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Embed code for: Sweden Winter Travel 2016
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Prepare your travel customers for the upcoming winter travel season on Bing Ads Sweden with insights, learnings and recommendations from the Bing Network.
#BingAdsTravel • @BingAds
Sweden Winter Travel Trends
Winter Travel Trends
Audience Characteristics on Bing Ads
35% of Travel Enthusiasts is in the middle income bracket
54% of Travel Enthusiasts have at least 1 child
40% of Travel Enthusiasts has bought travel items (e.g. plane tickets, hotel rooms) in the past month
56% of Travel Enthusiasts say they will stick to a brand they like
50% of Travel Enthusiasts has a University degree
Source: GlobalWebIndex, multiple question data, Sweden October 2016
Sweden Bing Ads Travel Audience Characteristics
Only 12% on Google
21% of Business Travelers on Bing travel at least once for business abroad every month
Only 30% on Google
41% of Travel Enthusiasts has at least 1 vacation abroad every 6 months
83% of Travel Enthusiasts are interested in other Cultures and Countries
61% of Travel Enthusiasts are interested in International Events
Only 54% on Google
Only 76% on Google
Sweden Bing Ads Travel Audience vs Google
One third of Flight related searches come from the 25-34 group. Holidays related searches become more popular as the age increases. It also appears Cruise related searches grow stronger for the 50+ group at the expense of Lodging related searches on the Bing Network.
Travel all up: 21%
Travel Info: 22%
Car Hire: 12%
Internal Source: Share of travel related searches by age group and category , Bing and Yahoo sites in SE Sep 2015 – Jan 2016
Bing Ads Travel Audience – Winter Period Searches
Almost two thirds of all Travel related searches are done by women if we look at the below 35 aged group, whereas above 65 the majority of searches are done by men.
Internal Source: travel related searches by gender and age group , Bing and Yahoo sites in SE Sep 2015 – Jan 2016
Winter Travel trends
Travel seasonality on the Bing Network
January sees a huge peak in search volume (+32% vs. December)
October, November and December traffic dips below index
Internal Source: Index travel related searches , Bing and Yahoo sites in SE Sep 2015 – Jan 2016
Travel seasonality on the Bing Network – by device
Upward trend performance from Mobile during Nov-Dec period
PC sees the largest surge in search volume after Christmas
Search volume peaks in January across all devices
Internal Source: Index of travel related searches by device , Bing and Yahoo sites in SE Sep 2015 – Jan 2016
Which winter travel categories led in mobile searches?
Which travel category has the largest share of searches?
Total Search Volume Share by Travel Category
Holidays searches lead on Mobile, and Cruises shows a stronger search share on Tablet
Holidays, Flights, and Lodging make up the biggest share of travel searches on the Bing Network in Sweden during winter
Internal Source: Category share of travel related searches, Bing and Yahoo sites in SE Sep 2015 – Jan 2016
Which days of the week dominated winter travel searches?
Travel searches are particularly strong on Tuesday through Wednesday on PC. Sunday and Monday are strong on Mobile
Internal Source: Week parting for travel related searches, Bing and Yahoo sites in SE Sep 2015 – Jan 2016
Top 10 Queries for Sweden Travel searches during Winter 2015/2016
fritidsresor sista minuten
sista minuten fran arlanda
Internal Source: Top queries for travel related searches , Bing and Yahoo sites in SE Sep 2015 – Jan 2016
Preparing for the peak
Winter Travel Searches – Ad Copy recommendations
Pricing and value perception drivers
bäst i test
Internal Source: Share of travel related searches , Bing and Yahoo sites in SE Sep 2015 – Jan 2016
Sweden - Top trending domestic destinations searches in September 2016
Internal Source: Top destinations in Sweden by search volume looking at user queries related to flights, hotels and car hire, Bing and Yahoo sites in SE, All devices, October 2016 MoM changes, ranked by volume
Sweden - Top trending international destinations searches in September 2016
Recommendations - preparing for travel on Bing this winter
Plan your budgets according to the upcoming surge in travel searches this winter. Mid-December to March was a key period for travel search volumes last year.
Ensure your mobile and tablet campaigns are up to date and have budget, as they had a 20% of travel searches during last winter
Tuesday through Friday are the main high volume days on PC for travel searches, mobile and tablet surge Saturday through Monday. Adjust your daily budgets accordingly.
Take a look at your demographic bid modifiers as the majority of travel searches last winter came from women below the age of 65. The older demographic had an increase in male searches.
Achieve optimal engagement utilising our generic ad copy heat map
Take advantage of the Audience Characteristics to target specific groups and shift budgets between platforms
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.
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