Google Confidential and Proprietary 1 Google Confidential and Proprietary 1
Global tourism interest
in Greece
Google Confidential and Proprietary 2 Google Confidential and Proprietary 2
Structure Source: Google internal data. Key trends
Who is interested in touring Greece?
Travel products that users search for
Google Confidential and Proprietary 3 Google Confidential and Proprietary 3
Travel can be though of in 5 stages Google Confidential and Proprietary 4 Google Confidential and Proprietary 4
People are already in the dreaming and have started thinking about where to go on holidays in 2014 2 0 1 1
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J a n Global queries "holidays 2012" "holidays 2013" "holidays 2014" |anuary'14 |anuary '12 |anuary '13 Google Confidential and Proprietary 5 Google Confidential and Proprietary 5
Travellers are also considering and researching Greece Source: Google internal data. *excudes queries originating in Greece 2 0 1 1
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J a n Global queries for Greece * |anuary '12 |anuary '13 |anuary '14 Google Confidential and Proprietary 6 Google Confidential and Proprietary 6 Note that interest does not fluctuate much during the year. If maximum volume of queries is 100 then minimum is 50 which means that queries volume is still high in the winter Interest in Greece increases in April and peaks in July Source: Google internal data. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Tourism queries for Greece 2013 2012 2011 2010 Max: 100% Min: 50% Google Confidential and Proprietary 7 Google Confidential and Proprietary 7
There are currently over 200,000 queries every day for a Greek destination from users outside of Greece Source: Google internal data. The larger the font the more often that word is searched on google.com. Period: Aug 13-Dec 13 Google Confidential and Proprietary 8 Google Confidential and Proprietary 8 Almost 1/3 of queries this summer were made on a portable device. Queries for Greece are growing fast on both mobile and tablets Mobile is growing fast and used a lot during holidays Source: Google internal data. 2 0 1 0
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N o v Global queries for travel to Greece Mobile Tablets Computers -10% YoY -11% YoY 81% YoY 79% YoY 550% YoY 115% YoY Google Confidential and Proprietary 9 Google Confidential and Proprietary 9
Structure Source: Google internal data. Key trends
Who is interested in touring Greece?
Travel products that users search for
Google Confidential and Proprietary 10 Google Confidential and Proprietary 10
Countries from all over the world are searching for holidays in Greece Source: Google internal data. Google Confidential and Proprietary 11 Google Confidential and Proprietary 11 Mexico Austria Sweden Switzerland Romania Russia Turkey India Brazil Spain Belgium Australia Canada Poland Netherlands France Italy Germany UK USA Top markets searching for Greece The US shows the most interest in Greece as a tourist destination followed by the UK and Germany Who is searching for Greece Source: Google internal data. 01/08/2013 15/12/2013. Next 11 are those economies which will add the most to global GDP. Query volume Europe BRICs Next 11 Rest Google Confidential and Proprietary 12 Google Confidential and Proprietary 12 Hqq sospik sv q Google Germany 1. pqq 2. P 3. 0qv 4. soo/vikq 5. pkp Top Greek destinations searched for by each country Italy 1. kovo 2. Bqv 3. cpkup 4. pnBo 5. pqtq USA 1. pqtq 2. Bqv 3. kovo 4. Rto 5. cpkup UK 1. pqq 2. pkp 3. 0qv 4. kv0 5. kv France 1. 0qv 2. pqq 3. kv 4. P 5. vpivi Poland 1. Poo 2. pqtq 3. Bqv 4. kuvBo 5. cpkup Spain 1. Bqv 2. kovo 3. pqtq 4. cpkup 5. coo/ovkq Netherlands 1. pqtq 2. Poo 3. cpkup 4. Bqv 5. u Google Confidential and Proprietary 13 Google Confidential and Proprietary 13 Seasonality differs by country. Russia showed increased interest this summer Focus markets: interest in Greek holidays by country Source: Google internal data. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec France 2013 2012 2011 2010 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Germany 2013 2012 2011 2010 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec United Kingdom 2013 2012 2011 2010 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Russia 2013 2012 2011 2010 Query volume growth in 2013 Google Confidential and Proprietary 14 Google Confidential and Proprietary 14
Structure Source: Google internal data. Key trends
Who is interested in touring Greece?
Travel products that users search for
Google Confidential and Proprietary 15 Google Confidential and Proprietary 15 After accommodation users search for sites and attractions followed by air travel and Car rental
50% of global travel queries are accommodation related Source: Google internal data. Accommodations 52% Tourist Attractions & Destinations 22% Air Travel 19% Car Rental Services 2% Specialty Travel 1% Cruises & Cruise Services 1% Vacation Packages 1% Ferries 1% Tour Operators 1% Last Minute Travel 0% Luxury Travel 0% Queries Google Confidential and Proprietary 16 Google Confidential and Proprietary 16 Tourist Attractions & Destinations 73% Accommodations 21% Air Travel 3% Car rental 2% Vacation Packages 1% Global travel queries for Greece Dreaming or exploration phase Booking phase When searching for Greece, people search for places in mainland Greece, the Islands and tourist attractions. They look up destinations because they in the dreaming or planning stages of travel. Once they enter the booking phase they mostly look up Greek destination in relation to hotels
Most searches containing Greece are for attractions Source: Google internal data. Google Confidential and Proprietary 17 Google Confidential and Proprietary 17 Hotels form majority of accommodation related queries
Source: Google Internal data. Data for top 20 key markets interested in Greece
Volume of accommodation queries - top 20 markets Hotels Bed & Breakfasts Resorts Villa Rentals Google Confidential and Proprietary 18 Google Confidential and Proprietary 18 Resorts and B&B are second largest categories searched Villas are searched for to a lesser extent Source: Google Internal data. Data for top 20 key markets interested in Greece
Volume of accommodation queries Resorts Bed & Breakfasts Villa Rentals Google Confidential and Proprietary 19 Google Confidential and Proprietary 19 Car rental queries rise in June and July
Source: Google Internal data. Data for top 20 key markets interested in Greece
Global car rental queries Google Confidential and Proprietary 20 Google Confidential and Proprietary 20 There is a lot of interest in travelling to Greece
1. Queries rise in the summer but are also high in the winter
2. Users are searching for destinations in Greece as they dream and plan
3. Mobile (portable ) queries formed 1/3 of queries this summer Hotels are the most searched for product
1. When searching for a destination in Greece the most relevant product is Hotels
Recap Multiple markets are interested in Greece
1. The US has shown the most interest
2. A lot of European countries search for Greece
3. There are emerging markets with dynamic economies that are interested in Greece such as India, Russia, Brazil and Mexico and Turkey
Tour Operator Marketing Strategies: From "Made by Tour Operators" To "Made by Tourism" Nevenka Čavlek, (Faculty of Economics & Business, University of Zagreb)