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the Google UK Natural Search and Paid Media listings, when consumers searched for Hotel-related terms. ... voice through
The greenlight sector

REPORT Generic Domestic Europe Rest of the World

An exclusive snapshot of the online Search landscape

OCT 2015

Report Overview Executive Summary This report profiles search behaviour for the online Hotels 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 Hotel-related terms. In our analysis we established that:

In October, 3.2 million searches were made by consumers searching for Hotel-related terms on Google UK.

Queries for domestic destinations keywords accounted for 62% of all searches made for the sector.

The search term 'hotels' was queried 165,000 times, accounting for 5% of all searches made for the sector.

tripadvisor.co.uk was the most visible website in the Natural Search listings, achieving a 79% share of voice.

booking.com was the most visible advertiser in the Paid Media space, achieving a 90% share of voice.

booking.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:

Hotels Sector Report

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October Overview In October 2015, 3.2 million searches were made for Hotels-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 Hotels market in the past 12 months. Number of searches by subsector At a glance In October, 3.2 million searches were made for hotels keywords. Searches for domestic destinations keywords were most popular, accounting for 62% of all searches made for the sector.

Retrospective 12 month view

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Natural Search Hotels: Overall 3.2 million searches In October 2015, 3.2 million searches were made by consumers searching for Hotel-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 4,339 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘hotels’ was queried 165,000 times, accounting for 5% of all searches made for Hotel-related keywords. tripadvisor.co.uk was the most visible website, achieving a 79% share of voice through ranking for 3,161 keywords, including the search terms ‘hotels in manchester’ and ‘hotels in edinburgh’. The 20 most visible websites: laterooms.com attained a 54% share of voice through ranking for 1,968 keywords, including the search terms ‘london hotels’ and ‘hotels in manchester’.

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Hotels: Domestic 1.9 million searches In October 2015, 1.9 million searches were made by consumers searching for domestic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 3,067 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘hotels in london’ was queried 90,500 times, accounting for 5% of all searches made for Domestic Destination-related keywords. tripadvisor.co.uk was the most visible website, achieving an 83% share of voice through ranking for 2,347 keywords, including the search terms ‘hotels in manchester’ and ‘hotels in edinburgh’.

The 20 most visible websites:

laterooms.com attained a 66% share of voice through ranking for 1,595 keywords, including the search terms ‘london hotels’ and ‘hotels in manchester’.

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Natural Search Hotels: Generic 615,480 searches In October 2015, 615,480 searches were made by consumers searching for generic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 188 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘hotels’ was queried 165,000 times, accounting for 27% of all searches made for Generic-related keywords.

lastminute.com was the most visible website, achieving a 74% share of voice through ranking for 110 keywords, including the search terms ‘last minute hotels’ and ‘cheap hotels’. The 20 most visible websites: expedia.co.uk attained a 62% share of voice through ranking for 74 keywords, including the search terms ‘hotel booking’ and ‘hotel rooms’.

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Hotels: Rest of the World 248,920 searches In October 2015, 248,920 searches were made by consumers searching for rest of the world related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 400 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘new york hotels’ was queried 18,100 times, accounting for 7% of all searches made for Rest of the World related keywords. tripadvisor.co.uk was the most visible website, achieving a 94% share of voice through ranking for 288 keywords, including the search terms ‘new york hotels’ and ‘hotels in new york’.

The 20 most visible websites:

expedia.co.uk attained a 66% share of voice through ranking for 249 keywords, including the search terms ‘new york hotel’ and ‘new york hotels’.

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Natural Search Hotels: Europe 363,600 searches In October 2015, 363,600 searches were made by consumers searching for Europe-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 684 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘amsterdam hotels’ was queried 27,100 times, accounting for 7% of all searches made for Europe-related keywords.

tripadvisor.co.uk was the most visible website, achieving a 94% share of voice through ranking for 411 keywords, including the search terms ‘amsterdam hotels’ and ‘hotels in amsterdam’. The 20 most visible websites: expedia.co.uk attained a 69% share of voice through ranking for 381 keywords, including the search terms ‘hotels in benidorm old town’ and ‘hotels in old town benidorm’.

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Hotels: Overall 3.2 million searches In October 2015, 3.2 million searches were made for Hotel-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 4,339 keywords analysed. The 30 most visible advertisers: At a glance: In October, booking.com was the most visible advertiser, achieving a 90% share of voice through bidding on 3,057 keywords, at an average ad position of 2. trivago.co.uk achieved a 76% share of voice through bidding on 2,536 keywords, at an average ad position of 4.

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Paid Media Hotels: Domestic 1.9 million searches In October 2015, 1.9 million searches were made for domestic-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 3,067 keywords analysed. The 20 most visible advertisers: At a glance: In October, booking.com was the most visible advertiser, achieving a 93% share of voice through bidding on 2,296 keywords, at an average ad position of 2. trivago.co.uk achieved a 76% share of voice through bidding on 1,839 keywords, at an average ad position of 4. travelodge.co.uk displayed the most visible individual ad creative, achieving a 14% share of voice.

The 5 most visible ad creatives:

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Hotels: Generic 615,480 searches In October 2015, 615,480 searches were made for generic-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 188 keywords analysed. The 20 most visible advertisers: At a glance: In October, laterooms.com was the most visible advertiser, achieving a 78% share of voice through bidding on 92 keywords, at an average ad position of 5. booking.com achieved a 78% share of voice through bidding on 99 keywords, at an average ad position of 4.

hotels.com displayed the most visible individual ad creative, achieving a 37% share of voice.

The 5 most visible ad creatives:

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Paid Media Hotels: Rest of the World 248,920 searches In October 2015, 248,920 searches were made for rest of the world related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 400 keywords analysed. The 20 most visible advertisers: At a glance: In October, booking.com was the most visible advertiser, achieving an 88% share of voice through bidding on 263 keywords, at an average ad position of 2. trivago.co.uk achieved a 77% share of voice through bidding on 246 keywords, at an average ad position of 4. booking.com displayed the most visible individual ad creative, achieving a 12% share of voice.

The 5 most visible ad creatives:

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Hotels: Europe 363,600 searches In October 2015, 363,600 searches were made for Europe-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 684 keywords analysed. The 20 most visible advertisers: At a glance: In October, booking.com was the most visible advertiser, achieving a 96% share of voice through bidding on 399 keywords, at an average ad position of 2. trivago.co.uk achieved an 82% share of voice through bidding on 352 keywords, at an average ad position of 3. booking.com displayed the most visible individual ad creative, achieving a 15% share of voice.

The 5 most visible ad creatives:

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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

laterooms.com achieved strong

4 websites achieved strong

4 websites achieved strong

Integrated Search Visibility.

visibility in the Natural Search

visibility in the Paid Media

listings.

Space.

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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 table 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 booking.com featured at the top of our integrated search league table, as its combined share of voice was most dominant. trivago.co.uk ranked second in our league table, as it achieved a sizable share of visibility in both the Natural Search and Paid Media listings.

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About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 4,339 Hotel-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 Hotels sector in October 2015.

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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]

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