The average traveler visits over 20 websites before they make a booking. Mariana Mechoso Safer of HeBS Digital and Shalini Jariwala of Google will take you through a typical traveler’s journey to booking and what strategies play the largest role through the entire buying funnel. You’ll get inside strategies on: · How to boost revenues in Q2 through multichannel marketing · Where and how different marketing channels reach the consumer · How many steps it takes a consumer to make a booking · The customer perspective (i.e. a mom planning family travel or a family reunion) · Ways to recover abandoned bookings · Case studies to support recommendations Mariana Mechoso Safer is Senior Vice President, Marketing at HeBS Digital, overseeing advertising, marketing and public relations. Mariana heads the Las Vegas office, developing and implementing digital marketing strategies for HeBS Digital’s West Coast partners. She frequently conducts industry research and publishes her major travel and hospitality publications, and is also a guest speaker and presenter at hospitality events and conferences. Shalini Jariwala is Strategic Partner Manager of Channel Sales at Google. Shalini has been working in high tech for the past 10 years. She has held various marketing, sales enablement, and business development roles at companies such as Google, Ooyala, Salesforce.com and Evernote. Currently she is a Strategic Partner Manager on the Channel Sales Team based out of the Google NYC office.

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Traveler’s Road to
Decision: Hotel Insights

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Travel On.

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1
Travelers across all segments are shopping around more for
accommodations than in previous years
2
4 in 10 business travelers are open to peer-to-peer
alternatives when traveling, such as Airbnb or Zipcar
3
The web continues to be the primary source for lodging
decisions and bookings, with an acceleration in mobile
bookings coming from last minute stays
4
Travelers move between devices to research
accommodations, largely relying on search to continue
activities
5
Once checked-in, half of leisure and the majority of affluent
travelers rely on online sources to research ancillary services
Key Takeaways

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The Traveler’s mindset

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Travelers across the board are shopping online
more for accommodations than in years past
Source: Google Travel Study, May-June 2013, Ipsos MediaCT
(H1/H2/H7/H3
Base: Hotel Quota
Source: Google Travel Study, Waves 3, 4, and 5, April-May 2011, 2012 and May-June 2013, Ipsos MediaCT
67%
Leisure Travelers
(vs. 64% in 2012)
59%
Business Travelers
(vs. 58% in 2012)
81%
Affluent Travelers
(vs. 76% in 2012)
Those who “Always or Frequently” Comparison
Shop Online for Accommodations

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41%
29%
11%
1%
47%
34%
12%
3%
Mid-scale hotel
Economy hotel
Upscale hotel
Luxury hotel
Leisure Business
Travelers generally stay in mid-scale and
economy hotels
Top Types of Lodging Establishments Typically Stayed In
Base: Lodging Quota; Leisure N=853; Business N-177
QH4: When traveling for personal/business reasons, in which of the following types of lodging establishments do you typically stay? (Select
ONE)
Source: Google Travel Study, June 2013, Ipsos MediaCT
2% of leisure travelers
typically stay in a rental
house / vacation home

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New trend: business travelers considering less
traditional methods of lodging and transportation
43%
of business travelers plan to research or use peer-to-
peer sharing alternatives to traditional hotels or car
rental services such as Airbnb or Zipcar
Source: Google Travel Study, May-June 2013, Ipsos MediaCT
Base: Business Quota N=1500
Q26: Using the scale below, please indicate how much you agree or disagree with each of the following statements about traveling for business
purposes in the next year. (Select ONE for each statement)

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How travelers
use the web for lodging

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The internet continues to lead as the primary source for
lodging decisions
Base: Lodging Quota; Leisure N-853; Business N=177
QH1: Which of the following sources, if any, do you typically use to decide which lodging accommodations to use when taking a
personal or leisure/business trip? (Select ALL that apply)
Source: Google Travel Study, June 2013, Ipsos MediaCT
Sources for lodging decisions Leisure Business
Internet 82% 74%
Family, friends, or colleagues 43% (+4 pts. YoY) 29%
Informational brochures 16% 13%
800 or toll-free number 9% (-2 pts. YoY) 15%
TV 9% 5% (-2 pts. YoY)
Magazines 6% 6%
Travel agents 5% 6% (-7 pts. YoY)
Newspapers 3% 3%
Travel groups 3% 3%
Books 3% 2%
Radio 2% 1%
Leisure travelers are more likely to rely on word-of-mouth than business travelers

