1.
Summer Travel
Report 2018

2.
Takeaways

3.
3 •
Every day, Criteo records 600TB of shopper data created by the 1.4B monthly
active shoppers in our data pool.
On the travel side, this means we can base our analysis on more than three
billion bookings per year across desktop, mobile sites and applications.
We have strict rules in terms of leveraging data: in order to protect the privacy of
our clients, and for our data to better reflect the market, we only show data where
we have at least 10 clients.
For more information regarding our analysis methodology, please refer to the end
of this presentation.
How did we build this report?

4.
4 •
Criteo Travel in 8 takeaways
1. Europe shows the highest head & shoulders seasonality
2. Southern Europe summer bookings start as early as April
3. OTAs continue to dominate in leveraging summer demand
4. Trips including children are mostly booked around Christmas
5. Industry will most likely keep a high mobile share growth, boosted by summer
6. Regions with lower mobile share are catching up, especially in summer
7. OTAs capture most of mobile bookings
8. Mobile is key to catching last-minute high-yield bookings

5.
Seasonality
Focusing on Europe & following OTAs path

6.
6 •
2017 average <June/July/August> online bookings increase, compared to Q4 2016
Germany & UK remain outliers of the European summer trend
Between 60% and 80%
Between 40% and 60%
Between 10% and 30%
Non disclosed data
Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications.
Copyright Criteo.
Between 30% and 40%

7.
7 •
United States
Russian Fed & Israel
Australia
South East Asia
Japan
Germany
Eastern Europe 79
Netherlands
United Kingdom
Swizterland
Iberia
Scandinavia 77
Italy
France
Belgium
South America
Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications.
Copyright Criteo.
Germany & UK remain outliers of the European summer trend
2017 average <June/July/August> online bookings increase, compared to Q4 2016

8.
8 •
80
90
100
110
120
130
140
150
160
170
180
J F M A M J J A S
Europe - North
Europe - Central & MEA
Europe - South
80
90
100
110
120
130
140
150
160
170
180
J F M A M J J A S
America - North
America - South
80
90
100
110
120
130
140
150
160
170
180
J F M A M J J A S
APAC - North
APAC - South
Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications.
Copyright Criteo.
Europe shows the highest head & shoulders seasonality
+31 Δ4
+33 Δ12
+42 – Δ16
+41 Δ-4+56 Δ18
+42 Δ12
+39 Δ12
+ average index on JJA compared to Q4 2016
Δ Difference between summer and yearly index
2017 monthly online bookings, indexed on Q4 2016

9.
9 •
80
90
100
110
120
130
140
150
160
170
180
J F M A M J J A S
UK Germany
80
90
100
110
120
130
140
150
160
170
180
J F M A M J J A S
US Japan
Australia
80
90
100
110
120
130
140
150
160
170
180
J F M A M J J A S
France Italy
Spain
Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications.
Copyright Criteo.
Southern Europe summer bookings start as early as April
avg 128
avg 115
avg 145
avg 130
avg 137
avg 124
avg 121
avg 121
2017 monthly online bookings, indexed on Q4 2016

10.
10 •
80
90
100
110
120
130
140
150
160
170
180
J F M A M J J A S
OTA Supplier
OTAs continue to dominate in leveraging summer demand
Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications.
Copyright Criteo.
2017 monthly online bookings, OTA vs. Suppliers, and Travel sub-verticals, indexed on Q4 2016

11.
11 •
Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications.
Copyright Criteo.
+68 Δ22
+14 Δ2
+57 Δ17
+5 Δ-1
+70 Δ25
+8 Δ-2
2017 monthly online bookings, indexed on Q4 2016
+ average index on JJA compared to Q4 2016
Δ Difference between summer and yearly index
OTAs continue to dominate in leveraging summer demand
60
80
100
120
140
160
180
J F M A M J J A S
Europe - North
OTA
Supplier
60
80
100
120
140
160
180
J F M A M J J A S
Europe - South
OTA
Supplier
60
80
100
120
140
160
180
J F M A M J J A S
Europe - Central & MEA
OTA
Supplier

