1. Google, the Internet and Travel
Andrew Pozniak – andrewpozniak@google.com
Emerging Europe, Middle East and Africa - Travel
Google Confidential and Proprietary 1

2. Agenda
Google presentation and viewpoint
Agency perspective - Traffic Brand (Mandy Schreiber &
Jan Boshoff)
View from the advertiser and panel discussion – Rhino
Africa/Afrika (Ingo Bruggemann and Anton de Wit)
Q&A
Google Confidential and Proprietary 2

3. The Internet and Google
Google Confidential and Proprietary 3

4. The Internet - the world‟s most visited destination
• User numbers by region
North Europe
America 390m
247m Asia
Middle 650m
East 46m
Africa
Central/South 54m
America 174m Oceania/
Australasia
21m
Source: Internet World Stats – Dec 08 Google Confidential and Proprietary 4

5. In this fast growing world our company has a
mission…
Google Confidential and Proprietary 5

6. We‟ve grown quickly from small beginnings…
Google Confidential and Proprietary 6

7. And are becoming a global company
Approximately 20,000 full-time employees worldwide
Google Confidential and Proprietary 7

8. We work with the world‟s leading National Tourist
Organisations and travel brands
Google Confidential and Proprietary 8

9. Travel and Online
Google Confidential and Proprietary 9

10. Despite shocks Travel is a robust and resilient
industry
Source: UNWTO World Tourism Barometer – Jan 09 Google Confidential and Proprietary 10

11. Africa already has a 5% share of international
tourist arrivals
Source: UNWTO World Tourism Barometer – Jan 09 Google Confidential and Proprietary 11

12. And grew by close to 5% last year
Source: UNWTO World Tourism Barometer – Jan 09 Google Confidential and Proprietary 12

13. As you know, the Internet influences travel
decisions more than ever before
Ways someone initially becomes Once interested in a country ways
interested in a country information is found
Other Ads,
3% Other, 8% Other,
Travel Family 13%
agent, 6% Family and and
friends, friends,
Special 35%
package 8%
offer, 7%
Travel
Press
agent,
article,
12%
10% Internet,
67%
TV/
Internet,
Cinema,
18%
13%
Source: FutureBrand Country Brand Index – Oct 07 Google Confidential and Proprietary 13

14. For customers research online….and they book
online, in huge volumes
European leisure/unmanaged business travel market gross bookings € bn
Source: PhoCusWright European Online Travel Overview – Nov 08 Google Confidential and Proprietary 14

15. The challenge for Travel Marketers
Google Confidential and Proprietary 15

16. The classic „purchase funnel‟ no longer applies
Simple and rational but…
TV Awareness
Print
Research
Radio
Planning
Brochures
Purchase
Direct Mail
Google Confidential and Proprietary 16

17. The reality is far more complex…
Traditional “Analog” New “Digital”
Awareness Express
intent
Research
Educate and
Planning evaluate
Purchase Purchase
Google Confidential and Proprietary 17

18. The new marketing - chasing travellers‟ „digital
footprints‟
Awareness Express
intent
Research
Educate and
Planning evaluate
Purchase Purchase
€‟s
Google Confidential and Proprietary 18

19. Case Study – “The Sun Seeker”
From “Holidays in the Sun” to First Choice
Purchase in 33 days
First Search Purchase
Holidays in the Sun FirstChoice
HolidayRentals Teletext Holidays
TripAdvisor TUI
TUI Hotels.com
TravelRepublic ebookers
Visits
HolidayWatchdog TUI TUI Thomas Cook
First Choice TripAdvisor
AirTours First Choice First Choice
TUI Expedia AirTours
Thomas Cook FirstChoice Airtours
Thomas Cook First Choice First Choice
TUI Olympic Holidays
Spain Holidays Cheap Flights Cyprus Palm Beach Hotel
Searches
Cyprus holidays Larnaca Cyprus
Europe Holidays Cyprus Holidays Cyprus Hotels Thomson
Holidays
Holidays in the Sun
Beau Rivage Hotel
Cyprus
Day 0 Day 5 Day 8 Day 13 Day 21 Day 29 Day 33
Source: comScore custom analysis- UK Population, Q1 2007. Travel searchers in January time aligned and monitored over 12 week
period from first search. Purchases tracked at set of online travel merchants including Ryanair, easyJet and British Airways. Google Confidential and Proprietary 19

20. Travelers are heavily engaged in the search
process
78% travel transactions involve search
31 days spent searching
13 travel searches before
booking
26 travel site visits prior
to booking
Google Confidential and Proprietary 20

21. And they‟re willing to invest time to save money
Find
Cheap
Flights
Save Get the
Money Best
Deal
34%
They will invest more aren‟t letting the economy
Say they time shopping
around for the besttheir travel plans
impact deals
Source: http://www.gallup.com/Home.aspx,Travel Decision-Making Study, Google & M&RR, April 2008, Surprising number of companies 21
cut travel spending, By Dan Reed, USA TODAY, http://www.usatoday.com/travel/news/2009-02-09-company-travel-spending-cut_N.htm,Google Confidential and Proprietary
Google Follow-up Holiday Shopping Intentions Study, Online Testing Exchange and Google, February 4, 2009

