Google Confidential and Proprietary
Google Confidential and Proprietary
Γιατί είναι σημαντικό μια τουριστική επιχείρηση να έχει
διαδικτυακή παρουσία;
Google Confidential and Proprietary
1,122 1,156 1,192 1,255
1,328
0
200
400
600
800
1,000
1,200
1,400
2011 2012 2013 2014 2015 E
Total Travel Spend Σε
δισ
. USD
1.3 τρισ. $ η παγκόσμια αγορά τουρισμού… και μεγαλώνει συνεχώς
Πηγή: Phocuswright. Period: 2011-2015E.
Online Travel Market�2011 - 2015
Google Confidential and Proprietary
Πηγή: Phocuswright. Period: 2011-2015E.
1,122 1,156 1,192 1,255
1,328
335 368 402 444 492
0
200
400
600
800
1,000
1,200
1,400
2011 2012 2013 2014 2015 E
Total Travel Spend Online Travel Spend Σε
δισ
. USD
Το 37% των τουριστικών πωλήσεων παγκοσμίως συμβαίνει online
Online Travel Market�2011 - 2015
Google Confidential and Proprietary
Online vs Overall Hotel Sales in Western Europe, 2012 – 2017E
0 20 40 60 80
100 120 140 160
2012 2013 2014 2015E 2016E 2017E
Hotel Sales Online Hotel Sales
1 στις 3 κρατήσεις για ξενοδοχεία γίνεται online
27% 29% 30% 32% 36% 38%
Πηγή: Phocuswright. Period: 2011-2015E.
Σε δ
ισ. U
SD
Google Confidential and Proprietary
63% 60% 57% 55% 53%
14% 15% 17% 18% 19%
23% 25% 26% 27% 28%
0%
20%
40%
60%
80%
100%
2011 2012 2013 2014 2015E
Corporate and Offline Leisue/unmanaged Business OTA Supplier Direct Online
Οι απευθείας online κρατήσεις αυξάνονται συνεχώς
Πηγή: Phocuswright. Period: 2011-2015E.
Σε δ
ισ. U
SD
EU Travel Market bookings by channel 2011 – 2015E
Leisure/unmanaged Business
Google Confidential and Proprietary
Έμπνευση Αναζήτηση Εμπειρία
Το online επηρεάζει σημαντικά τους ταξιδιώτες & στα 3 στάδια του ταξιδιού
Google Confidential and Proprietary
Έμπνευση
Οι ταξιδιώτες χρησιμοποιούν κοινωνικά δίκτυα/φωτογραφίες/βίντεο και μηχανές αναζήτησης για να εμπνευστούν για το ταξίδι τους.
Google Confidential and Proprietary
Base: Total Respondents (Personal n=3500; Business n=1500); Q21: Here are some (more) statements that may or may not describe your attitudes and opinions related to travel. Please indicate how much you agree or disagree with each statement. [IF BUSINESS TRAVELER: Please think of all types of travel, including personal or leisure
(non-business related) or business trips.] (Select ONE for each statement) Source: Google Travel Study, June 2014, Ipsos MediaCT
Ξεκινώ την αναζήτηση για το ταξίδι μου online πριν αποφασίσω για το πού και πώς
θα ταξιδέψω.
