## 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.

## Dr. Seuss