OctopusTravel tops paid search on Google

Travelport’s OctopusTravel.com had the largest share of voice in the paid-search space for hotels on Google in June, according to research by Greenlight.

OctopusTravel topped the list with a 19% share, ahead of better-known online travel agents such as lastminute.com on 13% and booking.com on 12%.

Expedia.co.uk with 10% came out slightly ahead of sister company hotels.co.uk (9%). Other Expedia brands made the top 20 – venere.com had a 3% share and hotwire 2%. TripAdvisor did not feature anywhere in the top 80 with a visibility of 0.3%.

TUI Travel’s laterooms.com had 8% and Ebookers 6%, with the first hotel chain to appear in the list – Marriott – also appearing at 6%.

Search agency Greenlight recently extended its regular analysis of search visibility to cover paid as well as natural-search. The paid-search rankings are based on daily analysis of adverts appearing in the sponsored-links section for the top-100 hotel-sector key terms.

The natural-search rankings take into account 1,300 key terms. Laterooms.com came out on top in natural search by some distance, appearing on the first page of Google’s natural results 55% of the time. Greenlight reports laterooms secured the top slot on page one for the most widely searched term, “hotels”.

The next most-visible brand was budget hotel chain premierinn.com with a visibility in natural search of 30%.

Greenlight combined the paid and natural analysis to place laterooms.com as the most-visible brand overall, followed by booking.com, lastminute.com, hotels.com and Expedia.

The full survey is available on Greenlight’s website. Click here

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