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Embed code for: Netherlands - Winter Travel Trends on the Bing Network
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Prepare your travel customers for the upcoming winter travel season in The Netherlands with insights, learnings and recommendations from the Bing Network
#BingAdsTravel • @BingAds
The Netherlands Winter Travel Trends on the Bing Network
Digital travel industry growth
Audience characteristics on Bing Ads
Winter travel trends
$6,3B Expected Digital Travel Sales in 2016
Historic & Forecast
Growth of digital travel sales is expected to continue.
The double digit growth of the recent years is slowing down, forecasted to reach 4% by 2019.
Source: eMarketer, Dec 2015: Digital Travel sales in Western Europe, by Country, 2014-2019
Digital Travel Sales
Audience Characteristics on Bing Ads
52% has at least 1 child
66% would rather spend money on a unique experience than a status brand
40% would promote a brand if they receive rewards
26% has used a travel app in the past month
36% mainly use Consumer Reviews to find information about brands
2.6x more likely than Google to have a Post Grad degree
39% is married
Source: GlobalWebIndex Q4 2015-Q3 2016, multiple question data, Travel Enthusiasts, The Netherlands, October 2016
The Netherlands Bing Ads Travel Audience Characteristics
16% more vs Google
50% more vs Google
42% has at least 1 domestic vacation every 6 months
19% more vs Google
21% are in the highest social Grading Segment
37% has at least 1 vacation abroad every 6 months
43% more vs Google
8% more vs Google
22% more vs Google
24% is planning to purchase a vacation in the next 6 months
81% is interested in other Cultures and Countries
53% is interested in International Events
Search share across age groups is generally evenly split.
Cruises has a higher search share amongst the 35-64 groups, and Car Hire is slightly stronger in the 35-64 group.
Travel all up: 21%
Top 3 by Age Group
꙳ Lodging = Hotels/B&B’s etc
Informational = travel information, etc
Internal Source: Share of travel related searches by age group and category , Bing and Yahoo sites in NL, Sep 2015 – Jan 2016
Bing Ads Travel Audience – Winter Period Searches
Female audience has a higher search share when it comes to Cruises and Informational searches.
Male audience searches more for Flights, Holidays, and Car Hire
Top 3 by Gender
Travel Info: 22%
Car Hire: 12%
Internal Source: travel related searches by gender , Bing and Yahoo sites in NL Sep 2015 – Jan 2016
Winter Travel trends
Travel seasonality on the Bing Network
January sees a huge peak in search volume (+44% vs. December)
This jump in traffic follows a steady decline in search volume in the run up to Christmas
Internal Source: Indexed travel related searches relative to the annual search volume , Bing and Yahoo sites in NL Sep 2015 – Jan 2016
Travel seasonality on the Bing Network – by device
Mid December shows the start of the strong increase in travel searches
PC sees the largest surge in search volume after Christmas
Search volume peaks in January across all devices
Which winter travel categories led in mobile searches?
Which travel category has the largest share of searches?
Travel Categories Search Share
Informational & Holiday searches lead on Mobile
Car Hire is strongest on PC
Flights, Holidays, and Lodging make up the biggest share of travel searches on the Bing Network in The Netherlands during winter
Internal Source: Category share of travel related searches, Bing and Yahoo sites in NL Sep 2015 – Jan 2016
What do the Click Through Rates look like for winter travel searches?
CTR by Travel Category
CTR Trend for Travel Searches
CTR is going up from November onwards
PC has the highest average CTR
Flights and Lodging have the highest CTR
Internal Source: CTR data by device and category, Bing and Yahoo sites in NL Sep 2015 – Jan 2016
What does Cost Per Click look like for winter travel searches?
CPC by Travel Category
Car Hire and Cruises have the highest CPC
Holidays has the cheapest CPC of the commercial categories
CPC drops in October and slowly rises in December
Mobile has the lowest CPC, PC the highest
Top 10 Queries for The Netherlands Travel searches during Winter 2015/2016
Internal Source: Top queries for travel related searches , Bing and Yahoo sites in NL Nov 2015 – Feb 2016
Top trending international countries searches in October 2016
Internal Source: Top international countries searched in Netherlands for flights, hotels and car hire, Bing and Yahoo sites in NL, All devices, October 2016 MoM changes, ranked by volume
The Netherlands Top trending international cities searches in October 2016
Internal Source: Top international cities searched in Netherlands for flights, hotels and car hire, Bing and Yahoo sites in NL, All devices, October 2016 MoM changes, ranked by volume
Recommendations - preparing for travel on Bing this winter
Take advantage of the Audience Characteristics to target specific groups and shift budgets between platforms for optimum ROI
Plan your budgets according to the upcoming surge in travel searches this winter. Mid-December to March was the key period for winter travel searches last year.
Ensure your mobile and tablet campaigns are up to date and have budget, as they had a combined 24% of travel searches during last year’s winter season
Take a look at your budgets and bids to benefit from the higher CTR and lower CPC
Utilise Ad Extensions throughout your ads in order to increase your Rank and CTR
Bing Network. Be there.
Bing SMB Advertisers – Search Ads
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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.
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, IMPLI