Google Playbook For Travel

There’s a lot of planning that goes into traveling.
And people increasingly turn to devices for help.
Here, we reveal the consumer trends shaping
these travel micro-moments, how they affect the
travel customer journey, and why they matter for
travel brands.
Published
July 2016
How Micro-Moments
Are Reshaping the Travel
Customer Journey

thinkwithgoogle.com 2
What do people spend more discretionary income on than
home improvements, financial investments, or even health-
related products?
Travel.
A trip was the largest discretionary purchase last year according to nearly
60% of leisure travelers.1
Before making this investment, travelers are taking time to research all
the possibilities. Over 40% of travelers say they bounce back and forth
between dreaming about and planning their next trip—zooming in on the
details for one destination and then zooming out to reconsider all the
options again.2
And more and more of this time is spent researching the details of trips
on mobile. As of the first quarter of 2016, 40% of U.S. travel site visits
come from mobile.3
As more research happens in the traveler’s customer journey, there
are more micro-moments—when people turn to a device with intent to
answer an immediate need. In these moments, the stakes are high for
travel brands as preferences are shaped and decisions are made. What
happens in these micro-moments ultimately affects the travel decision-
making process.
40% of U.S. travel site visits come from mobile.
How consumer behavior is shaping travel industry
trends
Desktop still plays a big role in travel research, no doubt. But 40% of U.S.
travel site visits are now coming from mobile. And consider this: The
length of those sessions has shrunk by 5%.3
With more frequent and
shorter sessions you might conclude that consumers aren’t finding what
W

they want on mobile. Yet conversion rates have grown nearly 10% on
mobile travel sites.4
Let's break that down: Travelers increasingly turn to mobile in shorter
spurts to make informed decisions faster than ever before. For marketers,
this phenomenon has huge implications for the entire travel decision
journey across devices and channels.
Travel moments that matter

Travel micro-moments start when people begin dreaming of a trip, and
they continue all the way through the long-awaited trip itself. These
moments tend to fall into one of four categories, which map closely to
the stages of the travel decision-making process: dreaming, planning,
booking, and experiencing.
I-want-to-get-away moments: a.k.a. “dreaming moments” that happen
when people are exploring destination options and ideas with no firm
plans. At this stage, people are looking for inspiration.
Time-to-make-a-plan moments: a.k.a. “planning moments” that
happen when people have chosen a destination. They’re looking for the
right dates, the right flight, the right place to stay, and all the things they’ll
do while they’re there.
Let’s-book-it-moments: a.k.a. “booking moments” that happen when
the research is done, and people are ready to book their tickets and
reserve their rooms.
Can’t-wait-to-explore moments: a.k.a. “experiencing moments” that
happen when the trip is underway. Travelers are ready to live the trip
they’ve been dreaming about—and share it with others.
Creating a travel micro-moments strategy
Why does all of this matter for travel brands?
Seventy-two percent of travelers with smartphones agree that when
researching on their smartphones, they look for the most relevant
information regardless of the travel company providing the information.5
In other words, they're more loyal to their need than to any particular
brand.
For travel brands, this means you have to earn (and re-earn) each
person’s consideration in every micro-moment they experience. How?

• Be there. You can't win if you're not in the game. Identify the micro-
moments for travelers that fit your business, then commit to being
there to help when they happen.
• Be useful. If you want to win the hearts and minds (and business) of
travelers, you’ll need to do more than just show up. Be relevant to the
person’s need in that moment. Connect them to the inspiration they’re
looking for and to the answers they want.
To be there and be useful across all travel moments, think about the
intersection of these two. Try mapping out the customer’s path to
purchase. What is the traveler’s need that you’re solving for, what is their
current situation or context, and how can your brand help?
Red Roof Inn provides a great example of how to combine intent with
context to address a specific need for the stranded traveler. Realizing that
flight cancellations leave an average of 90,000 U.S. passengers stranded
every day, the Red Roof Inn marketing team developed a way to track
flight delays in real time and trigger targeted search ads for their hotels
near airports. These ads said, in essence, “Stranded at the airport? Come
stay with us!”
They committed to those let’s-book-it moments and delivered with
relevance on people’s needs. The result: a remarkable 60% increase in
bookings across non-branded search campaigns.
The business case for micro-moments thinking is clear. According to
recent research that Google commissioned from Forrester Consulting,
companies that take steps toward being moments-ready earn a markedly
stronger ROI in both mobile and overall marketing investments.
In this article, we’ll explore:
• The latest consumer trends that define each of these travel micro-
moments and how they’re affecting travel industry trends.

• Snapshots of real travelers’ research journeys, including the searches,
clicks, website visits, and video views on their way to booking.
• Actionable ideas for travel marketers to be there and to be useful in
each type of micro-moment.
• Examples of travel brands that are already seeing success with
micro-moments thinking.

