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Get onboard for summer travel Your first class ticket to more Travel sales with search advertising
When we think back to
the most memorable
times in our childhood
they often involve a
vacation.
You now have the
privilege to enable the
capturing of memories
for the customers you
serve everyday. And
we’re here to support
you along the journey.
Leisure trips lead in summer
Source: visual.ly, Q1 – Q3 2013. Data specific to the US market.
Busin
ess
57%
Leisur
e
43%
Q1
Busine
ss
48%
Leisure
52%
Q2
Busine
ss
43% Leisure
57%
Summer
Leisure Travel accounted for
57% Of travel
Business Travel accounted for
43% Of travel
Planning ahead
Source: visual.ly, Q1 – Q3 2013. Data specific to the US market.
Booking summer vacations in advance
More travelers booked vacations at least
30 days in advance, an increase from
Q1 and Q1.
Q1 Q2 Summer
23% 24%
35%
Source: visual.ly, Q1 – Q3 2013. Data specific to the US market.
Longer stay for summer play Duration of stay increases during summer months
Q2
38%
Summer
44%
Q2
55%
Summer
62%
Travelers stayed at their destinations for
6 days or longer.
Travelers searched for vacation stays of
6 days or longer.
NOTE: Longer stays are particularly indicative of leisure travel, with most business-related travel
lasting only a few days.
Consumers are relying on the experiences of other travelers
Source: Travel Weekly – Consumer Trends Report, - July 29, 2013. Statistics are percentages of 2013 Travel Weekly Consumer Trends
Survey participants.
22% are very much influenced by reviews
58% Use travel review web sites
75% are somewhat influenced by reviews
Consumers will continue to make experiences a top priority
Source: Travel Market Report, Travel Trends 2014: Unplugged, Imperfect, Fast; JWT Intelligence, Ann Mack; Travel Weekly – Consumer Trends Report, -
July 29, 2013. Statistics are percentages of 2013 Travel Weekly Consumer Trends Survey participants.
73% would rather spend money on an experience than on a material item
$6,840 Total amount spent on travel in the past 12 months
$1,415 Average amount spent on one trip
Forecasting an increase in cruise guests for 2014
Source: Cruise trends 2014: Image rehab and new ships on YAHOO! News January 24, 2014; Travelmarketreport.com – AMEX – Big Boost in 2014 Cruise
Bookings, January 17, 2014; comScore Plan Metrix, US, June 2013, custom measure created using comScore indices and duplication. June 2013 data
was used to reflect the summer season.
21.7 million cruise guests expected in 2014 up from 21.3 million cruise guests in 2013
Top destinations for 2014 include: Caribbean, Mediterranean, and Europe
Compared to Google, the Yahoo Bing Network audience are more likely to have bought a cruise online in the last 6 months
Source: Experian Marketing – The Digital Marketing Report 2013; Orbology Blog, Orbitz, May 1, 2013; Travel+Leisure Most Important Travel Trends
2014; comScore Plan Metrix, US, June 2013, custom measure created using comScore indices and duplication. June 2013 data was used to reflect the
summer season.
Considering married couples with children are retaining their buying clout:
Orlando was the top summer destination for America in 2013
Disney vacations are expected to be a strong consideration for travelers in 2014
Compared to
Google, the Yahoo
Bing Network
audience is more
likely to have visited
Disney
World/Orlando in
the last 12 months
Las Vegas will continue to be a sure bet for value and entertainment
Source: ABC Local, Chicago Jeanenne Tornatore, Senior Editor, Orbitz.com, January 13, 2014; comScore Plan Metrix, US, June 2013, custom
measure created using comScore indices and duplication. June 2013 data was used to reflect the summer season.
With over 150,000 rooms downtown, travelers will find better deals on hotels
New entertainment including Brittany Spears at the Planet Hollywood Resort & Casino
Cirque de Soleil shows are among the top booked attractions for 2014
Compared to Google, the Yahoo Bing Network audience is more likely to have visited Las Vegas for vacation in the last 12 months
Combining a destination and an event With the upcoming 2014 FIFA World Cup, June 12 – July 14, 2014:
Source: ABC Local, Chicago, Jeanenne Tornatore, Senior Editor, Orbitz.com, January 13, 2014; comScore Plan Metrix, US, June 2013, custom measure
created using comScore indices and duplication. June 2013 data was used to reflect the summer season.
