Travel | UK презентация

UK Travel Snapshot

Digital Travel Sales (Billion)

2014

£20.50

UK digital Travel Researchers
Million

2015

£22.33

2016

£24.16

Sales growth YoY

8.8%

8.9%

8.2%

27.5

28.5

29.3

UK digital Travel Bookers
Million

25.0

25.9

26.7

Source: Worldwide Digital Travel Sales: The eMarketer Forecast for 2015

Digital bookings still mostly on a PC, but millennials lead in mobile activity

93%

Devices used for online travel reservations in the UK

18%

17%

Increasing number of travel searches powered by Bing in the UK

Travel related search queries have increased 15% year-over-year

Car hire & flight related searches see the highest year-over-year growth.

Travel search volume has increased year-over-year on Bing & Yahoo sites in the UK September 2015 vs September 2014

Internal Source: Volume of searches with travel intent relative to average monthly volume across devices on Bing and Yahoo sites in the UK, Sep 2014 – Sep 2015

January ranks as strongest travel month, after the summer season

Key search volume peaks between Jan 2015 – Sep 2015

+ 15% YoY
Sep 2015

+57% MoM over Dec-14

Summer travel 2015: 25%

Searches related to holidays, cruises & skiing increase in January

Flights: 24%
Travel Info: 22%
Lodging: 14%
Car Hire: 12%
Trains: 4%

Travel all up: 21%
Holidays: 36%
Skiing: 26%
Cruise: 25%

Internal Source: Top days in January 2015 according to travel intent search volume, relative to average daily search volume during period of Sept 2014 to Sept 2015, all devices, across Bing & Yahoo sites.

Top 10 travel days in January

Bing Ads travel searches pick up at the start of the New Year. Mobile devices are heavily used at the beginning of the month and during the weekends, whereas activity on PC picks up towards mid-Jan.

Mobile Devices

PC

All up Travel

Mobile travel searches much higher on weekends. Search volume also up 31% during top 10 days.

PC travel searches up 21% during top 10 days.

Travel intent searches up +32% during top 10 days.

Ensure you optimise your campaigns and establish budget for expected increases in January.

Tip:

Which travel categories lead in mobile searches?

Device split for travel related queries

Which days of the week dominate travel searches?

Key days of the week for Travel related queries

4 out of 10 travel searches made on mobile devices

Travel searches in January are particularly strong on Thursday and Fridays, when compared to annual average

Bing Ads Travel Audience

More than 60% of travel related searches are from those aged 35-64. Cruises are more popular with 50+ years old.

Except for car hire, women dominate all travel related searches across categories.

Age Group

Gender

Internal Source: Search query device split & day of the week trends for travel sub-categories, across devices, Bing and Yahoo sites, UK, Sep 2014-Sep 2015.

Average CTR for top queries in Travel, indexed to desktop, on Yahoo and Bing sites, in the UK

Travel CTRs vs. desktop (indexed)

Increase engagement with ad extensions

Comparison of average mainline CTR for Travel, UK Bing & Yahoo sites, PC & Tablet (Q2-2015)

CTR

Enhanced Sitelinks

Enhanced Sitelinks

Enhanced Sitelinks

Enhanced Sitelinks

Internal Source: Comparison of average mainline CTR for Travel, UK Bing & Yahoo sites, PC & Tablet (Q2-2015)

Lower Average Travel CPCs on Bing Ads

Google

£0.17

UK

Bing

£0.32

-48%