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Turismo en la Web: Como Llegar a un Publico Global. Primer Congreso Internacional Punta del Este. David Hyman Gerente, Online Sales Google Am érica Latina. Agenda. 2. Why Internet?. 3. Critical Mass Worldwide. 1.6B - Users Worldwide . 230M – Users in the US. 132M – Users in Latam.

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Primer Congreso Internacional Punta del Este

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Primer congreso internacional punta del este

Turismo en la Web: Como Llegar a un Publico Global

Primer CongresoInternacional Punta del Este

David Hyman

Gerente, Online Sales

Google América Latina


Primer congreso internacional punta del este

Agenda

2


Primer congreso internacional punta del este

Why Internet?

3


Primer congreso internacional punta del este

Critical Mass Worldwide

1.6B - Users Worldwide

230M – Users in the US

132M – Users in Latam

4


Primer congreso internacional punta del este

That´s Where Your Customers Are

Hotel Consumer Media Consumption

41% Online

25% TV

12% Print

13% Radio

9% Mobile

Source: Google Touchpoints Consumer Survey January 2009. TNS Jan – Nov 2008 Media Spend


Primer congreso internacional punta del este

Missed Sales

Hotel Consumer Media Consumption

Hotel IndustryAd Spend

6% Online

Untapped Audience

Gap between ad spend and media consumption

41% Online

19% TV

50% Print

(25% Newspaper,25% Magazine)

25% TV

12% Print

13% Radio

8% Radio

10% Outdoor

9% Mobile

6

Source: Google Touchpoints Consumer Survey January 2009. TNS Jan – Nov 2008 Media Spend


Primer congreso internacional punta del este

Most Influential Source of Travel Research

  • 84% used Internet to research hotel in last six months

  • 62% say Internet is the most important source, No. 2 is friends & family

  • 77% used Internet to research hotel in last six months

  • 48% say Internet is the most important source, No. 2 is friends & family

  • 91% used Internet to research hotel in last six months

  • 51% of research time spent using Online resources

7


Primer congreso internacional punta del este

Keys Benefits of Internet Marketing

8


Primer congreso internacional punta del este

Why Google?

9


Primer congreso internacional punta del este

Why Search?

10


Primer congreso internacional punta del este

Early & Often

  • 68% used a search engine during the hotel booking process

  • Avg. of 8.5 searches

  • 58% used a search engine during the hotel booking process

  • Avg. of 5.6 searches

  • 80% used a search engine while researching travel

  • Avg. of 25.3 days researching, number of searches consistent with other regions.

11


Primer congreso internacional punta del este

TravelRelated Search Growing...

+70%

Growth in travel related searches about Uruguay, from Jan. 2008 to Jan. 2010, in Argentina and Brazil


Primer congreso internacional punta del este

DemandfromSouthern Cone Strong

+ 250.000

Monthly searches related to tourism (December 09) in Uruguay, from Argentina and Brazil


Primer congreso internacional punta del este

AdWords in Action

14


Primer congreso internacional punta del este

Two Parts…

Text Ads Relevant to the Users´Querey

Display, Video, or Text Ads

On Google´s Network of Partner Sites


Primer congreso internacional punta del este

Search


Primer congreso internacional punta del este

Google Display Network


Primer congreso internacional punta del este

Google Display Network


Your custom web

Your Custom Web

Large Sites

Niche Content

Your Custom Web

Source: AdRelevance Q1-Q4 2006 “Internet Ad Spend Is Display Only,” comScore Media Matrix, November 2005


Primer congreso internacional punta del este

Let´s CheckThis Out…


Primer congreso internacional punta del este

Viva TravelGuides...Great Information


Primer congreso internacional punta del este

Plaza de Toros!


Primer congreso internacional punta del este

Let´s SeeWhatthe ´TimesHas to Say...


Primer congreso internacional punta del este

What a NeatLooking City


Primer congreso internacional punta del este

I GottaCheck Out TheseWalking Tours


Primer congreso internacional punta del este

  • New Markets a Click Away

  • San Blas or Kobbe Beach?

  • Searches, Visits, Conversions, etc.

  • CPC

  • Manage Budgets According to Inventory

Keys Benefits Internet Marketing

26


Primer congreso internacional punta del este

Now What?

27


Primer congreso internacional punta del este

Create

28


Primer congreso internacional punta del este

Plan

29


Primer congreso internacional punta del este

Plan

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Primer congreso internacional punta del este

Implement

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Primer congreso internacional punta del este

Measure

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Primer congreso internacional punta del este

BeCareful!!! 3 Tips to Success

Operators MUST be standing by.

Will your website help close the deal?

Don´t give up! Iterate, Measure, and Optimize.

33


Primer congreso internacional punta del este

Ready for the Penguins?

34


Primer congreso internacional punta del este

Q&A

David Hyman

[email protected]

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