1 Open Source Analytics
2 Segment dynamics: Hostels & Affordable Hotels
Mar 2013 - Feb 2014 Mar 2014 - Feb 2015
400,000 +12%
350,000
300,000 Impressions 250,000 200,000 3,990,908 3,562,110 150,000
100,000
50,000
0 Mar May Jul Sep Nov 2014 Mar May Jul Sep Nov 2015
In the last 12 months user interest to hostels, cheap hotels increased by more then 12%.
Based on wordstat.yandex.com data,Russia 3 Dynamics of brands
800,000
700,000
Impressions 600,000 Booking 500,000 Momondo 400,000 Tripadvisor Roomguru.ru 300,000 Trivago 200,000 Ostrovok.ru
100,000 Agoda Hotels.com 0 Mar May Jul Sep Nov 2014 Mar May Jul Sep Nov 2015
The most popular brand is Booking.
Based on wordstat.yandex.com data, Russia 4 Dynamics of brands
140,000
120,000 Impressions 100,000 Momondo 80,000 Tripadvisor
60,000 Roomguru.ru Trivago
40,000 Ostrovok.ru
Agoda 20,000 Hotels.com 0 Mar May Jul Sep Nov 2014 Mar May Jul Sep Nov 2015
Based on wordstat.yandex.com data, Russia 5 Variation of user brand interest
8,000 +19% Mar 2013 - Feb 2014 7,000 Mar 2014 - Feb 2015 6,000
5,000 Thousand Impressions 4,000
3,000
2,000 +41% 1,000 +10% +187% -25% +574% +4% +3% 0 Booking Momondo Tripadvisor Trivago Agoda Roomguru.ru Ostrovok.ru Hotels.com
User interest in brands has grown.
Based on wordstat.yandex.com data, Russia 6 Segment dynamics
1,800 1,600 1,400 1,200 1,000 Hotels 4« 800 600 Hotels 3« 400 Hotels 5«
Thousand Impressions 200 0 Hotels 2« Mar May Jul Sep Nov 2014 Mar May Jul Sep Nov 2015 Variation of user interest
Mar 2013 - Feb 2014 14,000 -12% 12,000 Mar 2014 - Feb 2015 10,000 -8% -22% 8,000 6,000 4,000 2,000 -1%
Thousand Impressions 0 Hotels 4* Hotels 5* Hotels 3* Hotels 2*
Based on wordstat.yandex.com data, Russia 7 Dynamics of Hostel Brands
2,000
1,800
1,600
Impressions 1,400
1,200
1,000
800 Hostelworld
600 Hostels Hostelbookers 400 Hostelsclub 200 Hihostels 0 Mar May Jul Sep Nov 2014 Mar May Jul Sep Nov 2015
Based on wordstat.yandex.com data, Russia 8 Variation of user brand interest
20,000 -17% 18,000 Mar 2013 - Feb 2014 16,000 Mar 2014 - Feb 2015
Impressions 14,000 12,000 10,000 8,000 -8% 6,000 4,000 -18% 0% 2,000 +2% 0
Based on wordstat.yandex.com data, Russia 9 Category audience locations
Queries on Hostels and Affordable Hotels Top 15 cities, Mar 2014–Feb 2015
Moscow 47.68%
Saint Petersburg 20.31%
Nizhny Novgorod 4.31%
Ekaterinburg 4.27%
Novosibirsk 3.19%
Rostov-on-Don 2.93%
Perm 2.43%
Kazan 2.38%
Samara 2.16%
Voronezh 2.02%
Ufa 1.93%
Chelyabinsk 1.84%
Volgograd 1.69%
Krasnoyarsk 1.65%
Omsk 1.21%
0 200,000 400,000 600,000 800,000 1,000,000 1,200,000
Based on wordstat.yandex.com data 10 Top 11 Locations Searched with “Hostel”
St Petersburg 44.0% Sochi 0.9% Kalingrad 1.0% Volgograd 1.1% Moscow and St. Ufa 1.5% Krasnodar 2.1% 3.1% Petersburg are the Nizhny Novgorod 3.1% 3.3% most popular cities Novosibirsk 3.3% 4.5% Ekaterinburg 4.5% 6.9% Moscow Kazan 6.9% 31.5%
Based on wordstat.yandex.com data, Mar 2014 - Feb 2015. 11 Top 11 Locations searched with “Hostel”
70,000
60,000 Moscow
Impressions Saint Petersburg 50,000 Kazan 40,000 Ekaterinburg Nizhny Novgorod 30,000 Novosibirsk Sochi 20,000 Krasnodar Ufa 10,000 Kaliningrad Volgograd 0 Mar May Jul Sep Nov 2014 Mar May Jul Sep Nov 2015
Based on wordstat.yandex.com data, Russia 12 Top 3-11 Locations searched with “Hostel”
10,000
8,000
Impressions Kazan Ekaterinburg 6,000 Nizhny Novgorod Novosibirsk 4,000 Sochi Krasnodar Ufa 2,000 Kaliningrad Volgograd 0 Mar May Jul Sep Nov 2014 Mar May Jul Sep Nov 2015
Based on wordstat.yandex.com data, Russia 13 Top 11 international destinations including keyword “Hostel”
Paris 12% Prague 13% Istanbul 12% Riga 5%
Berlin Tblisi 6% 9%
Yerevan 8% Barcelona 10% Talinn 8% Helsinki 9% Amsterdam 8%
Based on wordstat.yandex.com data, Mar 2014 - Feb 2015. 14 Top 11 international destinations including keyword “Hostel”
1,000
900 Prague Istanbul 800 Barcelona Impressions 700 Paris 600 Berlin 500 Helsinki Riga 400 Tallinn 300 Yerevan 200 Tbilisi 100 Amsterdam
0 Mar May Jul Sep Nov 2014 Mar May Jul Sep Nov 2015
15 Yandex International Business Development [email protected] +1 617.398.7870
Thank you! 16