Dive straight into your travel campaigns with our summer insights

This year, consumers are spending significantly on digital travel sales

Worldwide Western Europe

$510 Bn

SpainItaly

The Netherlands

UK

Germany

France

$4 Bn

$120 Bn$16 Bn

$9.7 Bn

$37 Bn

$9.4 Bn

$9 Bn

eMarketer, Dec 2014, Consumer spending and digital sales in 2015. eMarketer’s Estimates and Forecast Report (2013-2018)

UK digital travel sales in 2015 set to increase 12% YoY

²eMarketer, Worldwide digital Travel Sales: Estimates and Forecasts Dec 2014

2014 2015 2016 2017 2018

$ B

illi

on

s

UK Digital Travel Sales²

$33bn$37bn

$41bn $43bn$46bn

Sources: ¹Centtrip Feb 2015 cited in Travelweekly.co.uk

²TNS Omnibus Survey Oct 2014 cited in Travelweekly.co.uk3comScore Jan 2014 UK cited in eMarketer Travel Showdown Report 2015

2

1 in 3

3

¼

UK holiday makers are ready and are on the go

£19.6a year on overseas trips to Europe alone1

UK spends around

Search volume peaks over 15% during July and AugustLodging, Car Hire and other travel queries see the strongest uplifts amongst the travel categories with an increase up to 20% in July

Search volume for travel queries trending on the Bing & Yahoo UK Sites onlySearch volume relative to the annual average 2014, UK

0%

20%

40%

60%

80%

100%

120%

140%

Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15

Car Hire Cruises Flights Holidays Lodging Others All

on the Bing Network (March 2015)

Top travel flight destinations by country

New York

Tenerife

Malaga

Amsterdam

Alicante

Dublin

Barcelona

Lanzarote

Dubai

Thailand

Top European travel flight destination queries on all devices, ranked by search volume on the Bing Network sites only, March 2015

Mallorca

Barcelona

London

Bangkok

IstanbulZurich

AmsterdamUSA

Dubai

Berlin

Dubai

Guadeloupe

New York

Morocco

Lisbon

Algeria

Thailand

Tunisia

Croatia

Portugal

Budapest

RomeLondon

Milan

Istanbul

Sicily

Barcelona

Vienna

Malaga

New York

LondonParis

Madrid

Rome

Menorca

Tenerife

Colombia

Cuba

Mallorca

Dublin

Australia

Argentina

Aruba

Finland

Barcelona

Norway

Jakarta

Portugal

Curacao

Morocco

Multi country-use slide

56%

56%

56%

53%

48%

47%

44%

44%

44%

47%

52%

53%

U.K.

Germany

France

Spain

Italy

The Netherlands

2%

3%

3%

2%

2%

5%

10%

10%

11%

8%

10%

13%

17%

16%

21%

19%

22%

18%

31%

34%

35%

42%

39%

31%

27%

26%

21%

21%

20%

24%

13%

11%

9%

8%

7%

9%

In all of the European countries, around 50% of all travel related search queries on the

Bing Network come from those aged 35-65 year olds

Which demographic travels the most?

% of travel queries with travel intent performed by age group (sampled) split by country, Feb- March 2015

Multi country-use slide

13-17 18-24 25-34 35-49 50-64 65+

13%

23%

24%

24%

22%

38%

7%

4%

6%

6%

17%

4%

80%

73%

70%

70%

61%

58%

The Netherlands

Spain

Germany

France

UK

Italy

Tablet PCMobile

42% travel of queries in Italy are made on either a mobile and tablet device, 38% of those being mobile only

The Brits also seem to be on the go, but with bigger screens as 17% share of queries are on tablets

Device share for travel queries by each European country on Bing and Yahoo sites (March 2015)

Which device do we use for travel queries?

Multi country-use slide

Which travel category is the most mobile in the UK?

