Online Cruise Bookings Growing Faster than Travel Overall

Travel Overall Cruise

Google is Predicting a Strong Future for Cruise Demand
The Cruise Industry is Changing
Digital Advertising is Changing
Getting Positioned for Success

➢ How are you anticipating and delivering on the needs of current and
future cruise guests?

➢ How should you evolve your approach to data management,

measurement, and automation?

➢ How is your organization structured and what shifts must happen to

become more adaptive and align for success?
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The Evolving Travel Landscape:

New Consumer Research
Introducing our 2019 Research

Global Study Survey

Jan - May
U.S. | U.K. | Germany + N=5,000
Brazil | Australia 2019
Japan Clickstream
What was once assumed to be linear, now involves concurrent
and surprising patterns

Inspiration Research Booking Post-booking

9 in 10 7 in 10 1 in 10
exhibit post-booking actively cancel
travel behavior re-research and rebook
 Unmet needs are twice as likely to deter a booking than price

57%

Itinerary,
Destination,
Companion...etc.
24%

Needs Price
Source: Google/Bain/Dynata, Infinite Paths to Purchase, May 2019
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Needs-based bookings are also more valuable

Hotel Domestic flight Cruise

+44% +10% +20%

Source: Google/Bain/Dynata, Infinite Paths to Purchase, May 2019

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The full range of observed travel behaviors is vast and complex

2 Online Sessions 116

1 Travel Sites 38

0 Travel Searches 184

2 Days Researching 68

Source: Google/Bain/Dynata, Infinite Paths to Purchase, May 2019

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Marketing to the average can lead to average results

Total travel Days Months in Purchase Purchase

sites used researching advance platform reason

Supplier Price

6-10 11-20

Average 3
customer
 Total travel Days Months in Purchase Purchase
sites used researching advance platform reason

Average
customer
A de-averaged strategy can double your conversion rate

FROM: TO:

A price-focused message
shown to everyone
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66%
book on a different site from the one
they first click on

Source: Google/Bain/Dynata, Infinite Paths to Purchase, May 2019

A delightful mobile experience leads to...

16% 3 of 5
price premium on greater likelihood
mobile bookings to book

Source: Google/Bain/Dynata, Infinite Paths to Purchase, May 2019

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A 3D Approach to Today’s Traveler

Decode De-average Delight

traveler needs the journey at each
touchpoint
1. Expand your line of visibility 1. Market to the full range of 1. Build confidence, relevance
via early engagement behaviors and trust
2. Leverage partners with 2. Enable machine learning to 2. Prioritize high quality
robust audience signals prioritize key moments of experiences across devices
influence
3. Connect with travelers in 3. Evolve beyond last click
ways that address their 3. Always be learning attribution
needs beyond price
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The Changing Digital Ads Ecosystem

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Timeline of the recent journey in data + privacy

GDPR announced GDPR in effect Chrome

Updates
Today CA 2020
Announced
Privacy Act in
effect

ITP 1.0 ITP 2.0, 2.1 Mozilla Global privacy

launched and 2.2 tracking policies
launched changes [July expected...
2019]

20
The industry is shifting to meet these
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higher expectations, creating important

considerations for digital marketers

Regulatory Changes Browser Updates 3rd Party Cookies

New regulations such as GDPR Heightened controls are Use cases for measuring and
are impacting how data can be impacting traditional data reaching users with pixels are
collected collection (e.g. third party limited and will continue to
and used cookies and device identifiers) decrease over time
User privacy is reshaping the industry
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TODAY Future
Industry-wide impact to third-party cookies
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Ongoing changes to how browsers behave will disrupt

data collection by immediately blocking or partitioning
third-party cookies:

● First-party cookies: are set on a user’s browser

by the website or domain that a user is directly
visiting (e.g. nytimes.com).
First-party cookies
● Third-party cookies: are set on a user’s browser Third-party cookies
nytimes.com
by a website or domain other than the one being dsp.com
nyt.com
visited by a user (e.g. dmp.com). dmp.com
socialmedia.com

Important Legacy tracking for Google Ads Conversion Tracking or Floodlight tags should be updated to collect data via first-party cookies
What happens when you visit NYTimes.com
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What happens when you exit NYTimes.com
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How are data sources viewed?

Activated based
CRM Data
on signed-in users

Site Analytics Data

First Party DMP Data

Google Ads /
Floodlight Data Activated based
on Third Party
cookies
Partner Pixel Data*

Comscore / Nielsen
Data
Third Party
BlueKai / Oracle /
Liveramp etc.
 Industry-wide impact to marketing
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Marketing tactic Recommendation Questions to ask vendors

Remarketing ❖ Google Audiences ❏ How are users added to my remarketing list? What type of identifiers are
❖ Audience sliders used?
❏ How will you reach customers across all publisher inventory?

Audience ❖ Audience slider ❏ From where are audience insights generated? Does audience inclusion
Lists ❖ Auto-bidding leverage a 3P cookie?
❖ Smart Display Campaigns ❏ How will you reach customers across all publisher inventory?

Frequency ❖ Analyze impact ❏ What mechanism(s) do you use to frequency cap? Are they impacted by
capping browser changes?

Bidding ❖ Auto-bidding ❏ How are users with no cookies or insufficient consent handled?
 Industry-wide impact to measurement
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Measurement tactic Recommendation Questions to ask vendors

Attribution ❖ Site-wide tagging (for CTCs) ❏ Are you planning to include ad impressions in the attribution models? How?
❖ Data-driven attribution (DDA) Are there limitations?
❏ How does your vendor track ad clicks and conversions? Does this
technology rely on a third-party cookie?

