Turning online users into incremental visitors. Insights from Visit Finland Pilot Campaign. What's up seminar March 2018 Helsinki

Transcription

1 Turning online users into incremental visitors Insights from Visit Finland Pilot Campaign What's up seminar March 2018 Helsinki 1

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5 2016 Amadeus IT Group SA Data Scientists or Data Artists? 5

6 2016 Amadeus IT Group SA Data Scientists or Data Artists? Each color is a consumer; Each line is a provider (an OTA, a Metasearch): we analyse more than 500 lines ; Consumers go from provider to provider and from destination to destination; 6

7 First number of the day: 87 87% of people decide their travel destination online. They then either book online or offline. 79

8 Second number of the day: different websites are browsed by consumers online to decide which destination to visit 89

9 Awareness Interest Decision Action funnel Awareness Interest Decision Action 9 9

10 Awareness Interest Decision Action funnel Real consumer path Awareness Interest 1 Decision Action 10 10

11 Awareness Interest Decision Action funnel Real consumer path Awareness 2 3 Interest 4 8 Decision Action

12 Amadeus IT Group SA 912

13 A traveler s journey OTA search Booking date OTA OTA search booking Departure date 30 days 14 days Return date Travel blogs Meta flight search Meta flight search Airline.com Meta flight search Destination activity research Destination weather research Destination activity research Destination weather research 913

14 Third number of the day different destinations are considered when getting inspiration for a destination 914

15 Finland: most customers search other destinations How many German leisure travelers we see each month searching for a trip to Helsinki? How many of them just search for Helsinki? 42,000 39,0% German leisure travelers / month search Helsinki Just searched for Helsinki Top alternatives to Helsinki Lofoten, Lapland, Uppsala, Visby, Malmo 15 Source: travel audience, European markets

16 Fourth and fifth numbers of the day 100 1M each More than 100 DMOs spend at least 1M EUR on online marketing by

17 17 Visit Finland Best Practice

18 Reach the online user with travel intention We know that Paula is searching for Aarhus and we offer an alternative Aarhus is on the top of my list! But wait: what if we go to Tampere instead?! 18 Our data identified Aarhus as a top competitor to Finland in the mind of German travelers 13

19 19 Campaign

20 Programmatic Advertising 750+ private Deals 20 20

21 Specific audience for campaign 21

22 22 Finland Similar destinations

23 travel audience Methodology: Conversion of consumers into travelers Consumer: F89F45EB-302A-445A-B8DD D80217 Date of Search Destination Searched Website Action :56 Riga :58 Riga Ad Shown :59 Rovaniemi :03 Memmingen Ad Shown :13 Rovaniemi Conversion unique & exclusive data-driven affinity segments Reach consumers with travel intention optimise visitor conversion 23

24 travel audience Methodology: Conversion of consumers into travelers Consumer: 6A4EF0DE-57D3-4F11-A10E-0F2DAD03C8C3 Date of Search Destination Searched Website Action :53 Paris :36 Dubrovnik :59 Tallinn :13 Berlin Ad Shown :13 Tallinn Ad Shown :57 Dubrovnik Ad Shown :58 Tallinn :55 Paris :00 Berlin :03 Paris :06 Helsinki Ad Shown Ad Shown Conversion unique & exclusive data-driven affinity segments Reach consumers with travel intention optimise visitor conversion 24

25 travel audience Methodology: Conversion of consumers into travelers Consumer: 6A4EF0DE-57D3-4F11-A10E-0F2DAD03C8C3 Date of Search Destination Searched Website Action :17 Thessaloniki :09 Corfu :11 Ibiza :14 Croatia :16 Malta :42 Rhodes :47 Mallorca :51 Malta :02 Mallorca Ad Shown Ad Shown Ad Shown Ad Shown unique & exclusive data-driven affinity segments Reach consumers with travel intention optimise visitor conversion :27 Turku Conversion 25

26 So what? 87% of people decide where to travel on internet: be there or you miss your opportunity to inspire them; People consider 12 destinations: advertise to be top of mind; People browse 38 different websites on average: work with a partner who covers them all; More than 100 DMOs invest at least 1M Eur on online marketing by

27 27 Kiitos!