GREENLIGHT: Domestic locations dominate Hotel searches, London and Edinburgh top the list

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New report from Greenlight finds online searches for hotels in domestic destinations to be most popular

‘Hotels in London’, ‘London hotels’ and ‘Cheap hotels in London’ were the three most searched for terms. Combined, they accounted for a 35% share of domestic hotel-related searches, totalling 108,100

Consumer online searches for hotels in London, Manchester, Edinburgh, York and Cardiff proved to be the most popular in February, hauling in over 307,000 queries, reveals the latest quarterly search data from leading independent digital marketing agency, Greenlight.

Greenlight’s ‘Hotels Sector Report – Issue 15 ’ identified the most popular search terms consumers used when they went to Google UK to look for hotels in short haul, long haul and domestic destinations.

In February, UK consumers made over 845,000 searches pertaining to hotels.

Searches for hotels in domestic destinations were most popular, making up 36% of all hotel-related queries.

‘Hotels in London’, ‘London hotels’ and ‘Cheap hotels in London’ were the three most searched for terms. Combined, they accounted for a 35% share of domestic hotel-related searches, totalling 108,100.

Edinburgh followed, with the terms ‘Edinburgh hotels’ and ’Hotels in Edinburgh’, queried 14,800 and 12,100 times, respectively,

League tables ranked the most visible sites in Natural Search* and Paid Media**.

LateRooms dominated domestic hotel-related searches. It was the most visible website in the Natural Search listings, achieving an 80% share of voice being visible to 244,277 searches.

Booking.com was the most visible advertiser in the Paid Media space, achieving a dominant 99% share of voice.

Interestingly, the term ‘Brighton hotels’, which accounted for 3% of domestic hotel-related queries the previous quarter (November), did not feature, despite the Brighton Marathon being just a little over two weeks away.

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 ‘Hotels Sector Report - Issue 15’ report, profiles search behaviour in this sector. It assesses which brands, websites and review sites are the most visible in natural, paid media results, and social media and hence have the greatest share of consideration when UK-based searchers go to Google UK to look for hotels.

To arrange an interview or for further information about this report please contact:

Krishna Rao
T: +44 (20) 3326 6232
E: krishna.rao(at)greenlightdigital(dot)com

About Greenlight:

Greenlight is a leading independent digital marketing agency, providing Search and Social Media services. 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. http://www.greenlightdigital.com

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Krishna Rao
Greenlight
+44 20 3326 6232
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