PowerPoint Presentation
Travel Advertising:
The Places You’ll Go!
Your handy guide to a successful marketing journey in 2017
You’re off to great places!
Today is your day!
Your mountain is waiting so...Get on your way!
Dr. Seuss
How annual changes affect traveler behavior
How can you use booking patterns to inform your marketing strategy?
Travel Vertical
Onsite behaviour: pick in visitors in transactions in Q3
Q3 is the most important quarter of the year for the Travel vertical.
Visitors start deciding in May-June, while June and July are the most important months - both visitors and transactions have the highest spike.
INDEX OF ONSITE VISITORS AND TRANSACTIONS (INDEX=100, JAN 2016)
Source: Analyzed Criteo trackers data (45 millions of travel transactions • Italy • 2016)
Don’t miss early bookers – They have longer stays
We divided all site visitors into three types:
• Early bookers (book 1+ months in advance)
• Mid bookers (book 10-30 days in advance)
• Last minute bookers (book 0-9 days in advance)
We realized that early bookers spend more money than last minute bookers and their stays are much longer than last-minute bookers.
PERCENTAGE OF SITE SEARCHES BY BOOKER TYPE AND CHECK-IN PERIODS
EARLY BOOKERS
MID BOOKERS
LAST MINUTE BOOKERS
Start to retarget ahead of Top season to capture attention of Early bookers.
Plan For Peak Times
How they vary by sector
Why should travel providers be mindful of different peak times?
July and August are the months of apartments
Hotel and air bookings increase from May to July and they are quite stable in the rest of the year.
The apartment bookings have a boost during summer reaching a peak in August.
INDUSTRY TRAVEL CATEGORIES, PER MONTH
Source: Analyzed Criteo trackers data (45 millions of travel transactions in Italy in 2016)
Plan For Summer and Christmas are the periods most researched from travelers.
The peak of August 15th is 8x higher than the average and all the other festivities of the year (Easter, April 25th, May 1st, June 2nd, November 1st and December 8th) are 3x higher than the average.
INDEX OF NUMBER OF SEARCHES ON TRAVEL SITES BY CHECK-OUT DATES
How people are booking travel on personal devices
What’s the state of mobile usage for travel bookings?
Travel season is mobile season
AVERAGE SHARE OF MOBILE SALES INDEXED ON THE AVERAGE SHARE OVER THE PERIOD OF EACH ADVERTISER
August is the super Mobile month on everyone they don't
SHARE OF MOBILE TRANSACTIONS BY CATEGORY AND YOY VARIATION
| TRAVEL | MOBILE SHARE | YOY 2017 VS 2016 |
|---|---|---|
| AIR | 8.6% | 7% |
| APARTMENTS | 18.3% | -7% |
| CAR | 14.1% | 39% |
| CRUISE | 27.3% | 27% |
| HOTEL | 12.2% | 21% |
| RAIL | 12.8% | 21% |
| GRAND TOTAL | 14.2% | 9% |
How people are using multiple devices to book travel
What’s the best way to manage your marketing across devices?
Travellers are multi-device
Cross-device bookings are the new normal: “browse smartphone, buy desktop” is a dead model. Now customers use their smartphones to search and to buy.
46% OF ALL ONLINE TRANSACTIONS INVOLVED TWO OR MORE DEVICES
46% DESKTOP TRANSACTIONS INVOLVED TWO OR MORE DEVICES
DEVICES USED IN PATH TO PURCHASE IN ITALY, FIRST AND LAST TOUCHPOINT IN CROSS-DEVICE TRANSACTIONS, Q4 2016
FIRST DEVICE USED TO BROWSE
FINAL DEVICE USED TO PURCHASE
20% OF CROSS-DEVICE DESKTOP TRANSACTIONS STARTED ON SMARTPHONE
36% OF CROSS-DEVICE SMARTPHONE TRANSACTIONS STARTED ON DESKTOP
Path to purchase is complex.
To reach users at any step of the purchase journey, use Criteo X-device solution
Our technology is solving for travel advertisers
Meet the Criteo Engine, where it’s all about performance.
Automated Optimization Based On Days To Departure (Booking Window)
The Criteo Engine understands the travel booking cycle
• Based on the measured performance of your audience.
• Continuously adapts to seasonal changes.
TRAVEL DATES
Universal Match Means Booking-Cycle Visibility
The Criteo engine identifies users and monitors their behavior across devices.
Custom Monitoring For More Effective Messages
The Criteo engine optimizes for every stage of the customer journey.
DREAM DAY 1
STANDARD RETARGETING
BOOK DAY 17
COMMERCIAL PRIORITY (Last minute)
TRAVEL DAY 24
RETURN DAY 3
User Value Predictions Increases ROI
The Criteo Engine predicts user value & bids at a price that maximizes ROI.
| PROPERTY | AVERAGE BOOKING VALUE | COMMISSION | INVESTMENT MULTIPLIER(100=NEUTRAL) |
|---|---|---|---|
| OVERALL AVERAGE | $235 | 15% | 100 |
| LONDON GATWICK | $150 | 20% | 133 |
| LONDON VICTORIA | $150 | 10% | 66 |
Up your CPC game now and beat the June blues
Increase CPCs in May to achieve a great online visibility in the leading weeks before travel peak season.
CPC INDEX
Create awareness now...
+18%
+15%
... get revenue later €€€
APR 16 MAY 16 JUN 16 JUL 16 AUG 16 SEP 16
KEY TIPS AND TAKEAWAYS
Stay top of mind
Travelers start planning trips months in advance, so increase your CPCs early — by May — to convert shoppers in July.
Get mobile friendly
Make sure your site and app are optimized for increased bookings on personal devices.
Cover the cross-device journey
Enlist smart solutions to track and manage all your visitors’ cross-device touchpoints.
You have brains in your head.
You have feet in your shoes.
You can steer yourself any direction you choose.