1 поиск
Hotel Segment
2 Hotels
3 Segment dynamics
Ad Spending
Number of Advertisers
CPC Jul Jul Jul Jul Mar Mar Mar Mar Sep Sep Sep Nov Nov Nov May May May May 2011 2011 2012 2013 2014
Yandex data. July, 2014 4 Expenditure dynamics
Jul Jul Jul Jul Oct Oct Oct Oct Apr Apr Apr Apr Jun Jun Jun Jun Feb Feb Feb Feb Mar Mar Mar Mar Dec Dec Dec Aug Sep Aug Sep Aug Sep Nov Nov Nov May May May May 2011 2011 2012 2013 2014
Yandex data. July, 2014 5 Click dynamics – Direct.Search Jul Jul Jul Jul Oct Oct Oct Oct Apr Apr Apr Apr Jun Jun Jun Jun Feb Feb Feb Feb Mar Mar Mar Mar Dec Dec Dec Aug Sep Aug Sep Aug Sep Nov Nov Nov May May May May 2011 2011 2012 2013 2014
Yandex data. July, 2014 6 Click dynamics – Content sites Jul Jul Jul Jul Oct Oct Oct Oct Apr Apr Apr Apr Jun Jun Jun Jun Feb Feb Feb Feb Mar Mar Mar Mar Dec Dec Dec Aug Sep Aug Sep Aug Sep Nov Nov Nov May May May May 2011 2011 2012 2013 2014
Yandex data. July, 2014 7 Average CPC
Jul Jul Jul Jul Oct Oct Oct Oct Apr Apr Apr Apr Jun Jun Jun Jun Feb Feb Feb Feb Mar Mar Mar Mar Dec Dec Dec Aug Sep Aug Sep Aug Sep Nov Nov Nov May May May May 2011 2011 2012 2013 2014
Yandex data. July, 2014 8 Click share – Search vs. Content
27% Clicks from Context Sites
Clicks from Search Sites 73%
Quarterly data: Q2’14. 9 Clicks distribution by regions
100%
80% Other Areas
60%
40% Saint Petersburg
20% Moscow
0% Feb Mar Apr May Jun Jul
Yandex data. Jul, 2014 10 (Average) CPC by positions
HOTELS(Premium placement) HOTELS (Guaranteed placement) 1.0
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0.0 Feb Mar Apr May Jun Jul
Yandex data. Jul, 2014. 11 Segment Volumes
12 User Interest in Category
Queries share related to traveling in total Queries share related to Hotels in overall amount of Yandex queries Travel category volume
1.8% 1.6% 4% Hotels 1.4% 31% 1.2% Air tickets 1.0% 0.8% 50% Package tours 0.6% 0.4% 15% Other 0.2% 0.0% 2011-12 2011-12 2012-02 2012-04 2012-06 2012-08 2012-10 2012-12 2013-02 2013-04 2013-06 2013-08 2013-10 2013-12 2014-02 2014-04 2014-06
Seasonal peak in July for “traveling” queries Queries on hotel booking made was less pronounced in 2014. approximately 31% of total amount queries.