Half the fun in traveling is dreaming up the
destination. Here, we dive into I-want-to-get-away
moments—the dreaming moments before a trip is
planned—and how travel marketers can capitalize
on these early moments of inspiration.
I-Want-to-Get-Away
Moments: What They Mean
for Travel Marketing

ou know the feeling. Maybe you’ve just gotten back from your
most recent trip. Or maybe you can’t remember the last time
you even took a trip. Regardless of when it strikes you, you can
probably relate to the vacation itch.
In these I-want-to-get-away moments, people are at the early stages of
thinking about their next trip. They’re exploring destination options and
dreaming about what their next getaway could look like.
Most consumers aren't brand-committed in these moments. For
example, 78% of leisure travelers haven’t decided what airline they will
travel with, and 82% haven’t chosen the accommodation provider they will
book with when they first start thinking about a trip.6
Not only have travelers not decided on what brand they’ll book with, but
they don’t necessarily have a destination picked out either. When first
thinking about a personal trip, one in three travelers says they haven’t
typically decided on a specific destination.2
Since many travelers still have
an open mind about where they’ll go and who they’ll book with, these are
prime opportunities for travel brands to make an impression.
Y
Source: Google/Ipsos
MediaCT, “The 2015
Traveler's Road to
Decision,” base: U.S.
leisure travelers who
booked a flight in
the last six months,
n=1,798; base: U.S.
leisure travelers who
booked overnight
accommodation in the
last six months, n=2,711,
Aug. 2015

Snapshot of a real traveler’s decision-making journey
Online interactions are increasingly shaping how people dream up
their next trip. New clickstream data from Luth Research’s opt-in panel
(illustrating the pages a user visited, and in which order) provides a
snapshot of what a real traveler’s I-want-to-get-away moments actually
looked like. By analyzing this traveler’s searches, clicks, website visits,
and video views while he was in dreaming mode for his upcoming travel
plans, we can start to see exactly how and how much digital played a role
in influencing his destinations.
Meet Liam. Liam is 30 years old, and he’s not just planning one trip, but
three: a vacation to Miami, a trip for his friends’ wedding in the Northeast
U.S., and his own destination wedding in the Dominican Republic. He's
also open to planning even more travel, should he be inspired during his
research.
Take a look at Liam’s travel micro-moments over the course of four
months:
And here’s a real sample of one of Liam’s research paths in an I-want-to-
get-away moment that started with a search:
Source: Google
partnered with Luth
to analyze the digital
activity of its opt-in
panel participants
during a one-month,
live-tracking study. This
article details the cross-
device clickstream
data of one of those
participants. Liam is
a pseudonym. The
participant agreed to
the publication of this
research for marketing
purposes under the
condition of anonymity.
Liam did not disclose
mobile data, so all data
is desktop-only.

How to win I-want-to-get-away moments: Be there and
be useful
At this early stage in the travel decision-making process, people want
brands to provide content to inspire and to help narrow down choices.
What’s in it for hotel marketers, airline marketers, and other travel
marketers? Sixty-seven percent of travelers are more likely to book with a
travel brand that provides relevant information for the destinations they’re
interested in.2
Here are some concrete tips for providing people with relevant and useful
content in their I-want-to-get-away moments:
Ensure you’re showing up for the searches people are doing in these
moments—even on mobile. If you want to be in the consideration
set, you have to be present in the I-want-to-get-away moments. And
remember that the smallest screen increasingly helps plan the biggest of
purchases, travel included.
Food for thought as you consider your “be there” search strategy: People
Source: Google/
Mindswarms, U.S.
Methodology: Google
partnered with
Mindswarms to select
and interview the
participants of this live-
tracking pilot study. The
participants answered
questions about their
shopping behaviors and
digital activity via video.

often search for inspiration for vacation destinations based on geography
or on a type of trip someone has in mind. “Honeymoon destinations”
and “europe destinations” are common searches we see like this on
Google. While these searches happen on all screens, 60% of searches
for destination information come from mobile devices.7
“Best time to
visit [destination]” searches are common as well, and increasingly so on
mobile. As of March 2016, searches like this have increased 50% year
over year on smartphones.8
Provide visual content for people’s I-want-to-get-away moments,
especially on mobile. When it makes sense, highlight what the
experience will be like when they arrive, including what is available to see
and to do while on the trip.
Travelers use Destinations on Google to learn about different
destinations, explore points of interest, and get a snapshot of what
a week-long trip might cost. From this behavior, we are able to glean
insights into what is most useful for people as they decide where to go
using mobile. On the Travel Guide tab, one of the most engaged-with
elements on the page is the main photo for that destination. We see that
people who tap on this image look at 10 images on average.4 This makes
sense, as 54% of leisure travelers say that pictures of a destination are
important when choosing where to go.9
Source: Destinations on
Google Data, U.S., Mar.
2016.