Brazil and South America are hot destinations FIFA World Cup is the “biggest single-event sporting competition in the world”
Compared to Google, the Yahoo Bing Network audience is
9% more likely to have visited South America for vacation in the last 12 months
Travelers are planning international getaways for 2014
Source: Travel Market Report, January 2, 2014 , travelmarketreport.com, American Express Top Travel Agent Trends 2014
52% of travel counselors indicated their travelers are planning international trips
The most popular destinations among those are:
Seychelles, Brazil, Vietnam, Grenada, New Zealand, Croatia, Bhutan, Norway and Greece
Source: comScore Plan Metrix, US, June 2013, custom measure created using comScore indices and duplication. June 2013 data was used to reflect
the summer season and stats are based upon the last 3 years.
127% more likely to have flown Northwest
24% more likely to have flown Aero Mexico
16% more likely to have flown Mexicana
11% more likely to have flown Qantas
13% more likely to have flown SwissAir
Compared to Google, the Yahoo Bing Network Audience is:
Source: visual.ly, September 2013
Online travel planning is a global trend
8 in 10 Travelers plan their trips online
Online travel sales by region:
Online travel booking preferences
36%
47%
51%
30%
22%
9%
1%
17%
0 3%
1% 2%
ALL- INCLUSIVE CRUISES ESCORTED TOURS PACKAGED TOURS
Online Directly with Provider Online Travel Agency Travel Search Site
Source: Travel Weekly – Consumer Trends Report, - July 29, 2013. Statistics are percentages for leisure travelers worldwide in 2013.
Technology enabling travel The use of tablets and smartphones to book travel continues to grow
30% used a mobile device to purchase travel in 2013
Up from 25% in 2012
Source: Travel Weekly – Consumer Trends Report, - July 29, 2013. Statistics are percentages of 2013 Travel Weekly Consumer Trends Survey participants.
Source: eMarketer The US Travel Industry 2013
Branding campaigns get second look
Brand campaigns can lead to direct booking too.
Hotel suppliers continue to invest aggressively on paid search,
in addition to leveraging retargeting with display ad.
Mobile investment accelerates.
Campaigns using “Click to call”, “same day booking” and “hotel app downloads” were successful
Search has become more competitive
Google’s hotel meta search, OTA acquisition of meta travel searches, and more search real estate becoming paid, hotel suppliers may have to spend more to appear above fold.
Data underpins multiple channel push
A game changer in behavioral targeting, location based targeting and device targeting.
Summer travel advertising trends for lodging
Sweet summer success
Travel industry sites experienced a spike May-June 2013
Most bookings are done by July for summer travel
July 2013 received the highest spike in traffic
Source: Hitwise, January 2014. Data inclusive of all devices and specific to the US market.
Summer travel increases industry web traffic
Source: AutoRentalNews.com – Car Rental 2014- Full Speed Ahead – January/February 2014
Go for a ride
Have rented a car from Hertz in the last 12 months
Have rented a car from National in the last 12 months
Have rented a car from Avis in the last 12 months
Compared to Google, the Yahoo Bing Network Audience is more likely to:
Fueling the need for freedom without the high cost
Increase in fuel efficient
vehicles available as
rental cars
Decrease in fuel prices
Projected increase in car
rentals in 2014
Source: eMarketer – The US Travel Industry 2013; October 2012 Survey by Text100 of leisure travelers worldwide; comScore Plan
Metrix, US, June 2013, custom measure created using comScore indices and duplication. June 2013 data was used to reflect the
summer season.
Compared to Google, the Yahoo Bing Network
audience is more like to:
Explore your options
Compared to Google, the Yahoo Bing Network audience is
10%
more likely to have spent $10,000 or more online on travel
Our audience has a higher propensity to spend on travel online
Source: comScore Plan Metrix, US, June 2013, custom measure created using comScore indices and duplication. June 2013 data was
used to reflect the summer season.
Total travel paid clicks
Total travel searchers
of all travel paid clicks
Total travel searches
Travel searchers not reached on Google
Reach exclusive destinations
In June of 2013, the Yahoo Bing Network delivered…
Source: comScore Search Categories Report (custom), US, June 2013..
