Tui brands dominate in holiday search rankings

Tui Travel online brands dominated online holiday searches in the peak holiday months of August, new research shows.

UK web users made 17 million searches for worldwide holidays in the month, according to the study by search marketing company Greenlight.

Thomson was the most visible website in natural search, achieving 69% share of voice through ranking in the top position for 211 keywords analysed.  

The most visible websites based on the volumes for each keyword and their respective ranking on page one of Google were:

1 – thomson.co.uk
2 – travelsupermaket.com
3 – firstchoice.co.uk
4 – holidayhypermarket.co.uk
5 – directline-holidays.co.uk.
6 – lastminute.com
7 – thomascook.com
8 – teletextholidays.co.uk
9 – mytravel.com
10 – beatthebrochure.com

Virgin Holidays achieved just 10% visibility, ranking it 15th, despite “considerable” offline marketing activity, the Holidays Sector report said.

The 17 million Google searches made in August for holiday-related keywords was a marked rise of 78% since June, when 9.5 million searches were made.

Generic holiday terms were the most searched for, accounting for almost half of the total search volume.

The term ‘holidays’ was searched for more than four million times in August, accounting for a quarter of all holiday-related searches, with Turkey the most popular destination.

Icelolly.com was the most visible advertiser for the top 90 keywords, achieving 53% visibility in the month, followed in the top ten by holidayhypermarket.co.uk, firstchoice.co.uk, onthebeach.co.uk, thomascook.com, teletextholidays.co.uk, travelrepublic.co.uk, sunmaster.co.uk, expedia.co.uk and lowcostholidays.com.

Icelolly was the most visible advertiser for generic keywords, achieving 74% visibility through bidding on 29 of the 30 keywords analysed at an average ad position of five, according to the report.

The full report is available on Greenlight’s Sector Reports page.

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