Video plays a big role in the dreaming stage. In any given month, over 100
million of YouTube's unique visitors are travelers.10
Sixty-four percent of
people who watch travel-related videos do so when thinking about taking
a trip.11
And three in five travelers who watch online video use it to narrow
down their brand, destination, or activity choices.11
And travelers are watching more video on their smartphones. In
fact, mobile screens are increasingly where travelers watch video:
Approximately two-thirds of watch time for top travel videos happens on
mobile.12
And that watch time on mobile devices has grown by over 65%
year over year.12
This makes sense as travelers pick up their phones in
slices of time throughout their day to learn about new places they want to
visit.
When it comes to what kinds of videos travelers are watching, 65%
of travelers search for videos online by destination. For example, top
destinations searched on YouTube include “barcelona,” “canada,” “dubai,”
“australia,” and “new york.”13
And the most popular type of travel videos
watched on YouTube are travel vlogs.14
Introducing Destinations
on Google

Even though travel vlogs are the most viewed and most engaging type of
travel videos, only 14% of vlogs on YouTube are created by brands; 86%
come from YouTube creators.10
This is a good opportunity for brands:
Make sure you're creating content that speaks to the needs of your
audience in engaging formats.
How hospitality and airline marketers are meeting
consumer needs
Marriott Hotels is a great example of a brand meeting travelers in
their I-want-to-get-away moments. Marriott Hotels realized that next-
generation travelers know that brands need to market to them, but they
also appreciate entertaining and inspiring content offered in an authentic
way. To build out content for travelers’ I-want-to-get-away moments, the
executive team appointed a VP of content creation, built its own in-house
content creation studio, and created Marriott Traveler, an online travel
magazine and content hub.
Now Marriott creates vlogs and a wide variety of other online content.
The brand focuses on documentary-style videos and has partnered with
YouTube creators like Taryn Southern, Casey Neistat, and Sonia Gil to
cover cities around the world.
Marriott is also investing in longer-form content. Its 19-minute adventure
Two Bellmen Two, set in Dubai, accumulated over seven million YouTube
views in its first two months of release. To pick the destinations for these
MediaCT, “The 2015
Traveler's Road to
Decision,” base: U.S.
leisure and business
travelers, leisure
n=1,230, business n=87,
Aug. 2015.

short films, Marriott identifies top searched-for destinations, using Google
Search data and Marriott’s own data, with the least amount of video
content available.
Virgin America has taken a different approach to meeting customer
needs in I-want-to-get-away moments.
Virgin America knows that its onboard amenities, comfortable seats,
and hip mood-lighted vibe help set it apart in the airline industry. The
brand wanted a way for guests who were unfamiliar with the product to
experience it firsthand so they could realize what they were missing. The
solution: an interactive brand campaign that allowed travelers to "test-
drive" a flight before it took off.
Virgin America initially used Google Street View, and then Google
Cardboard (a simple-to-use virtual reality tool) to give potential
customers a 360-degree interactive tour of its Airbus A320 cabin. This
interactive tour was able to communicate the unique benefits of traveling
with Virgin. Views of the ample legroom and in-seat entertainment
offer transparency to people in I-want-to-get-away moments as they
think about where to go and who to go with. This new experience has
generated over 600,000 interactions and a 15% overall lift in unique site
visitors compared to the year prior.

As plans start to take shape, the excitement
of vacation sets in. Here, we dive into time-to-
make-a-plan moments—the planning moments
that happen after a destination is chosen—and
how travel marketers can capitalize on these key
decision moments.
How the Travel Research
Process Plays Out in Time-to-
Make-a-Plan Moments

nce someone chooses a travel destination, the dreaming starts
to become reality. Enter: time-to-make-a-plan moments, when
people turn to a device, setting the wheels in motion for the travel
research process.
Top things travelers look for in these particular micro-moments include
prices, hotel reviews/pictures/cost/availability, flight length, travel
schedules, and activities in the destination.15
Leisure travelers today are as likely to shop
for flights on their smartphones as they are to
shop for music.
More than one in three travelers with smartphones agree that when
researching on their smartphones, they’ve discovered a new travel
company.16
And that’s even higher for millennial travelers; 50% discovered
a new travel company while researching on mobile.17
If you aren’t already in the consideration set at this point in the customer
journey, these time-to-make-a-plan moments are your opportunity.
Online interactions are increasingly shaping how people make a plan
for their next trip. New clickstream data from Luth Research’s opt-in
panel (illustrating the pages a user visited, and in which order) provides a
snapshot of what a real traveler’s time-to-make-a-plan moments actually
and video views while she was in planning mode for her upcoming travel,
we can start to see exactly how and how much digital played a role in
influencing her destinations.
Meet Gina. Gina is a middle-aged woman from Nevada, traveling to San
Diego for a mothers’ conference. Her visit is both business and pleasure,
O

and she’s looking for fun things to do with her child while in Southern
California.
Take a look at Gina’s travel micro-moments over the course of three
months:
And here’s a real sample of one of Gina’s research paths in a time-to-
make-a-plan moment that started with a search:
Source: Google
partnered with Luth
panel participants
during a one-month,
device clickstream
participants. Gina is
a pseudonym. The
purposes under the
Source: Google/
Mindswarms, U.S.
Methodology: Google
partnered with
and interview the

