The search term 'cheap holidays' was queried 246,000 times, accounting for 8% of ... Holidays Sector Report | December 2
The greenlight sector
REPORT FOCUS Natural Search Paid Media Integrated Search
An exclusive snapshot of the online Search landscape
DEC 2014
Report Overview Executive Summary This report profiles search behaviour for the online Holidays sector. It analyses which websites, advertisers and brands were most visible in the Google UK Natural Search and Paid Media listings, when consumers searched for Holidays-related terms. In our analysis we established that:
In December, 3.1 million searches were made by consumers searching for Holidays-related terms on Google UK.
Queries for generic-related keywords accounted for 45% of all searches made for the sector.
The search term 'cheap holidays' was queried 246,000 times, accounting for 8% of all searches made for the sector.
travelsupermarket.com was the most visible website in the Natural Search listings, achieving a 70% share of voice.
lowcostholidays.com was the most visible advertiser in the Paid Media space, achieving a 58% share of voice.
thomascook.com ranked at the top of our Integrated Search league table, as it achieved a dominant share of voice in the Natural Search and Paid Media listings.
Percentage breakdown of searches made for each subsector:
Holidays Sector Report
|
December 2014
|
The most visible websites and advertisers on Google UK
2
December Overview In December 2014, 3.1 million searches were made for Holidays-related terms. The graphs below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the online Holidays market in the past 12 months. Number of searches by subsector At a glance In December, 3.1 million searches were made for holidays-related keywords.
Searches for generic keywords were most popular, accounting for 45% of all searches made for the sector.
Retrospective 12 month view of the online holidays market
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
3
Natural Search Holidays: Overall 3.1 million searches In December 2014, 3.1 million searches were made by consumers searching for Holidays-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 4,794 keywords analysed. Top 10 search terms: Overview: In December, the keyword ‘cheap holidays’ was queried 246,000 times, accounting for 8% of all searches made for Holidays-related keywords.
travelsupermarket.com was the most visible website, achieving a 70% share of voice through ranking for 1,690 keywords, including the search terms ‘cheap holidays’ and ‘cheap all inclusive holidays’.
The 20 most visible websites:
thomascook.com attained a 64% share of voice through ranking for 1,360 keywords, including the search terms ‘Cuba holidays’ and ‘holidays to New York’.
Holidays Sector Report
|
December 2014
|
The most visible websites and advertisers on Google UK
4
Paid Media Holidays: Overall 3.1 million searches In December 2014, 3.1 million searches were made for Holidays-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 4,794 keywords analysed. The 30 most visible advertisers: At a glance: In December, lowcostholidays.com was the most visible advertiser, achieving a 58% share of voice through bidding on 816 keywords, at an average ad position of 2.
travelrepublic.co.uk achieved a 49% share of voice through bidding on 1,278 keywords, at an average ad position of 5.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
5
Integrated Search Which websites/advertisers were most visible overall on Google UK? The graph below analyses the Integrated Search performance of 20 different websites. By taking into account each websites Natural Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.
Strong Natural Search visibility
Strong Integrated Search visibility
Poor Integrated Search visibility
Strong Paid Media visibility
No website achieved strong
thomascook.com and
lowcostholidays.com achieved
Integrated Search Visibility.
travelsupermarket.com
strong visibility in the Paid
achieved strong visibility in the
Media Space.
Natural Search listings.
Holidays Sector Report
|
December 2014
|
The most visible websites and advertisers on Google UK
6
The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to their total visibility in the Search space. The league tables below, therefore, show which websites achieved the greatest share of Integrated Search visibility on Google UK. The 40 most visible websites overall: At a glance thomascook.com featured at the top of our integrated search league table, as its combined share of voice was most dominant.
lowcostholidays.com ranked second in our league table, as it achieved a sizable share of visibility in both the Natural Search and Paid Media listings.
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
7
About this report How this report was created
Disclaimer:
Greenlight’s Research & Insights team collected 4,794 Holidays-related terms queried by online consumers. The keyword set was then uploaded to Greenlight’s OneHydra platform, which collected volumes for the associated keywords. OneHydra then analysed which websites and advertisers appeared for the keywords analysed and from there, ranked websites and advertisers based on their share of visibility in the Natural Search listings and Paid Media space on Google UK.
The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Digital Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work.
All data displayed in this report is based on a wide range of keywords, and therefore aims to provide readers with a generic overview of the online Holidays sector in December 2014.
Bespoke Sector Reports
Get in touch
If you can’t find a report which analyses the online industry you are interested in or if you want to analyse a specific keyword set, get in touch and find out more about Greenlight’s bespoke reports. Greenlight currently creates bespoke reports for a wide range of online brands, providing Marketing teams with the insights they need to make informed decisions about their online strategies in the UK and abroad.
Contact Phil Armorgie Business Development Director T: +44 (0) 20 3326 6224 Email:
[email protected]
Download free reports Greenlight’s Research & Insights team produce Sector Reports analysing 17 different online industries. To view and download all FREE reports, visit
www.greenlightdigital.com/blog
Get in touch to discuss your site’s specific performance
|
www.greenlightdigital.com
|
T: +44 (0)20 7253 7000
8