Google Confidential and Proprietary 1 Travel Trends and Keyword Advertising Lee Hunter Product Marketing Manager, Google

Google Confidential and Proprietary 2 Travel Trends

Google Confidential and Proprietary The European market 400m internet users across 48 countries 409m trips (15% for business) 50bn online travel market 50% of travelers use the internet for research 74% of all searches are on Google

Google Confidential and Proprietary Europe is worlds largest regional travel market European Online Travel Market (Internet Sales, bn EUR) Offline Travel Online Travel Source: Centre for Regional and Tourism Research (DK) European travel market is worth 250 bn in 2009 – worlds largest regional travel market in terms of gross bookings Online is the driving force - forecasted to account for 65 bn in sales in 2009 (25% of total) – offline market is shrinking UK accounts for 30% of the European online travel market, with Germany in second place at 18% The direct sellers accounted for 64% of online sales and intermediaries for 36% Online travel sales Offline travel sales

Google Confidential and Proprietary Two digit growth in most markets European Online Travel Market (Internet Sales, bn EUR, by country) 1% 14% 15% 16% 8% Growth (YoY) Note:IT: Estimate; 2009 growth considered equal to average between FR and ES Source: Forrester Online Retail Forecast, PhoCusWright, Thomson, Nielsen, TNS, InfoAdex, D2 Report 9% 8% 7% 11% 9% European Online Travel Market (Internet Sales, bn EUR, by segment) Growth (YoY)

Google Confidential and Proprietary 6 Travel seasonality calendar January traffic Build up to Easter 1 st bank Holiday 2nd bank Holiday +11% WoW Peak of Summer Holidays Travel Queries +13% WoW +8% WoW Google internal data End of Summer (UK data)

Google Confidential and Proprietary 84% Hotel Reminder: How search is changing for travel 7 92% Car 99% Air 117% Destination Source: Google Internal Data Web Search Volume in the Hotels & Accommodations Category on Google.com Near + Close To January 2004 to September 2009, including forecast

Google Confidential and Proprietary Reminder: How search is changing for travel 8 Category Overall vs. Geneva vs. Tenerife vs. Istanbul vs. Rome January 2005 to September 2009 Category Overall vs. London vs. Sydney vs. Thailand vs. Paris January 2005 to September 2009 Using Google Insights to stay ahead of changing demand

Google Confidential and Proprietary Consumer demand for value 9 Source: PriceWaterhouse Coopers :Evolution or Revolution, How to respond to the consumers demand for value.

Google Confidential and Proprietary Keyword Advertising Trends 10

Google Confidential and Proprietary Variance of travel metrics CTRs of Travel ads have fallen by an average of 16% YoY This compares with a drop of just 5% from CTR (%) CPC (£) The average CPCs inflation for travel ads is around 10% YoY. However, CPCs have gradually fallen throughout the year and are now inline with 2008 prices

Google Confidential and Proprietary 12 Resource:

Google Confidential and Proprietary 1 Bring me to the right page 2 Make your homepage useful 3 Help me navigate 4 Give me the right results when I search 5 Display groups of products clearly 6 Give me the product details I need 7 Make registration optional 8 Make it easy to buy or enquire 9 Reassure me 10 Find this useful? Let me help! Think about your customers online journey Make it simple for them to find, choose, and buy the product they want Resources:

Google Confidential and Proprietary 14 Tools

Google Confidential and Proprietary What is the buzz around my brand? 15 Resource: (show options in the blue bar)

Google Confidential and Proprietary Who do my customers say my competitors are? 16 Resource: (show options in the blue bar)

Google Confidential and Proprietary How is my brand being talked about? 17 45m 45m updates per day on Facebook 25m active users on Twitter

Google Confidential and Proprietary 18 How is my brand being talked about? Resource:

Google Confidential and Proprietary Ad Planner Resource: will need to have any google account to sign inhttps://

Does my brand appear on my key brand terms? What are people saying about my brand in video, blogs and forums? Who do my customers say my competitors are? What can I learn about my competitors? What is the perception of my brand outside my customer base? Where are my potential customers spending time online? What can I learn about my brand?

Google Confidential and Proprietary 21 Thank you