Google - Carlson

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Google - Carlson

Tran HangHead of Travel Industry–Lodging, Google


The Digitized WorldOne-thirdPeople onlineUS: 32%Europe: 27%Online travel bookingsSource: internetworldstats.com, March 2011; Google Internal Data; Barclays Capital, “Internet & Media 101,” November 20113


The Digitized WorldSource: internetworldstats.com, March 2011; Google Internal Data; Barclays Capital, “Internet & Media 101,” November 20114


Significant Time Researching and Buying Travel18Website Visits8.5Research Sessions4Search ClicksSource: Compete data, Q2 20115


Travelers Expect a Consistent Brand ExperienceInSearchInMobileInSocialSources: eMarketer, February 2011; Insight Express, February 2010.6


Invest in Platforms Where Travelers Spend TimeTHE INTERNET IS THE #1 SOURCE FOR PLANNING TRAVELSearchMobile25%year-over-year growthin hotel-related terms1 in 5hotel searchescome frommobileVideo52%59%Social69% 77% 92%of travelers watchtravel-related videosPercent of respondents who usesocial media for travel-related purposes7


Carlson Rezidor Hotel Group Brand ExperienceInWeb /SearchInMobileInSocialSources: eMarketer, February 2011; Insight Express, February 2010.8


Implications and Opportunities for Carlson RezidorBets for 2012brand leadershipCarlson Rezidorpositioned to win• Search is more relevant to your hotelbusiness than ever• Mobile will continue to drive digital growth• Significant Brand Websiteenhancements taking site to best-inclassincluding strong search program• Industry leading mobile sites• Travel is inherently a social and emergingplatform for brand engagement• Well-positioned to take advantage ofemerging social media channel9

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