Download - UK Winter Travel Insights
#BingAdsTravel • @BingAds
UK Winter Travel Insights
2
Contents• Winter Travel Overview
• Holidays Deep Dive
• Trending Destinations
• Heatmap Heaven
• Summary
Winter Travel Overview
The digital transformation of the UK travel industry continues with digital travel bookers forecast to grow to 27 million this year
Source – eMarketer.com calculations published in May 2016. eMarketer.com
Internal Source: Volume of searches with travel intent relative to the average monthly volume between Jun 2015 – Jun 2016, Bing, Yahoo & AOL sites in the UK, all devices
Flights: 24%Travel Info: 22%Lodging: 14%Car Hire: 12%
Trains: 4%
Travel seasonality on the Bing NetworkJanuary is a key period – January 2016 saw a notable uptick in search volume (+15% vs. index for this period)
Winter travel volume by category
Flights: 24%Travel Info: 22%Lodging: 14%Car Hire: 12%
Trains: 4%
Travel all up: 21%Holidays: 36%Skiing: 26%Cruise: 25%
Lodging, Holidays & Flights proved popular this January
Internal Source: Share of searches with travel intent by category, Bing, Yahoo & AOL sites in the UK, Jan 2016, all devices
Internal Source: Search volume with travel intent by device & day of the week for each travel category, Bing, Yahoo & AOL sites, in the UK, Jan 2016, all devices
33% of travel searches last January were made on mobile and tablet devices
Travel searches last summer were particularly strong on Mondays and Tuesdays (+13% and +7% vs. index for this period)
Which winter travel categories led in mobile searches?
Which days of the week dominated winter travel searches?
Bing Ads winter travel audience
Flights: 24%Travel Info: 22%Lodging: 14%Car Hire: 12%
Trains: 4%
Travel all up: 21%Holidays: 36%Skiing: 26%Cruise: 25%
Internal Source: Search volume with travel intent by age and gender for each travel category, Bing, Yahoo & AOL sites, in the UK, Jan 2016, all devices
• 60% of travel related searches are from those aged 35-64• Except for car hire, women dominate all travel related searches across categories
Holidays Deep Dive
Holidays search volume overview
Flights: 24%Travel Info: 22%Lodging: 14%Car Hire: 12%
Trains: 4%
Travel all up: 21%Holidays: 36%Skiing: 26%Cruise: 25%
Package and beach holidays proved popular this January whilst activity holidays saw the greatest YoY volume growth
Internal Source: Share of searches with holiday travel intent by category, Bing, Yahoo & AOL sites in the UK, Jan 2016, all devices*Activity holidays are defined as queries relating to golfing, camping or walking holidays *Adventure holidays are defined as queries relating to adventure themed holidays/tours*Beach holidays are defined as queries relating to beach holidays*Package holidays are defined as queries relating to package/all inclusive holidays*Skiing holidays are defined as queries relating to skiing holidays
Holidays search volume – device breakdown
Flights: 24%Travel Info: 22%Lodging: 14%Car Hire: 12%
Trains: 4%
Travel all up: 21%Holidays: 36%Skiing: 26%Cruise: 25%
• 31% of holidays search volume derived from Mobile & Tablet traffic • Beach holidays saw the greatest Mobile & Tablet traffic, accounting for 37%
of volume • Activity holidays saw the weakest Mobile & Tablet traffic, accounting for just
20% of volume
Internal Source: holiday travel search volume by category, split by device, Bing, Yahoo & AOL sites in the UK, Jan 2016.*Activity holidays are defined as queries relating to golfing, camping or walking holidays *Adventure holidays are defined as queries relating to adventure themed holidays/tours*Beach holidays are defined as queries relating to beach holidays*Package holidays are defined as queries relating to package/all inclusive holidays*Skiing holidays are defined as queries relating to skiing holidays
Unmasking the holidays audience on Bing Ads
Flights: 24%Travel Info: 22%Lodging: 14%Car Hire: 12%
Trains: 4%
Travel all up: 21%Holidays: 36%Skiing: 26%Cruise: 25%
