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Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Greek Travel Market Insights
Dimitris KossyfasHead of Industry, Travel
November 15th, 2012
Google Confidential and Proprietary 2Google Confidential and Proprietary 2
The importance of Greek TourismThe Greek Travel Industry
15% of Greece’s GDP
18% of Greece’s employment
€525Mvalue of Greek e-commerce
Google Confidential and Proprietary 3Google Confidential and Proprietary 3
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More than 1 billion queries per weekTravel Search Queries are Increasing
hotels
Rent a car
flights
Cheap flightsflugen
Hotels barcelona
hostal
easyjet
Resorts ferries
voyages
24%
24%
14%Annual Increase
Jan 2009 Jan 2010 Jan 2011 Jan 2012
Source: Google Internal data. Period: July 2011 – July 2012.
Google Confidential and Proprietary 4Google Confidential and Proprietary 4
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Συνολικές αναζητήσεις Αναζητήσεις στο κινητό
15% of all travel search queries are made from mobiles and tabletsMobile is Gaining Momentum
Desktop queries Mobile queries
Jan 2009 Jan 2010 Jan 2011 Jan 2012
3%of total
15%of total
Source: Google Internal data. Period: July 2011 – July 2012.
Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Who is Looking for Vacations to Greece?
Δανία Σουηδία
Αυστραλία Καναδάς Βέλγιο
Βραζιλία Ελβετία Αυστρία
Ρουμανία Ρωσία
Τουρκία Ισπανία Πολωνία Γαλλία
Ολλανδία Η.Π.Α. Ιταλία
Γερμανία Αγγλία Ελλάδα
Queries
Source: Google Internal data. Period: July 2011 – July 2012.
GreeceUK
GermanyItaly
USHollandFrancePoland
SpainTurkeyRussia
RomaniaAustria
SwitzerlandBrazil
BelgiumCanada
AustraliaSweden
Denmark
It’s not only about the UK, Germany and Italy
Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Security is a big issue for US travelers. Greeks have less money.2012 vs 2011
Difference in queries from last year
Source: Google Internal data. Period: July 2011 – July 2012 vs July 2010 – July 2011.
Ελλάδα Αγγλία
Γερμανία Ιταλία Η.Π.Α.
Ολλανδία Γαλλία
Πολωνία Ισπανία Τουρκία Ρωσία
Ρουμανία Αυστρία Ελβετία Βραζιλία Βέλγιο
Καναδάς Αυστραλία
Σουηδία Δανία
GreeceUK
GermanyItaly
USHollandFrancePoland
SpainTurkeyRussia
RomaniaAustria
SwitzerlandBrazil
BelgiumCanada
AustraliaSweden
Denmark
Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Greece ranks just 13th
So, Where Do the English Want to Go?
Κίνα Μεξικό Κύπρος Μάλτα
Αίγυπτος Πορτογαλία Ολλανδία
Ελλάδα Γερμανία Ταυλάνδη Καναδάς
Αυστραλία Ιρλανδία
Ην. Αρ. Εμιράτα Τουρκία
Ινδία Ιταλία Γαλλία Ισπανία Η.Π.Α.
Top Destinations
1. Crete2. Corfu3. Athens4. Zante5. Mykonos6. Thessalonika7. Rhodes8. Preveza9. Kalamata10. Kos
Queries
Source: Google Internal data. Period: July2011 – July 2012.
USSpain
FranceItaly
IndiaTurkey
UAEIrland
AustraliaCanada
ThailandGermany
GreeceHolland
PortugalEgyptMalta
CyprusMexico
China
Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Greece ranks 35th…So, Where Do the Americans Want to Go?
Ιρλανδία Ταυλάνδη
Ην. Αρ. Εμιράτα Αυστραλία Αρούμπα Τζαμάικα Γερμανία
Γαλλική Πολυνησία Κόστα Ρίκα Μπαχάμας
Πουέρτο Ρίκο Δομινικανή Δημ.
Ισπανία Κίνα
Καναδάς Ιταλία Γαλλία Ινδία
Μεξικό Αγγλία
Top Destinations
1. Crete2. Athens3. Mykonos4. Patmos5. Corfu6. Thessalonika7. Zante8. Rodhes9. Santorini10. Sparta
Queries
UKMexico
IndiaFrance
ItalyCanada
ChinaSpain
Dominican R.Puerto Rico
BahamasCosta Rica
French PolynesiaGermanyJamaica
ArubaAustralia
UAEThailand
Ireland
Source: Google Internal data. Period: July2011 – July 2012.
Google Confidential and Proprietary 9Google Confidential and Proprietary 9
Seasonality Trends
Queries Queries
UK Germany
Jan Apr Jul Oct Dec
Jan Apr Jul Oct Dec
Source: Google Internal data. Period: July2011 – July 2012.
UK and German Travellers research early
Google Confidential and Proprietary 10Google Confidential and Proprietary 10
Italian and Russian Travellers are last-minute.Culture Matters
Queries
Italy
Jan Apr Jul Oct Dec
Source: Google Internal data. Period: July2011 – July 2012.
Queries
Jan Apr Jul Oct Dec
Russia
Google Confidential and Proprietary 11Google Confidential and Proprietary 11
Supporting the Greek National Tourism Board
Google Confidential and Proprietary 12Google Confidential and Proprietary 12
Corporate Site has a Brand New Look
Google Confidential and Proprietary 13Google Confidential and Proprietary 13
VisitGreece Google+ Page has More than 900k Followers
Google Confidential and Proprietary 14Google Confidential and Proprietary 14
First Ever YouTube Channel Now Launched!
Google Confidential and Proprietary 15Google Confidential and Proprietary 15
So, how huge is huge?Why YouTube
• 2nd largest search engine in the world
• 4 billion daily views
• 800 million unique visitors worldwide each month (44 countries, 60
languages)
• 600 million Mobile YouTube views daily (3x increase from 2011)
• 700 tweets per minute with a YouTube link
• 72 hours of video uploaded every minute
Google Confidential and Proprietary 16Google Confidential and Proprietary 16
Thank You!
