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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

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Wine & Tourism: Understanding consumer trends through digital

Canadian Vintners Association July 23, 2013

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96%

f travel shoppers use the internet

when researching

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

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Canadian travelers spend considerable time researching before purchasing online

source: Compete Clickstream SR10

2 to 4 Sites 4+ weeks 2 to 3 weeks Same week Same day

21% 17% 20% 42%

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How consumers research wineries today

Kate sees an ad

n one of the

4 screens Kate researches the web for 28 days, considers 3 locations Kate shares her experience with the world Kate researches just before leaving for vacation

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Google searches reveal a database of intentions

Source: Google internal data, Canadian searches for wine, beer, and hangover cures 11/25/2012 – 1/4/2013

Wine Beer

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Google searches reveal a database of intentions

Source: Google internal data, Canadian searches for wine, beer, and hangover cures 11/25/2012 – 1/3/2013

Wine Beer Hangover cures

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Queries for wine are more popular than queries for beer amongst Canadians

Source: Google.com/trends, Canada, wine vs. beer, June 2008 – June 2013

Wine Beer

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Searches for both wine and beer are seasonal

Searches for wine peak in December, searches for beer peak in July

Source: Google.com/trends, Canada, wine vs. beer, January 2009 – January 2013

Wine Beer

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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

www.google.com/trends

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Fastest rising terms in Canada related to wine

Source: Google internal data, Q2’13 vs. Q2’12

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Win moments that matter

by tapping into technology that works together across your business needs.

Constantly innovate

by engaging oenophiles in the right context, with personalized experiences they love. by accessing unique customer, industry and performance insights.

Google makes the web work for you.

Enable better decisions

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Enable better decisions

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Google Confidential and Proprietary 13 Google Confidential and Proprietary 13 Source: Google keyword tool, https://adwords.google.com/o/KeywordTool, based on Global monthly searches

Last year approximately 400,000 people searched for…

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Niagara wine

Source: Google keyword tool, https://adwords.google.com/o/KeywordTool, based on Global monthly searches

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Who’s searching for Niagara wine tours?

Source: Google internal data, US & Canada, 7/1/2012 – 6/30/2013, indexed queries by region

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Mobile queries for Canadian wine tours are on the rise

Source: Google internal data,

26%

f searches for

Canadian vineyards take place on mobile devices

Google Mobile

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Entering new markets?

Local monthly searches for “Canadian Ice Wine” by country

Source: http://translate.google.com/globalmarketfinder/index.html

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Leverage google.com/trends

www.google.com/trends

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Win moments that matter

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Constantly innovate

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Google Confidential and Proprietary 22 Google Confidential and Proprietary 22 Source: YouTube.com, Jordan Vineyard & Winery, July 22, 2013, http://www.youtube.com/watch?v=19T90ut2JEE

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Google makes the web work for you.

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Data hangover?

Questions? Aviva Shwaid shwaid@google.com