• Holidays searches were most prominent amongst the 50-64 age group and were led by women• Adventure & Activity holiday searches were popular with younger audiences, with over 35% of
volume deriving from the 35-49 age group
*Activity holidays are defined as queries relating to golfing, camping or walking holidays *Adventure holidays are defined as queries relating to adventure themed holidays/tours*Beach holidays are defined as queries relating to beach holidays*Package holidays are defined as queries relating to package/all inclusive holidays*Skiing holidays are defined as queries relating to skiing holidays
Internal Source: Search volume with holiday travel intent by age and gender for each holiday travel category, Bing, Yahoo & AOL sites, in the UK, Jan 2016, all devices
Top Position CPC By Device
Internal Source: top/first position CPC for generic holidays searches by category, split by device, Bing, Yahoo & AOL sites in the UK, Jan 2016, *Activity holidays are defined as queries relating to golfing, camping or walking holidays *Adventure holidays are defined as queries relating to adventure themed holidays/tours*Beach holidays are defined as queries relating to beach holidays*Package holidays are defined as queries relating to package/all inclusive holidays*Skiing holidays are defined as queries relating to skiing holidays
• Top position CPC bids were 17% cheaper on Mobile & Tablet vs PC for all up generic holidays searches
• Skiing & Package holidays generic searches saw the highest top position CPC’s, across all devices, compared to other categories
• Activity holidays generic searches saw the lowest top position CPC’s, across all devices, compared to other categories
Top Position CTR By Device
Internal Source: top/first position CTR for generic holidays searches by category, split by device, Bing, Yahoo & AOL sites in the UK, Jan 2016, *Activity holidays are defined as queries relating to golfing, camping or walking holidays *Adventure holidays are defined as queries relating to adventure themed holidays/tours*Beach holidays are defined as queries relating to beach holidays*Package holidays are defined as queries relating to package/all inclusive holidays*Skiing holidays are defined as queries relating to skiing holidays
• Top position CTR was 10% higher on Mobile & Tablet vs PC for all up generic holidays searches• Skiing & Package holidays generic searches saw the highest top position CTR’s, across all
devices, compared to other categories• Activity holidays generic searches saw the lowest top position CTR’s, across all devices, compared
to other categories
Adventure
Top 15 Holidays Keywords (Jan 2016)
1. adventure holidays2. family adventure holidays3. travel adventure4. adventure holidays uk5. adventure holidays families6. new adventure travel7. adventure travel8. adventure travel tours9. adventure holiday10. best adventure holidays11. uk adventure holidays12. adventure holiday uk13. adventure travel companies14. overseas adventure travel15. adventure tours
1. beach holidays2. beach holidays 20163. beach all inclusive4. beach holiday5. cheap beach holidays6. holidays beach7. beach holidays uk8. best beach holidays9. all inclusive beach holidays10. beach break11. beach weddings12. beaches resorts13. beach holidays all inclusive14. freshwater beach holiday
park15. holiday beach
Beach1. camping2. camping france3. camping holidays france4. walking holidays europe5. camping cornwall6. camping sites cornwall7. guided walking holidays8. camping spain9. camping uk10. camping italy11. camping holidays12. nordic walking holidays13. golf package holidays14. golfing holidays15. golf vacation packages
Activity1. ski holidays2. skiing holidays3. ski holidays 20164. cheap ski holidays5. ski scotland6. ski deals7. skiing holidays 20168. ski holiday9. last minute ski holidays10. ski weekends11. ski holidays france12. last minute ski deals13. family ski holidays14. ski chalet holidays15. ski chalets france