22. In fact, ongoing travel search growth is strong
2009
2008
2007 + 22% + 21%
Hotels and
Accommodations
searches on Google DE
Source: Google Internal – Estimates based on a sample of available category-related Google data .
Google Confidential and Proprietary 22

23. How Google can help
Google Confidential and Proprietary 23

24. What‟s our role in all of this?
Google Confidential and Proprietary 24

25. Our proposition – to „promote‟ and „engage‟
Promote
Capture
consumers
throughout the
decision cycle
Engage
Convert to
travellers
with digital
content
Google Confidential and Proprietary 25

26. Promote
Capture consumers throughout the decision cycle
Google Confidential and Proprietary 26

27. Customers tell you what they‟re interested in when
they search
south africa holidays 2009
27
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28. Search marketing offers reach, targeting and
control
„AdWords‟
pay only if
user clicks
„AdWords‟
pay only if
user clicks
„Natural‟
search
results
28
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29. Clicking on the Ad takes the customer to the most
relevant page of the Advertiser‟s site
29
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30. Google Adwords in more detail
How it works Why it works
You create your ads • Excellent control
• Highly measurable results
• Completely flexible spend
with no minimum
• Global reach
• Choose searches
• Choose target • Addresses new audiences
countries at the moments of highest
• Set budgets relevance
Customers click on
your ads and connect
with your business
30
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31. Google Adwords allows your marketing to be as
flexible as customer demand
Google Confidential and Proprietary 31

32. It doesn‟t end with Search. We‟ve also built the
world‟s largest online Advertising Network
• The Google Content
Text Ads (Advertising) Network has
• 765bn page views/
month
• 566m unique visitors/
Display month
Ads
• Serves Text, Display and
Video Ads on targeted
publisher sites
• Offers full advertising
Video flexibility – unlike TV, Print
Ads or Outdoor
• Is fully transparent and
puts the advertiser in
control
Source: ComScore Media Metrix 32
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33. Display and Search work strongly together
Trip to New Zealand
36%
26% Of consumers turned to search for more
Of marketers coordinated display
information after seeing a display ad
buys with search marketing
33
Source: Jupiter Research – Nov 08
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34. Major destinations and brands are already using
YouTube as a dynamic promotional medium
• YouTube is the world‟s largest
video site and second largest
search engine (after Google)
• Every travel business can create its
own user channel free of charge –
or build a fully branded presence
34
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35. YouTube search is increasingly similar to Google
35
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36. For many YouTube is TV for the 21st century!
Selected Unique monthly
countries visitors (millions)
UK 14.7
Germany 12.9
France 11.4
Spain 11.2
Italy 8.8
Netherlands 5.6
Source: Nielsen – Nov/Dec 08 36
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37. Engage
Convert researchers to travellers with engaging applications and
content
Google Confidential and Proprietary 37

38. Use Google Maps on your own sites to assist
users with navigation and to explore destinations
38
Engage Google Confidential and Proprietary

39. The information available on our Maps is getting
richer and richer
39
Engage Google Confidential and Proprietary

40. You can also publish your content to Google Maps
Google Confidential and Proprietary 40

41. Use Google Earth to highlight the breadth and depth
of your travel product
41
Engage Google Confidential and Proprietary

42. Disney have combined video, photos and 3D
models for a completely immersive experience
42
Engage Google Confidential and Proprietary

43. There are many more opportunities to reach the
customer too
43
Engage Google Confidential and Proprietary

44. Use Google Sites to build your own online
presence
44
Engage Google Confidential and Proprietary

45. In summary
Google Confidential and Proprietary 45

46. In Western Europe, Internet advertising is expected
to account for 15% of spend in 2009
Share of advertising spend by medium
5% 1%
6% TV
30% Newspapers
14%
Internet
Magazines
Outdoor
15% Radio
Cinema
29%
Source: ZenithOptimedia Oct 08 Google Confidential and Proprietary 46

47. We can partner with you to promote your
business at scale and with precision
Google
Mass
Marketing
Scale
Yesterday
Today
Niche
Marketing
Precision
Google Confidential and Proprietary 47

48. Don‟t get left behind on the shore…
Google Confidential and Proprietary 48

49. Let‟s work together and make the most of the
opportunity!
Google Confidential and Proprietary 49

50. Thank you!
Andrew Pozniak – andrewpozniak@google.com
Emerging Europe, Middle East and Africa - Travel
Google Confidential and Proprietary 50

51. Agenda
Google presentation and viewpoint
Agency perspective - Traffic Brand (Mandy Schreiber &
Jan Boshoff)
View from the advertiser and panel discussion – Rhino
Africa/Afrika (Ingo Bruggemann and Anton de Wit)
Q&A
Google Confidential and Proprietary 51