Yandex, Aug 2014; wordstat.yandex.ru 13 User Interest in Category: Hotels 25,000 Generic queries Oct 2012 – Jul 2013 Oct 2013 – Jul 2014 on hotels 20,000 +3%
15,000 Thousand Impressions
10,000 135,119,964 131,230,792 5,000
0 Nov 2013 Mar 1 May Jul Sep Nov 2014 2 Mar May Jul
Yandex, Aug 2014; wordstat.yandex.ru 14 User Interest Growth Dynamics in the Category by Region
Russia CIS Russia (regions excluling Moscow and Saint-Petersburg) 160%
140%
120%
100%
80%
60%
40%
20%
0% 2011 2012/2011 2013/2012 2014/2013 (Q2)
Yandex, Aug 2014; wordstat.yandex.ru 15 Interest towards Category in the Regions:
CIS, Russia 275%
250% Russia (regions 225% excluding Moscow and St Petersburg Number of queries 200% CIS on hotels increased 175% Moscow and by 5% in CIS during St Petersburg Q2 2014 (compared 150% to Q2 2013), by 8% 125% in Russian regions, % QueryGrowth, Hotel
by 2% in central 100% regions of Russia. 75% 2012-11 2012-11 2013-11 2012-01 2012-03 2012-05 2012-07 2012-09 2013-01 2013-03 2013-05 2013-07 2013-09 2014-01 2014-03 2014-05 2014-07
Yandex, Aug 2014; wordstat.yandex.ru 16 Interest towards category in Russian Regions
Moscow + St-Petersburg Russia (regions excluling Moscow and Saint-Petersburg)
100% Share of queries from users 90% of the regions with the highest 80% internet penetration (Moscow 47% 48% 50% 52% 51% 52% 53% 53% 53% 53% 54% and Moscow region, St. 70% Petersburg and the Leningrad 60%
region) is gradually reducing. 50%
The audience is gradually 40%
being reallocated in favor of 30% 53% 52% 50% the regions. 48% 49% 48% 47% 47% 47% 47% 46% 20%
The total Moscow 10% and St. Petersburg share has 0% Autumn Winter Spring Summer Autumn Winter Spring Summer Autumn Winter Spring dropped from 47% to 46%. 2011 2011-2012 2012 2012 2012 2012-2013 2013 2013 2013 2013-2014 2014
Yandex, Aug 2014; wordstat.yandex.ru 17 Brand and category audience locations Queries on hotel booking, Queries on brand Hilton, TOP 20 cites TOP 20 cites
Moscow 45.83% Moscow 56.42% Saint Petersburg 26.10% Saint Petersburg 22.44% 3.51% Yekaterinburg Yekaterinburg 3.32% 2.54% Rostov-na-Donu Kyiv 2.28% 2.38% Nizhny Novgorod Kaliningrad 2.01% 2.22% Kaliningrad Novosibirsk 1.75% 2.12% Novosibirsk Minsk 1.63% 1.78% Krasnodar Samara 1.56% 1.33% Vladivostok Voronezh 1.19% 1.32% Krasnoyarsk Perm 1.11% 1.27% Perm Krasnoyarsk 0.98% 1.26% Samara Istanbul 0.93% 1.23% Minsk Chelyabinsk 0.91% Kazan 1.14% Yaroslavl 0.91% Voronezh 1.03% Ufa 0.89% Omsk 1.01% Kazan 0.87% Tyumen 1.00% Rostov-na-Donu 0.27% Kyiv 0.99% Nizhny Novgorod 0.24% Khabarovsk 0.98% Krasnodar 0.22% Ufa 0.96% Saratov 0.08%
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 0 50,000 100,000 150,000 200,000 250,000
Yandex, Aug 2014; wordstat.yandex.ru 18 Brand Query Dynamics
19 Segment dynamics: Hotels
350,000
300,000 Impressions 250,000 Booking Tripadvisor 200,000 Trivago Roomguru.ru 150,000 Ostrovok.ru Agoda 100,000 Hotels.com Oktogo.ru 50,000 HRS Hros 0 Hotels-scanner.com Nov 2013 Mar May Jul Sep Nov 2014 Mar May Jul
Yandex, Aug 2014; wordstat.yandex.ru 20 Variation of user interest
3,000 -42% Oct 2012 – Jul 2013 Oct 2013 – Jul 2014 2,500
2,000
1,500 Thousand Impressions
1,000
+36% 500 -13% +170% +100% +13% -7% +42% -32% -29% +194% 0