How to win time-to-make-a-plan moments: Be there
and be useful
As you can see, time-to-make-a-plan moments are crucial for marketers
to win. And even though these moments might seem fleeting, there are a
few concrete ways to ensure your brand is there and useful at this point in
the customer journey.
Show up when people research the specifics for a destination.
During the planning phase, travelers say that search is the most common
way in which they discover the brand they ultimately book with.15
Common searches in time-to-make-a-plan moments include “hotels in
[destination],” “car rentals in [destination],” and “flights to [destination]."
Plan for these moments happening on mobile. Consider this: 70%
of travelers with smartphones have done travel research on their
smartphone.2
In fact, you may be surprised by the fact that nearly 50%
of Google Flights visitors are on a mobile device.18
And leisure travelers
today are as likely to shop for flights on their smartphones as they are
to shop for music.1
With this in mind, we've made sure Google Flights
displays current information and connects shoppers to airline partners in
a mobile-friendly way.
Hotel information is also sought out on mobile. In fact, some searches,
like hotels with a specific type of amenity, are primarily happening on
smartphones. “Hotel with an indoor pool” and “hotel with jacuzzi in room”
are two of the top hotel amenity searches on smartphones. As of March
2016, over 70% of these types of hotel searches are on smartphones.8
We've designed how hotel search results appear on Google to help
travelers easily pinpoint the right hotel, using filters on mobile for things
like amenities, which in turn creates more qualified customers for brands.
Learn from a hospitality marketer and airline marketer

who connect with travelers in planning moments
La Quinta's mobile traffic has doubled in the last three years; today 33%
of its online visitors come from mobile devices. During peak season last
year, La Quinta decided to turn on mobile Google Hotel Ads to connect
to more consumers in their planning moments and to increase qualified
leads. This drove traffic to its updated mobile site to meet the growing
number of travelers who were looking for hotels on the go.
The results were strong. “Hotel Ads are performing at a significantly
stronger conversion rate; twice what we see for regular traffic on mobile,"
says Ted Schweitzer, SVP of marketing and e-commerce for La Quinta
Inns & Suites. "And that makes a big difference in terms of results.”
There’s a lot more to learn. Check out this more detailed feature on La
Quinta’s approach to time-to-make-a-plan moments, including a video
complete with interviews from the people driving this thinking for the
brand.
Another great example to note is Etihad, the national airline of the United
Arab Emirates. The company helps consumers make more informed
decisions by using current flight data in search and display ads.
Its customers tend to be busy travelers of the world. Etihad realized
that the best way to be useful to these customers was to give them
information up front to inform their booking decision. Etihad used its own
data from Google Flights to populate display and search ads dynamically,
with up-to-date data on flight schedules and prices.

The new information lowered the airline's click-through rate by removing
unqualified leads, increased its conversion rates by 2X, and decreased its
CPA by 70%. Etihad delivered just what people needed in their time-to-
make-a-plan moments, and that won the brand more qualified customers
at a lower cost. That's a ‫بسكم‬ ‫عيمجلل‬ —a win-win.

Mobile has changed the way people book travel.
Here, we dive into the let’s-book-it moments that
happen after travelers have done their research—
and how travel marketers can capitalize on these
key conversion moments.
Travel Booking Trends
Revealed in Let’s-Book-It
Moments

ou know what it’s like as you get ready to hit “reserve” for that
cruise, last-minute flight, or room at the resort. The destination
ideas have been explored, the research has been done, and you’re
ready to book.
In these let’s-book-it moments, people are ready to put their dollars
behind their decisions. And they often turn to search in these micro-
moments. The consumer behavior in these moments is shaping travel
industry trends at large, and even business travel trends.
94% of leisure travelers switch between
devices as they plan or book a trip.
Travel shoppers who are ready to book have typically narrowed their
choices and may have decided on the location as well as the brand they
want to book with. In these moments, people often search for something
like “[brand name] + [location].” And, in fact, almost half of searches like
this happen on smartphones.8
In these let’s-book-it moments on mobile, it’s not just searching that’s
happening. Travelers increasingly book on smartphones. Thirty-one
percent of leisure travelers say they’ve booked travel on a smartphone,19
while 53% of business travelers say the same. When it comes to travelers
looking to book a hotel, we see nearly half of Google Hotel Ads referrals
now coming from smartphones,21
and this is growing by almost 2.4X year
on year.22
Y
Source: Google/
Ipsos MediaCT, "The
2015 Traveler's Road
to Decision," base:
U.S. leisure travelers,
n=2,477; base: U.S.
business travelers,
n=1,279, Aug. 2015.

