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Greece – Succeeding in Tourism
Nov 2011



Tasia Maroudas – Head of Sales, Greece




                                         Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
5   Google confidential
6   Google confidential
Consumer Adoption of the Internet is
Exponential
                                                                           TV

                                                                           Internet
                                                                           Radio




                                                                           Print
                1836




                                 1895
1450




                                         1922
                                         1927
                                         1941




                                                            1990

                                                                    2010
                          Tech      Content   Users   Advertising

7   Google confidential
Adoption of online travel is global




                          1/3 of the world’s travel sales
                          will be online by 2012



8   Google confidential
9   Google confidential
Stage 1: Dreaming




                         10
10 Google confidential
Stage 2: Researching




                         11
11 Google confidential
Stage 3: Booking




                         12
12 Google confidential
Stage 4: Experiencing




13 Google confidential
Stage 5: Sharing




                         14
14 Google confidential
The Greek Online Landscape
                          Local players have
                           prevailed

                          Advanced
                           technology and
                           competition

                          The online market
                           share is getting
                           bigger YoY

                          Expanding to new
                           markets (Russia,
                           Poland, Romania etc)



15 Google confidential
The Greek online travel pie today!




16 Google confidential
Interest in online travel - Greece




                                 Consumers are moving online at an unprecedented rate



Source: Google Internal Data | 2006 – Oct 2011




         17 Google confidential
Greek travel businesses are expanding




18 Google confidential
Greek airlines have a global presence




19 Google confidential
Greek National Tourism Organization &
Google promote tourism online

                         …have taken advantage
                         of web tools to promote
                            tourism in Greece


                                     …Ministry’s goal is to
                                    have short-term effective
                                            results


                            …the current rise in
                         departures from Russia is
                           due to this campaign,
                             ‘You in Greece’



20 Google confidential
Campaign Plan




21 Google confidential
Greece is…where travelers Search for it




22 Google confidential
Greece is found on targeted sites with
Display ads




23 Google confidential
…and it’s engaging too!




24 Google confidential
25 Google confidential
mulţumesc




26 Google confidential

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Greece TT Preso

Notes de l'éditeur

  1. http://romaniantimes.at/news/Travel/2011-09-09/16786/Lower_revenues_in_tourismMinister for Tourism – Elena Udreahttp://www.businesswire.com/news/home/20111013006063/en/Research-Markets-Greece-Tourism-Report-Q4-2011
  2. The new reality is constant connectivity. More and more travelers are researching and booking online with 50% of US travelers booking online in 2012 and 1 in 3 booking online globally. Furthermore, more than half of the 177 million US online adults have two or more different types of devices connected to the Internet, and one third have at least four.Just as cell phones are no longer just for talking, video game systems are no longer just for games – they are now entertainment systems. In fact, 40% of the average xBox owner’s time is spent watching videos on the device. Even the TV itself is no longer just for TV programs. By 2014, 42% of all TVs shipped worldwide are projected to be internet connected.Mobile is big and becoming even bigger in the online travel space. In the US alone, travel research on mobile is set to grow 50% by 2012 and bookings to grow by nearly 75%. Being present on mobile is a necessity as consumers are demanding access to information wherever they are, not only when they’re at their computer.eMarketer 2011 (Travel Research on mobile to grow 50% by 2012 to 30 Million users, bookings to grow by nearly 75% @ 15.1 Million)The following stats illustrate why mobile is so important and why it will become even more integral to a successful advertising campaign over time.-Half the new Internet connections come from mobile devices. -Last year, more smartphones were sold than PCs. Travel Research on mobile to grow 50% by 2012 to 30 Million users, bookings to grow by nearly 75% @ 15.1 Million by 2012Source: Sold - International Data Corp, Feb 2011; Connections – mainstreethost.com, June 2011 Bookings - eMarketer, Feb 2011 PC: 30%+ YoY growth for hotel queries from 2010 to 2011Tablet: 68% use their tablet at least 1 hr / daySmartphone: 50% searches on mobile are localNot only are consumers “matching” the device they choose to use with the situation or environment they are in but they are often utilizing more than one device at a time.PC - Fixed companionAt home or office Task-oriented Solitary experienceTablet – Couch Companion Dreaming & booking On the move Shared experienceSmartphone – Constant Companion Always with you Location-specific Personal7% of users access the internet from a tablet42% comparison shop for airfares and hotel rates37% book air travel and lodging35% look for ratings or reviews of hotels, restaurants or destinations
  3. By the end of 2012, one-third of global travel sales will be online. That’s one-third of a nearly 1 trillion-dollar industry. In the US, the number of travel purchases made online has already reached the halfway mark. I share this statistic to provide you with a sense of scale – to give you an idea of the current size of the online travel market. However, even as you see this statistic, remember that the goal of improving the travel experience for users is not just to reach current travelers but also to expand the size of the travel pie. Today, 1 in 3 people are online, think of the non-travelers in this group, in addition to those already traveling, as your potential clients.With this in mind, let’s discuss what’s going on in the online travel space.PhoCusWright’s Global Online Travel Overview Second EditionThe global online travel segment, valued at nearly $256 billion in 2010, represents 30% of the total travel market. Over the next two years, global online travel bookings will accelerate twice as fast as the market as a whole, to reach $313 billion by end of 2012 ($966 Billion in total sales, online + offline). By the end of 2012, one third of the world’s travel sales will be made online. Traveler’s Road to Decision - 50%+ of US travelers Book hotels online (66% of personal travelers, 57% of business travelers)
  4. Every phase of the travel cycle - dreaming, researching, booking, experiencing, sharing - is evolving at a rapid pace due to the online revolution...and it shows no sign of slowing down. In addition to being increasingly digital,