Skiing1. all inclusive holidays2. all inclusive holidays 20163. cheap all inclusive holidays4. package holidays5. disneyland paris package
deals6. cheap all inclusive holidays
20167. tenerife all inclusive8. half term all inclusive9. package holidays 201610. cuba holidays all inclusive11. cheap package holidays12. all inclusive13. maldives holidays all
inclusive14. all inclusive holidays tenerife15. all inclusive holidays spain
Package
Internal Source: top 15 generic holidays queries by holiday travel category, Bing, Yahoo & AOL sites in the UK, Jan 2016, all devices*Activity holidays are defined as queries relating to golfing, camping or walking holidays *Adventure holidays are defined as queries relating to adventure themed holidays/tours*Beach holidays are defined as queries relating to beach holidays*Package holidays are defined as queries relating to package/all inclusive holidays*Skiing holidays are defined as queries relating to skiing holidays
Trending Destinations
Top DeclinersGrowing Getaways
Flights: 24%Travel Info: 22%Lodging: 14%Car Hire: 12%
Trains: 4%
Travel all up: 21%Holidays: 36%Skiing: 26%Cruise: 25%
Internal Source: Top destinations outside of the UK by search volume looking at user queries related to flights, Bing, Yahoo & AOL sites in the UK, All devices, August 2016
Top trending international flight destinations in August 2016
Flights To.. YoY % Change Flights To.. YoY % ChangeVancouver 105% Istanbul -50%Canada 61% Paris -44%Toronto 60% China -38%Calgary 55% USA -35%Milan 32% France -35%Dubrovnik 31% Turkey -33%Kos 23% Florida -30%Bergerac 23% Germany -29%Stockholm 20% Bangkok -29%Almeria 18% Brussels -28%
Top DeclinersGrowing Getaways
Flights: 24%Travel Info: 22%Lodging: 14%Car Hire: 12%
Trains: 4%
Travel all up: 21%Holidays: 36%Skiing: 26%Cruise: 25%
Internal Source: Top destinations outside of the UK by search volume looking at user queries related to car hire, Bing, Yahoo & AOL sites in the UK, All devices, August 2016
Top trending international car hire destinations in August 2016
Car Hire In.. YoY % Change Car Hire In.. YoY % ChangeLisbon 61% Alicante -97%Canada 60% Dublin -36%Barcelona 59% France -19%Geneva 58% Murcia -18%Miami 40% Paphos -10%Ibiza 39% Cyprus -9%Cork 29% Greece -9%Corfu 29% Kefalonia -7%New Zealand 28% Portugal -6%South Africa 27% Florida -4%
Top DeclinersGrowing Getaways
Flights: 24%Travel Info: 22%Lodging: 14%Car Hire: 12%
Trains: 4%
Travel all up: 21%Holidays: 36%Skiing: 26%Cruise: 25%
Internal Source: Top destinations outside of the UK by search volume looking at user queries related to hotels, Bing, Yahoo & AOL sites in the UK, All devices, August 2016
Top trending international hotel destinations in August 2016
Hotels in.. YoY % Change Hotels in.. YoY % ChangeFunchal 34% Singapore -77%Krakow 26% Hong Kong -75%Vancouver 25% Florence -68%Alicante 25% Munich -66%Iceland 22% Brussels -62%Napa 21% Bruges -56%Gran Canaria 19% Marrakech -55%Gibraltar 18% Berlin -48%Perth 13% Ireland -47%Goa 11% Paris -44%
Heatmap Heaven
Brand & Endorsements CTA Delivery Incentives
Token Ad Quality Token Ad Quality Token Ad Quality™ º collect � same day delivery �official � shop � home delivery �Brand Term � get � next day delivery �recommended º buy � free p&p º® º view � free delivery �as seen on tv � compare º free returns ºnumber 1 � call º free shipping �© � find � enquire � see º check º
How to read an ad copy heat map
� Strong impact, rarely usedº Strong impact, sometimes used
� Strong impact, but used often� Fair impact, rarely usedº Fair impact, sometimes used� Fair impact, but used often� Limited impact, but rarely usedº Limited impact, but sometimes
used� Limited impact, but used often
Individual Tokens
Ad quality explanations
Top Tip: The greener and fuller the circle, the more likely your ad will stand out
How well tokens impact your ad
quality
How many other
advertisers are actively using
the token
We’ve looked at two dimensions in Bing Ads:1 2
. .