snapshot of what a real traveler’s time-to-make-a-plan moments actually
and video views while she was in planning mode for her upcoming travel,
we can start to see exactly how and how much digital played a role in
Meet Kendra. Kendra is a single mother of three who travels for both
business and pleasure. In a five-month period, she planned business trips
to Amarillo and Kerrville, Texas, while also exploring vacation destinations
in San Antonio, Whistler, and Puerto Rico.
Take a look at Kendra’s travel micro-moments over the course of five
months:
Source: Google
partnered with Luth
panel participants
during a one-month,
device clickstream
participants. Kendra
is a pseudonym. The
purposes under the

And here’s a real sample of one of Kendra’s research paths in a let’s-
book-it moment that started with a search:
The travel booking trends on mobile specifically
As much as mobile research and bookings have grown, the majority of
travelers, especially those taking personal trips, still book on a desktop or
laptop. Ninety-four percent of leisure travelers switch between devices as
they plan or book a trip.23
And 46% of travelers with smartphones say they
make their decision on mobile, but then book on another device.24
Why is this happening? Two reasons: the anxiety factor and the
limitations of mobile booking sites and apps.
The anxiety factor when it comes to booking travel on
mobile
Sixty-nine percent of leisure travelers worry that they're not finding the
best price or making the best decision. And only 23% of leisure travelers
are confident they can find all of the same hotel and flight information on
their smartphone that they can on their desktop.1
Source: Google/
Mindswarms, U.S.
Methodology: Google
partnered with
and interview the

People tend to double-check things in more detail on laptops or desktops.
Nearly two-thirds of leisure travelers double-check prices on a computer
after shopping for flights on a smartphone, and more than half make the
switch to double-check hotel prices.1
Limitations of mobile booking sites and apps
Fifty-four percent of leisure travelers and 69% of business travelers say
that mobile limitations or mobile usability are their main reasons for
booking on another device.25
Not only do you face travelers switching devices, you also risk losing
customers to competitors. Eighty-eight percent of travelers with
smartphones would switch to another site or app if yours doesn’t satisfy
their needs.26
Source: Google/
Phocuswright, leisure
traveler study, base: U.S.
leisure travelers, n=930,
Oct. 2015.
Connect, travel playbook
omnibus, base: U.S.
travelers 18+ who use
a smartphone, n=1,304,
Apr. 2016.

How to be there and be useful in let’s-book-it-moments
Offer assurances on mobile booking. To help customers feel more
comfortable booking on mobile, you need to alleviate the concern that
they might be missing out on additional information just because they’re
using a smartphone. Allowing customers to cancel with no penalties
and providing a best price guarantee are two ways that companies are
tackling this issue.
Eliminate steps on mobile. Think about your primary goal: Are you trying
to drive engagement, to boost mobile bookings, or to help make the travel
experience better? With that goal in mind, think about how to cut the
number of the steps a traveler has to take to reach it. For instance, you
might:
• Implement one-click functionality.
• Help the traveler fill in forms.
• Provide alternatives for finishing the transaction (like click-to-call
buttons).
• Consider using Book on Google to help travelers book a hotel or flight
in a matter of clicks without leaving the search results page.
Anticipate needs on mobile. To understand consumer needs, check out
your top mobile searches and your most popular mobile content. Put the
call to action for these primary activities front and center on your site.
Virgin America is a great example of a brand that recently refocused its
mobile experience on one simple call to action: “Book a flight.” To make
room for this single call to action, Virgin America steered away from other
offers or distractions that might clutter the booking process or draw

attention from that single goal. Today its mobile customers can (and do)
book flights twice as fast.
Ensure your mobile site loads fast. Mobile users are impatient. Fifty-
two percent of travelers with smartphones said they’d switch sites or
apps because it takes too long to load. And 45% would switch if it takes
too many steps to book or to get desired information.26
Meet their expectations by keeping your back end up to snuff. For help,
try Google's PageSpeed Insights tool; it will rate your site’s load time and
offer custom recommendations for increasing your site’s speed. And for
more of a deep dive in creating best-in-class user experiences in mobile,
check out “How to Create a Better Mobile User Experience.” Consider
using Progressive Web Apps to bring the best of mobile sites and native
applications to users, fast.
Take cues from how your customers are finding you, and build
for that experience. Mobile has fostered new last-minute booking
behaviors. For example, 85% of non-branded hotel searches on Google
related to “today” or “tonight” happen on a smartphone.8
Booking.com is responding to this need by reaching out to last-minute
travelers in a very deliberate way. Booking.com noticed more of its
customers booking hotels on smartphones when they were already
Connect, travel playbook
omnibus, base: U.S.
travelers 18+ who use
a smartphone, n=1,304,
Apr. 2016.

