Marcello Pertosa

1. Proprietary + Confidential
Anticipate Travelers’ Needs
Marcello Pertosa

2. Proprietary + Confidential

3. Proprietary + Confidential
Brand Performance
Making you
top-of-mind in
the category
Driving sales in
the short term
Marketing has to evolve

4. Proprietary + Confidential
Brand PerformanceMessy Middle
Making you
top-of-mind in
the category
Driving sales in
the short termInfluencing decisions across complex
user journeys
To reflect the user journey complexity

5. Proprietary + Confidential
Impulsive/habitual purchases What typically happens
Not all purchase decision journeys are the same

6. Proprietary + Confidential
Process is not linear, it is a continuum

7. Proprietary + Confidential
Travel planning is non-linear
and cross-device
78%
Of travelers completed
searches across multiple sites
to book their trip in 2019
48%
Of European travelers used
their smartphones to search
for flights with 1 in 4 booking
on mobile as well
© 2019 Google Confidential and Proprietary
Source: Google/Bain, Phocuswright

8. Proprietary + Confidential
Source: Google/Verto, Sep 2017 – Jul 2018, U.S., n=5,958, A18+. Touchpoints include desktop and/or mobile website page views, searches, online video views

9. Proprietary + Confidential
We asked more than 7,000 travelers from six
countries how they plan a trip from beginning to end,
starting with what inspired them to travel.
Google/Bain, Global (AU, BR, DE, JP, U.S., U.K.), “Infinite Paths to Purchase,” 2019.

10. Proprietary + Confidential
17%
“I regularly think about
trips I want to take.”
16%
“I felt I was due for a
vacation.”
8%
“I wanted to visit a
friend or family
member.”
7%
“I’m going to
celebrate a
special event.”
Google/Bain, Global (AU, BR, DE, JP, U.S., U.K.), “Infinite Paths to Purchase,” 2019.
GLOBAL
16%
“I had wanted to travel
to a destination for
some time.”

11. Proprietary + Confidential
People don’t act on every inspiration.
Each traveler has underlying needs that
vary by trip.
“I need a
dog-friendly hotel.”
“I need a wellness
trip to recharge.”
“I need an
hotel with a gym”
Google/Bain, Global (AU, BR, DE, JP, U.S., U.K.), “Infinite Paths to Purchase,” 2019.

12. Proprietary + Confidential
New research reveals that leaving
these needs unmet will more likely
deter a booking than price.
47%
decided not to book
because of unmet needs.5
26%
decided not to book
Because of price.6
Google/Bain, Global (AU, BR, DE, JP, U.S., U.K.), “Infinite Paths to Purchase,” 2019.

13. Proprietary + Confidential
How can we anticipate what matters?

14. Proprietary + Confidential
Ten blue links Multi-session journeys

15. Proprietary + Confidential

16. Proprietary + Confidential

17. Proprietary + Confidential

18. Proprietary + Confidential

19. Proprietary + Confidential

20. Proprietary + Confidential

21. Proprietary + Confidential

22. Proprietary + Confidential
Finding the brands they love

23. Proprietary + Confidential
See personal results

24. Proprietary + Confidential
1. Showcase robust property content
through Google My Business.
Top recommendations
2. Maximize customers’ booking options
through comprehensive Hotel Ads
coverage.
3. Customize Hotel Ads offerings based
on customer needs.

25. Proprietary + Confidential
Partnering with Google to meet travelers’ needs

26. Proprietary + Confidential
Partnering with Google to meet travelers’ needs

27. Proprietary + Confidential
Partnering with Google to meet travelers’ needs

28. Proprietary + Confidential
Partnering with Google to meet travelers’ needs

29. Proprietary + Confidential
1. Showcase properties on Google My Business
www.google.com/business

30. Proprietary + Confidential
1. Showcase properties on Google My Business
Category menu for
navigation
Sections with
attribute details for
each category
Callout for
attribute changes
www.google.com/business

31. Proprietary + Confidential
1. Showcase properties on Google My Business
www.google.com/business

32. Proprietary + Confidential
2. Maximize availability & room options on Hotel Ads
Global Property Availability Complete & Accurate Room Options

33. Proprietary + Confidential
Develop audience-based
strategies for bidding,
messaging, and pricing
Examples:
● Lapsed members: “We miss you.
Free breakfast on us.”
● Business traveler: “24/7 Gym and
Late Night Room Service.”
● Family traveler: “On-site family
friendly activities. Great pool.”
3. Customize Hotel Ads offerings based on needs

34. Proprietary + Confidential
Read the latest trends with
Think with Google
www.thinkwithgoogle.com
Resources
Get started with
Google Hotel Ads
ads.google.com/hotels
Ask questions and
learn about Hotel Ads
support.google.com/hotelprices

35. Proprietary + Confidential
Thank you