View-through ❖ Pending (WIP) ❏ How are you accounting for view-through conversion tracking?
conversions ❏ Is there anything happening behind the scenes to model/represent these
numbers?

Click-through ❖ Site-wide tagging ❏ How will you maintain click through tracking?
conversions ❏ What’s required on my end for this to work?

Cross-device ❖ Site-wide tagging ❏ How are you measuring users across multiple devices?
❏ Are you using deterministic or probabilistic methodology?
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Chrome Announcements
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Google is investing in better ads for everyone

Transparent

Users Advertisers
and
Agencies

Valuable

Publishers

Trustworthy
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Improving privacy and security on the web

May 2019 Announcements - Chrome

More granular user controls, User-managed controls to Greater protections against

including Incognito Mode in opt-out of third party cookie fingerprinting and other
Maps and the ability to have tracking [Opted in by default] methods that do not offer
user data automatically user consent controls
deleted
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Privacy-safe marketing solutions

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Enable first-party measurement

Enable first-party measurement by leveraging these

solutions:

Gtag.js (aka Global Site Tag): A tagging framework that

gtag.js can be configured for Google Ads, Campaign Manager,
Display & Video 360, Search Ads 360, and Google
Analytics**

Analytics 360 (aka GA360): Effective measurement

across touchpoints such as apps, websites and
connected devices***
Analyze ITP-proof marketing data
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Leverage traditional geo based analysis to understand user-trends

and test hypothesis

Geo Analysis: Zip, DMA, Country level analysis allowing for:

1. Predictive Analytics
2. Hypothesis Testing

Location Based Visits: Partnering with 3rd Party companies to provide

location based data

Device ID Analysis: 1st Party or 3rd Party DeviceIDs to help provide mobile
based matching from media to purchase

1st Party CRM Data: User-data that can be analyzed for LTV and modeling
for future campaigns

1st Party Site Data: ITP-proof site analysis for audience modeling
Cloud solutions for advanced analytics
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● BigQuery (BQ) is a serverless, highly Collect

scalable, enterprise data warehouse solution
that can be used to stream and analyze data Analyze
in real-time using SQL.

● BQ brings together data from GMP such as Google Display &

Ads Video 360
Google Ads and Analytics 360, including BigQuery
other areas of a customer's business.
YouTube
Ads
● BQ data can be used in conjunction with
other Cloud tools to conduct advanced
analysis like Predictive Lifetime Value or Analytics
Firebase
360
Audience Segmentation.
 Google is committed to helping marketers and publishers
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Achieve their goals in the evolving online ecosystem

Google
Audiences
Consent management tools
Automation
Managing Consent

removing User
Cross Processing + and Partner IDs
Activating Data
Screen Audiences Ads
Data Hub
20 measurement Privacy Safe Google Analytics
Measurement
partners
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Navigating a Cross-Screen Video World

 TV OTT
MVPD’s VMVPD Streaming
(Operators/MSO’s) (Skinnybundles) OTT Direct CTV Devices
Services

Broadcast
& Cable
Broadcast/Cable Ratings by Age Group - Q4 2018 vs. Q4 2017

12-17 18-24 25-34 35-49 50-64 65+

-4%
-10% -7%

-15% -15%
-19% -20%
-23% -23%
-25% -27%
-29%

% cable ratings change % broadcast ratings

year-over-year change year-over-years
 60%
Over

Watch content they’re passionate about

Traditionally New & unique

familiar to YouTube

The Ellen Show Demi Lovato TEDx Talks Dude Perfect Binging with Babish Wong Fu Productions Marques Brownlee
32M subscribers 15M subscribers 18M subscribers 41M subscribers 3.8M subscribers 3.2M subscribers 7.9M subscribers
 Connecting with today’s traveler requires a
new approach

Reach valuable Capture attention with new Bring more new to cruise
Customers storytelling tools customers on board
Fill your blind spot Embrace ABCD best practises Break down silos
Build reach bottoms up Add :06 ads to your plans Uncover new audiences
2.2
cruise brands make it
into the researching
phase
Potential blind spots in your planning

138M
121M
49M
U.S.
Leisure Travelers
Watch
CordYouTube
cutters or
light TV viewers
 50% 3.9X
of target audience YouTube ads are more
reached by YouTube effective at driving
was incremental to TV searches than TV
65% Highest reach among all ad supported OTT services

39%

11% 11%
9% 9% 8% 8% 7% 7%
 Demo

Affinity

Instead of building reach demo down,

Custom Affinity

Life Events
build reach bottom up
In-Market

Custom Intent

Customer Match

Remarketing &
Similar Audiences
Value and Power of :06 Ads

The Mini Series

Break your story into thematic
chapters, told over time vs :30 ad

78% TrueView
more reach alone

+107% +134%
Bumpers + TrueView Ad Recall Purchase Intent
41%
increase in views of
travel-related videos
on YouTube from
2017-2018
Be present on Search AND YouTube

Customize Brand
Customize Brand URL

Book Your Next Adventure

Customize Competitor Brand www.kayak.com

Customize Competitor Brand URL

24 Things to Do in San Francisco
Google Audiences deliver for travel brands

On average, travel ads see:

50% lift in consideration with in-market

30% lift in conversions with custom intent

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How to Prepare for the Future

Google Announces: Underwater Street View
What Can You Do Today?

➢ Decode your customer’s needs, abandon the notion of an average journey,

and delight at every opportunity
➢ Understand the new language surrounding user privacy, what questions to
ask your marketing and measurement partners, and how to future-proof your
organization
➢ Be courageous - as an individual and as an organization; don’t be afraid to
experiment and take risks
➢ We are working on a cruise search unit and we want your feedback
➢ Close your blindspot, embrace 6 second ads and test performance formats
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Thank You