Wine & Tourism: Understanding consumer trends through digital Canadian Vintners Association July 23, 2013 Google Confidential and Proprietary Google Confidential and Proprietary 1 1
96% of travel shoppers use the internet when researching Google Confidential and Proprietary Google Confidential and Proprietary 2 2 Source: Compete Survey RT1. Which of the following sources did you use to look for information on hotel room/airline tickets/vacation package/vehicle rentals? n=1334
Canadian travelers spend considerable time researching before purchasing online 21% Same day 17% Same week 20% 2 to 3 weeks 2 to 4 Sites 42% 4+ weeks source: Compete Clickstream SR10 Google Confidential and Proprietary Google Confidential and Proprietary 3 3
How consumers research wineries today Kate sees an ad Kate researches Kate researches Kate shares just before on one of the the web for 28 her experience 4 screens days, considers leaving for with the world vacation 3 locations Google Confidential and Proprietary Google Confidential and Proprietary 4 4
Google searches reveal a database of intentions Wine Beer Google Confidential and Proprietary Google Confidential and Proprietary 5 5 Source: Google internal data, Canadian searches for wine, beer, and hangover cures 11/25/2012 – 1/4/2013
Google searches reveal a database of intentions Wine Beer Hangover cures Google Confidential and Proprietary Google Confidential and Proprietary 6 6 Source: Google internal data, Canadian searches for wine, beer, and hangover cures 11/25/2012 – 1/3/2013
Queries for wine are more popular than queries for beer amongst Canadians Wine Beer Google Confidential and Proprietary Google Confidential and Proprietary 7 7 Source: Google.com/trends, Canada, wine vs. beer, June 2008 – June 2013
Searches for both wine and beer are seasonal Searches for wine peak in December, searches for beer peak in July Wine Beer Google Confidential and Proprietary Google Confidential and Proprietary 8 8 Source: Google.com/trends, Canada, wine vs. beer, January 2009 – January 2013
What kind of wines do Canadians search for? Source: Google.com/trends, Canada, Last twelve months Champagne Red wine White wine Ice wine Rose wine Google Confidential and Proprietary Google Confidential and Proprietary 9 9 www.google.com/trends
Fastest rising terms in Canada related to wine Google Confidential and Proprietary Google Confidential and Proprietary 10 10 Source: Google internal data, Q2’13 vs. Q2’12
Enable better decisions by accessing unique customer, industry and performance insights. Google Win moments that matter makes the by engaging oenophiles in the right context, with personalized web work for experiences they love. you. Constantly innovate by tapping into technology that works together across your business needs. Google Confidential and Proprietary Google Confidential and Proprietary 11 11
Enable better decisions Google Confidential and Proprietary Google Confidential and Proprietary 12 12
Last year approximately 400,000 people searched for… Google Confidential and Proprietary Google Confidential and Proprietary 13 13 Source: Google keyword tool, https://adwords. google .com/o/ KeywordTool, based on Global monthly searches
Niagara wine Google Confidential and Proprietary Google Confidential and Proprietary 14 14 Source: Google keyword tool, https://adwords. google .com/o/ KeywordTool, based on Global monthly searches
Who’s searching for Niagara wine tours? Google Confidential and Proprietary Google Confidential and Proprietary 15 15 Source: Google internal data, US & Canada, 7/1/2012 – 6/30/2013, indexed queries by region
Mobile queries for Canadian wine tours are on the rise Google Mobile of searches for 26% Canadian vineyards take place on mobile devices Google Confidential and Proprietary Google Confidential and Proprietary 16 16 Source: Google internal data,
Entering new markets? Local monthly searches for “Canadian Ice Wine” by country Google Confidential and Proprietary Google Confidential and Proprietary 17 17 Source: http://translate.google.com/globalmarketfinder/index.html
Leverage google.com/trends Google Confidential and Proprietary Google Confidential and Proprietary 18 18 www.google.com/trends
Win moments that matter Google Confidential and Proprietary Google Confidential and Proprietary 19 19
Google Confidential and Proprietary Google Confidential and Proprietary 20 20
Constantly innovate Google Confidential and Proprietary Google Confidential and Proprietary * *
Google Confidential and Proprietary Google Confidential and Proprietary 22 22 Source: YouTube.com, Jordan Vineyard & Winery, July 22, 2013, http://www.youtube.com/watch?v=19T90ut2JEE
Google makes the web work for you. Google Confidential and Proprietary Google Confidential and Proprietary * *
Data hangover? Questions? Aviva Shwaid shwaid@google.com Google Confidential and Proprietary Google Confidential and Proprietary 24 24
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