In non-capital regions interest in hotels correlates to interest in package tours. (users look for information about hot
1
поиск
Market Overview Travel Services (Air Tickets) Category January 2015 2
User interest in category • Query dynamics • User interest growth in Air Tickets • User interest in Air Tickets in regions 3
User interest in “Travel” vs Queries share related to Travel in total amount of Yandex queries Queries Share-related to Travel in Total Amount of Yandex Queries Travel. запросы Travel. Все All queries
Доля от всех запросов Яндекса ShareTravel of “Travel” in total amount of Yandex queries
Nov-14
Oct-14
Sep-14
Aug-14
Jul-14
Jun-14
May-14
Apr-14
Mar-14
Feb-14
Jan-14
Dec-13
Nov-13
0.0%
Oct-13
0
Sep-13
0.2%
Aug-13
10,000,000
Jul-13
0.4%
Jun-13
20,000,000
May-13
0.6%
Apr-13
30,000,000
Mar-13
0.8%
Feb-13
40,000,000
Jan-13
1.0%
Dec-12
50,000,000
4
User interest in category (Autumn 2014) Moscow
31%
31%
38%
Russia except capitals n Air Tickets n Package Tours n Hotels
22% 39% 38%
Queries on air tickets make a significant part of total amount of queries related to traveling in Moscow. At the same time in non-capital regions, package tours proves to be much more popular than air tickets alone. 5
User interest in “Travel” Russia Except Capitals Air tickets
10,000,000
Hotels
Tours
8,000,000 6,000,000 4,000,000
Nov 2014
Oct 2014
Sep 2014
Aug 2014
Jul 2014
Jun 2014
May 2014
Apr 2014
Mar 2014
Feb 2014
Jan 2014
Dec 2013
Nov 2013
Oct 2013
Sep 2013
Aug 2013
Jul 2013
Jun 2013
May 2013
Apr 2013
Mar 2013
Feb 2013
Jan 2013
0
Dec 2012
2,000,000
In non-capital regions interest in hotels correlates to interest in package tours (users look for information about hotel (reviews, photo etc.) and then book package tours). In Autumn 2014 interest in package tours reduced (-8% compared with autumn 2013), also interest in hotels reduced (-5%), interest in air tickets increased by 15%. Source: wordstat.yandex.ru Geo: Russia+CIS
6
User interest in “Travel” Moscow Air tickets
6,000,000
Hotels
Tours
5,000,000 4,000,000 3,000,000 2,000,000
Nov 2014
Oct 2014
Sep 2014
Aug 2014
Jul 2014
Jun 2014
May 2014
Apr 2014
Mar 2014
Feb 2014
Jan 2014
Dec 2013
Nov 2013
Oct 2013
Sep 2013
Aug 2013
Jul 2013
Jun 2013
May 2013
Apr 2013
Mar 2013
Feb 2013
Jan 2013
0
Dec 2012
1,000,000
In Moscow region users are more interested in booking air tickets and hotels by themselves. In Autumn 2014 there was considerable reduce in interest in tours (-25%) and hotels (-13%), interest in air tickets increased by 5%. Source: wordstat.yandex.ru Geo: Russia+CIS
7
User interest in “Travel” 42%
38%
42%
40%
41%
40%
40%
37%
37%
36%
Tours
38%
Hotels
Air Tickets
41%
39%
39%
41%
41%
21%
22%
23%
25%
Winter 2013-14
Spring 2014
Summer 2014
Autumn 2014
19%
18%
18%
21%
Winter 2012-13
Spring 2013
Summer 2013
Autumn 2013
Total amount of queries on package tours reduced from 42% to 36%. Share of queries on air tickets increased from 19% to 25%. 8
Interest towards category in Russian regions
56%