traveling, with three-quarters of same-day bookings already happening
on a mobile device.
To meet the needs of those last-minute travelers, Booking.com created
its Booking Now mobile app. Based on a traveler’s location, it shows the
closest places to stay and offers a frictionless booking experience so
travelers can make a reservation in just two taps.
Booking.com has applied what it’s learned across all of their mobile
experiences—and it’s seen great results. As of May 2016, more than
a third of reservations are made through mobile and the company
anticipates mobile bookings will make up the majority of their
reservations as soon as next year.
There’s a lot more to learn. Check out this more detailed feature on
Booking.com’s approach to let’s-book-it moments, including a video
brand.
Don’t manage your call center with a one-size-fits-all approach.
While 75% of leisure travelers who shop for hotels on their smartphone
typically end up purchasing on a desktop or laptop computer, people also
call a travel provider to book.1
Over one in three mobile travelers who have
researched travel on a smartphone, then called to book or to get more
information.27
That's where brands like the hotel booking site Reservation
Counter are finding success.
Reservation Counter has been able to more fully capitalize on mobile calls
as a conversion channel. Its best-in-class call center allows the company
to learn about customer behaviors, upsell repeat visitors, and give priority
in the call queue to the customers with the highest likelihood of driving a

booking. In addition, priority is given to calls from higher-converting geos
and properties, along with a higher basket value.
At the beginning of 2016, Reservation Counter launched a mobile pilot for
its top-converting properties by drastically increasing its mobile bids and
using click-to-call extensions. Within weeks, it saw mobile conversions
for these ad groups increase by 260% month over month, and it saw a 4X
increase in offline sales via click-to-call.

Just because vacation is booked doesn’t mean
the research is all done. Here, we dive into the
can’t-wait-to-explore moments that happen after
travelers have booked—and how travel marketers
can capitalize.
How Mobile Influences Travel
Decision-Making in Can’t-
Wait-to-Explore Moments

hen it comes to travel planning, that gleeful moment your
itinerary is all set is when things start to get real. There’s
probably a moment when you can almost start to hear the
waves crash on the shore, or see the fresh snow coming down on the
mountain. Vacation. Is. Near. Now you can start to think about all the
things you’ll do and see while you’re there.
These can’t-wait-to-explore moments occur when travelers start to
look forward to their trip, and increasingly when they’re finally at their
destination. Travel marketers may think that a secured booking is the end
of the road when it comes to serving travelers’ needs. But providing useful
information in these particular micro-moments is a way to build your
brand, drive word of mouth, and increase loyalty among travelers.
85% of leisure travelers decide on activities
only after having arrived at the destination.
Nearly nine out of 10 travelers expect their travel provider to share
relevant information while they are on their trip.2
And 67% of travelers feel
more loyal toward a travel company that shares information during their
trip that improves their travel experience.2
Smartphones are changing travel industry trends by enabling people to
be more spontaneous when they arrive at their destination. In fact, 85%
of leisure travelers decide on activities only after having arrived at the
destination.9
snapshot of what a real traveler’s can’t-wait-to-explore moments actually
looked like. By analyzing this traveler’s searches, clicks, website visits, and
W

video views while she was gearing up for and experiencing her planned
trip, we can start to see exactly how and how much digital played a role in
Meet Brooke. Brooke is a 35-year-old mom who recently traveled from
Tennessee to her alma mater in Baton Rouge with her family for a
marathon.
Take a look at Brooke’s travel micro-moments over the course of two
weeks leading up to and during her three-day trip:
And here’s a real sample of one of Brooke’s research paths in a
can’t-wait-to-explore moment that started with a search:
Source: Google
partnered with Luth
panel participants
during a one-month,
device clickstream
participants. Brooke
is a pseudonym. The
purposes under the
Source: Google/
Mindswarms, U.S.
Methodology: Google
partnered with
and interview the

How travel marketers can win can’t-wait-to-explore
moments
Be there for mobile travelers on their trip. Travelers increasingly rely
on mobile to get their bearings when they arrive in a new destination.
Smartphone searches at hotels increased about 30% in the last year.28
Since smartphones are location-aware, we often see people (including
travelers) search for "things to do near me." For example, search interest
in queries related to “places to eat near me” has more than doubled in the
last year.29
Make information accessible across sites and apps. In can’t-wait-to-
explore moments, travelers increasingly rely on mobile sites and apps.
Travelers say they used mobile sites slightly more than mobile apps when
looking for information while in a destination on a trip.26
And only 23% of
travelers say they have downloaded the app for the travel brands they
use the most.2
Encourage your customers to install your app, and provide
them with content in the app to help them make the most of their trip.
Hilton is a great example of a hospitality brand that bridges the physical
and digital world for guests via mobile. The brand’s aim is to make travel
easier for its guests before, during, and after each visit. That's why Hilton
now uses email markup. It lets Google recognize when a traveler has
booked with Hilton, and as the travel date approaches it shows the guest
a Now Card (essentially an alert on their phone) with hotel details and
reservation updates.
Source: Google Data,
U.S., from Mar. 2015 to
Mar. 2016.

