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1CreativeCommons2018Adthena.SomeRightsReservedExecutiveReport,AdthenaThePaidSearchLandscape:Travel:Travel Theimpactonorganicsearch2.3 How influential are Google Hotel and Flight Ads?2.4Greateradvertiserdiversity2.5 Fight or flight?2.6KeyTakeaways3.Categorysegmentationwithintravel3.1Challengesofscale3.2Subcategorybenchmarks3.3KeyTakeaway4.MappingtheCompetitiveLandscape4.1Diversity,competition,andcomplexityintravelsearch4.2Competitivecomplexity4.3Howdoescompetitionimpactbrands?4.4KeyChallenges4.5KeyTakeaways5.SeeingtheBiggerPicture5.1 How can competitive intelligence benefit brands in travel?5.2SeeingthecompletepicturewiththeWholeMarketView345566889910111113141515171718192020233CreativeCommons2018Adthena.SomeRightsReservedExecutiveReport,AdthenaThePaidSearchLandscape:Travel suchasGoogle Hotel and Flight ads, are redefining ad spaceinthesectordisruptingmarketsandadspend. Thisreportcovershowbrandsoperatingintravelsearcharecontendingwithnewchallengesandcompetitivemarketconditions,whilealsodefendingexistingdigitalbrandequity.1.ExecutiveSummary4ExecutiveReport,AdthenaThePaidSearchLandscape:Travel searches, have greatly increased the diversity of advertisers that compete for visibility on a first pagesearchresult.Offering“twicetheconversionrate[onmobile]”accordingtotheGoogleHoteladsportal1,advertisershavebeeneagertoseekvalidationoftheplatform’sofferings.IntheLuxuryTravelcategory,ourresearchfoundthat29.84%ofadvertiser’scampaignkeywordsarenowlinkedtoGoogleHotelads.Inthemostpopularcategories,upto30%ofresultspagesnowresultinaHotelorFlightadscomparisonbox.ItpaintsastrongpictureofthescaleandinfluencethatHotelandFlightadsarehavingonthetravellandscape.AshleyFletcher,VPofMarketing,AdthenaAndthereisarecentprecedentforsuchchanges.TheintroductionofGoogleShoppingcampaigns,orProductListingAds,alsointroducedagreaterdepthofavailableadunitsandrich-mediaadextensions,into sector-specific search engine results pages. The influence of PLAs has had a huge impact on online retail,andarecentAdthenastudy,TheRiseofGoogleShopping, identified that Google Shopping Campaignsnowdrive76.4%ofUSretailsearchadspend.Asbrandsdirectspendintoneweradformats,HotelandFlightadshavecreatedascenarioinwhichGoogleis,toanextent,disruptingthelong-establishedAdwords(recentlyre-brandedasGoogleAds)modeltopromoteHotelandFlightadsasmajordriversoftravelindustryadspend.1.1AItechnology:AnOpportunity?Aparallelchallengefortravelbrands,andamuchmoreenduringone,istoleveragethelargeamountsofdatanowavailable--especiallyinaperiodwhenadoptionofnewformatsmaybegeneratingmarketsharemovement.Newclient-centricAIsolutionslooktosolvetheseproblemswithtechnologythathelpsadvertisersgetstraight to actionable insights from data, and brands have the opportunity to benefit from this in order to build a comprehensive understanding of the multi-touchpoint user journeys that define consumer travel purchases.1.GoogleHotelAds,20185CreativeCommons2018Adthena.SomeRightsReservedExecutiveReport,AdthenaThePaidSearchLandscape:Travel ability to segment competitive search data into subcategories in travel, such as flights, hotels, or destinations,hastraditionallybeenachallengeduetothescaleofthesesetsintravel,howeverthisisnowbeingaddressedbynewAI-poweredcategorizationtechniques.1.2PartnermanagementandbrandprotectionAcommonpainpointfortravelbrandsistheprotectionofdigitalbrandequity.Largerbrandsinthesectoroften work with affiliate or partner networks, with agreements to manage compliance on restricted search terms.Managingbrandbiddingandtrademarkinfringementsremainsachallenge,andmanybrandsrequirefrequentandconsistentmonitoringoftheSERP,inordertoaddressthescaleofcompetitiveinfringementstheyareexperiencing.1.3TakeawaysfortravelbrandsThechallengesfortravelbrandsadvertisinginsearchareuniqueandvaried.However,brandsdohaveanopportunity to leverage quality data in a period of change and the growing influence of new ad formats. Forbrandswhoinvestinthesector,AdthenarecommendsafewkeytakeawaystoimprovedigitalROI:InvestigatethevalueofnewGoogleadformatswithstrategiesinformedbydataandsearchintelligence,andtransitionadspendwhereappropriatetoenablemoresophisticatedtargetingandtacticalallocationofbudgets.LeverageAICategorizationtechnology,toaddresstheenduringchallengesaroundscalingstrategiesand tactics in digital travel c