Yandex, Aug 2014; wordstat.yandex.ru 21 Destination popularity
22 The Most Popular Countries (Top-20, throughout the year)
30,000 Package and Non Package “Package” destinations 25,000 Other countries
Thousands 20,000
15,000
10,000
5,000
0
Yandex, Aug 2014; wordstat.yandex.ru 23 Variation in Hotel Queries by Countries
25,000 +3% Oct 2012 – Jul 2013 20,000 Oct 2013 – Jul 2014 Thousands
15,000
+13% 10,000
+3% 5,000 -6% +5% -30% +6% -12% +3% -3% -19% -9% +743% -3% +12% +48% -8% +17% +2% +14% 0
Yandex, Aug 2014; wordstat.yandex.ru 24 The Most Popular Countries (“Non-package” destinations except Russia)
2,500
2,000 Thousands 1,500
1,000
500
0 Italy USA USA India Cuba Israel China Latvia France Austria Poland Mexico Croatia Finland Estonia Belarus Ukraine Vietnam Vietnam Bulgaria Portugal Hungary Lithuania Germany Abkhazia Switzerland Kazakhstan Netherlands CzechRepublic UnitedKingdom DominicanRepublic United ArabEmirates United
Yandex, Aug 2014; wordstat.yandex.ru 25 Seasonal Popularity of Destinations
“Summer” Destinations “Off-season” Destinations
1,400 400
350 1,200 Thousands Thousands 300 1,000 Czech Republic
250 Belarus 800 France 200 USA Ukraine 600 Greece China 150 Bulgaria Israel 400 Cyprus Spain 100 Germany Tunisia Kazakhstan 200 Italy 50 Poland Montenegro Abkhazia 0 0 Summer Winter Summer Winter Summer Winter Summer Winter 2012 2012-2013 2013 2013-2014 2012 2012-2013 2013 2013-2014
User interest in category undergoes significant seasonal changes affecting its structure
Wordstat.yandex.ru, data 2012 – 2014 26 Seasonal Popularity of Destinations
“Winter” Destinations Leaders’ Dynamics
2,500 2,000 7,000
1,800 6,000 Thousands Thousands 2,000 1,600 Thousands Russia 1,400 5,000
1,500 1,200 UAE 4,000 Vietnam 1,000 India 3,000 1,000 800 Dominican Republic Finland 600 Turkey Egypt (rhs) 2,000
500 400 Thailand (rhs) 1,000 200
0 0 0 Summer Winter Summer Winter Summer 2012 Winter Summer 2013 Winter 2012 2012-2013 2013 2013-2014 2012-2013 2013-2014
User interest in category undergoes significant seasonal changes affecting its structure
Wordstat.yandex.ru, data 2012 – 2014 27 Seasonal Popularity of Destinations
Summer 2013 Autumn 2013 Winter 2013-2014 Spring 2014 Turkey Russia Turkey Turkey Russia Turkey Russia Russia Greece Egypt Egypt Egypt Egypt Thailand Thailand Greece Cyprus UAE UAE Hungary Spain Czech Republic Greece Thailand Ukraine Greece Spain Spain Bulgaria Cyprus Italy Cyprus Thailand Spain Czech Republic UAE Tunisia Ukraine India Italy Italy Italy Vietnam Ukraine UAE India Bulgaria Bulgaria Czech Republic Vietnam France Czech Republic Abkhazia France Ukraine Tunisia France Tunisia Cyprus France Montenegro United Arab Emirates USA Vietnam USA USA Dominican Republic USA Vietnam Dominican Republic United Arab Emirates Abkhazia Croatia Germany Tunisia Israel India China Germany Montenegro
Yandex, Aug 2014; wordstat.yandex.ru 28 Top-20 Hotel Queries by Cities
5,000 “Package” destinations 4,500 Other countries 4,000
Thousands 3,500 3,000 2,500 2,000 1,500 1,000 500 0 Side Sochi Belek Dubai Kazan Anapa Kemer Phuket Prague Pattaya Rhodes Sharjah Moscow Marmaris Budapest Hurghada Petersburg Gelendzhik Ekaterinburg Sharm-el-Sheikh