58%
56%
56%
57%
59%
57%
58%
Russia (except Moscow)
Moscow Region
44%
42%
44%
44%
43%
41%
43%
42%
Winter 2012-13
Spring 2013
Summer 2013
Autumn 2013
Winter 2013-14
Spring 2014
Summer 2014
Autumn 2014
The total share of Moscow dropped from 44% to 42%. The share of queries from non-capital regions rose to 58%. 9
User interest in Category: Air Tickets Dec 2012 – Nov 2013
Dec 2013 – Nov2014
10,000,000 9,000,000
+20%
8,000,000 7,000,000 6,000,000 5,000,000 4,000,000
87,932,378
73,048,600
3,000,000 2,000,000
Nov 2014
Oct 2014
Sep 2014
Aug 2014
Jul 2014
Jun 2014
2
May 2014
Apr 2014
Mar 2014
Feb 2014
Jan 2014
Dec 2013
Nov 2013
Oct 2013
Sep 2013
Aug 2013
Jul 2013
1
Jun 2013
May 2013
Apr 2013
Mar 2013
Feb 2013
Jan 2013
0
Dec 2012
1,000,000
10
Brand popularity dynamics • Query dynamics • Variation of interest in brands
11
Brand dynamics: Top 10 Impressions 300,000 250,000 200,000
Skyscanner
150,000 Aviasales Ozon.travel Momondo Anywayanyday Onetwotrip Svyaznoy.travel Trip.ru Aviacassa Davs
100,000 50,000 0 Dec
2013
Apr
Jun
Aug
Oct
Dec
2014
Apr
Jun
Aug
Oct
Skyscanner is the leader in terms of user interest. Aviasales took 2nd place. Source: wordstat.yandex.ru Geo: Russia
12
Brand dynamics: 11–17 Impressions 70,000 60,000 50,000 40,000 30,000
Kayak Biletix Bravoavia Nabortu Senturia Jizo Amargo
20,000 10,000 0 Dec
2013
Apr
Source: wordstat.yandex.ru Geo: Russia
Jun
Aug
Oct
Dec
2014
Apr
Jun
Aug
Oct
13
Variation in user interest in brands Impressions
Dec 2012 – Nov 2013
Dec 2013 – Nov 2014
2,500,000 +55% 2,000,000 1,500,000 1,000,000
+5% +14%
+71% +28% +26%
500,000
+147% -29%
0
Source: wordstat.yandex.ru Geo: Russia
+13% -14% -16%
0%
-15% +7% -12% -29%
-33%
14
Domestic destination popularity • Variation in air ticket interest • Leading domestic flights
15
Domestic vs non-domestic destinations 1,200,000 1,000,000 800,000
+51%
600,000
Domestic
400,000
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
2014
Jan
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
2013
Jan
Dec
0
NonDomestic
+1%
200,000
User interest in domestic flights grew significantly more than interest in international flights. From March 2014 Crimea is a part of Russian Federation and is determined as domestic destination
16
Top-5 domestic destinations 1,200,000 1,000,000 800,000 600,000 Other Domestic flights Krasnodar
400,000
St-Petersburg Sochi
200,000
Simferopol Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
2014
Jan
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
2013
Jan
Moscow Dec
0
17
Top-20 domestic flights Moscow Simferop Sochi St. Krasnod Novosibir Anapa Mineraln Ekaterin Rostov Kaliningr Krasnoy Vladivost Irkutsk Surgut Ufa Khabaro Kazan Samara Gelendz
22% 53%
510%
"
Interest in Moscow as destination made up 25% of all domestic flights
"
Interest in Simferopol increased by 510% during the 12 months. (User interest in Crimea was particularly determined by news and advertisement campaigns on TV.)
"
Interest in Sochi also grew significantly (+53%).