Device share of Travel related queries, the Bing Network, based on top queries, March 2015

4 in 10Travel Searches in the UK come

from mobile devices

Lodging, Trains and Cruises in the UK are the most mobile travel categories

59% 59% 61% 64% 64% 65% 64%

16% 20% 19% 12% 16% 16% 16%

25% 21% 20% 23% 20% 19% 19%

Lodging Cruises Holidays Trains Flights Car Hire Others

PC Tablet Mobile

Share of travel queries on a mobile device has grown YoY in the UK

36%March 2014

39%March 2015

Travel query share from smartphones

and tablets

Cruises Flights

Lodging Holidays

Cruises and Flights see the most smartphone YoY query growth

Lodging and Holidays see the most tablet YoY query growth

+6pts +5pts

+7pts +6pts

Mobile device share of Travel related queries, the Bing Network, based on top UK queries, March 2015 vs 2014

UK slide only

Top Lodging Queries, March 20151

1. Hotels

2. Booking hotels

3. Hotels London

4. Cheap hotels

5. London hotels

6. Hotels York

7. Cheap hotels London

8. Hotels Manchester

9. Hotels Bath

10. Hotel Cardiff

What type of holidays do the Brits want?2

Low Cost

Beach Last Minute

City Break

Sunshine

Sources1Top UK Hotel intent queries on all devices ranked by search volume on the Bing Network, March 20152 Top UK holiday query themes ranked by search volume, on all devices on the Bing Network, March 2015

UK slide only

Top hotel queries, March 2015¹

Coach Tours

Short Breaks

Package Holidays

9%

7%

11%

8%

10%

16%

11%

19%

18%

17%

32%

24%

32%

34%

31%

27%

33%

25%

27%

28%

14%

23%

11%

12%

12%

Flights

Cruise

Hotels

Rental Cars

Holiday Packages

13-17 18-25 25-34 35-49 50-64 65+

50% of Cruise related searches in the UK are by 50+ year olds

% of travel intent queries split by category performed by age group (sampled) for UK, Feb-March 2015

+40%Growth in mobile Travel

clicks year-over-year

+67%Growth in tablet Travel

clicks year over-year

+18%Growth in overall Travel

clicks year-over-year

The Bing Network, comparing top Travel queries in UK March 2014 vs. March 2015

Travel

Growth of UK

Travel on the Bing Network

(March 2015)

How do travel KPIs on the Bing Network compare between devices?

£0.36

£0.41

£0.32

100%

110%

106%

Average Travel CPCs

Average travel CPC by device based on top Travel queries,the Bing Network, March 2015

Travel CTRs vs. desktop

CTR for top queries in travel, indexed to desktop, the Bing Network, March 2015

Marin Global Advertising Benchmark Q4 2014, customers buying in GBP (UK) & EURs. All devices, partner network excluded

-43%

For Travel, the Bing Network continues to be more cost effective than Google AdWords

£0.16

£0.28

UK

€0.14

France Eurozone

€0.20

€0.15

€0.33

-30% -55%

Multi country-use slide

Tom CruiseCruise ClothingCruise Fashion

Grand Budapest HotelHotel Chocolate

Marigold Hotel Film

Motel Rocks

Bates MotelMotel Dress

University Accommodation

Reservation Manager

CruisesLodgingRelated

Review your negative keywords

Top negative keywords to keep in mind…Based on the top UK queries containing the word ‘cruise’ and the top queries with lodging intent, on the Bing Network March-April 2015

UK slide Only

AVERAGE CTR

For Travel & Transport, typically combining

extensions on PC + Tablet results in an increased

average CTR

Average mainline CTR for Travel & Transport vertical, UK Bing & Yahoo sites, PC & tablet, Jan-March 2014

6%Text Ads

Drive customer engagement with your ad

Increase app installs through App Extensions.

Now available on Windows, iOS, Android

Coho Winery

Detailed ReportingTrack clicks and app

installs as conversions

Smart detectionAutomatic detection of

device sends customers

to the right app store.

7%Location Extensions

Enhanced Sitelink

Extensions (ESL)13%

ESL + Location Extensions

38%

46%

ESL + Metered Call

Extensions

Help your search ads cruisewith best ad copy practices

Include decision drivers

Brand & Endorsements

Delivery Actions

Demonstrate range of products & services

Include decision drivers

Brand & Endorsements

Demonstrate range of products & services

Holidays Flights Lodging

Most impactful ad copy tactics to help you differentiate your ad quality, by sub-category (all devices)

Travel ad copy analysis – high level observations for the UK

We recommend that you build and test different ad copy combinations to find the strongest performing ad for your brand and product.

