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REPORT FOCUS Natural Search Paid Media Integrated Search

An exclusive snapshot of the online Search landscape

APR 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 Holidays-related terms. In our analysis we established that:

In April, 5.3 million searches were made by consumers searching for Holidays-related terms on Google UK.

Queries for generic-related keywords accounted for 48% of all searches made for the sector.

The search term 'cheap holidays' was queried 550,000 times, accounting for 10% 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.

onthebeach.co.uk was the most visible advertiser in the Paid Media space, achieving a 53% 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

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April 2015

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The most visible websites and advertisers on Google UK

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April Overview In April 2015, 5.3 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 April, 5.3 million searches were made for holidays-related keywords.

Searches for generic keywords were most popular, accounting for 48% of all searches made for the sector.

Retrospective 12 month view of the online holiday market

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Natural Search Holidays: Overall 5.3 million searches In April 2015, 5.3 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 April, the keyword ‘cheap holidays’ was queried 550,000 times, accounting for 10% of all searches made for Holiday-related keywords.

travelsupermarket.com was the most visible website, achieving a 70% share of voice through ranking for 1,982 keywords, including the search terms ‘florida holidays’ and ‘holiday comparison site’.

The 20 most visible websites:

thomascook.com attained a 66% share of voice through ranking for 1,596 keywords, including the search terms ‘package holidays’ and ‘cuba holidays’.


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April 2015

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Holidays: Generic 2.5 million searches In April 2015, 2.5 million 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 919 keywords analysed. Top 10 search terms: Overview: In April, the keyword ‘cheap holidays’ was queried 550,000 times, accounting for 21% of all searches made for Generic related keywords.

lastminute.com was the most visible website, achieving a 74% share of voice through ranking for 271 keywords, including the search terms ‘cheap holidays’ and ‘holidays’. The 20 most visible websites: travelsupermarket.com attained a 74% share of voice through ranking for 312 keywords, including the search terms ‘holiday comparison site’ and ‘holiday comparison’.


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Natural Search Holidays: Domestic destinations 547,660 searches In April 2015, 547,660 searches were made by consumers searching for domestic destinations-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 April, the keyword ‘uk holidays’ was queried 27,100 times, accounting for 5% of all searches made for Domestic destinations-related keywords.

travelsupermarket.com was the most visible website, achieving a 38% share of voice through ranking for 374 keywords, including the search terms ‘holidays in uk’ and ‘london weekend breaks’.


hoseasons.co.uk attained a 37% share of voice through ranking for 372 keywords, including the search terms ‘family holidays uk’ and ‘holidays uk’.


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April 2015

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Holidays: Short-haul destinations 1.2 million searches In April 2015, 1.2 million searches were made by consumers searching for short-haul destinations-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,428 keywords analysed. Top 10 search terms: Overview: In April, the keyword ‘malta holidays’ was queried 33,100 times, accounting for 3% of all searches made for Short-haul destinations-related keywords. travelsupermarket.com was the most visible website, achieving a 74% share of voice through ranking for 749 keywords, including the search terms ‘cheap holidays to majorca’ and ‘lanzarote holiday’.


thomascook.com attained a 74% share of voice through ranking for 659 keywords, including the search terms ‘malta holidays’ and ‘benidorm holidays’.


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Natural Search Holidays: Long-haul destinations 1 million searches In April 2015, 1 million searches were made by consumers searching for long-haul destinations-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,039 keywords analysed. Top 10 search terms: Overview: In April, the keyword ‘dubai holidays’ was queried 40,500 times, accounting for 4% of all searches made for Long-haul destinations-related keywords. virginholidays.co.uk was the most visible website, achieving a 76% share of voice through ranking for 556 keywords, including the search terms ‘dubai holidays’ and ‘maldives holidays’.


thomascook.com attained a 75% share of voice through ranking for 540 keywords, including the search terms ‘cuba holidays’ and ‘holidays to dubai’.


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April 2015

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Holidays: Overall 5.3 million searches In April 2015, 5.3 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 April, onthebeach.co.uk was the most visible advertiser, achieving a 53% share of voice through bidding on 945 keywords, at an average ad position of 3. lowcostholidays.com achieved a 52% share of voice through bidding on 961 keywords, at an average ad position of 2.


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Paid Media Holidays: Generic 2.5 million searches In April 2015, 2.5 million searches were made for generic-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 919 keywords analysed. The 20 most visible advertisers: At a glance: In April, onthebeach.co.uk was the most visible advertiser, achieving a 77% share of voice through bidding on 238 keywords, at an average ad position of 2. holidaydiscountcentre.co.uk achieved a 70% share of voice through bidding on 155 keywords, at an average ad position of 5. onthebeach.co.uk displayed the most visible individual ad creative, achieving a 36% share of voice.

The 5 most visible ad creatives:


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April 2015

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Holidays: Domestic destinations 547,660 searches In April 2015, 547,660 searches were made for domestic destinations-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,408 keywords analysed. The 20 most visible advertisers: At a glance: In April, centerparcs.co.uk was the most visible advertiser, achieving a 39% share of voice through bidding on 304 keywords, at an average ad position of 5. cottages4you.co.uk achieved a 29% share of voice through bidding on 289 keywords, at an average ad position of 6. real-family-holidays.org displayed the most visible individual ad creative, achieving a 9% share of voice.



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Paid Media Holidays: Short-haul destinations 1.2 million searches In April 2015, 1.2 million searches were made for short-haul destinations-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,428 keywords analysed. The 20 most visible advertisers: At a glance: In April, lowcostholidays.com was the most visible advertiser, achieving a 68% share of voice through bidding on 586 keywords, at an average ad position of 2. tripadvisor.com achieved a 56% share of voice through bidding on 539 keywords, at an average ad position of 3. kayak.com displayed the most visible individual ad creative, achieving a 7% share of voice.



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April 2015

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Holidays: Long-haul destinations 1 million searches In April 2015, 1 million searches were made for long-haul destinations-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,039 keywords analysed. The 20 most visible advertisers: At a glance: In April, tripadvisor.com was the most visible advertiser, achieving a 51% share of voice through bidding on 343 keywords, at an average ad position of 3. travelbag.co.uk achieved a 47% share of voice through bidding on 280 keywords, at an average ad position of 4. raynatours.com displayed the most visible individual ad creative, achieving a 6% 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

4 websites achieved strong

onthebeach.co.uk and

Integrated Search Visibility.

visibility in the Natural Search

lowcostholidays.com achieved

listings.

strong visibility in the Paid Media Space.


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April 2015

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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 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.

travelsupermarket.com 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 4,794 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 April 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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