25% 33% 22% 31% 43% 21% 30% 19% 9% 0% 22% 21% 28% 10%
Dec 2013 –Nov 2014 Dec 2012 –Nov 2013
33% 28% 36%
0
500,000
1,000,000
1,500,000
2,000,000
18
International destination popularity • Destination rating • Seasonal variations • Seasonal fluctuations structure • Leading destinations 19
Seasonal popularity of destinations Summer
8,000
Impressions
Impressions
Spring 7,000 6,000 5,000 4,000
Portugal
60,000 50,000 40,000 30,000
3,000 2,000
70,000
Croatia
20,000
1,000
10,000
0
0
Spain Bulgaria Montenegro
20
Seasonal popularity of destinations Winter
70,000
Impressions
Impressions
Autumn 60,000 50,000
14,000 12,000 10,000
Thailand 40,000 30,000 20,000
8,000
Tajikistan
Vietnam United Arab Emirates
6,000 4,000
Maldives 10,000
2,000
0
0
21
Seasonal popularity of destinations 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Winter 2012-13 Ukraine Thailand Spain Uzbekistan Armenia Italy Germany Turkey Kyrgyzstan Tajikistan Bulgaria France Czech Republic China Kazakhstan Israel United States Azerbaijan Montenegro Belarus
Spring 2013 Ukraine Spain Bulgaria Armenia Italy Turkey Uzbekistan Germany Kyrgyzstan Thailand Montenegro Kazakhstan Azerbaijan France Tajikistan Israel China United States Czech Republic Belarus
Summer 2013 Ukraine Spain Bulgaria Uzbekistan Armenia Kyrgyzstan Thailand Turkey Italy Germany Montenegro Kazakhstan Tajikistan Azerbaijan Belarus Georgia France United States China Israel
Autumn 2013 Ukraine Thailand Uzbekistan Germany Armenia Spain Italy Turkey Kyrgyzstan Czech Republic Tajikistan Kazakhstan France Israel United States China Bulgaria Azerbaijan Belarus Georgia
Winter 2013-14 Ukraine Thailand Spain Uzbekistan Armenia Italy Germany Kyrgyzstan Turkey Bulgaria Tajikistan Kazakhstan United States Czech Republic Israel France Belarus Azerbaijan China Georgia
Spring 2014 Ukraine Bulgaria Uzbekistan Spain Turkey Armenia Kyrgyzstan Italy Kazakhstan Belarus Germany Moldova Thailand Tajikistan Georgia Azerbaijan Montenegro Israel France United States
Summer 2014 Ukraine Armenia Uzbekistan Kyrgyzstan Bulgaria Turkey Spain Italy Kazakhstan Belarus Montenegro Georgia Germany Thailand Tajikistan Moldova Azerbaijan Greece Czech Republic France
Autumn 2014 Ukraine Uzbekistan Armenia Thailand Kyrgyzstan Turkey Italy Tajikistan Kazakhstan Germany Spain Belarus Czech Republic United States France Georgia Azerbaijan Moldova China Egypt
22
Top-20 non-domestic destinations Ukraine Uzbekistan Armenia Spain Turkey Kyrgyzstan Italy Thailand Bulgaria Kazakhstan Germany Tajikistan Belarus Georgia Azerbaijan Czech Republic Moldova France United States Israel
-32%
10% 18% -10% 16% 23% 6% -15% 5% 25%
Dec 2013 –Nov 2014 Dec 2012 –Nov 2013
-12%
12% 48% 37% 2% -5% 134% -8% -3% -8%
0
200,000
400,000
600,000
800,000
Over the past year especially, interest in Moldova has increased significantly (+134%). 23
Top-20 non-domestic destinations (cities) Yerevan Tashkent Kiev Bishkek Minsk Istanbul Kishinev Prague Barcelona Baku Burgas Osh Paris Voronezh Dushanbe Tbilisi Bangkok Tel Aviv Rome Khujand
22%
15%
-1% -4% 13%
0
50,000
-6% 3% 17% 16% -14% 58% 11% 29% -15%
136% -5%
100,000
-22%
30% 48% 13%
Dec 2013 –Nov 2014 Dec 2012 –Nov 2013
150,000
200,000
Over the past year especially, interest in Kishinev has significantly increased (+136%). 24
Seasonal variations • Direction with the greatest seasonal growth and decline
25
Air tickets interest in winter 2013-2014 The directions with the greatest interest growth and decline in winter (query loss in comparison to autumn months) 21%
Greece Spain Egypt Montenegro Bulgaria
Category -4%
6% 31% 31% 28%
-14% -23%
Thailand Czech Republic Uzbekistan Ukraine Russia
-20% -14% -4% -50,000
-40,000
-30,000
-20,000
-10,000
0
