Online searches for domestic flights and to the Republic of Ireland soar

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Greenlight report reveals 44% uplift in online search volumes for flights to domestic, short-haul and long-haul destinations

Flights to domestic destinations and the Republic of Ireland saw the biggest uptrend search-wise. Volumes soared an impressive 55% on May levels

Online searches for flights in August rose 44% on May levels and those pertaining to domestic destinations and the Republic of Ireland saw the biggest gains, reveals analysis of search data from leading independent digital marketing agency, Greenlight.

According to Greenlight’s latest ‘Flight Sector Report – Issue 10’, in August, there were 3.9 million searches made on Google UK for flights to domestic, short-haul and long-haul destinations compared to 2.7 million in May.

Short-haul destinations accounted for the largest share of queries - 31%, followed by long-haul (25%) then domestic (12%).

Flights to domestic destinations and the Republic of Ireland saw the biggest uptrend search-wise. Volumes soared an impressive 55% on May levels – from 316,660 to 491,780 in August, as the likes of Edinburgh, Jersey, Belfast and Dublin featured prominently in consumer searches.

August search volumes for flights to short-haul destinations, which totalled 1.2 million, also enjoyed a 48% uplift on the previous quarter.

Cumulatively, Spanish destinations accounted for 10% of short-haul flight-related queries, compared to 6% in May, as August saw Ibiza enter the ten most searched for destinations, alongside Malaga, Barcelona, Alicante and Lanzarote. Unlike in May, queries for flights to Turkey and Rome did not feature in August’s top ten.

Totalling 985,000, flights to long-haul destinations rose 26% on May levels. U.S destinations New York, Florida and Las Vegas, the latter of which did not feature in the ten most queried in May, dominated. However, searches for flights to New Zealand and Canada which featured prominently in May, dropped out of the top ten.

Greenlight’s report charted the most visible sites in the organic* and paid listings** for flights across the board and by sector.

Overall, emerged was the most visible site in the organic listings for flights. It was visible to 2,194,044 searches which saw it achieve a 56% share of visibility. was the most prominent advertiser in the paid listings, attaining a 72% share of voice.

According to Greenlight, just two of the ten most visible sites for flights overall, both in the organic and paid media listings, were Airline brands.

Notes to Editors:

*Natural Search - Listings in search engine results pages that appear because of their relevance to the search terms

**Paid Media – an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.

Greenlight’s ‘Flight Sector Report – Issue 10’, profiles search behaviour in this sector. It assesses which brands, websites and review sites are the most visible in Natural Search, Paid Media, and Social Media and hence have the greatest share of consideration when UK-based searchers go to Google UK to look for flights to domestic, short-haul and long-haul destinations.

Greenlight’s research covers the following industries and sectors:

HOME GOODS - Home & Garden
CLOTHING & ACCESSORIES - Fashion Retail / Sports Retail
CONSUMER SERVICES - Online Dating / Entertainment
GAMING & GAMBLING - Online Gambling
FINANCE - Personal General Insurance / Life Insurance / Retail Banking
TRAVEL & HOSPITALITY – Holidays / Hotels / Flights / Car Hire / Cruises
REAL ESTATE – Property (Residential)
TELECOMS – Telecoms

To arrange an interview or for further information about this report, Greenlight’s research portfolio and bespoke reports, please contact:

Krishna Rao
T: +44 (20) 3326 6232

About Greenlight:

Greenlight is a leading independent digital marketing agency. With over 100 blue-chip clients including Santander, Sky and ghd, Greenlight is a leader in the digital marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future.

Greenlight is considered the premier thought leader in the sector publishing widely read industry reports, original research and speaking at trade events. Founded in 2001, Greenlight is headquartered in London, with offices in New York.


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Krishna Rao
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