24M
39M
119M
32% 16M
The Yahoo Bing Network marketplace insights for Travel
Clicks Non-brand car
rental keywords to
increase 15% year-over-year
Searches Non-brand car
rental keywords to
increase 40% year-over-year
Spend Non-brand car rental keywords advertiser investment to
increase 20% year-over-year
Get onboard with more forecasted searches and clicks in Travel
Microsoft Internal data 2014
Growth in summer travel searches on smartphones
Growth in summer lodging searches on smartphones
Source: Microsoft internal data 2014
167%
99%
Travel searchers are on the go with mobile
3,500,000
3,700,000
3,900,000
4,100,000
4,300,000
4,500,000
4,700,000
4,900,000
5,100,000
5/1 5/8 5/15 5/22 5/29 6/5 6/12 6/19 6/26 7/3 7/10 7/17 7/24 7/31
Yahoo Bing Network summer travel daily searches: 2013 vs. 2012
May1-July31 2012 May1-July31 2013
Source: Microsoft Internal Data Analysis: May 1-July 31 2012, May 1-July 31 2013, Owned & Operated, US, PC + Tablet
1,100,000
1,200,000
1,300,000
1,400,000
1,500,000
1,600,000
1,700,000
5/1 5/8 5/15 5/22 5/29 6/5 6/12 6/19 6/26 7/3 7/10 7/17 7/24 7/31
Yahoo Bing Network daily lodging searches: 2013 vs. 2012
May 1-Jul 31 2012 May 1-Jul 31 2013
Travel searches on smartphones drive better engagement
Click-through rate (CTR)
PC 1.47%
Mobile 1.77%
When compared to Google, the Yahoo Bing Network audience is:
Source: comScore Plan Metrix Site Audience Profile, January 2013. Composition Index compared to baseline internet users
20%
15%
13%
Microsoft Confidential Microsoft Confidential
Choose your words carefully with our
ad copy research for Travel
Our study results show that a travel ad with “airlines” in the title and “deals” in the description has high Ad Quality.
Ad description
Ad titl
e
Great Good Insufficient data Poor
Air
Airfa
res
Airlin
e B
rand
Airlin
es
Bo
ok
Call
to A
ctio
n
City
Deals
Dest
inatio
ns
Dis
count
Fare
s
Fin
d
Flig
hts
Fly
Guara
nte
ed
Hug
e/B
ig
Lo
west
No
nst
op
No
w
Off
ers
Off
icia
l Site
Onlin
e
Price
s
Save
Tic
kets
To
day
Tra
dem
ark
Tra
vel
Web
site
Yo
ur
Air
Airfares
Airline Brand
Airlines
Area
Book
Call to Action
City
Deals
Discount
Fares
Find
Flights
Fly
Lowest
Nonstop
Official Site
Online
Save
Tickets
Trademark
Travel
Website
Ad performance heatmap A
ir
Airfa
res
Airlin
e B
rand
Airlin
es
Bo
ok
Call
to A
ctio
n
City
Deals
Dest
inatio
ns
Dis
count
Fare
s
Fin
d
Flig
hts
Fly
Guara
nte
ed
Huge/B
ig
Lo
west
No
nst
op
No
w
Off
ers
Off
icia
l Site
Onlin
e
Price
s
Save
Tic
kets
To
day
Tra
dem
ark
Tra
vel
Web
site
Yo
ur
Air
Airfares
Airline Brand
Airlines
Area
Book
Call to Action
City
Deals
Discount
Fares
Find
Flights
Fly
Lowest
Nonstop
Official Site
Online
Save
Tickets
Trademark
Travel
Website
Ad description
Ad titl
e
Great Good Insufficient data Poor
Top word combos
PC Mobile Tablet
Title Description
City Official/Official Site
Tickets Official/Official Site
City Find
Travel Flights
Tickets Find
Title Description
Find Today
Find City
Book Flights
Flights Airlines
City Lowest
Title Description
Deals Travel
Deals Find
City Travel
Travel Flights
Fares Air
Key insights
Ad performance heatmap Ad description
Ad titl
e
Great Good Insufficient data Poor
Airp
ort
Bo
ok
Bra
nd
Call
to
Act
ion
Car
Car
Siz
e
Cheap
Deals
Fre
e
Gre
at
Hire
Lo
w/L
ow
est
No
w
Off
Off
icia
l
Onlin
e
Price
Po
int
Quic
k
Rate
s
Rent/
Renta
l
Rese
rve
Save
Savi
ng
s
Sp
eci
als
To
day
Tra
dem
ark
Up
gra
de
Weeke
nd
Weekl
y
Yo
ur
Airport
Brand
Call to Action
Car
Cheap
City
Deals
Discounts
Free
Great
Hire
Off
Official
Online
Price Point
Rent/Rental
Savings
Specials
Trademark
Upgrade
Weekend
Weekly
Top word combos
PC Mobile Tablet
Title Description
Off Low/Lowest
Weekend Specials
Weekend Online
Weekend Quick
Weekend Price Point
Title Description
Rent/Rental Specials
Brand Specials
Car Specials
Price Point Specials
Car Weekend
Title Description
Weekend Specials
Weekend Online
Weekend Quick
Trademark Deals
Weekend Price Point
Key insights
Ad performance heatmap Ad description
Ad titl
e
Great Good Insufficient data Poor
Best
Bo
ok
Bra
nd
Call
to A
ctio
n
City
Deals
Do
wnto
wn
Fam
ily
Fre
e
Gre
at
Guara
nte
ed
Ho
tel
Lo
west
Luxu
ry
No
w
Off
icia
l
Price
Po
int
Rate
