the hotel customer journey - tierneysconfidential + proprietary confidential + proprietary the hotel...

Confidential + ProprietaryConfidential + Proprietary

The Hotel Customer Journey

Satyan Joshi

Hotel Ads Business Leadsatyan@google.com

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

Source: Qubit

Travel

Retail

Online Travel vs. Retail sector

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

Source: Qubit

Not so long ago, things were a lot simpler

Dreaming & Inspiration Research Experiencing Sharing & Inspiring(?)

Confidential & Proprietary

Today’s customer journey is complex and

fragmented

Tablet

Offline: catalogue

Hotelier websites

Google Maps

Desktop

Reviews: Tripadvisor

OTA’s & meta

search sites

Offline: travel agent

Mobile

Online video: Youtube

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

Today’s traveller researches their trip online

Ground TravelsHotel StaysFlight Tickets

90%87% 87%

DIY

55%

Source: The Consumer Barometer Survey 2016

Question: How did people first learn of the product they purchased during product research??

Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

Proprietary + Confidential

Look for or compare

pricing/points/deals/information66%

Browse/look for destinations to visit or

vacation ideas57%

Look up maps or directions 55%

Read reviews (by travellers or

professionals)53%

Look up a restaurant/hotel/attraction at my

destination48%

...but what online research are they doing?

Google/Ipsos MediaCT The 2015 Travelers Road to Decision, Aug. 2015

46% of mobile travellers make booking decisions on mobile

but pay on another device.

Proprietary + Confidential

Today’s traveller books their hotel online (4 out

5)

Source: The Consumer Barometer Survey 2015

Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in

select categories) | Researched online

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

“hotels”

Source: UK Google Trends

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

What search term could this be?

Source: UK Google Trends

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

“Hotel near me”

Source: UK Google Trends

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

Today’s traveller is mobile

Source: Google internal data. UK hotel queries

Forecast >

Focus: Accommodation industry

M

T

D

● 45% of Mobile Queries

Christmas 2016

● By end of 2016, Mobile is

forecast to have grown

+30% versus 2015

● Mobile searches

forecasted to overtake

desktop in the summer

of 2017

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

Today’s traveller researches on all devices but

prefers to book on desktop

Research Book

Source: Google Consumer Survey - October 2015 n=400

Q. What devices do you use to research and book your hotel?

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

But… tomorrow’s traveller books on mobile

Note: Hotel industry projections for 2016.

Source: Phocuswright's European Online Travel Overview Eleventh Edition - SUMMARY

€ Bn

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

81%Cart abandonment rate in Travel

Source: Econsultancy, econsultancy.com/blog/

64167basketabandonmentemailswhyyoushouldbesendin

(68% in Retail)

EMEA Travel Vertical Search

Destinations on Google Packages Google Flight Search Hotel Ads My Trips Google Trip App

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + ConfidentialHotel Ads: Simplifying Travel Search across

Devices, Sites and Locations

Confidential + Proprietary

Google Hotel Organic Listings

Confidential + Proprietary

Google My Business

information

google.co.uk/business

Google Hotel Ads

Confidential + Proprietary

Book on Google

Confidential + Proprietary

City Itineraries

“City X Itineraries”

For 120 cities, we

will show a “If you

only have one day”

action packed

itinerary that is

based on where we

observe travelers

actually go.

Confidential + Proprietary