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Google Travel Trends Q1 2013 - Malaysia

Corinne Wan
Corinne Wan

This document discusses travel and tourism trends in Malaysia based on Google search data. It finds that hotel and accommodation searches have grown exponentially, driven by mobile searches which grew 146% from Q1 2010 to Q1 2013. Travel interest peaks between September and October and dips between January and February. Malaysians tend to look for travel excursions immediately after weekends to cure their "Monday blues." The top searched travel destinations are within Asia Pacific, including Thailand, China, and Japan. Theme parks are the most searched tourist attractions in Malaysia. Popular international destinations include Phuket, Bangkok, and Bali. Malaysians rely heavily on search to find travel information and book trips.

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Google Confidential and Proprietary #Google Confidential and Proprietary # Marc Woo Head of Travel & Tourism, Google Travel & Tourism A Google perspective
Google Confidential and Proprietary #Google Confidential and Proprietary # Travelers behavior, expressed via this box
Google Confidential and Proprietary #Google Confidential and Proprietary # Hotel & Accommodation searches on the rise Demand from mobile exponential 2010 Jan2010 Feb2010 Mar2010 Apr2010 May2010 Jun2010 Jul2010 Aug2010 Sep2010 Oct2010 Nov2010 Dec2011 Jan2011 Feb2011 Mar2011 Apr2011 May2011 Jun2011 Jul2011 Aug2011 Sep2011 Oct2011 Nov2011 Dec2012 Jan2012 Feb2012 Mar2012 Apr2012 May2012 Jun2012 Jul2012 Aug2012 Sep2012 Oct2012 Nov2012 Dec2013 Jan2013 Feb2013 Mar2010 Jan 2010 Jan 2010 Jun 2010 Jun 2010 Nov 2010 Nov 2011 Apr 2011 Apr 2011 Sep 2011 Sep 2012 Feb 2012 Feb 2012 Jul 2012 Jul 2012 Dec 2012 Dec 010,000,00020,000,00030,000,00040,000,00050,000,0000 0 10,000,000 10,000,000 20,000,000 20,000,000 30,000,000 30,000,000 40,000,000 40,000,000 MobileComputers Computers Mobile 42% Q1 2010 Q1 2013 +146%
Google Confidential and Proprietary #Google Confidential and Proprietary # JanFebMarAprMayJunJulAugSepOctNovDecJan Jan Feb Feb Mar Mar Apr Apr May May Jun Jun Jul Jul Aug Aug Sep Sep Oct Oct Nov Nov Dec Dec 020,000,00040,000,00060,000,00080,000,000100,000,0000 0 20,000,000 20,000,000 40,000,000 40,000,000 60,000,000 60,000,000 80,000,000 80,000,000 100,000,000 100,000,000 2010201120122013 2013 2012 2011 2010 Sept-Oct peakJan-Feb dip Travel interest peaks between Sept-Oct and dips between Jan & Feb Travel & Tourism Related Queries in Malaysia, Jan 2010 - Mar 2013 Source: Google internal data > 40% YoY growth
Google Confidential and Proprietary #Google Confidential and Proprietary # The Monday Blues effect on the travel industry Search demand for travel tends to peak in earlier in the week Malaysians tend to look for travel excursions immediately after the weekend
Google Confidential and Proprietary #Google Confidential and Proprietary # 0.0120.0150.0180.020.0210.0350.0370.0410.0590.6380.012 0.012 0.015 0.015 0.018 0.018 0.02 0.02 0.021 0.021 0.035 0.035 0.037 0.037 0.041 0.041 0.059 0.059 0.638 0.638 00.20.40.60.80 0 0.2 0.2 0.4 0.4 0.6 0.6 0.8 0.8 FranceChinaJapanIndonesiaUnited KingdomAustraliaSingaporeUnited StatesThailandMalaysiaFrance France China China Japan Japan Indonesia Indonesia United Kingdom United Kingdom Australia Australia Singapore Singapore United States United States Thailand Thailand Malaysia Malaysia Malaysians love to explore own country & APAC Top 10 Most Searched Travel Destinations in Q1 2013, by Country Ranked by % of Search Queries 64% of top searched travel destination queries are in Malaysia; 7 out of the top 10 countries are within APAC Source: Google internal data
Google Confidential and Proprietary #Google Confidential and Proprietary # Theme parks dominate top tourist attractions in Malaysia Top 10 Most Searched Tourist Attractions in Malaysia, Q1 2013 Ranked by # of Search Queries Bukit Gambang Water Park Zoo Melaka Penang Escape Theme Park Kidzania KLLegoland 1 2 3 4 5 Underwater World Langkawi Penang Bridge A Famosa Water World Kuala Lumpur Bird Park Putrajaya Bridge 6 7 8 9 10 Source: Google internal data
Google Confidential and Proprietary #Google Confidential and Proprietary # Top 8 International Travel Destinations Queries in Malaysia, Q1 2013 Ranked by # of Search Queries Source: Google internal data ASEAN destinations are amongst the popular international travel spots searched by Malaysians 1. Phuket 2. Bangkok 3. Bali 4. Perth 5. Singapore 6. Melbourne 7. Pattaya 8. Hanoi
Google Confidential and Proprietary #Google Confidential and Proprietary # Malaysians travel behavior explained via search q Consumers are on mobile, and demand will grow exponentially q Travel is the cure for Monday blues q Malaysian tend to travel closer to home q Phuket, Bangkok & Bali are top international destinations q Theme parks dominate most searched tourist attractions in Malaysia q Malaysians are reliant on search for travel info & booking
Google Confidential and Proprietary #Google Confidential and Proprietary # Thank you Travel & Tourism Discover Malaysian consumer trends, marketing insights and industry research