12.
Mobile share is expected to keep growing, capturing
last-minute high-yield bookings
Mobile: The Summer Hit

13.
13 •
Industry will most likely keep high mobile share growth,
boosted by summer
29%
31%
31%
32% 32%
36%
39% 38%
36% 36% 36%
40%
25%
30%
35%
40%
45%
J F M A M J J A S O N D
Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications.
Copyright Criteo.
2017 monthly mobile share of bookings, worldwide

14.
14 •
Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications.
Copyright Criteo.
Regions with lower mobile share are catching up,
especially in summer
20%
30%
40%
50%
60%
J F M A M J J A S O N D
Europe - North
Europe - Central & MEA
Europe - South
20%
30%
40%
50%
60%
J F M A M J J A S O N D
America - North
America - South
20%
30%
40%
50%
60%
J F M A M J J A S O N D
APAC - North
APAC - South
+35%
+34%
+37%
+36%
+33%
+49%
+45%
2017 monthly mobile share of bookings, per region
+ average percentage of mobile share in JJA

15.
15 •
10%
39%
6%
6%
84%
55%
Supplier OTA
Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications.
Copyright Criteo.
Q4 2017 booking breakdown per device, worldwide
OTAs capture most mobile bookings
Smartphone
Tablet
Desktop
• As suppliers lag behind, OTAs get most of
the mobile bookings

16.
16 •
The gap between OTAs and Suppliers grew during 2017
-19%
0%
61%
11%
-21%
-15%
42%
-0.5%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
OTASupplier
Growth of bookings per device, worldwide, Q4 2017 vs Q4 2016
Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications.
Copyright Criteo.
Smartphone
Tablet
Desktop
Total Mobile
• OTAs grow quicker on Mobile
• Smartphone is growing steadily and tablet
is declining

17.
17 •
Mobile is key to catching last-minute high-yield bookings
10%
20%
30%
40%
50%
60%
70%
80%
> 3 months 1 - 3 months 1 - 4 weeks 1 - 7 days < 24h
Air Apartments Hotel Packages
Source : Criteo Data, Worldwide, 2016 & 2017. Online travel agencies and suppliers. Excludes comparators and applications.
Copyright Criteo.
• Up to 80% of last minute bookings are
made on mobile devices

18.
Travel players with a booking app make
60% of transactions on mobile devices.
60%
*Share of bookingsby device,apps included,worldwide,Q4 2017.

19.
19 •
Source : Criteo Data, Worldwide, Q4 2017. Online travel agencies and suppliers. Excludes comparators.
Copyright Criteo.
App share of bookings is significant, leading to more conversions
and more booking dollars per transaction than mobile web.
Share of Bookings per environment, for
travel players with a booking app.
33%
27%
40%
7%
22%
13%
4%
23%
11%
Mobile web App Desktop
-3pts
+1pt
-2pts
77 78
100
Mobile web App Desktop
Conversion rates per environment,
worldwide, Q4 2016 vs. Q4 2017. CR =
Buyers / Product Page Viewers.
Average conversion rate on app for
retailers of 17% worldwide in Q4 2017.
Average Booking Value per
environment, when 100 is spent on
desktop (index).
Mobile Web
App
Desktop

20.
Apps account for 41% of last-minute traffic.*
41%
Source: For travel advertisers who generate bookingson both mobileweb and in-app. Criteo, worldwide, Q4 2017.

21.
21 •
48%
41%
11%
0%
20%
40%
60%
80%
100%
1234567891011121314151617181920
Share of traffic by browsing environment by number of nights, for hotel
players with a shopping app.
Apps are critical when it comes to last-minute & quick bookings
Share of traffic by browsing environment for
last-minute bookings: made less than 24h before
check-in or departure.
Source : Criteo Data, Worldwide, Q4 2017. Online travel agencies and suppliers. Excludes comparators.
Copyright Criteo.
Mobile Web
App
Desktop

22.
Thank you
To learn more about how the Criteo Commerce Marketing Ecosystem drives
sales and profits for thousands of brands, retailers, and publishers worldwide,
visit criteo.com/about.

23.
23 •
Methodology
Individual browsing and booking data analyzed:
How can marketers use this data?
Over 1,800 Travel advertisers globally.
More than 3b bookings per year across desktop, mobile sites and applications.
59 countries in North America (2), Latin America (9), Europe (25), Middle East (6), Africa (4) and APAC (14).
Benchmark your performance on relevant KPIs for your mobile browser, mobile app and cross-device channels.