Αναψυχή
65% Δ∆ουλειά
69%
Έμπνευση | Oι ταξιδιώτες ξεκινούν το ταξίδι τους online
Google Confidential and Proprietary
92% 56% 56%
39% 32%
30% 22%
18% 10% 10%
8% 5% 6%
Sources of inspiration (Leisure Travel)
Any (net) Family, friends or colleagues offline
Internet TV
Family, friends or colleagues online Magazines/newspapers Informational brochures
Books Radio
Travel agents Travel groups
800 or toll-free number Other
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)
Source: Google Travel Study, June 2014, Ipsos MediaCT
Έμπνευση | Mιλάνε με φίλους τους offline & online
Google Confidential and Proprietary
Social networking, video or photo sites. 83%
Search engines 61%
Travel review sites/apps 42%
Destination-specific sites/apps 31%
Daily Deal sites/apps 27%
Facebook 64%
YouTube 42%
Pinterest 19%
Google+ 17%
Instagram 15%
Twitter 14%
Base: Personal quota and use online sources for inspiration (n=2286) INSPIRE1: And, which online sources typically inspire you to start thinking about your personal or leisure trips? (Select ALL that apply)
Source: Google Travel Study, June 2014, Ipsos MediaCT
Έμπνευση | Οι ταξιδιώτες ψάχνουν στο Search & το YouTube
Google Confidential and Proprietary
Έρευνα: το online κυριαρχεί!
Η αναζήτηση στο search γίνεται όλο και πιο έντονη.
Google Confidential and Proprietary
Ξεκινώ πάντα τη διαδικασία κράτησης μέσω της αναζήτησης
Αναψυχή
57% Δ∆ουλειά
64%
Έρευνα | Οι ταξιδιώτες ερευνούν αναζητώντας στο search
Base: Total Respondents (Personal n=3500; Business n=1500) Q21: Here are some (more) statements that may or may not describe your attitudes and opinions related to travel. Please indicate how much you agree or disagree
with each statement. [IF BUSINESS TRAVELER: Please think of all types of travel, including personal or leisure (non-business related) or business trips.] (Select ONE for each statement)
Source: Google Travel Study, June 2014, Ipsos MediaCT
Google Confidential and Proprietary
Έρευνα | Οι ταξιδιώτες ψάχνουν στο Google οτιδήποτε αφορά το ταξίδι τους
Source: Google Consumer Surveys, May 2014
Google Confidential and Proprietary
Purchase Intent
Low
High
Awareness
Consideration
Intent
Decision
Advocacy
Travelers’ behavior
Έρευνα | Οι ταξιδιώτες ξεκινούν την αναζήτηση στο search με γενικούς όρους
Google Confidential and Proprietary
19%
23%
16%
25%
16%
11%
62%
62%
65%
59%
62%
58%
19%
15%
20%
16%
22%
31%
Certainty of specific brand/company to use�(among leisure travelers)
Car rental
Air travel
Lodging
Cruises
Vacation packages
Other travel
I am absolutely certain which brands/ companies I am going to book with
I am considering multiple brands/ companies
I am totally undecided
Base: Personal quota and component included in trip in past 6 months (Cruises n=614; Air travel n=1923; Car rental n=1440; Vacation packages n=1052; Lodging n=2717; Other travel n=3500). RESEARCH1: When you first begin looking for information for your personal or
leisure trips, typically how certain are you about the specific company/brand you want to book with before you begin researching? (Select ONE for each component). Source: Google Travel Study, June 2014, Ipsos MediaCT
Έρευνα | Οι ταξιδιώτες ξεκινούν την αναζήτηση χωρίς προτίμηση σε brand
Google Confidential and Proprietary
Η Εμπειρία είναι Cross-Screen Οι ταξιδιώτες μοιράζονται τις εμπειρίες τους σε desktops, tablets και κινητά σε όλα τα στάδια του ταξιδιού.
Google Confidential and Proprietary
Devices used to decide on activities/excursions
56%
49%
35%
29%
4%
Smartphone (yours or someone else’s)
Computer brought from home/work (yours or
someone else’s)
Tablet (yours or �someone else’s)
Computer at accommodations
Other
Εμπειρία | Οι ταξιδιώτες επιλέγουν δραστηριότητες & εκδρομές μέσω κινητών συσκευών
Base: Personal Quota and use Internet-related sources to decide on activities/excursions at destination (n=1801) QD12: And, when deciding on activities/excursions to participate in once you have arrived at your destination, on which device(s) are you
accessing the information? (Select ALL that apply)z