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Travel
We've brought together the latest insights from the travel sector, including case studies and thoughts from leaders to help you develop your travel digital strategy. Dive deep into insights around how consumers decide on airlines, hotels, car rentals and cruises for their travel needs.
Studies
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Priceline.com Grows Mobile Site's Share of Business by 31%
Priceline.com wanted to cater to a growing global mobile device audience while increasing traffic and conversions. Priceline.com created a mobile-friendly site with current-location search, simplified content and larger buttons, and a more streamlined checkout. Using Google Mobile Ads ...
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Think Travel Branding One-Sheet
Re-imagine branding in the digital world for the travel industry .
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Think Travel Remarketing One-Sheet
Insights at your fingertips: Reach the right travel customer at the right moment, all across the web.
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Think Travel Mobile One-Sheet
Insights at your fingertips: Learn how smartphones and tablets affect the travel industry .
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Think Travel Video One-Sheet
Insights at your fingertips: Learn how online video connects travel brands with consumers.
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The 2012 Traveler
This compilation study combines findings from Google's annual Traveler's Road to Decision study and Google search data. Learn new insights about how leisure and business travelers research and book trips across different devices. Explore how traveler search behaviors ...
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The 2012 Affluent Traveler
The affluent traveler, those with a household income of $250K+, is a very shop savvy digital traveler. 56% of them plan to spend more time shopping around before booking to ensure value. Explore this study to learn how much more ...
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The 2012 Traveler and Daily Deals
Google and Ipsos studied business, leisure and affluent travelers to understand how they move from undecided to decided. In this sub-category report, we narrow in on Daily Deal sites. Explore this report to learn how travelers utilize these sites in ...
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The Role of Video for the 2012 Traveler
Almost 90% of travelers watch online videos. Google and Ipsos studied business, leisure and affluent travelers to better understand the role of video for today's traveler and how usage might contrast across these types of travelers. Here is a ...
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The Role of Loyalty Programs for the 2012 Traveler
Up to 70% of business travelers and 43% of leisure travelers are enrolled in travel loyalty programs. Google and Ipsos studied business, leisure and affluent travelers to understand the role of loyalty programs in the travel decision making process and ...
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The Role of Print for the 2012 traveler
Travelers see the Internet as a useful source of info that helps them make travel-related decisions as well as a catalyst that triggers them to book. Check out this 2012 Google/Ipsos study that compares the role of print media ...
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The Hotel Traveler's Road to Decision 2012
62% of leisure travelers and 58% of business travelers reserve hotels online. Google and Ipsos studied leisure, business and affluent travelers to understand the path these travelers take leading up to how they make hotel purchase decisions. Here's what ...
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Videos
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2012 Traveler Webinar by Google
Research
2012 Traveler Webinar by Google
A webinar presenting the results of the 2012 Traveler's Road to Decision Study. Understand how leisure and business travelers research and book travel. Topics include: the impact the internet has on travel behavior, mobile behavior, how travelers use online video, ...
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Innovation Across Channels
Interview
Innovation Across Channels
Chuck Sullivan, SVP of Global Online Services at Hilton, describes innovation in marketing as: being the first to take messages across channels; exploiting technology by taking a fresh view of apps; and developing connections across channels by building a common ...
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Blend Channels
Interview
Blend Channels
Meredith Hanrahan, CMO of Cheapflights, talks about blending off- and on-line. Radio raises awareness, and optimized search drives consumers to the website, where transactions can take place. A careful blending of channels minimizes the cost of acquisition and maximizes ROI.
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No Hand Holding
Interview
No Hand Holding
Ravi Rao, CEO of Media Market Group Worldwide, talks about why travelers have become less loyal. It is partly because of the nature of online booking, and the fact that travel planning has become so impersonal. There are benefits to ...
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Measuring Efficacy
Interview
Measuring Efficacy
Bob Kupbens, VP of ecommerce for Delta Airlines, describes currently useful data as the clickpath within the site, the utilization of mobile services, and efficiency data from airport services such as kiosks. Because the goal is to make travel as ...
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Analysis Paralysis
Interview
Analysis Paralysis
Chuck Sullivan, SVP Global Online Services Worldwide for Hilton, recommends practicing selective analytics to avoid falling prey to analysis paralysis. Remain flexible: people who grow up in industries with strong verticals know what works until there is a disruptive factor. ...
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Trends: Convergence
Interview
Trends: Convergence
Chuck Sullivan, SVP Global Online Services Worldwide for Hilton, predicts that global convergence of branding messages across regions will become necessary. Channel convergence will accelerate because of the exponential growth in technology. Differentiating brands will become more important as cost-cutting ...
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Benefits of Digital
Interview
Benefits of Digital
Kate Sirkin, Head of Research at Starcom MediaVest Group, believes that digital information offers opportunities for her clients to engage effectively with consumers. Travel is quickly and efficiently researched and booked online, and mobile is critical for retail shopping.
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Personalization & Choice
Interview
Personalization & Choice
Thomas O'Toole, CMO of UAL Corporation, explains that digital innovation allows a brand to offer a wide range of choices to all customers while giving each customer personalized attention.
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Travel Customization
Interview
Travel Customization
Thomas O'Toole, CMO of UAL Corporation, discusses the marketing opportunities available to travel marketers between the time a trip is booked and the time the trip is taken. Customization of the travel experience is facilitated by digital, and marketers have ...
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Customers Drive Creativity
Case Study
Customers Drive Creativity
Anne Murray, Director of Integrated Marketing at Southwest Airlines, believes that sometimes, being first to market is more important than bringing something perfect to market. A trusted brand with engaged consumers can invite the customer to be part of the ...
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Travel & Mobile
Interview
Travel & Mobile
Anne Murray, Director of Integrated Marketing at Southwest Airlines, describes the operational features of mobile for travel users. The first point of contact with the brand could be via mobile, but the first live point of contact is at the ...
Infographics
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2012 Affluent Traveler Infographic
2012 Affluent Traveler Infographic
With the acceleration of digital, affluent travelers are more connected than ever before. They are heavy comparison shoppers, increasingly spend time on smartphone and tablet devices, and belong to multiple travel loyalty programs. Explore this Google infographic to learn how ...
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5 Stages of Travel Interactive Infographic
5 Stages of Travel Interactive Infographic
Explore the five stages of travel and find out how travelers move from dreaming to sharing.