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