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REPORT PRODUCT FOCUS Domestic Generic 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 Boutique 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 Boutique Hotel-related terms. In our analysis we established that:

In October, 123,800 searches were made by consumers searching for Boutique Hotel-related terms on Google UK.

Queries for domestic keywords accounted for 64% of all searches made for the sector.

The search term 'boutique hotels' was queried 8,100 times, accounting for 7% of all searches made for the sector.

tripadvisor.co.uk was the most visible website in the Natural Search listings, achieving a 77% share of voice.

booking.com was the most visible advertiser in the Paid Media space, achieving a 50% share of voice.

mrandmrssmith.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:

Boutique Hotels 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, 123,800 searches were made for Boutique Hotel-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 Boutique Hotels market in the past 12 months. Number of searches by subsector At a glance In October, 123,800 searches were made for boutique hotels keywords.

Searches for domestic keywords were most popular, accounting for 64% 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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Natural Search Boutique Hotels: Overall 123,800 searches In October 2015, 123,800 searches were made by consumers searching for Boutique Hotel-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 602 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘boutique hotels’ was queried 8,100 times, accounting for 7% of all searches made for Boutique Hotel-related keywords.

tripadvisor.co.uk was the most visible website, achieving a 77% share of voice through ranking for 356 keywords, including the search terms ‘boutique hotels edinburgh’ and ‘boutique hotels brighton’.

The 20 most visible websites:

mrandmrssmith.com attained a 53% share of voice through ranking for 297 keywords, including the search terms ‘romantic hotels’ and ‘boutique hotels cotswolds’.


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Boutique Hotels: Domestic 79,460 searches In October 2015, 79,460 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 347 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘romantic hotels uk’ was queried 4,400 times, accounting for 6% of all searches made for Domestic-related keywords.

tripadvisor.co.uk was the most visible website, achieving an 84% share of voice through ranking for 232 keywords, including the search terms ‘boutique hotels edinburgh’ and ‘boutique hotels brighton’.


mrandmrssmith.com attained a 54% share of voice through ranking for 193 keywords, including the search terms ‘boutique hotels cotswolds’ and ‘boutique hotels yorkshire’.


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Natural Search Boutique Hotels: Generic 22,640 searches In October 2015, 22,640 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 47 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘boutique hotels’ was queried 8,100 times, accounting for 36% of all searches made for Generic-related keywords.

mrandmrssmith.com was the most visible website, achieving a 61% share of voice through ranking for 18 keywords, including the search terms ‘romantic hotels’ and ‘romantic hotel’. The 20 most visible websites: tripadvisor.co.uk attained a 55% share of voice through ranking for 20 keywords, including the search terms ‘premier romance boutique hotel’ and ‘boutique hotel tenerife’.


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Boutique Hotels: Rest of the World 4,210 searches In October 2015, 4,210 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 50 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘boutique hotels new york’ was queried 480 times, accounting for 11% of all searches made for rest of the world related keywords. tripadvisor.co.uk was the most visible website, achieving a 49% share of voice through ranking for 12 keywords, including the search terms ‘boutique hotels san francisco’ and ‘boutique hotels barbados’.


mrandmrssmith.com attained a 45% share of voice through ranking for 12 keywords, including the search terms ‘boutique hotels barbados’ and ‘boutique hotels sri lanka’.


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Natural Search Boutique Hotels: Europe 17,490 searches In October 2015, 17,490 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 158 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘boutique hotels paris’ was queried 880 times, accounting for 5% of all searches made for Europe-related keywords.

tripadvisor.co.uk was the most visible website, achieving a 77% share of voice through ranking for 92 keywords, including the search terms ‘boutique hotels amsterdam’ and ‘boutique hotel amsterdam’.


greatsmallhotels.com attained a 59% share of voice through ranking for 85 keywords, including the search terms ‘boutique hotels lisbon’ and ‘boutique hotels in venice’.


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Paid Media Boutique Hotels: Overall 123,800 searches In October 2015, 123,800 searches were made for Boutique Hotel-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 602 keywords analysed. The 30 most visible advertisers: At a glance: In October, booking.com was the most visible advertiser, achieving a 50% share of voice through bidding on 295 keywords, at an average ad position of 4. secretescapes.com achieved a 49% share of voice through bidding on 268 keywords, at an average ad position of 6.


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Paid Media Boutique Hotels: Domestic 79,460 searches In October 2015, 79,460 searches were made for domestic-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 347 keywords analysed. The 20 most visible advertisers: At a glance: In October, booking.com was the most visible advertiser, achieving a 61% share of voice through bidding on 201 keywords, at an average ad position of 4. secretescapes.com achieved a 59% share of voice through bidding on 204 keywords, at an average ad position of 5. tulumhotelmiamor.com displayed the most visible individual ad creative, achieving a 16% share of voice.

The 5 most visible ad creatives:


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Boutique Hotels: Generic 22,640 searches In October 2015, 22,640 searches were made for generic-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 47 keywords analysed. The 20 most visible advertisers: At a glance: In October, laterooms.com was the most visible advertiser, achieving a 53% share of voice through bidding on 5 keywords, at an average ad position of 2. mrandmrssmith.com achieved a 49% share of voice through bidding on 4 keywords, at an average ad position of 2. laterooms.com displayed the most visible individual ad creative, achieving a 45% share of voice.



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Paid Media Boutique Hotels: Rest of the World 4,210 searches In October 2015, 4,210 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 50 keywords analysed. The 20 most visible advertisers: At a glance: In October, mrandmrssmith.com was the most visible advertiser, achieving a 41% share of voice through bidding on 9 keywords, at an average ad position of 3. manhattanclub.com achieved a 35% share of voice through bidding on 5 keywords, at an average ad position of 3. manhattanclub.com displayed the most visible individual ad creative, achieving a 30% share of voice.



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Boutique Hotels: Europe 17,490 searches In October 2015, 17,490 searches were made for Europe-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 158 keywords analysed. The 20 most visible advertisers: At a glance: In October, booking.com was the most visible advertiser, achieving a 61% share of voice through bidding on 81 keywords, at an average ad position of 5. hotels.com achieved a 56% share of voice through bidding on 71 keywords, at an average ad position of 5.

leroyalmonceau.com displayed the most visible individual ad creative, achieving a 10% share of voice.



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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

No website achieved strong

mrandmrssmith.com and

booking.com achieved strong

Integrated Search Visibility.

tripadvisor.co.uk achieved

visibility in the Paid Media

strong visibility in the Natural

Space.

Search listings.


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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 mrandmrssmith.com featured at the top of our integrated search league table, as its combined share of voice was most dominant.

tripadvisor.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 602 Boutique 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 Boutique 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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