Greenlight ‘holiday’ search term analysis puts Teletext on top

The latest quarterly analysis of holiday search term queries on Google by specialist marketing agency Greenlight has found Teletext Holidays was the most visible UK website during the month.

The key holiday month of August saw 3.9 million searches for holiday-related keywords, with searches for generic terms the most popular, accounting for 71% of the total.

The 12-month trend analysis showed the term ‘cheap holidays’ peaked in July at around one million but fell back in August towards the average at just more than 600,000.

During August the generic terms ‘cheap holidays’ and ‘holidays’ were searched for 673,000 time giving them a cumulative share of 34%.

Figures combining natural and paid search saw deals platform Teletext Holidays perform strongly in both, ahead of Tui Travel’s family-oriented all-inclusive brand First Choice.

Teletext rival Icelolly came in third but thanks to much greater activity in paid search than SEO. This saw it ranked second in the paid search table above independent online travel agent On The Beach.

Its share of voice hit 83%, the online agent bidding on 68 keywords with an average position of three in the Google results.

In natural search Thomas Cook came out on top achieving a 64% share of voice having ranked number one for 65 search terms including ‘late holiday deals’.

TravelSupermarket was in second with a 58% share of voice, achieved by ranking in number one position for 118 terms including destination-specific ‘Turkey holidays’.

For generic search terms Thomas Cook and First Choice both achieved 69% share of voice, although the former did this though ranking one for 13 keywords, the latter just four.

There was almost an equal number of searches for long-haul destinations and short-haul destinations in August with Egypt the most popular in long-haul and Turkey in short-haul.

Day parting analysis carried out in the week starting Monday August 20 revealed travel-related queries peak on Monday, while Saturday sees the least number.

Greenlight also looked at firms’ social media presence, Thomas Cook coming out on top with a Klout score of 82.

The travel giant has double the number of Twitter followers but half as many Facebook fans as its big rival Thomason, which had seven million YouTube views to Cook’s 500,000.

Travel Republic has the highest number of Google+ followers with 522,724, ahead of Thomson and First Choice, both on 106,000.

The social media table ranked, First Choice and Travelzoo in third, fourth and fifth spots.

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