Hilton is also winning can’t-wait-to-explore moments with its app that
lets HHonors members at select hotels pick exactly which room they
want, bypass the line at check-in, and go directly to their room, using the
app as the key to unlock their door.
Provide useful information for first-time visitors. Most travelers
venture to destinations they’ve never visited before: 53% of leisure
travelers say they chose a travel destination because they want to visit
new places. And only 18% of leisure travelers plan to revisit places they've
been.9
This is an opportunity for brands to be useful and to provide
resources on a given area or tap into local knowledge.
Airbnb is one such travel marketer that takes the opportunity to meet
travelers in their can’t-wait-to-explore moments and plays the role of
local tour guide. To help travelers experience New York "like a local,"

Airbnb tapped into its vast hosting community to provide host-led audio
tours of Midtown.
When visitors searched for tourist destinations or things to do in the
Times Square area, they were prompted to see New York with a Hosted
Walk. The experience used Google Maps and the Directions API to
direct users to their primary destination, while the Airbnb host's voice
chimed in whenever they passed a great local spot along their route. This
effort turned Times Square, once a notorious tourist trap, into a unique
experience for any traveler.
There’s a lot more to learn. Check out this more detailed feature on
Airbnb’s approach to which-one’s-best moments, including a video
brand.

In the moments that matter to travelers, your
brand can only be useful and relevant if it shows
up. Learn a simple way to assess your brand’s
opportunity to be there in travelers’ micro-
moments and how to measure success.
How to Be There for Micro-
Moments in the New Travel
Customer Journey

amily vacations, destination weddings, last-minute getaways:
People’s need and love for travel hasn’t changed much over the
years. But the way people research, plan, book, and experience
these trips has changed dramatically, thanks to one thing: mobile.
That little device is increasingly a traveler’s go-to advisor. Consider that
mobile accounts for 40% of visits to U.S. travel sites as of the first quarter
of 2016.3
This new journey is made up of hundreds of micro-moments that
ultimately shape travelers’ preferences and decisions, from their final
destination to the brands they choose to book. For travel marketers,
we’ve identified four crucial travel moments to win: I-want-to-get-away
moments, time-to-make-a-plan moments, let’s-book-it moments, and
can’t-wait-to-explore moments.
So, for the micro-moments you've identified to be there and be useful for,
how do you know if you're actually showing up? Look at your share of
intent.
Share of intent is a simple measure of success. It's the number of times
you’re there for searches in each moment.
Consider the chart below. It illustrates the combined average share of
intent for the top brands that are there in these moments for hotel- and
accommodation-related queries.
F
Source: Google Search
Data, all devices, Mar.
2016. This example
shows impression share
for top travel advertisers
for travel-related queries
that are illustrative
of the opportunity in
each moment, but not
comprehensive. I-want-
to-get-away includes
queries that contain
"destinations" and "best
place"; time-to-make-
a-plan includes queries
containing "hotel with";
let's-book-it contains
queries related to last
minute travel; and
can't-wait-to-explore
includes queries that
contain "things to do" for
travelers who are in the
destination.

As you can see, there are significant missed opportunities throughout the
journey. In time-to-make-a-plan moments, for instance, the brands who
most frequently advertise against searches related to hotel amenities like
“hotels with [x],” on average have a 30% share of intent. This low share of
intent happens on all devices, but it tends to be especially true on mobile.
And this chart is just one example. Share of intent can be applied across
travel categories and customized to reflect which micro-moments are
most important to a brand.
Making sure you’re showing up in micro-moments
To win travelers’ business, you have to commit to being there and useful
in relevant micro-moments across the travel decision-making process
and across devices. Here is a guide to assessing the opportunity for your
brand and the essential questions to ask yourself and your team.
Be there
• Look for yourself. Consider the most common searches performed
by travelers in each phase of their decision journey and identify which
ones are most relevant to your business. Are you there for these
searches on mobile, and do you like what you see?
• Check out the competition. To see where you may be falling short,
work with your team or agency to identify the searches you need
to be there for in each moment, then find your share of intent, and
compare it to the competitor benchmark for your category. Are you
happy with how you compare to the competition? More importantly,
are you happy with the number of travelers you’re there for in these
key moments?
• Consider the right tools. Think about what other platforms travelers
are using to make decisions including YouTube, Google Flights, and

