Unlocking cross selling in travel

1. MicrosoftAdvertising Trends& Disruptors
Unlocking cross selling in travel

2. Agenda
The Cross Selling Opportunity
Cross Selling Marketing Solutions
Key Lessons

3. The Cross Selling
Opportunity

4. Digital transformation in the travel industry has enabled more
consumers to book trips independently (non packaged)
56%
of British consumers
booked trips
independently (non
packaged) in 2019
Digital travel sales actuals and forecast provided by eMarketer, July 2019. Non packaged trips numbers derived from office of national statistics, Apr – June 2019.
32
35
38
40
41
43
0
5
10
15
20
25
30
35
40
45
2016 2017 2018 2019 2020 2021
OnlineTravelSales(billions)
UK Online Travel Sales

5. Monoline Shoppers Multiline Shoppers
Purchases only one travel
product for their trip
Purchases multiple travel
products for their trip
Independent trip bookers manifest into two types of
shoppers:

6. 55%
of travel searchers on
the Microsoft search
network are multiline
shoppers
Source: Microsoft internal data, consumer decision journey analysis, UK, April 2019 – June 2019

7. Source: Microsoft internal data, UK
+71%
more travel-related
page views
than monoline
2.20X
more searches
than monoline
+23%
more Generic
searches
than monoline
Multiline shoppers are highly engaged searchers
Source: Microsoft internal data, consumer decision journey analysis, UK, April 2019 – June 2019

8. Three key characteristics of the multiline user journey
poll of 1,000 people by market research firm Harris Interactive, May 2019
It all begins with
accommodation
A love of
experiences
Don’t count on
brand loyalty

9. Source: Query Path: MSFT internal data, Top 20 Customer, UK (March 2019-April 2019-May 2019) 9
Flights as first
touchpoint
Accommodation is the most common entry
point for multiline shoppers
38%
Of Multiline Shoppers
vs
Activities as first
touchpoint
4%
Of Multiline Shoppers
56%
Of Multiline Shoppers
Accommodation as
first touchpoint
Car Rental as
first touchpoint
2%
Of Multiline Shoppers
vs vs
Source: Microsoft internal data, consumer decision journey analysis, UK, April 2019 – June 2019

10. Source: Microsoft internal data, Consumer Decision Journey, UK
40%
Of users exclusively bundle Flight
with Accommodations
47%
Of users exclusively bundle either
Flights or Accommodation with
Activities
% of Users
Activities are a popular add-on for multiline shoppers
ActivitiesCar RentalFlightsAccommodation
40.3%
19.0%
15.8%
6.6%
4.3%
1.6%
Source: Microsoft internal data, consumer decision journey analysis, UK, April 2019 – June 2019

11. The experience economy is
forecast to reach
$8.2 trillion
globally by 2028
Source: Euromonitor, 2018

12. Searches for activities
show impressive YoY
growth
+72%
2018 YoY
+23%
2019 Jan-Aug YoY

13. Water and adventure sports are the
most sought after activities for
multiline shoppers
Source: Microsoft internal data, CDJ, UK, April 2019 – June 2019
1. Skiing
2. Surfing
3. Safari
4. Wellness
5. Snorkelling
6. Hiking
7. Rafting
8. Scuba Diving
9. Parachuting
10. Skydiving
Top searched activities
Source: Microsoft internal data, consumer decision journey analysis, UK, April 2019 – June 2019

14. Across lines of business, multiline shoppers have greater
brand consideration than monoline shoppers
24%
46%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Accommodation
22%
37%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Flights
21%
44%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Activities
24%
46%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Car Rental
% of shoppers who visited 4 or more unique domains by line of business
Source: Microsoft internal data, consumer decision journey analysis, UK, April 2019 – June 2019

15. Multiline shoppers have more non branded entry
and exit searches compared to monoline shoppers
72%
38%
62%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Entry Search Exit Search
% of entry and exit searches that were non branded by shopper type
Multiline Monoline
Source: Microsoft internal data, consumer decision journey analysis, UK, April 2019 – June 2019

16. Across lines of business, multiline shoppers display
the weakest brand loyalty for activities
72%
68%
90%
57%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Accommodation Flights Activities Car Rental
% of entry point searches that were non branded by line of business
Source: Microsoft internal data, consumer decision journey analysis, UK, April 2019 – June 2019

17. Cross Selling
Marketing Solutions

18. Capture users early in their journey with in market audiences
The top converting in market travel
segments drove 295K+ conversions
in Q3 2019
£5.39
£8.88
£10.48
£-
£2.00
£4.00
£6.00
£8.00
£10.00
£12.00
Air Travel Transportation &
Excursions
Hotels &
Accommodations
Top converting travel segment CPAs
£3.40 £3.77
£13.25
£-
£2.00
£4.00
£6.00
£8.00
£10.00
£12.00
£14.00
Home Furnishings Home & Garden
Services
Credit & Lending
Top converting non travel segments CPAs
The top converting in market non
travel segments drove 19K+
conversions in Q3 2019
Source: Microsoft internal data, Q3 2019, UK

19. Source: Microsoft internal data, July – December 2018
For direct suppliers, leverage in-market audiences for cross-sell opportunities
Cross sell efficiently to consumers already engaged with your
brand through remarketing
3.55%
10.22%
Non RM CTR RM CTR
£0.52
£0.78
Non RM CPC RM CPC
4%
5.31%
Non RM CVR RM CVR
£13.08
£14.82
Non RM CPA RM CPA
187%
RM CTR ▲
50%
RM CPC ▲
33%
RM CVR ▲
13%
RM CPA ▲
Source: Microsoft internal data, Aug-Sept 2019, UK

20. Jan – Mar 2019; Exposed vs. Control lifts for both clicks and searches per user; Searches based on ad flag for selected advertiser and other advertisers in
that vertical. On average, those clients saw the reported lift in Search Impressions per user and reported lift Search Clicks per user for exposed users
compared to those who were not exposed to an ad on the Microsoft Audience Network.
This is based on a sample of our pilot advertisers and is not a marketplace lift
The experienced lift is on a per-user basis for the exposed users, not the advertisers’ full search program
Leverage the power of visual search through the Microsoft
Audience Network to increase cross selling engagement
Lift in searches
post-exposure for
travel advertisers1
Lift in clicks post-
exposure for travel
advertisers1
+43%
+74%
Microsoft
Audience
Network
Microsoft
Search
Network

21. Pursuit popular
bundles
Focus your attention on popular
multiline combinations and add-
ons like activities
Don’t count on
brand loyalty
72% of entry and 38% of exit
searches are non branded for
multiline shoppers
Influence early at
entry points
Ensure you have strong coverage on
accommodation and flight searches
to influence early
Secure sales through
audience marketing
Leverage our audience products to
reach and re-target relevant
audiences
Key
Lessons