Yandex, Aug 2014; wordstat.yandex.ru 29 Top-30 Hotel Queries by Cities (Clear Intention to Book Online)
35,000 “Package” destinations 30,000 Other countries
25,000
20,000
15,000
10,000
5,000
0 Kiev Riga Yalta Paris Tallin Milan Sochi Berlin Minsk Dubai Rome Kazan Anapa Beijing Vienna Pattaja Phuket Munich Prague London Helsinki Istanbul Tenerife Tenerife Moscow Varadero Varadero Barcelona Novosibirsk Yekaterinburg Yekaterinburg Saint-Petersburg NizhnyNovgorod
Yandex, Aug 2014; wordstat.yandex.ru 30 Top-30 Hotel Queries by Russian Cities
5,000 4,500 4,000
Thousands 3,500 3,000 2,500 2,000 1,500 1,000 500 0 Ufa Perm Sochi Omsk Omsk Kazan Anapa Irkutsk Irkutsk Rostov Nizhniy Ryazan Saratov Samara Tyumen Tyumen Vladimir Moscow Yaroslavl Yaroslavl Voronezh Voronezh Kostroma Volgograd Volgograd Krasnodar Petersburg Gelendzhik Kaliningrad Vladivostok Novosibirsk Khabarovsk Chelyabinsk Krasnoyarsk Ekaterinburg Rostov-na-Donu
Yandex, Aug 2014; wordstat.yandex.ru 31 Top-30 Hotel Queries by Cities (Non-package destinations except Russian cities)
900 800 700 Thousands 600 500 400 300 200 100 0 Kiev Riga Yalta Paris Tallin Milan Porto Berlin Minsk Rome Rimini Gagra Sudak Beijing Venice Venice Alanya Vienna Prague Alushta London Odessa Barnaul Istanbul Feodosia Budapest Barcelona Nyachang Sewastopol PuntaCana Karlovy Vary KarlovyVary
Yandex, Aug 2014; wordstat.yandex.ru 32 Most popular hotel networks
Thousands Carlson 1,647 Marriott 1,189 Intercontinental 1,105 Accor 1,073 Starwood 824 Hilton 581 Wyndham 525 Hyatt 404 Best Western 396 Four seasons 193 Fairmont 136 Choice hotels 31
Yandex, Aug 2014; wordstat.yandex.ru 33 Most popular network hotels
Thousands Radisson (Carlson) 1,171 Marriott (Marriott) 718 Holiday Inn (IHG) 670 Ibis (Accor) 632 Sheraton (Starwood) 552 Hilton (Hilton) 494 Ramada (Wyndham) 459 Park Inn (Carlson) 415 Hyatt 404 Best Western (Best Western) 396 Novotel (Accor) 366 Renaissance (Marriott) 340 Crowne Plaza (IHG) 247 Intercontinental (IHG) 200 Le Meridien (Starwood) 198 Four Seasons (Four Seasons) 193 Doubletree (Hilton) 170 Swissotel (Fairmont) 92 Ritz Carlton (Marriott) 86 Westin (Starwood) 64 Comfort Inn (Choice Hotels) 25 Waldorf Astoria (Hilton) 19 Country Inn (Carlson) 10
Yandex, Aug 2014; wordstat.yandex.ru 34 Segment dynamics
1,800 1,600 1,400 Hotels 4« 1,200 1,000 Hotels 5« 800 Hotels 3« 600 400 Thousand Impressions 200 Hotels 2« 0 Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
Variation of User Interest 10,000 +40% Oct 2012 – Jul 2013
8,000 +13% -18% Oct 2013 – Jul 2014 6,000
4,000
2,000 +27%
Thousand Impressions 0 Hotels 3* Hotels 5* Hotels 4* Hotels 2*
Wordstat; region: Russia ; Aug 2014 35 Segment dynamics: Hotels
160,000
140,000
Impressions 120,000 Marriott
100,000 Hyatt Best Western 80,000 Hilton Intercontinental 60,000 Four seasons Accor 40,000 Wyndham Carlson 20,000 Fairmont
0 Starwood Nov 2013 Mar May Jul Sep Nov 2014 Mar May Jul
Yandex, Aug 2014; wordstat.yandex.ru 36 Variation of user interest: Hotels
900 -22% Oct 2012 – Jul 2013 Oct 2013 – Jul 2014 800
700
600
500 -26% +5% Thousand Impressions 400
300 +19% -14% 200 +9%
100 +10% +165% -40% -8% -13% 0
Yandex, Aug 2014; wordstat.yandex.ru 37 Yandex International Business Development [email protected] +1 617.393.7870
Thank you! 38