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49%
25%
23%
14%
13%
6%
4%
1%
1%
54%
20%
27%
17%
15%
10%
7%
7%
4%
At a lodging website
Book through an online travel agent
Call a local lodging establishment directly
Call a lodging company's general 800 number
Walk-in at a local lodging establishment
On a mobile website
Through a smartphone or tablet app
Company travel department
Call a travel agent Leisure Business
7 in 10 travelers book their lodging online
QH2 Base: Lodging Quota
QH2: How have you reserved lodging accommodations when traveling for one or more nights on personal vacations/business trips in the past 6 months? (Select ALL that apply) /
(QH9) How likely are you to reserve future lodging accommodations on each of the following devices?
Source: Google Travel Study, June 2013, Ipsos MediaCT
Lodging Booking Methods
How are you
valuing calls
to a property
or call
center?
+7 pts. YoY
+4 pts. YoY
+4 pts. YoY
+3 pts. YoY

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Price, convenience and past experience are key
factors in lodging decisions
Base: Lodging Quota
QH3: How important are each of the following when choosing lodging accommodations for personal or leisure/business travel?
(Select ONE for each)
Source: Google Travel Study, June 2013, Ipsos MediaCT
90%
73%
70%
61%
60%
60%
58%
57%
84%
80%
77%
72%
62%
56%
56%
54%
Price
Most convenient location
Past experience with lodging establishment
Free in-room Wi-Fi
In-room services offered
Hotel website (accessed via computer)
Promotions
Cancellation policy/ Ability to change booking
Leisure Business
Importance of Features When Choosing Lodging
(Extremely/Very important)
Market your top value propositions and ensure that
guests can easily find what they need to plan and book on your website

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Online videos are key throughout the travel funnel
Source: Google Travel Study, May-June 2013, Ipsos MediaCT
Base: Watched/commented on travel-related video. Leisure N=1533, Business N=931
Q5: At what points in your travel planning process do you view videos online? (Select ALL that apply)
When thinking about taking a trip
When choosing a destination
When looking for ideas of things
to do at a particular destination
When deciding
on accommodations
When deciding
which website to book on
Leisure Travelers Business Travelers
64%
63%
65%
52%
29%
66%
66%
65%
61%
40%
When Travel Videos are Viewed

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Multi-screen behavior

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Send an email/link to myself
Save bookmarks, shopping cart or
favorites in my account
Sync to an online
service (Dropbox,
Google Docs)
Directly navigate to the destination site (via browser/app) 44%
Conduct a search on the other device 49%
36%
18%
5%
Google Travel Multi-Screen Study, July 2013, Ipsos MediaCT
Hotel N=889
Base: Did Sequential For Component
Q36. You mentioned that you have started related activities on one device and then continued them on another device. In which ways did you "move" between devices?
Travelers move between devices for lodging
planning and research
Method of Moving Between Devices Sequentially for Lodging-related Activities

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Consumers book accommodations across screens
Among those who researched accommodations on a device…
86%book via computer
45%book via tablet
41%
book via smartphone
83%book via computer
35%book via tablet
31%
book via smartphone
Base: Business and Personal Quotas who did travel component and use specific device for travel research (floating), differences from slide DEVICE2
due to rounding
DEVICE3: And, on which device(s) did you reserve or book each of the following components in the past 6 months for your personal or leisure trips?
(Select ALL that apply for each component)
Source: Google Travel Study, June 2013, Ipsos MediaCT
Business travelers Leisure travelers

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Hotel-related ads on smartphones have slightly
higher recall than desktop, but both prompt action
Google Travel Multi-Screen Study, July 2013, Ipsos MediaCT
Base: Did Sequential For Component; Computer N=1232, Smartphone N=386
Q38. Below is a list of types of advertising. Which of these types of travel-related ads do you recall seeing on your device(s) during your [component] travel planning process?
55% of travelers took action after seeing a hotel-related ad regardless of
whether it was on a computer, smartphone or tablet
Hotel ad
recall:
59%
Hotel ad
recall:
55%

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19%
Clicked on the ad
As a result of seeing a travel-related ad on a
smartphone during hotel research:
20%
Called the advertiser
by clicking on the
number
24%
Looked for more
information on the
device
Source: Google Multiscreen Travel, Google and Ipsos MediaCT, June 2013.
(Q39) And, which of the following actions, if any, did you take as a result of seeing travel-related advertising on these devices during your [component] planning process in the
past 6 months?
Base: Multiple Device Users Who Saw Specific Types of Ads on Smartphones

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1
Think about how your brand can stay top of mind with
travelers from the initial inspiration phase down to
consideration and booking
2
Develop stronger digital strategies to reach consumers early
and inspire new travel before the consideration phase.
Search is a key resource for travelers, making it an essential
channel for marketers as well
3
Connect with travelers across devices. A booking on one
device can directly or indirectly result from a previous
research or activity on another device
4
Develop and promote video content that allows you to bring
the sights and sounds of your destination, property or
product. Know how to leverage user-generated content to
allow advocates to tell your story for you
What does this mean for Marketers?

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Customer Journey

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From the Assist to Last Touch Point

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From the Assist to Last Touch Point

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Typical Channel Roles in the Journey