Search Path to Conversion Travel

7/18/2019 Search Path to Conversion Travel

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Travel Industry: Hotel, AirlineSearch Path to Conversion



Yahoo 2014 Confidential & Proprietary.

Search Path to Conversion

Hotels Category



Definitions, Brand Inclusion and Timeframe

Methodology

Sources: Path to Conversion, Yah

Data throu

Completed Hotel Reservation

Consumers who completed a hotel

reservation online

COMPLETED

W E C A P T U R E D :

Act iv it y:

► Completed Hotel Reservation activity

Using clickstream data from Compete’s panel

of 2 mill ion U.S. online consumers

Analysis Timeframe:

• 12 Month Cumulative

Day 1….Day 30

1 Click Direct ReferralCATEGORY

SEARCH

BEHAVIOR



Over 70% of online hotel reservation converters will conduct a hotel search in the month prior to co

Search Overall Penetration for Hotel Reservations

Sources: Search Path to Conversion, Yah

26.7MCompleted a hotel reservation

+Conducted a Hotel Search in the month

prior to conversion

That’s 72%Of all completed hotel reservati

4 WEEKS

3 WEEKS

2 WEEKS

1 WEEK

DAY OF

27%

27%

30%

34%

…46% will use the



While 72% of Hotel Reservation converters search for Hotel terms in the month prior to conversion

53% search the day of, only 30% of consumers will convert directly from search

Consumers Who Convert Directly From Search

Source: Search Path to Conversion, Ya

That’s 30%Of all completed hotel reservati11.1M

Completed Hotel Reservation+

Convert Directly From Search

…36% will use the



% O F S E A R C H E S T H A T A R E B R A N D E D V S . N O N - B R A N D

Converters who search typically conduct around 10 searches on average prior to converting; 70%

those searches are on non-branded terms

What Are Consumers Searching For?


BRAND: 30%

NON-BRAND: 70%

10.2SearchesPrior toConverting

The Average User Conducts



Non-BrandBrand

70% 74% 76% 79% 77% 54%

30%26% 24%

21% 23%

46%

TOTAL 4 WEEKS 3 WEEKS 2 WEEKS 1 WEEK DAY OF

Non-brand term searches play a dominant role throughout the entire research process even on the

conversion with brand searches surging. 34% of Hotel converters who search will never search for

specific hotel brand.

Brand vs. Non-Brand by Week




20.7M19.2M

4.7M

2.9M 2.3M1

Hilton and Marriott are the brands most top of mind for the category; Disney, Holiday Inn and Best

Western are the most successful at converting those who search for their brands

What Brands Are Consumers Searching For?


B R A N D Q U E R Y V O L U M E A M O N G C O N V E R T E R S

*Among those that search on brand terms

% of Brand Searchers That C

50% 70% 77% 78% 88%



Overall, 17% of hotel searches among converters will result in a Sponsored Search click

What Are Consumers Clicking On?


83% 85% 85% 84% 83% 81%

17% 15% 15% 16% 17% 19%

OrganicSponsored




Summary of Findings

Search may not be getting all the credit itdeserves

• Search is more likely to be used as a research c

than an enrollment channel

• While roughly 30% of online Hotel converters co

directly from search, 53% of online converters s

on Hotel terms the day of purchase. Overall, se

being used to inform the hotel reservation proce72% of those who convert online

• The Yahoo Bing Network is likely to be used in b

research phase and also when consumers are l

for answers right before taking the plunge

• Relative to its market share, The Yahoo Bing Ne

drives a disproportionate amount of converters f

brands



Summary of Findings

Search query trends among converters

highlight brand strengths, and the need to

in the non-brand space

• Only 30% of those who conduct a Hotel search prior

converting will conduct a brand search, while 70% c

non-branded search

• Being top of mind with consumers is critical: it increa

number of users searching for your brand and increa

likelihood that those searching for your brand will co

• Search activity slowly builds until the day of convers

when it spikes; searches skew heavily towards non-

terms even on the day of conversion when brand ter

searches increase



Yahoo 2014 Confidential & Proprietary.

Search Path to Conversion

Airlines Category



Definitions, Brand Inclusion and Timeframe

Methodology


Data throu

Completed Airline Reservation

Consumers who completed an airline

reservation online

COMPLETED

W E C A P T U R E D :

Act iv it y:

► Completed Airline Reservation activity

Using clickstream data from Compete’s panel

of 2 mill ion U.S. online consumers

Analysis Timeframe:

• 12 Month Cumulative

Day 1….Day 30

1 Click Direct ReferralCATEGORY

SEARCH

BEHAVIOR



65% of online airline reservation converters will conduct an Airline search in the month prior to con

Search Overall Penetration for Airline Reservations


23.3MCompleted an Airline reservation

+Conducted an Airline Search in the month

prior to conversion

That’s 65%Of all completed airline reservat

4 WEEKS

3 WEEKS

2 WEEKS

1 WEEK

DAY OF

24%

23%

26%

31%

43%

…47% will use the



While 65% of Airline converters search for Airline terms in the month prior to conversion, and 43%

the day of, only 22% of consumers will convert directly from search

Consumers Who Convert Directly From Search


That’s 22%Of all completed airline reservat7.9M

Completed Airline Reservation+Convert Directly From Search

…42% will use the



% O F S E A R C H E S T H A T A R E B R A N D E D V S . N O N - B R A N D

Converters who search typically conduct around 14 searches on average prior to converting; 60%

those searches are on non-branded terms

What Are Consumers Searching For?


BRAND: 40%

NON-BRAND: 60%

13.8SearchesPrior toConverting

The Average User Conducts



Non-BrandBrand

60% 63% 71% 73% 69% 40%

40%37%

29% 27%31%

60%


Non-brand term searches play a dominant role throughout the research process however brand se

take the lead on the day of conversion. 24% of Airline converters who search will never search for

specific airline brand.

Brand vs. Non-Brand by Week




42.5M

23.2M19.9M

17.6M15.6

Southwest, Delta and American Airlines are the brands most top of mind for the category; Southwe

JetBlue and Delta are the most successful at converting those who search for their brands

What Brands Are Consumers Searching For?


B R A N D Q U E R Y V O L U M E A M O N G C O N V E R T E R S

*Among those that search on brand terms

% of Brand Searchers That C

80% 74% 70% 72% 78



Overall, 17% of airline searches among converters will result in a Sponsored Search click

What Are Consumers Clicking On?


83% 84% 83% 82% 82% 83%

17% 16% 17% 18% 18% 17%

OrganicSponsored




Summary of Findings

Search may not be getting all the credit itdeserves

• Search is more likely to be used as a research c

than an enrollment channel

• While roughly 22% of online Airline converters c

directly from search, 43% of online converters s

on Airline terms the day of purchase. Overall, se

being used to inform the hotel reservation proce65% of those who convert online

• The Yahoo Bing Network is likely to be used in b

research phase and also when consumers are l

for answers right before taking the plunge

• Relative to its market share, The Yahoo Bing Ne

drives a disproportionate amount of converters f

airline brands



Summary of Findings

Search query trends among converters

highlight brand strengths, and the need to

in the non-brand space

• Only 40% of those who conduct an Airline search pr

converting will conduct a brand search, while 60% c

non-branded search

• Being top of mind with consumers is critical: it increa

number of users searching for your brand and increa

likelihood that those searching for your brand will co

• Search activity slowly builds until the day of convers

when it spikes; searches skew heavily towards bran



Documents

Search Path to Conversion Travel