Hotel Ads. Pick those that fit your business. Are you there when they
look for video content related to destinations your business serves?
Are you showing in the results for flight routes and hotel searches,
and when people want to book a hotel?
Be useful
• Evaluate your content. When you look at the content you currently
have, do you feel that it speaks to travelers’ needs and answers their
questions in key decision moments?
• Determine consumer needs. Are there unmet needs that you can
develop helpful content for?
• Account for consumer context. What situation are they in and how
can you help?
The bottom line: Travel marketers need to account for the new multi-
device, multi-channel landscape. And those who are moments-ready—
and consistently manage their share of intent to meet consumer
demand—will take the lion’s share of the reward.
To learn more about travel industry trends shaping this new landscape,
explore more about the four travel micro-moments that matter

Sources
1 Google/Phocuswright, leisure traveler study, base: U.S. leisure travelers, n=930, Oct. 2015.
2 Google/Ipsos Connect, travel playbook omnibus, n=1664, among U.S. travelers 18+, Apr.
2016.
3 Google Analytics aggregated data, U.S., Travel vertical, Apr. 2016.
4 Google Analytics aggregated data, U.S., quarter-on-quarter, Travel vertical, Q1 2016.
5 Google/Ipsos Connect, travel playbook omnibus, n=1,063, among U.S. travelers 18+ who use
a smartphone and for whom the statement is applicable, Apr. 2016.
6 Google/Ipsos MediaCT, “The 2015 Traveler's Road to Decision,” base: U.S. leisure travelers
who booked a flight in the last six months, n=1,798; base: U.S. leisure travelers who booked
overnight accommodation in the last six months, n=2,711, Aug. 2015.
7 Destinations on Google Data, U.S., Mar. 2016.
8 Google Data, U.S., Mar. 2016.
9 Google/Ipsos MediaCT, “The 2015 Traveler's Road to Decision,” base: U.S. leisure travelers,
n=3,500, Aug. 2015.
10 Google/Ipsos MediaCT, “The 2015 Travelers Road to Decision,” base: leisure travelers
n=3,500; base: business travelers n=1,500, Aug. 2015.
11 Google/Ipsos MediaCT, “The 2015 Traveler's Road to Decision,” base: U.S. leisure and
business travelers who watched/commented on travel-related video, leisure n=1,230,
business n=87, Aug. 2015.
12 YouTube Data, U.S., classification as top travel-related videos was based on the top
100,000 videos using public data such as headlines, tags, etc., and may not account for
every such video available on YouTube. Mobile devices include smartphones and tablets.
Jan.–Mar. 2015 vs. Jan.–Mar. 2016.
13 Google/Ipsos Connect, travel playbook omnibus, n=817, among U.S. Travelers 18+ who
search for travel videos online, Apr. 2016.
14 Google/Pixability, YouTube travel study, YouTube analysis, Global-English, Apr. 2016.
15 Google/TNS, global travel survey, U.S., Apr. 2016.
16 Google/Ipsos Connect, travel playbook omnibus, n=976, among U.S. travelers 18+ who use
a smartphone and for whom the statement is applicable, Apr. 2016.
17 Google/Ipsos Connect, travel playbook omnibus, n=405, among U.S. travelers ages 18-34
who use a smartphone and for whom the statement is applicable, Apr. 2016.
18 Google Flights Data, U.S., mobile devices including both smartphones and tablets, Apr.
2016.
19 Google/Ipsos MediaCT, “The 2015 Traveler's Road to Decision,” base: U.S. leisure travelers,
n=2,477, Aug. 2015.
20 Google/Ipsos MediaCT, “The 2015 Traveler's Road to Decision,” base: U.S. business
travelers in 2014, n=1,220; base: U.S. business travellers in 2015, n=1,279, Aug. 2015.

21 Google Hotel Ads Data, U.S., Feb.–Apr. 2016.
22 Google Hotel Ads Data, U.S., Feb. 2015–Apr. 2016.
23 Google/Ipsos MediaCT, “The 2015 Traveler's Road to Decision,” base: U.S. leisure travelers
that own 2+ devices, n=768, Aug. 2015.
24 Google/Ipsos MediaCT, “The 2015 Traveler's Road to Decision,” base: U.S. leisure/business
travelers, n=1,330, Aug. 2015.
25 Google/Ipsos MediaCT, “The 2015 Traveler's Road to Decision,” base: U.S. leisure/business
travelers, n=599, Aug. 2015.
26 Google/Ipsos Connect, travel playbook omnibus, base: U.S. travelers 18+ who use a
smartphone, n=1,304, Apr. 2016.
27 Google/Ipsos Connect, travel playbook omnibus, base: U.S. travelers 18+ who have done
research on their smartphone, n=890, Apr. 2016.
28 Google Data, U.S., aggregated, anonymized internal data from a sample of users that have
turned on Location History, Mar. 2016.
29 Google Data, U.S., from Mar. 2015 to Mar. 2016.

Google Playbook For Travel

More Related Content

What's hot (20)

Similar to Google Playbook For Travel (20)

More from tnooz (20)

Recently uploaded (20)

Google Playbook For Travel