Google-Tourism

eTourism Frontiers 2014 –
Bringing more Tourists to Kenya
September 2014
Presented by: Rosemary Momanyi
Google confidential

Agenda
1. eTourism Objectives
2. Consumer Digital Travel Insights
3. Google Value Proposition: developing an integrated digital
strategy leveraging Search, Display, Video & Google+
Google confidential

eTourism Objectives
In a scenario of public
spending contraction,
Google can ensure the
maximum efficiency in
the promotion of Kenya
as a tourist destination. Create
GGooooggllee ccoonnffiiddeennttiiaall
Promote Kenya
as a tourist
Destination
Awareness
+ Improve
Reputation

“During the downturn, while they may
have given it up to some degree, the
one item consumers said they did
not want to give up outside of
basic needs was travel”
Chris Gabalon, Chief Marketing Officer, Ritz Carlton Hotel

Total Queries on eCoTourism & Adventure
Travel Dates: Jan 2012 - Jan 2014
Google confidential
The USA
dominates
followed by UK

Top Countries with “Kenya” in the Search Query
Dates: Jan 2012 - Jan 2014
Google confidential
The USA still
dominates
followed by UK
Seasonal
peaks in July
& December

Google Con!dential and Proprietary
Travel insights

Search is still the #1 planning source for travel
Sources used to plan travel online
Base: Use internet to plan trip. Personal Travelers (2989) Business Travelers
(1167).
Q. Which of the following online sources do you typically use to plan personal or leisure/
business trips?
Source: “Traveler’s Road to Decision” study. Google and OTX. June, 2011.
Google Con!dential and Proprietary Google con!dential

The travel booking window is increasingly complex and
multiple sources in"uence decision-making
1 in 5 travelers are buying
within a week of decision
to travel.
Last Click Conversions
Most shoppers purchase
travel 1 to 3 months after
making the decision to
travel.
Potential influences
along the way:
Source: Google/Shopper Sciences, Zero Moment of Truth Study – Travel, Apr 2011

Sponsored links encourage Purchase
Base: Purchasers in the Travel Market
Note: A sponsored search/Link is one that requires a Search Engine redirect to point it to the website. Correlation not cause.
Source: Google/Nielsen, How Search Helps Drive Purchases in The UK Travel Market, UK, January – March 2010
Google confidential
People who click on
sponsored links
are more likely to
make a purchase

90% of Searcher’s that Purchased used Generic Terms
Base: Purchasers in the Travel market
Note: % of searchers that were Generic, brand only & brand with other text;
Searches are defined as only those that lead to a Travel content site
Google confidential

Google confidential
Mobile Trends

More Travellers Use Mobile for Travel Information
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. Base: Used Internet as Source to Plan Trip.
(Q9) From which of the following locations do you access the Internet for travel-related information when planning your? (Select ALL that apply)…
*Net of Mobile Phone, Smartphone (2012) and Tablet (2011 and 2012).
Google confidential

A Bad Mobile Website is the #1 Deterrent to
Booking Travel on a Phone
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
(Q10) Which of the following online sources do you typically use to plan ? (Select ALL that apply) (Leisure 2009 n=2736, 2010 n=2944, 2011
n=2989 2012 n=2912.) (Business 2009 n=1155, 2010 n=1182, 2011 n=1167, 2012 n=1139.)
Google confidential

Google confidential
Video Trends

Travelers Watch Online Video In All Phases of
Travel Planning
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. (Q4) Which of the following have you done online in the
past 6 months? (Select ALL that apply) Base: Total Respondents. *Watched/uploaded/commented on travel videos online
Google confidential

Online Video Sites Prompt Travelers to Book
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
(Q10b) Did you end up booking a trip on any of the online sources you used to help plan your trip? Base: Prompted
to book and used source. (n=floating. New question in 2012.)
Google confidential

Video Testimonials are the most e#ective way to
reinforce the positive travel experience
Top 5 Types of Travel Videos Watched by All Travelers
62% Videos from hotels, airlines, cruises, tours, etc.
58% Trip reviews from experts
58% Videos from travel-related channels
56% Trip reviews from people like me
48% Videos made by people like me
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. (Q6B) Speci!cally, what types of travel-related videos do you
watch online? (Select ALL that apply). Base: Watched/Uploaded/Commented on Travel-related Video. (Leisure n=1425, Business n=894)

