip )  

团购 Group buying  

酒店团购 The hotel group buying  

如家 Hotel name (Home Inn)  

如家酒店官网 Hotel website (Home Inn)  

7 天连锁酒店官网 Hotel website (7days Inn)  

百星酒店 movie name ("Baixing hotel")  

酒店预定 Hotel reservation  

4.00%

1.03%

0.98%

0.69%

0.63%

0.57%

0.52%0.48%

0.45%

0.44%

• Before search “hotel”, most of the keywords people search are hotel name.

Page 31: Oportunidad del mercado chino en el sector hotelero

Industry SEM Situation

Page 32: Oportunidad del mercado chino en el sector hotelero

Baidu vs Other Searchers

Baidu 360 Sogou Google

AlgorithmAds Quality &

Ranking

As Google but Quality

Score different

As Baidu As Baidu Yes

Web Search Textual Ads Yes Yes Yes Yes

Site-Links Yes - - Yes

Brand-Zone Yes Yes Yes

Click-2-Call Yes - Yes -

AFS Textual Ads Yes - - Yes

MobileTextual/

Image AdsYes Yes

Display Network

Contextual Target

Yes - Yes Yes

Site Target Yes - Yes Yes

Re-Marketing Yes - - Yes

Searched KW Target

Yes - - -

Page 33: Oportunidad del mercado chino en el sector hotelero

Baidu SEA StrategyAdvertising Allocation

•Brand Campaign

•General Campaign

•Targeting Campaign

•Competitor Campaign

Baidu Search

•Keyword Targeting

•Re-Targeting

Baidu Content

•Different type of formats

•Customized-high impact advertising

Brand Zone

Page 34: Oportunidad del mercado chino en el sector hotelero

Baidu SearchSearch Result Analysis- Brand example

The 1st rank of SERP be not official site

The official site link performances at the 2nd rank

Page 35: Oportunidad del mercado chino en el sector hotelero

Baidu Search AdsCreative Demo Structure

Recommended Reasons

• Keywords reflect potential customer exact request.

• Most effective online marketing Ads Format.

• More optimization ways through keywords selection, max CPC bidding, regional and time targeting.

Pricing Policy:

• Pricing at CPC.

• Similar bidding algorithm as Google.

• More manual influences.

Page 36: Oportunidad del mercado chino en el sector hotelero

Publicidad en Baidu Content o Display

Content Baidu

Contextual Targeting

Site Targeting

SearchTargeting

Retargeting

Page 37: Oportunidad del mercado chino en el sector hotelero

Publicidad en Baidu Content o Display

Contextual Targeting

Site Targeting

Show ads in relevant sites (according to the content) using your keywords or topics, among other factors

Show your ads only on specific placements you choose

Page 38: Oportunidad del mercado chino en el sector hotelero

Publicidad en Baidu Content o Display

Search Targeting

Retargeting

Show ads to your site visitors when they search for what they need on Google

Lets you reach people who have previously visited your site and show them relevant ads across the web

Page 39: Oportunidad del mercado chino en el sector hotelero

Baidu Brand ZoneBasic Format

Baidu Eyeball Experiments

No BrandZone With BrandZone

Pricing Policy

• Pricing at Fixed-Amount per month

• Pricing based on average daily search queries.

• Minimum 6.000€ per month and 20% more for Customized Template

Page 40: Oportunidad del mercado chino en el sector hotelero

I.多 tab展现样式 : 系列产品全方位展示

Brand-Zone

Page 41: Oportunidad del mercado chino en el sector hotelero

IV.标准微博样式 :SNS 助力搜索引擎,一键转发、加关注

Brand-Zone

Page 42: Oportunidad del mercado chino en el sector hotelero

VI.左侧视频样式 : 富媒体焦点位置展现,传播品牌形象

Brand-Zone

Page 43: Oportunidad del mercado chino en el sector hotelero

Baidu ads formatsSome clues…

Extensions

Micro-Brand

Click to call

Page 44: Oportunidad del mercado chino en el sector hotelero

Workflow

Page 45: Oportunidad del mercado chino en el sector hotelero

Methodology

Brand & Market Analysis

PRODUCT AND PRICE

COMPETITORS

USABILITY AND CONSUMER EXPERIENCE

ACQUISITION

Campaign definition

Market analysis and objectives

Campaign structure related

to website

KW search and organization in

topics (ad groups)

Creativities and destination URL

Optimization: bids, matches,

ads, KW…

Contact

C2C

FORMS

TLF.

CHAT

DIRECT SALE

(E-COMMERCE)

Metrics definition Optimization

Landing pages

SEA Campaign

IMPSCLICKSLEADS

CPLCOSTS

IMPSCLICKSSALESCPA

COSTS

Page 46: Oportunidad del mercado chino en el sector hotelero

Reports (weekly)

• The client will receive a weekly report with main data about the campaign. The objective is to analyze main KPIs of the account to improve performance week by week with daily optimization tasks.

Campaign Impressions Clicks CTR CPC Position Conversions% Conv. CPA/CPLConv. Value Spending

Total 1.796.683 401.423 22,34% 0,06 € 2,0 118.998 29,64% 0,22 € 16,05 €25.810,7

1 €

Branding 668.603 58.823 8,80% 0,17 € 1,95 6.673 11,34% 1,49 € 16,42 € 9.942,35 €

Travel 1.020.502 319.800 31,34% 0,04 € 1,17 110.321 34,50% 0,13 € 16,11 €14.073,57

Long Tail 33.795 3.184 9,42% 0,16 € 1,55 68 2,14% 7,36 € 18,97 € 500,15 €User Targeting 73.783 19.616 26,59% 0,07 € 1,05 1.936 9,87% 0,67 € 15,90 € 1.294,64 €

Page 47: Oportunidad del mercado chino en el sector hotelero

Reports (monthly)

• These reports include an exhaustive analysis about account activity, with a very visual format and highlighting the market trends.

• In this report Kanlli will analyze main data and opportunities. Is an ad-hoc report highlighting main objectives of the client.

• Will include performance of most relevant KPIs, some examples are :

• Basic metrics:

• Impressions

• Clicks

• CTR

• CPC

• Conversions

• %conversion

• CPA

• Investment

• Conversion by campaign

• Traffic by campaign

• Coverage vs traffic

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 -

5

10

15

20

25

30

35

40

45

€ -

€ 50.00

€ 100.00

€ 150.00

€ 200.00

€ 250.00

25 23

26

31 32 32

25 26

32

41

23 22

10

22

32 32 35 35

Conversions & CPA Evolution

Conversions CPA/CPL

5.61%

92.71%

0.06% 1.63%

Conversions by campaign

Branding TravelLong Tail User Targeting

Page 48: Oportunidad del mercado chino en el sector hotelero

¿Quieres recibir más información? Puedes contactar con nosotros.

KanlliC/ Príncipe de Vergara, 109. 9º

28002 Madrid.91 725 92 20

[email protected]://baidu.kanlli.com

Pablo López CarralDirector Comercial

[email protected] 228 798

Page 49: Oportunidad del mercado chino en el sector hotelero