10,000
Air tickets interest (by all destinations) decreased by 4% in winter. 26
Air tickets interest in spring 2014 The directions with the greatest interest growth and decline in spring (query loss in comparison to winter months) 36%
Turkey Belarus Moldova Bulgaria Russia -34% -16%
67% 213% 90%
110% United Arab Emirates United States Czech Republic Ukraine Thailand
-19% -13% -37% -40,000
-20,000
Category +64%
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Air tickets interest (by all destinations) increased by 64% in spring. 27
Air tickets interest in summer 2014 The directions with the greatest interest growth and decline in summer (query loss in comparison to spring months) 7%
Uzbekistan Georgia Montenegro Kyrgyzstan Armenia
Category -4%
19% 21% 14% 22%
-13% -20% -11% -34%
Moldova United States Bulgaria Israel Russia
-6% -70,000 -170,000
-60,000 -160,000
… -50,000
-40,000
-30,000
-20,000
-10,000
0
10,000
20,000
Air tickets interest (by all destinations) reduced by 4% in summer. 28
Air tickets interest in autumn 2014 The directions with the greatest interest growth and decline in summer (query loss in comparison to spring months) 28% 246%
Thailand Indonesia Austria United States Egypt
Category -31%
64% 17% 23%
-44% -73%
Spain Montenegro Ukraine Bulgaria Russia
-23% -72% -37% -120,000 -1,000,000
-100,000 -800,000
-80,000 …
-60,000
-40,000
-20,000
0
20,000
Air tickets interest (by all destinations) reduced by 31% in autumn. 29
Most popular city pairs Flights from: • Moscow • St-Petersburg • Kiev
• Minsk • Astana
30
Most popular city-pairs (top 30) Moscow-Simferopol Moscow-Sochi Moscow-Krasnodar Moscow-Yerevan Moscow-Mineralnye Vody Moscow-Novosibirsk Moscow-St. Petersburg Moscow-Ufa Moscow-Ekaterinburg Moscow-Vladivostok Moscow-Kaliningrad Moscow-Kishinev Moscow-Rostov Moscow-Krasnoyarsk Moscow-Irkutsk Moscow-Chelyabinsk Moscow-Tashkent Moscow-Makhachkala Moscow-Khabarovsk Moscow-Bishkek Moscow-Osh Moscow-Omsk Moscow-Rostov on Don Moscow-Barnaul Moscow-Tbilisi Moscow-Stavropol Moscow-Samara Moscow-Dushanbe Moscow-Istanbul Moscow-Perm
547% 30%
87%
16% 59% 20% 37% 34%
Dec 2013 –Nov 2014
7%
Dec 2012 –Nov 2013
26% 182% 209% 15% 28% 27% 25% 11% 30% 54% 17% 33% 80% 36% 1% 29% 46%
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
Especially over the past year, interest in destination Moscow-Simferopol has significantly increased (+547%). 31
Most popular city-pairs (top 20) 37%
Petersburg-Moscow Petersburg-Simferopol Petersburg-Krasnodar Petersburg-Novosibirsk Petersburg-Ufa Petersburg-Sochi Petersburg-Ekaterinburg Petersburg-Mineralnye Vody Petersburg-Krasnoyarsk Petersburg-Arkhangelsk Petersburg-Kaliningrad Petersburg-Samara Petersburg-Irkutsk Petersburg-Chelyabinsk Petersburg-Vladivostok Petersburg-Perm Petersburg-Omsk Petersburg-Kiev Petersburg-Rostov-na-Donu Petersburg-Rostov
450% 34% 29% 25%
Dec 2013 –Nov 2014
74% Dec 2012 –Nov 2013
53% 17% 19% 3% 41% 24% 43% 0% 51% 40% 49% 23% 0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Especially aver the past year, interest in destination St.Petersburg-Simferopol has significantly increased (+450%). 32
Most popular city-pairs – CIS (top 10) Kiev-Moscow
-19%
Kiev-Petersburg
-5%
Kiev-Tbilisi
Dec 2013 –Nov 2014
24%
Kiev-Tel Aviv
33%
Kiev-Simferopol
Dec 2012 –Nov 2013
-57%
Kiev-Istanbul
15%
Kiev-Surgut
-11%
Kiev-Paris
3%
Kiev-Baku
42% -39%
Kiev-Kaliningrad 0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Especially over the past year, interest in destination Kiev-Simferopol has significantly reduced (-57%). 33
Most popular city-pairs – CIS (top 10 or 11?) Minsk-Moscow
54%
Minsk-Simferopol
151%
Minsk-Petersburg
88%
Minsk-Tbilisi
Dec 2013 –Nov 2014
41%
Minsk-Kaliningrad
26%
Minsk-Krasnodar