YouTube is the #1 destination for online video
Over 500 million monthly users worldwide
#3 Largest Countrybased on unique visitors per
month
of content uploaded every minute
2 Billion +Global views per
20 minutesaverage visit time
Source: comScore VideoMetrix August 2011, internal data US Online Video Viewing Sessions (000)
60 hours
day

Online Reputation Matter’s
Google confidential
93%
of travelers say booking
decisions are impacted by
online reviews
Source: New Media Today
Social Trends

Online Reputation Matter’s
Google confidential
Negative reviews present an
overwhelmingly positive
opportunity for a brand to gain
credit with consumers. If a user
has a bad experience and
reports on it, but other
consumers can see that the
experience was remedied by
the brand through a review, it
reflects even better on the
brand than a simple positive
review
Think Travel 2012 Insights Conference

Google confidential
How Google Can Help

Japan
36 | 93 | 55
Australia
93 | 88 | 53
UK
90 | 93 |
64
Canada
71 | 96 | 76
Brazil
92 | 99 | 70
Germany
96 | 91 | 64
India
97 | 90 | 53
Mexico
91 | 91 | 69
China
5 | 64 | 0
Google’s Reach
France
94 | 91 | 55
Taiwan 34 | 91 |
69
HK
57 | 87 | 44
Search | GDN | YouTube
Italy
95 | 97 | 58 South Korea 10 | 81 | 23
USA
70 | 90 | 70
Source: Google Internal Data May 2013
East Africa
70| 90 | 80
South Africa
80| 87 | 70

What internet users do online
5% of time 95% of time
Dedicated to
Search
Dedicated to
Content sites - GDN

The importance of “owning” the Top Slot
Google confidential
5 secs.
10 secs.
15 secs. 20 secs.
Eye Tracking – Perception of SERP
Studies show that users often read webpages in an F-shaped pattern,
making the importance of the top slot even more important.

Search is the entrance to your shop

Google confidential
!"#$%&'
!!!
1 Grow Awareness of Kenya by capturing users
searching for travel destinations to Africa
Keywords:
“travel in Africa”
viewed from UK
(SEM)
Search
Engine
Marketing
(SEO)
Search
Engine
Optimization

Strategy: Leverage Queries related to “travel
destinations” and influence decision-making
Google confidential
!"#$%&'
!!!
1
Different Strategy for different Keywords:
Generics (Ex: Holidays): Pos. 5-7 (55% coverage)
Keywords:
“Holiday
destinations”
viewed from USA
Specifics (Ex: Safari destinations): Pos. 1-3 (100% coverage)

Google confidential
!"#$%&'
!!!
1 Reel in the “low hanging fruit”..tourists searching
for travel spots in Kenya direct them to your site
Keywords:
“Holiday in Mombasa”
viewed from UK

What is the Google Display Network?
Source: Google Internal Analysis & ComScore KeyMetrics 2012
Properties Display Partners
>80% reach in all key markets in Middle East and Africa*

Leverage robust targeting on the GDN 2
()*+,#-'
!!!
Right Person
American businessman on
business travel to Kenya
Right Place
Geo: USA
Interests: News | Finance
Travel
Sites: wsj.com
Right Message
Service + comfort
Destinations to Ethiopia

Influence Consideration while the Tourist is in the
decision making process and researching options
Comparison sites
S ourcGeo: ocogmleS ccoornef iMdeendtiaia Ml etrix, March 2009
Travel Booking Sites
Conferences Adventure Travel
Consult
Holidays
Business
Travellers
Young
Couples
Elderly
Couples
Couples
with kids
()*+,#-'
!!!
2

Video Advertising – Branded ChannelCreate
engagement with a Kenyan “look & feel” to put Kenyal top of mind as a
great destination for tourists browsing video content.
Google confidential
.)/"0'
Develop a channel to
host customized
videos about Kenya.
3

Strategy: True View Pre Roll Videos
Show the Video only to those that are interested
.)/"0'
Drive engagement
Google Confidential Google confidential and Proprietary
3

