Destination Analysis: Week 6, 2011

We've made a few small tweaks to the Destination Analysis Report this week:

1.We've added a new report for the UK Hostels Market - the set of destinations is different to the other 4 reports as there seems to be a different set of users searching for hostels than hotels/car hire etc.

2. We've included the Week Number and Source Market on the first sheet to ensure you know what market we've analysed and how up-to-date the report is.

3. In the previous version, there was an issue with one or two graphs not showing - this has been fixed.

Please find the analysis here:
Hostels

Holidays

*Please note: The Holidays report uploaded this morning (21st Feb) contained an issue around 2011's data. This has now been corrected and re-posted. Apologies for any inconveniences this may have caused.

Flights

Car Hire

Hotels

Posted by Stephen Cunningham, Industry Analyst UK and Ireland.

InterContintental Hotels Group sees monthly mobile site traffic increase by 20%

InterContinental Hotels Group’s sophisticated mobile strategy is having a demonstrable impact on their business in Europe. The business operates seven hotel brands: InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge Suites and Candlewood Suites, and is the largest hotel group in the world by number of rooms.

We caught up with Marco De Rosa, IHG’s Mobile & Interactive Marketing Manager for EMEA, who’s been using Google AdWords mobile ads to reach new customers on their mobile devices. Recently, IHG began creating mobile-optimised websites and creating AdWords campaigns with messaging specifically targeted to users on their phones.

“By using text specifically aimed at mobile users, we saw revenue from our mobile search activity increase by 91% YoY,” says De Rosa. “Thanks to our current activity with Google, traffic to our mobile site is increasing by 20% MoM.”

Watch the full interview with Marco in the below video or visit the Google Mobile Ads Youtube Channel.



To read the full case study, please download this PDF.

Posted by Michael Schipper, Google Mobile Ads Marketing Team.

Destination Analysis

The Destination Analysis attached provides details on the most searched for destinations from around the globe. Each report provides insight into the seasonality of these 50 destinations, as well as sharing AdWords Metrics (such as CPC and Ad Depth). This information is aimed at advertisers at every level of the auction to help them plan their campaigns with the most up to date information available.

We hope you find these reports useful. If so, we plan to share them on a regular basis:

Car Hire
Flights
Holidays
Hotels

Posted by Stephen Cunningham, Industry Analyst UK and Ireland