Generic Lodgings SearchesAd Copy Analysis
Internal source: Ad quality analysis is based on the performance of specific tokens within ad copy that showed for generic lodgings searches. Jun - Aug 2016, across devices on Bing, Yahoo & AOL sites in the UK
Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality
right visit ? extra certified full range
official site call today + from only [£] new our range
™ book ! save% compare cheap
official now {param2: bargain locate find new
[Brand] call & [%] find
leader visit today {param1: [£] request a brochure
unbeatable dealer {keyword: cheap find out more
award winning free
® from [£]
© offer
voted best low cost
recommended low prices
top from just [£]
discount
[%] off
savings
save
deal
interest
just [£]
User Needs USPBrand Endorsements CTA Dynamic Inclusion and Special Symbols
Pricing and Value Perception Drivers
Generic Flights SearchesAd Copy Analysis
Internal source: Ad quality analysis is based on the performance of specific tokens within ad copy that showed for generic flights searches. Jun - Aug 2016, across devices on Bing, Yahoo & AOL sites in the UK
Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality
contact {param1: (£)pp premium more than () airlines
book before + massive savings flexible baggage allowance
book securely ! upto [%] off secure fly safe
call {param2: low cost direct low deposits
explore ? cheapest safe wide choice
hurry & from [£] flight routes onboard
compare @ low rates first simple
now {keyword: low fares destinations sale
book lowest flight schedules range
browse save class official
call now cheap business service
find as low as [£] no cancellation fee
get save % great range
book online affordable great offers
book now huge savings travel deals
check discount award winning
purchase easy
look best price
request a quote best
view unbeatable
visit special prices
USPCTA Dynamic Inclusion and Special Symbols
Pricing and Value Perception Drivers User Needs
Generic Car Hire SearchesAd Copy Analysis
Internal source: Ad quality analysis is based on the performance of specific tokens within ad copy that showed for generic car hire searches. Jun - Aug 2016, across devices on Bing, Yahoo & AOL sites in the UK
Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality
call now {param1: from just [£] a day early 7 seater ()+ suppliers
call us free & massive savings today unlimited mileage wide choice
book now ! value fast luxury no hidden charges
book online {param2: cheap in seconds locations hassle free
get ? cheapest quick economy great deals
find {keyword: free instant suv easy
call @ from [£] mins insurance included large selection
book + upto [%] off minutes automatic direct
contact from just [£]/day family best prices
view cheap rates executive specialists
hire your car low prices people carrier best
now save estate top brands
browse discount comfort unbeatable
compare from only [£]/day mini free amendments
look as low as [£] more cars
purchase from just [£] per day special prices
check affordable safe
visit save % simple
explore great offers
search directly
best deal
exclusive
guaranteed
range no cancellation fees
no credit card fees
Pricing and Value Perception Drivers Speed User Needs USPCTA Dynamic Inclusion and Special
Symbols
Generic Holidays SearchesAd Copy Analysis
Internal source: Ad quality analysis is based on the performance of specific tokens within ad copy that showed for generic holiday searches. Jun - Aug 2016, across devices on Bing, Yahoo & AOL sites in the UK
Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality
book before {param1: £()pp deposit premium wide choice
look ? as low as [£] secure transfers included
hurry ! low cost atol protected ()+ destinations
browse {param2: £()pp safe instantly
contact {keyword: up to [%] off abta & atol protected best deal
search & lowest luxury dream holiday
book now @ save % destinations price match guarantee
book online + affordable secure booking great offers
compare from [£] flexible sale
book cheap official
explore discount selection
call now value for money low deposits
check massive savings exclusive
enquire huge savings unbeatable
visit cheapest new offers
find save great range
get personal service
call tailor-made
purchase award winning
book securely simple
request a quote best
research deals
view late deals
now easy
discover range
fully licensed
no hidden costs
USPCTA Dynamic Inclusion and Special Symbols Pricing and Value Perception Drivers User Needs
• Ensure there’s room in your budget to capture the winter surge in travel search volume, January was a key period for travel search volume last year
• Invest in mobile campaigns and a mobile experience with 33% of winter travel searches coming from mobile and tablet devices last summer
• Take a look at your demographic bid modifiers as over 60% of winter travel searches came from women and those aged 35-65 last winter
• Reach holiday audiences with our top position bid recommendations and trending keywords
• Capitalise on trending destinations in the travel industry
• Achieve optimal engagement utilising our generic ad copy heat maps
• Up your visual appeal: opt into Sitelink, Call, Review and App extensions
Summary – top recommendations for travel this winter