(air-ticket) industry in Russia

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


+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


+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


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


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