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Online Travel & Tourism (Market Report 2012)
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UK ONLINE TRAVEL & TOURISM INTELLIGENCE REPORT
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Latest findings from our 'Online Travel & Tourism' intelligence report, which was presented by Chief Commercial Officer, Glen Conybeare, at Travolution Summit on 22nd November 2012.
Transcript of Online Travel & Tourism (Market Report 2012)
UK ONLINE TRAVEL & TOURISM
INTELLIGENCE REPORT
MY TASK
500 pieces of insight
Delivered in 15 minutes
WHAT DRIVES SEARCH VOLUME?What’s driving search volume?
GENERIC KEYWORDS
• Just 13 keywords drive 50% of the search volume for the top 1,000 terms
CHEAP BUYS VOLUME
46% of top 1000 keywords = ‘cheap’
Location Matters
The big hitters
Holidays, Flights & Hotels
holidays
Holidays Sector
Thomson
TravelSupermarket
First C
hoice
Thomas Cook
Direct
Holidays
Icelolly
Teletexth
olidays
BeatTheBroch
ure
The co-operative tr
avel0%
5%
10%
15%
20%
ORGANIC RANKINGSTop 10
generic & location terms
Thomson
TravelSupermarket
First C
hoice
Thomas Cook
Direct
Holidays
Icelolly
Teletexth
olidays
BeatTheBroch
ure
The co-operative tr
avel0%
5%
10%
15%
20%
TUI DOMINANCE
TUI control
32% of the
‘click share’
Thomson
TravelSupermarket
First C
hoice
Thomas Cook
Direct
Holidays
Icelolly
Teletexth
olidays
BeatTheBroch
ure
The co-operative tr
avel0%
5%
10%
15%
20%
ICELOLLY
Driven by
‘holiday’ and ‘cheap
holiday’
PAID SEARCH
On the Beach
Sunmaster
Icelolly
Thomson
Teletext H
olidays
Travel Republic
Lowco
stholid
ays
Thomas Cook
Virgin Holid
ays
Dealcheck
er0%
5%
10%
15%
20%
PAID SEARCH
On the Beach
Sunmaster
Icelolly
Thomson
Teletext H
olidays
Travel Republic
Lowco
stholid
ays
Thomas Cook
Virgin Holid
ays
Dealcheck
er0%
5%
10%
15%
20% Largest click
share for90%of generic terms
PAID SEARCH
On the Beach
Sunmaster
Icelolly
Thomson
Teletext H
olidays
Travel Republic
Lowco
stholid
ays
Thomas Cook
Virgin Holid
ays
Dealcheck
er0%
5%
10%
15%
20%… and70%of top
location terms
OVERALL
Thomson
Icelolly
Teletext h
olidays
Onthebeach
Thomas Cook
TravelSupermarket
Sunmaster
First C
hoice
Direct
Holidays
Travel Republic
0%
5%
10%
15%
20%Thomson
demonstrate a good
blended strategy
flights
Flights Sector
SOME GOOD NEWS….
2007 2008 2009 2010 2011 2012 (est)0%
10%
20%
30% Search impression volume
growing
ORGANIC RANKINGS
Cheap Flights
Skyscanner
Travel Superm
arket
Ryanair
OpodoJet2
Flybe
ebookers
Lastm
inute
Dial A Flig
ht0%
5%
10%
15%
20%
25%
30%
ORGANIC RANKINGS
Cheap Flights
Skyscanner
Travel Superm
arket
Ryanair
OpodoJet2
Flybe
ebookers
Lastm
inute
Dial A Flig
ht0%
5%
10%
15%
20%
25%
30% Where have the
airlines gone?
