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Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Global tourism interest


in Greece





Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

Structure
Source: Google internal data.
Key trends

Who is interested in touring Greece?

Travel products that users search for

Google Confidential and Proprietary 3 Google Confidential and Proprietary 3

Travel can be though of in 5 stages
Google Confidential and Proprietary 4 Google Confidential and Proprietary 4

People are already in the dreaming and have started
thinking about where to go on holidays in 2014
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Global queries
"holidays 2012" "holidays 2013" "holidays 2014"
|anuary'14
|anuary '12
|anuary '13
Google Confidential and Proprietary 5 Google Confidential and Proprietary 5

Travellers are also considering and researching Greece
Source: Google internal data. *excudes queries originating in Greece
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Global queries for Greece
*
|anuary '12 |anuary '13 |anuary '14
Google Confidential and Proprietary 6 Google Confidential and Proprietary 6
Note that interest does not fluctuate much during the year. If maximum
volume of queries is 100 then minimum is 50 which means that queries
volume is still high in the winter
Interest in Greece increases in April and peaks in July
Source: Google internal data.
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Tourism queries for Greece
2013
2012
2011
2010
Max: 100%
Min: 50%
Google Confidential and Proprietary 7 Google Confidential and Proprietary 7

There are currently over 200,000 queries every day for a
Greek destination from users outside of Greece
Source: Google internal data. The larger the font the more often that word is searched on google.com. Period: Aug 13-Dec 13
Google Confidential and Proprietary 8 Google Confidential and Proprietary 8
Almost 1/3 of queries this summer were made on a portable device.
Queries for Greece are growing fast on both mobile and tablets
Mobile is growing fast and used a lot during holidays
Source: Google internal data.
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Global queries for travel to Greece
Mobile Tablets Computers
-10% YoY -11% YoY
81% YoY
79% YoY
550% YoY 115% YoY
Google Confidential and Proprietary 9 Google Confidential and Proprietary 9

Structure
Source: Google internal data.
Key trends

Who is interested in touring Greece?

Travel products that users search for

Google Confidential and Proprietary 10 Google Confidential and Proprietary 10

Countries from all over the world are searching for
holidays in Greece
Source: Google internal data.
Google Confidential and Proprietary 11 Google Confidential and Proprietary 11
Mexico
Austria
Sweden
Switzerland
Romania
Russia
Turkey
India
Brazil
Spain
Belgium
Australia
Canada
Poland
Netherlands
France
Italy
Germany
UK
USA
Top markets searching for Greece
The US shows the most interest in Greece as a tourist destination
followed by the UK and Germany
Who is searching for Greece
Source: Google internal data. 01/08/2013 15/12/2013. Next 11 are those economies which will
add the most to global GDP.
Query volume
Europe
BRICs
Next 11
Rest
Google Confidential and Proprietary 12 Google Confidential and Proprietary 12 Hqq sospik sv q Google
Germany
1. pqq
2. P
3. 0qv
4. soo/vikq
5. pkp
Top Greek destinations searched for by each
country
Italy
1. kovo
2. Bqv
3. cpkup
4. pnBo
5. pqtq
USA
1. pqtq
2. Bqv
3. kovo
4. Rto
5. cpkup
UK
1. pqq
2. pkp
3. 0qv
4. kv0
5. kv
France
1. 0qv
2. pqq
3. kv
4. P
5. vpivi
Poland
1. Poo
2. pqtq
3. Bqv
4. kuvBo
5. cpkup
Spain
1. Bqv
2. kovo
3. pqtq
4. cpkup
5. coo/ovkq
Netherlands
1. pqtq
2. Poo
3. cpkup
4. Bqv
5. u
Google Confidential and Proprietary 13 Google Confidential and Proprietary 13
Seasonality differs by country. Russia showed increased interest
this summer
Focus markets: interest in Greek holidays by country
Source: Google internal data.
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
France
2013
2012
2011
2010
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Germany
2013
2012
2011
2010
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
United Kingdom
2013
2012
2011
2010
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Russia
2013
2012
2011
2010
Query volume
growth in 2013
Google Confidential and Proprietary 14 Google Confidential and Proprietary 14

Structure
Source: Google internal data.
Key trends

Who is interested in touring Greece?

Travel products that users search for

Google Confidential and Proprietary 15 Google Confidential and Proprietary 15
After accommodation users search for sites and attractions followed by
air travel and Car rental

50% of global travel queries are accommodation related
Source: Google internal data.
Accommodations
52%
Tourist Attractions &
Destinations
22%
Air Travel
19%
Car Rental Services
2%
Specialty Travel
1%
Cruises & Cruise Services
1%
Vacation
Packages
1%
Ferries
1%
Tour Operators
1%
Last Minute
Travel
0%
Luxury Travel
0%
Queries
Google Confidential and Proprietary 16 Google Confidential and Proprietary 16
Tourist Attractions &
Destinations
73%
Accommodations
21%
Air Travel
3%
Car rental
2%
Vacation Packages
1%
Global travel queries for Greece
Dreaming
or
exploration
phase
Booking
phase
When searching for Greece, people search for places in mainland Greece, the Islands and
tourist attractions. They look up destinations because they in the dreaming or planning
stages of travel. Once they enter the booking phase they mostly look up Greek destination in
relation to hotels

Most searches containing Greece are for attractions
Source: Google internal data.
Google Confidential and Proprietary 17 Google Confidential and Proprietary 17
Hotels form majority of accommodation related queries

Source: Google Internal data. Data for top 20 key markets interested in Greece

Volume of accommodation queries - top 20 markets
Hotels
Bed & Breakfasts
Resorts
Villa Rentals
Google Confidential and Proprietary 18 Google Confidential and Proprietary 18
Resorts and B&B are second largest categories searched
Villas are searched for to a lesser extent
Source: Google Internal data. Data for top 20 key markets interested in Greece

Volume of accommodation queries
Resorts
Bed & Breakfasts
Villa Rentals
Google Confidential and Proprietary 19 Google Confidential and Proprietary 19
Car rental queries rise in June and July

Source: Google Internal data. Data for top 20 key markets interested in Greece

Global car rental queries
Google Confidential and Proprietary 20 Google Confidential and Proprietary 20
There is a lot of interest in
travelling to Greece

1. Queries rise in the
summer but are also
high in the winter

2. Users are searching for
destinations in Greece
as they dream and plan

3. Mobile (portable )
queries formed 1/3 of
queries this summer
Hotels are the most
searched for product

1. When searching for a
destination in Greece
the most relevant
product is Hotels



Recap
Multiple markets are
interested in Greece

1. The US has shown the
most interest

2. A lot of European
countries search for
Greece


3. There are emerging
markets with dynamic
economies that are
interested in Greece
such as India, Russia,
Brazil and Mexico and
Turkey