s
Renta
l(s)
Reso
rts
Ro
om
(s)
Save
Suites
To
day
Tra
dem
ark
Vaca
tio
n
Best
Book
Brand
Cabin
Call to Action
City
Deals
Downtown
Great
Guaranteed
Hotel
Luxury
Official
Price Point
Rates
Rental(s)
Resorts
Save
Suites
Trademark
Vacation
Top word combos
PC Mobile Tablet
Title Description
City Save
City Room(s)
Rental(s) Save
City Official
Rates Rates
Title Description
City Brand
City Guaranteed
City Great
City Call to Action
Trademark Rates
Title Description
Rental(s) Save
Call to
Action Room(s)
Rental(s) Rental(s)
Vacation Today
Deals Today
Key insights
Ad performance heatmap Ad description
Ad titl
e
Great Good Insufficient data Poor
%
All-
Incl
usi
ve
Bo
ok
Bra
nd
Call
to A
ctio
n
Cru
ise(s
)
Deals
Exc
lusi
ve
Gre
at
Larg
est
Lo
catio
n
Lo
w/L
ow
est
Luxu
ry
New
No
w
Off
ers
Off
icia
l
Price
s
Rate
s
Sail
Sale
Save
To
day
To
urs
Tra
dem
ark
Vo
catio
n
Yo
ur
%
All-Inclusive
Book
Brand
Call to Action
Cheap
Cruise(s)
Deals
Exclusive
Great
Largest
Location
Luxury
New
Offers
Official
Sale
Save
Tours
Trademark
Vocation
NoVar
Top word combos
PC Mobile Tablet
Title Description
NoVar Call to Action
Cheap Cruise(s)
NoVar %
NoVar Your
Sale Today
Title Description
Cruise(s) New
Official Deals
Cruise(s) Sale
Trademark Now
Trademark Location
Title Description
All-Inclusive Deals
All-Inclusive Cruise(s)
Deals Largest
All-Inclusive Call to Action
Cruise(s) Sale
Key insights
Bing Ads features help your search campaigns soar to new heights
Ad extensions drive home performance
Location Extensions Sitelink Extensions Call Extensions Merchant Ratings
Sitelink Extensions give your ad more dynamic offerings
˗ Increase click-through-rate (CTR) and conversions.
˗ Provide direct access to site content and more utility for end customers.
˗ Shorten the conversion funnel and improve profitability.
˗ Display up to four site links to your mobile search ads on smartphones.
For mobile consumers, it is all about taking immediate actions in real-time and on-the-go.
Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance.
Increase in clicks is dependent upon a seasonality and advertiser vehicle.
Up to 23% higher CTR using Sitelink Extensions than with standard text ads
Location Extensions drive traffic to local merchant
˗ Mobile users are more likely to be searching for a store location on their mobile device, rather than on desktop or a tablet
˗ Leverage local features such as store locator, click-to-call and Click-to-Direction
˗ Drive improved conversion rate from mobile store locator to in-store visits
Up to 9% higher CTR using Location Extensions than with standard text ads
Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance.
Increase in clicks is dependent upon a seasonality and advertiser vehicle.
Source: 1. comScore Explicit Core Search (custom), US, June 2013. June 2013 data was used to reflect the summer season.
Reach 167M unique searchers in multiple ways with Call Extensions1
˗ Smartphones
˗ Tap phone number in the result
˗ Call is initiated
˗ Offline
˗ See phone number on web
˗ Dial landline or mobile manually
˗ Skype on PC or tablet
˗ Click phone number
˗ Free Skype call initiates in browser
˗ On Bing only. No Skype client is required
Bing: The world’s first search engine with in-browser calling
Better transactions with Merchant Ratings
˗ Mobile users are more likely to be searching for a store location on their mobile device, rather than on desktop or a tablet
˗ Leverage local features such as store locator, click-to-call and Click-to-Direction
˗ Drive improved conversion rate from mobile store locator to in-store visits
Bing Ads Express enables you to find customers easier
Getting started with Bing Ads Express
It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few clicks.
Learn how to import your campaigns
Connect with a Search Specialist who can help you get started today
1-800-518-5689 or check out Getting started
@bingads
linkedIn.com/company/bing-ads
facebook.com/bingads
blog.bingads.com
instagram.com/bingads
slideshare.net/bingads
youtube.com/bingads
© 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on
the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