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Google Travel Trends Q1 2013 - Malaysia

  • 1. Google Confidential and Proprietary #Google Confidential and Proprietary # Marc Woo Head of Travel & Tourism, Google Travel & Tourism A Google perspective
  • 2. Google Confidential and Proprietary #Google Confidential and Proprietary # Travelers behavior, expressed via this box
  • 3. Google Confidential and Proprietary #Google Confidential and Proprietary # Hotel & Accommodation searches on the rise Demand from mobile exponential 2010 Jan2010 Feb2010 Mar2010 Apr2010 May2010 Jun2010 Jul2010 Aug2010 Sep2010 Oct2010 Nov2010 Dec2011 Jan2011 Feb2011 Mar2011 Apr2011 May2011 Jun2011 Jul2011 Aug2011 Sep2011 Oct2011 Nov2011 Dec2012 Jan2012 Feb2012 Mar2012 Apr2012 May2012 Jun2012 Jul2012 Aug2012 Sep2012 Oct2012 Nov2012 Dec2013 Jan2013 Feb2013 Mar2010 Jan 2010 Jan 2010 Jun 2010 Jun 2010 Nov 2010 Nov 2011 Apr 2011 Apr 2011 Sep 2011 Sep 2012 Feb 2012 Feb 2012 Jul 2012 Jul 2012 Dec 2012 Dec 010,000,00020,000,00030,000,00040,000,00050,000,0000 0 10,000,000 10,000,000 20,000,000 20,000,000 30,000,000 30,000,000 40,000,000 40,000,000 MobileComputers Computers Mobile 42% Q1 2010 Q1 2013 +146%
  • 4. Google Confidential and Proprietary #Google Confidential and Proprietary # JanFebMarAprMayJunJulAugSepOctNovDecJan Jan Feb Feb Mar Mar Apr Apr May May Jun Jun Jul Jul Aug Aug Sep Sep Oct Oct Nov Nov Dec Dec 020,000,00040,000,00060,000,00080,000,000100,000,0000 0 20,000,000 20,000,000 40,000,000 40,000,000 60,000,000 60,000,000 80,000,000 80,000,000 100,000,000 100,000,000 2010201120122013 2013 2012 2011 2010 Sept-Oct peakJan-Feb dip Travel interest peaks between Sept-Oct and dips between Jan & Feb Travel & Tourism Related Queries in Malaysia, Jan 2010 - Mar 2013 Source: Google internal data > 40% YoY growth
  • 5. Google Confidential and Proprietary #Google Confidential and Proprietary # The Monday Blues effect on the travel industry Search demand for travel tends to peak in earlier in the week Malaysians tend to look for travel excursions immediately after the weekend
  • 6. Google Confidential and Proprietary #Google Confidential and Proprietary # 0.0120.0150.0180.020.0210.0350.0370.0410.0590.6380.012 0.012 0.015 0.015 0.018 0.018 0.02 0.02 0.021 0.021 0.035 0.035 0.037 0.037 0.041 0.041 0.059 0.059 0.638 0.638 00.20.40.60.80 0 0.2 0.2 0.4 0.4 0.6 0.6 0.8 0.8 FranceChinaJapanIndonesiaUnited KingdomAustraliaSingaporeUnited StatesThailandMalaysiaFrance France China China Japan Japan Indonesia Indonesia United Kingdom United Kingdom Australia Australia Singapore Singapore United States United States Thailand Thailand Malaysia Malaysia Malaysians love to explore own country & APAC Top 10 Most Searched Travel Destinations in Q1 2013, by Country Ranked by % of Search Queries 64% of top searched travel destination queries are in Malaysia; 7 out of the top 10 countries are within APAC Source: Google internal data
  • 7. Google Confidential and Proprietary #Google Confidential and Proprietary # Theme parks dominate top tourist attractions in Malaysia Top 10 Most Searched Tourist Attractions in Malaysia, Q1 2013 Ranked by # of Search Queries Bukit Gambang Water Park Zoo Melaka Penang Escape Theme Park Kidzania KLLegoland 1 2 3 4 5 Underwater World Langkawi Penang Bridge A Famosa Water World Kuala Lumpur Bird Park Putrajaya Bridge 6 7 8 9 10 Source: Google internal data
  • 8. Google Confidential and Proprietary #Google Confidential and Proprietary # Top 8 International Travel Destinations Queries in Malaysia, Q1 2013 Ranked by # of Search Queries Source: Google internal data ASEAN destinations are amongst the popular international travel spots searched by Malaysians 1. Phuket 2. Bangkok 3. Bali 4. Perth 5. Singapore 6. Melbourne 7. Pattaya 8. Hanoi
  • 9. Google Confidential and Proprietary #Google Confidential and Proprietary # Malaysians travel behavior explained via search q Consumers are on mobile, and demand will grow exponentially q Travel is the cure for Monday blues q Malaysian tend to travel closer to home q Phuket, Bangkok & Bali are top international destinations q Theme parks dominate most searched tourist attractions in Malaysia q Malaysians are reliant on search for travel info & booking
  • 10. Google Confidential and Proprietary #Google Confidential and Proprietary # Thank you Travel & Tourism Discover Malaysian consumer trends, marketing insights and industry research