The greenlight sector - Greenlight Digital

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in the Google UK Natural Search and Paid Media listings, when consumers searched for Holiday-related terms. ... of voice
The greenlight sector

REPORT FOCUS Holiday Generics Domestic Destinations Short Haul Destinations Long Haul Destinations

An exclusive snapshot of the online Search landscape

OCT 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 Holiday-related terms. In our analysis we established that:

In October, 3.8 million searches were made by consumers searching for Holiday-related terms on Google UK.

Queries for generic keywords accounted for 44% of all searches made for the sector.

The search term 'cheap holidays' was queried 301,000 times, accounting for 8% of all searches made for the sector.

travelsupermarket.com was the most visible website in the Natural Search listings, achieving a 64% share of voice.

onthebeach.co.uk was the most visible advertiser in the Paid Media space, achieving a 45% share of voice.

travelsupermarket.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:

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October Overview In October 2015, 3.8 million searches were made for Holiday-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 October, 3.8 million searches were made for holidays keywords. Searches for generic keywords were most popular, accounting for 44% of all searches made for the sector.

Retrospective 12 month view

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Natural Search Holidays: Overall 3.8 million searches In October 2015, 3.8 million searches were made by consumers searching for Holiday-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 October, the keyword ‘cheap holidays’ was queried 301,000 times, accounting for 8% of all searches made for Holiday-related keywords.

travelsupermarket.com was the most visible website, achieving a 64% share of voice through ranking for 2,065 keywords, including the search terms ‘holidays’ and ‘uk holidays’. The 20 most visible websites: lastminute.com attained a 61% share of voice through ranking for 1,858 keywords, including the search terms ‘cheap holidays’ and ‘holidays’.

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Holidays: Domestic Destinations 385,190 searches In October 2015, 385,190 searches were made by consumers searching for domestic destination-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 October, the keyword ‘weekend breaks uk’ was queried 40,500 times, accounting for 11% of all searches made for Domestic Destination-related keywords. lastminute.com was the most visible website, achieving a 43% share of voice through ranking for 346 keywords, including the search terms ‘weekend breaks uk’ and ‘last minute holidays uk’.

The 20 most visible websites:

superbreak.com attained a 35% share of voice through ranking for 334 keywords, including the search terms ‘luxury weekend breaks uk’ and ‘lake district weekend breaks’.

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Natural Search Holidays: Generic 1.7 million searches In October 2015, 1.7 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 October, the keyword ‘cheap holidays’ was queried 301,000 times, accounting for 18% of all searches made for Generic-related keywords.

lastminute.com was the most visible website, achieving an 80% share of voice through ranking for 298 keywords, including the search terms ‘cheap holidays’ and ‘holidays’. The 20 most visible websites: travelsupermarket.com attained a 69% share of voice through ranking for 325 keywords, including the search terms ‘holidays’ and ‘holiday comparison’.

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Holidays: Long Haul Destinations 907,960 searches In October 2015, 907,960 searches were made by consumers searching for long haul destination-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 October, the keyword ‘new york holidays’ was queried 40,500 times, accounting for 4% of all searches made for Long Haul Destination-related keywords. virginholidays.co.uk was the most visible website, achieving a 76% share of voice through ranking for 565 keywords, including the search terms ‘maldives holidays’ and ‘las vegas holidays’.

The 20 most visible websites:

thomascook.com attained a 71% share of voice through ranking for 531 keywords, including the search terms ‘cuba holidays’ and ‘maldives holidays’.

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Natural Search Holidays: Short Haul Destinations 862,710 searches In October 2015, 862,710 searches were made by consumers searching for short haul destination-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 October, the keyword ‘tenerife holidays’ was queried 49,500 times, accounting for 6% of all searches made for Short Haul Destinationrelated keywords. thomascook.com was the most visible website, achieving a 72% share of voice through ranking for 708 keywords, including the search terms ‘benidorm holidays’ and ‘cheap holidays to tenerife’.

The 20 most visible websites:

travelsupermarket.com attained a 69% share of voice through ranking for 786 keywords, including the search terms ‘cheap holidays to benidorm’ and ‘cheap benidorm holidays’.

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Holidays: Overall 3.8 million searches In October 2015, 3.8 million searches were made for Holiday-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 October, onthebeach.co.uk was the most visible advertiser, achieving a 45% share of voice through bidding on 1,053 keywords, at an average ad position of 4.

lowcostholidays.com achieved a 45% share of voice through bidding on 906 keywords, at an average ad position of 2.

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Paid Media Holidays: Domestic Destinations 385,190 searches In October 2015, 385,190 searches were made for domestic destination-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 October, trivago.co.uk was the most visible advertiser, achieving a 53% share of voice through bidding on 508 keywords, at an average ad position of 4. secretescapes.com achieved a 46% share of voice through bidding on 520 keywords, at an average ad position of 6. trivago.co.uk displayed the most visible individual ad creative, achieving a 15% share of voice.

The 5 most visible ad creatives:

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Holidays: Generic 1.7 million searches In October 2015, 1.7 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 October, onthebeach.co.uk was the most visible advertiser, achieving a 69% share of voice through bidding on 303 keywords, at an average ad position of 3. travelrepublic.co.uk achieved a 60% share of voice through bidding on 232 keywords, at an average ad position of 6. onthebeach.co.uk displayed the most visible individual ad creative, achieving a 31% share of voice.

The 5 most visible ad creatives:

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Paid Media Holidays: Long Haul Destinations 907,960 searches In October 2015, 907,960 searches were made for long haul destination-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 October, travelbag.co.uk was the most visible advertiser, achieving a 51% share of voice through bidding on 331 keywords, at an average ad position of 4. britishairways.com achieved a 36% share of voice through bidding on 288 keywords, at an average ad position of 6. travelbag.co.uk displayed the most visible individual ad creative, achieving a 7% share of voice.

The 5 most visible ad creatives:

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Holidays: Short Haul Destinations 862,710 searches In October 2015, 862,710 searches were made for short haul destination-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 October, lowcostholidays.com was the most visible advertiser, achieving a 70% share of voice through bidding on 554 keywords, at an average ad position of 2. onthebeach.co.uk achieved a 51% share of voice through bidding on 428 keywords, at an average ad position of 4. sunholidays.ie displayed the most visible individual ad creative, achieving an 8% share of voice.

The 5 most visible ad creatives:

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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

No website achieved strong

Integrated Search Visibility.

visibility in the Natural Search

visibility in the Paid Media

listings.

Space.

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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 table 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 travelsupermarket.com featured at the top of our integrated search league table, as its combined share of voice was most dominant.

thomascook.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 Holiday-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 October 2015.

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Get in touch

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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