Online Holiday Searches up 78% on July Levels Says Greenlightsearch

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Turkey was the most popular holiday destination

The term ‘holidays’ was searched for more than 4 million times, accounting for 24% of all holiday-related searches with month-on-month searches almost doubling from 2.2 million in May.

There were 17 million Google searches for holidays made by UK consumers in August. This was a marked increase of 78% on June’s 9.5 million, reveals the latest independent quarterly report, ‘Holidays August 2010’, by search specialist marketing and technology firm, Greenlight. Whilst the report predicts searches for some of the top keywords will decrease over the course of Q4, it expects they will rise steadily at the turn of the New Year. In view of this and the looming VAT rise, Greenlight advises players in this sector to deploy a price-focused paid search strategy when it comes to the advertisements they display online.

The term ‘holidays’ was searched for more than 4 million times, accounting for 24% of all holiday-related searches with month-on-month searches almost doubling from 2.2 million in May.

Turkey was the most popular holiday destination with the terms ‘Turkey holidays’ and ‘holidays Turkey’ cumulatively accounting for 5% (550,000) of the total search volume.

In natural search, Thomson was the most visible website to holiday searchers, achieving 69% share of visibility. It dominated in both short and long haul segments. It was followed by TravelSupermarket and FirstChoice with 69% and 66% share of voice, respectively. HolidayHypermarket meanwhile lost 15% share of voice in the short haul segment. It dropped from third to sixth position. It was a similar case in the long haul segment where its visibility decreased 10% and it dropped from second to fourth place in Greenlight’s league table.

The picture was somewhat different in paid search, where IceLolly was the most visible advertiser for the top 90 keywords, gaining 53% share of voice. This it achieved through bidding on 84 keywords at an average ad position of seven on Google. However, TeletextHolidays topped Greenlight’s table in terms of its visibility to consumers looking for holidays to short and long haul destinations. In the short haul segment it increased its share of voice by 32% which saw it move up the ranks from position 13 to number one.

The 15 most proactive brands and aggregators in social media were also ranked by Greenlight. LastMinute was the most followed brand, with a combined following of over 82,000 on Facebook and Twitter. LowCostHolidays was the most interactive brand. It cumulatively produced 169 ‘posts’ and ‘tweets’. Since Greenlight’s previous report, ThomasCook appeared to have re-activated its Facebook page and interacted more regularly with UK-based social media consumers, which, in turn, has led to a vast increase in ‘fans’.

More news from Greenlightsearch available at http://mediacentre.greenlightsearch.com.

About Greenlight:

Greenlight is a leading independent, award winning search specialist marketing and technology firm, the largest of its kind in Europe and the fastest growing. With over 100 blue-chip clients including Santander, Vodafone UK, New Look, Interflora, Co-operative Financial Services, Nespresso and ghd. Greenlightsearch is a leader in the search marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future of search.

Greenlight is considered the premier thought leader in the sector, publishing widely read industry reports, original research, speaking at trade events, and delivering a highly respected search training programme in conjunction with the IDM. Founded in 2001, Greenlight is headquartered in London, with offices in New York.

Website:
http://www.greenlightsearch.com

Blog:
http://blog.greenlightsearch.com/

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Krishna Rao
Greenlight
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