256%
Minsk-Ekaterinburg
Dec 2012 –Nov 2013
-11%
Minsk-Novosibirsk
22%
Minsk-Sochi
125%
Minsk-Erevan
64%
Minsk-Baku
67% 0
5,000
10,000
15,000
20,000
25,000
Especially over the past year interest in destination Minsk-Krasnodar has significantly increased (+256%). 34
Most popular city-pairs – CIS (top 10) Astana-Moscow
11%
Astana-Almaty
25%
Astana-Petersburg
Dec 2013 –Nov 2014
38%
Astana-Minsk
66%
Dec 2012 –Nov 2013
Astana-Kiev Astana-Novosibirsk
34%
Astana-Kaliningrad
5%
Astana-Ekaterinburg
47%
Astana-Aktau
20%
Astana-Uralsk
69% 0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
Especially over the past year, interest in destination Astana-Uralksk has significantly increased (+69%). 35
Airlines popularity • Queries dynamics • Variation of interest in brand • Popular destinations associated with brand
36
Most popular airlines (top 30) Impressions 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0
Source: wordstat.yandex.ru. Geo: Russia
37
Popularity dynamics: top 15 Russian airlines Impressions 900,000 800,000 700,000 600,000 500,000 400,000 300,000 200,000
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mars
2014
Jan
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mars
2013
Jan
0
Dec
100,000
Aeroflot Transaero S7 Utair Ural Airlines Rossiya Airlines Orenair Nord Wind Vim Avia Red Wings Rusline Yakutia Yamal Aero Nordstar Ifly
The number of queries on airlines increases in summer (queries on airlines don’t undergo such significant seasonal changes as generic queries do). Aeroflot maintains its leadership in the category. Source: wordstat.yandex.ru Geo: Russia
38
Variation in user interest in brands Impressions
Dec 2012 – Nov 2013
Dec 2013 – Nov 2014
10,000,000 9,000,000
+44%
8,000,000 7,000,000 6,000,000 5,000,000
+30% +1%
4,000,000 3,000,000 2,000,000 1,000,000 0
Source: wordstat.yandex.ru Geo: Russia
+16% +24%
-35%
+22%
+49%
+3%
+48%
-12%
-28% -16%
0%
-6%
39
Popularity dynamics: top 15 International Airlines Impressions 100,000 Lufthansa Emirates Airlines Turkish Airlines Ryanair Air Berlin EasyJet Air France Alitalia Iberia Finnair KLM AirBaltic Etihad Swiss Czech Airlines
90,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000
Source: wordstat.yandex.ru Geo: Russia
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
201
Jan
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
201
Jan
0
Dec
10,000
40
Variation in user interest in brands Impressions 1,000,000 900,000
Dec 2012 – Nov 2013
Dec 2013 – Nov 2014
-47%
800,000 700,000 600,000 500,000
-16%
+16%
400,000 300,000 200,000
-10%
-17% -17%
+2%
-19%
+4%
-10% -8%
-12%
-9% +20%
+2%
100,000 0
Source: wordstat.yandex.ru Geo: Russia
41
Aeroflot. Most popular flights from Moscow Moscow Simferopol Moscow Sochi Moscow Vladivostok Moscow Khabarovsk Moscow New York Moscow Krasnodar Moscow Petersburg Moscow Kaliningrad Moscow Yerevan Moscow Novosibirsk Moscow Barcelona Moscow Istanbul Moscow Irkutsk Moscow Ekaterinburg Moscow Krasnoyarsk Moscow Bangkok Moscow Miami Moscow Paris Moscow Anapa Moscow Praga 0
5,000
10,000
15,000
20,000
25,000
30,000
Most popular flights associated with Aeroflot are domestic. 42
Transaero. Most popular flights from Moscow Moscow Phuket Moscow Simferopol Moscow Antalya Moscow Vladivostok Moscow Khabarovsk Moscow Cancun Moscow Sochi Moscow Barcelona Moscow Punta Cana Moscow Hurghada Moscow Bangkok Moscow Larnaca Moscow Burgas Moscow New York Moscow Yuzhno-Sakhalinsk Moscow Dubai Moscow Paphos Moscow Miami Moscow Tel Aviv Moscow Tenerife 0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Most popular flights associated with Transeuro are domestic. 43
Yandex International Business Development
[email protected] +1 617.398.7870
Thank you! 44