RISING FAST - LAST MINUTE
Dec-11
Jan-12
Feb-12
Mar-1
2
Apr-12
May-12
Jun-12Jul-1
2
Aug-12
Sep-12
123456789
101112131415
Goo
gle
Posi
tion
Average position up
10 places
PAID SEARCH
Cheap Flights
ebookers
eDreams
Dealcheck
er
BudgetAir
British
Airways
Travel Superm
arket
Booking Buddy
Travelzoo
KAYAK0%
5%
10%
15%
20%
25%
PAID SEARCH
Cheap Flights
ebookers
eDreams
Dealcheck
er
BudgetAir
British
Airways
Travel Superm
arket
Booking Buddy
Travelzoo
KAYAK0%
5%
10%
15%
20%
25%Appear in
top 10 for 90% of
keywords
PAID SEARCH
Cheap Flights
ebookers
eDreams
Dealcheck
er
BudgetAir
British
Airways
Travel Superm
arket
Booking Buddy
Travelzoo
KAYAK0%
5%
10%
15%
20%
25%BA the
only airlineBut organic ranking 20 th…
Cheap Flights
Travel Superm
arket
Skyscanner
ebookers
eDreams
Budget Air
British
Airways
Ryanair
Booking Buddy
Travelzoo
0%
5%
10%
15%
20%
25%
30%
35%
OVERALLAggressive blended
strategy =
Big winner
hotels
Hotels Sector
“Hotels in London”38% increase in search volume
July 2011 vs July 2012
ORGANIC RANKINGS
Lastm
inute
Late
Rooms
Premier In
n
Travelodge
Travel Superm
arket
Superbre
ak
Hotels.
com
Hotel D
irect
Booking.com
Expedia0%
5%
10%
15%
20%
25%
ORGANIC RANKINGS
Lastm
inute
Late
Rooms
Premier In
n
Travelodge
Travel Superm
arket
Superbre
ak
Hotels.
com
Hotel D
irect
Booking.com
Expedia0%
5%
10%
15%
20%
25%
44% of click share
ORGANIC RANKINGS
Lastm
inute
Late
Rooms
Premier In
n
Travelodge
Travel Superm
arket
Superbre
ak
Hotels.
com
Hotel D
irect
Booking.com
Expedia0%
5%
10%
15%
20%
25%
80% aggregators
PAID SEARCH
Booking.com
Trivago
Lastm
inute
Late
Rooms
Expedia
Hotels.
com
Agoda
Accor h
otels
Travelzoo
Travel Superm
arket0%
5%
10%
15%
20%
25%
30%
PAID SEARCH
Booking.com
Trivago
Lastm
inute
Late
Rooms
Expedia
Hotels.
com
Agoda
Accor h
otels
Travelzoo
Travel Superm
arket0%
5%
10%
15%
20%
25%
30%
65% more visibility than Trivago
OVERALL
lastminute
.com
Late
Rooms
Booking.com
Trivago
Hotels.
com
Expedia
Travel Superm
arket
Premier In
n
Travelodge
Superbre
ak0%
5%
10%
15%
20%
Top three50%
Social Media
Virgin Atla
ntic
Thomson
Thomas Cook
EasyJet
Late
Rooms
British
Airways
Booking.com
lastminute
.com
First C
hoice
Cheap Flights
Expedia
Premier In
n
Travel Lodge
Monarch
Icelolly
Skyscanner
TravelSupermarket
Ryanair
Teletext H
olidays
Superbre
ak0
10
20
30
40
50
60
70
80
Engagement Score
Volume Score
VOLUME & ENGAGEMENT
Virgin Atla
ntic
Thomson
Thomas Cook
EasyJet
Late
Rooms
British
Airways
Booking.com
lastminute
.com
First C
hoice
Cheap Flights
Expedia
Premier In
n
Travel Lodge
Monarch
Icelolly
Skyscanner
TravelSupermarket
Ryanair
Teletext H
olidays
Superbre
ak0
10
20
30
40
50
60
70
80
Engagement Score
Volume Score
VOLUME & ENGAGEMENT
GETTING THE MIX RIGHT
5th
1st
Volume
Engagement
1st
7th
Volume
Engagement
32%
28%
20%
10%6%
4%
Competitions
Price and product promotions
Travel updates, advice and tips
Holiday reviews & feedback
Loyalty and reward schemes
Customer support
SOCIAL ENGAGEMENT METHODS
48% of all customer service engagement
THE NEXT 450 INSIGHTS……
• All inclusive and packages• Cottages• Short city breaks• Villa• Ferry• Ski• Coach• More on Social Media
In 15 seconds...
SUMMARY
65% of all adults research or buy online 35%
65%
Source: Mintel 2011
the recipe for success
“Cheap” wins (but can be expensive)Location, Location,
Location
Simple Generics = Big Volume
Page 1 is critical
Social engagement really matters
Shameless plug…