Delivery Actions

Demonstrate range of products & services

How to read an ad copy heat map

User Needs Unique Selling Point Calls to Action Pricing/Costs

Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality

Female Reward Buy Online

Now Great price

Over 65 Instant Cover Buy today Affordable

No claims No-

obligation Enquire Low prices

New driver Guarantee Protect Reductions

Income

protection Trusted View from only £

Provisional Easy Buy now From £

Motorcycle Unbeatable Switch Bargain

Learners Short term Visit As low as £

Annual Quick Check Offer

Women Price Cover Extra

Strong impact, rarely used

Strong impact, sometimes used

Strong impact, but used often

Fair impact, rarely used

Fair impact, sometimes used

Fair impact, but used often

Limited impact, but rarely used

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

We’ve looked at two dimensions in Bing Ads:Token Categories

Multi country-use slide

Holidays ad copy analysis on all devicesBrand &

EndorsementsCTA

Preference / Decision

DriversDelivery Demonstrating Value Dynamic Pricing Incentives Selection

Special

symbolsToken Ad Quality Token

Ad

QualityToken Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token

Ad

QualityToken Ad Quality

atoll enquire luxe online unbeatable {keyword} low prices 5-star !

Brand Term search premium call value {param1} savings hand picked

trusted get private price guarantee discount more than

official compare Brand Term deals save personalised

™ book package

holidays

results in

seconds sale 3*

abta view all inclusive guarantee off favourite

request beach all inclusive 4*

plan b&b cheap 5*

check self catering low deposits exclusive

find boutique bargains leading

price

comparison family £ luxury

Try offer(s) affordable 2015

Start bed & breakfast extra Brand Term

call pool offer(s) sightseeing

sc free tailor-made

premier as little as safaris

kids go free half price adventure

1/2 price honeymoon

reductions latest

% off everything

low cost over

selection

golf

4-star

100s

hundreds

walking

Specialist

thousands

packages

Selected

1000s

Flights ad copy analysis on all devices

Brand &

EndorsementsCTA

Preference /

Decision DriversDelivery Demonstrating Value Dynamic Pricing Incentives Selection

Special

symbols

Token Ad Quality Token Ad Quality TokenAd

QualityToken

Ad

QualityToken Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality

abta view one way online unbeatable {param1} low cost 100s !

™ search long haul call price beat

guarantee {keyword}

cheapest

flights over

atoll get domestic value Save flights

Brand Term find economy deals sale thousands

award

winning book premium for every occasion offer(s) hundreds

official enquire worldwide secure off everything

try short haul price guarantee cheap latest

check multi-stop guarantee % off more than

compare international affordable extra 1000s

request direct fast £

plan business Exclusive savings

start kids go free discount

call now student 1/2 price

first class half price

upgrade Low prices

family reductions

free

Lodging ad copy analysis on all devices

Brand &

EndorsementsCTA

Preference / Decision

DriversDelivery Demonstrating Value Dynamic Pricing Incentives Selection

Special

symbolsToken Ad Quality Token

Ad

QualityToken

Ad

QualityToken Ad Quality Token Ad Quality Token Ad Quality Token Ad Quality Token

Ad

QualityToken Ad Quality

official plan central locations online best rate

guaranteed {param1} half price more than !

Brand

Term try most popular call price guarantee {keyword} % off hundreds

atoll search premier great rates no booking

fees 3*

abta get pool guarantee save villas

real

reviews book Brand Term exclusive sale cottages

™ request Luxury unbeatable off 4*

price

comparison family easy to use discount latest

enquire self catering value £ exclusive

compare kids go free deals 1/2 price 100s

check b&b huge choice low deposits hand picked

view budget simple extra 5*

start boutique quick savings Brand Term

find beach secure cheap over

call all inclusive free Selection

adult reductions 5-star

bed & breakfast low cost 4-star

sc affordable thousands

premium low prices 1000s

coastal offer(s) Everything

private selected

Don’t leave it until June to prepare for your travel ads

Make sure you have enough budget to last through the

summer

Don’t forget to take a look at your bid modifiers and make

the most out of app extensions

Try testing different ad copy and recommended tokens in May, and run with the best performing ads during the

summer time

Don’t forget your Bing Ads travel essentials

Multi country-use slide