Nassau Paradise Island Promotion Board
reaches vacationers with YouTube
Goals
• Promote travel to Nassau from top 10 US domestic
markets.
• Share island experience through video
• Generate cheaper leads than high cost TV ad buys
Approach
• YouTube In-Stream campaigns
• Tailored Promotional Messaging
Results
• Engaged viewers of :30 video for as
little as 15 cents
• Increased website traffic by 30%
• Delivered video to major markets
previously unaffordable via television
3
.)/"0'

Visit Brasil uses their YouTube Channel as a Travel
Planning Resource
• The Visit Brasil channel
allows users to !nd
relevant videos
tailored to one’s
interest, nature, length
and seasonality of the
visit which also come
with the location
information
• Users can create their
itinerary and get
additional information
powered by
TripAdvisor
http://www.youtube.com/
visitbrasil!
3
.)/"0'

Social Media is a Travel Planning Resource
Source: emarketer Jan 2013
!0%)#,'
!!!
4

Promote Your G+ Page: Get together Tourists + Photographers
Strategy: Create Circle of
Photographers
Generate events with
the community of photographers
in Google+ to have a page with
dynamic & quality content while
increasing the number of
followers!
Google confidential
4

Visit Greece uses Google+ to spread
the joys of Greek tourism
Goal
• Gain worldwide reach to engage with potential
visitors
• Increase the number of tourists to the country
Application
• Post visually stimulating images daily
• Use ripples to understand audience
• Use circles to segment messages
• Feature Google+ badge on homepage
Results
• 35% CTR uplift in AdWords due to social
extensions
• More than 750,000 followers
• High user engagement as seen through +1’s,
comments and shares of posts
!0%)#,'
!!!
4

Get more local content on maps and showcase local
attractions to users planning their trips
5
1#+*'
!!!

Visit Tuscany Uses Interactive Google Maps on YouTube
• Tuscany region, one of the most popular tourist destination in Italy,
o#ers an interactive Google map that shows videos according to the
geo category.
• Users can choose to toggle between English and Italian
1#+*'
!!!
5

Promote National Pride
Google confidential
Domestic Tourism

For Domestic Tourism, Kenya has over 70% Internet Penetration (mobile)
Mobile & Internet Penetration - Kenya
Kenya has decent Mobile phone connection & Internet user penetration as
compared to other countries in the Emerging market.
Source: eMarketer

Encourage Creation of Shared Content by Kenyans
and Friends’ of Kenya
Google confidential
67% of travelers look at user
submitted photos to help
make choices

Canada – Keep Exploring
• 2 minutes of the best
of Canada created by
Canadians trimmed
from 65 hours of
submitted footage
• Great way to leverage
User Generated
Content with a hint of
national pride to
create truly authentic
local Kenyan content
http://www.youtube.com/watch?
v=cotGh4Lu29M!

Tsingtao Beer – Strangest Beer Culture
• Very witty video
depicting the unique
and bizarre Chinese
beer culture
• Instead of showing
tourist landmarks, it
focuses on the people
and the experience
which is far more
exciting, unexpected
and real
http://www.youtube.com/watch?
v=T3VDb30ASY0!

Kenyans love traditional Food!
Why not showcase
the culinary
experience of a visit
to
Mama Oliech’s
or
Kosewes?

()*+,#-'
'''
In Conclusion..
!"#$%&'
!!!
Generate awareness for
Kenya with an efficient
and focused strategy
1 2
Directly influence the
decision-making
process to bring more
tourists to Kenya
.)/"0' !0%)#,'
Create engagment with
your “look & feel” to make
your business top of mind
to your target Customer.
'
'
'''
Create a social media
strategy to continue the
dialogue with your audience.
3 4
Google Confidential Google confidential and Proprietary

Appendix ...

Travel & Tourism Vertical Trends - USA
Google confidential

Travel & Tourism: USA
Cross Platform Search Trends
Google confidential

Travel & Tourism Digital Auction Trends - UK
Google confidential

Travel & Tourism: UK
Google confidential

Travel & Tourism Digital Auction Trends - Kenya
Google confidential

Travel & Tourism: Kenya
Google confidential

Use Hangouts and create permanent international involvement!
Click here to see a great example that can be used by Kenya
Kenya invites a photographer to develop videos of its great
natural resources to be shared on his site and in Google+
Google confidential

Google-Tourism

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