The greenlight sector
REPORT FOCUS Holiday Generics Domestic Destinations Short Haul Destinations Long Haul Destinations
An exclusive snapshot of the online Search landscape
OCT 2015
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 Holiday-related terms. In our analysis we established that:
In October, 3.8 million searches were made by consumers searching for Holiday-related terms on Google UK.
Queries for generic keywords accounted for 44% of all searches made for the sector.
The search term 'cheap holidays' was queried 301,000 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 64% share of voice.
onthebeach.co.uk was the most visible advertiser in the Paid Media space, achieving a 45% share of voice.
travelsupermarket.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
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October 2015
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The most visible websites and advertisers on Google UK
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October Overview In October 2015, 3.8 million searches were made for Holiday-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 October, 3.8 million searches were made for holidays keywords. Searches for generic keywords were most popular, accounting for 44% of all searches made for the sector.
Retrospective 12 month view
Get in touch to discuss your site’s specific performance
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www.greenlightdigital.com
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T: +44 (0)20 7253 7000
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Natural Search Holidays: Overall 3.8 million searches In October 2015, 3.8 million searches were made by consumers searching for Holiday-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 October, the keyword ‘cheap holidays’ was queried 301,000 times, accounting for 8% of all searches made for Holiday-related keywords.
travelsupermarket.com was the most visible website, achieving a 64% share of voice through ranking for 2,065 keywords, including the search terms ‘holidays’ and ‘uk holidays’. The 20 most visible websites: lastminute.com attained a 61% share of voice through ranking for 1,858 keywords, including the search terms ‘cheap holidays’ and ‘holidays’.
Holidays Sector Report
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October 2015
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The most visible websites and advertisers on Google UK
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Holidays: Domestic Destinations 385,190 searches In October 2015, 385,190 searches were made by consumers searching for domestic destination-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,408 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘weekend breaks uk’ was queried 40,500 times, accounting for 11% of all searches made for Domestic Destination-related keywords. lastminute.com was the most visible website, achieving a 43% share of voice through ranking for 346 keywords, including the search terms ‘weekend breaks uk’ and ‘last minute holidays uk’.
The 20 most visible websites:
