We have an in-depth guide about how to target Russian travellers on our training platform. Check it out here: https://bit.ly/2VSc8cj
The Russian travel sector has seen steady and significant growth in recent years.
This growth has not gone ignored, and an increasing number of international travel brands are turning their attention to Russia.
With 76% of the population, that’s 109 million people, being online, one very important way that you can reach the Russian travel market is using digital marketing.
However, the platforms that Russians use to search and book holidays are rather different from the ones you might be used to.
This video takes a look at which platforms are key to success when targeting Russian travellers online.
First of all, let’s look at travel platforms.
Looking at the most popular first, Booking.com is the clear leader in Russia. The platform is used by Russians to search for all kinds of accommodation.
Following Booking.com, there is a second group of platforms that are positioned tightly together: Airbnb, Trivago and TripAdvisor.
After them, a third group follows, which includes the following: Agoda, 101 Hotels, Ostrovok.ru, Roomguru.ru, Oktogo.ru and Ctrip.
Secondly, let’s look at search engines.
Yandex is the most popular search engine in Russia, with a 57% share of the search engine market. Google comes in second place, with a 39% share.
It’s valuable to consider both search engines when targeting Russian travellers.
Be aware that PPC works differently on Google and Yandex, so you cannot simply copy your campaigns from one search engine to the other.
And finally, what about social media?
The two most popular social networks in Russia are VK and Odnoklassniki.
VK has 60 million users in Russia, which is a 61% penetration rate amongst internet users. VK is known as the Russian version of Facebook, and is used both for social networking and as a private messenger app.
Odnoklassniki is different: it was created to allow people to connect with classmates and old friends and most of its users are 40 years old or older. 42% of Russian internet users use the website.
Depending on your target demographic, using one or both of these social platforms will be a sure-fire way of getting your travel brand in front of your Russian target audience.
Can you think of any other tips for targeting Russian travellers online? Let us know in the comments below!