Skyscanner leads UK travel booking sector, report shows

Platform tops competitors in online prominence and visibility

Travel booking platform Skyscanner is the leading brand within the online UK travel booking sector, according to a new report.  

Salience Search Marketing's annual online UK travel booking sector report determines the industry's top performers based on their prominence and visibility online.    

The report analysed 11 crucial performance indicators, including year-on-year visibility, search volume trends, and brand awareness, for UK travel booking brands to reveal the industry’s most successful names. 

The report identifies market leaders in the UK travel booking industry based on consumer familiarity with the brand through online searches or social media interactions. 

By merging branded search metrics with social media performance, the report determines which brands stand out across various channels, offering insights into their overall prominence in the market.

With more than four million monthly brand searches and an owned social score of 19,952, Skyscanner secured its ‘most prominent brand’ title within the online travel booking market. 

This position solidifies the brand, known for its easy-to-use platform to help travellers find the best deals quickly and efficiently, as a go-to for consumers. 

Hotels had a monthly brand search volume of 5 million and an owned social score of 7,872, indicating a high demand for its range of accommodations, ease of booking and rewarding loyalty program. 

TUI, renowned for its comprehensive range of holiday packages, recorded 1.8 million monthly brand searches and a 13,238 owned social score. 

With 673,000 monthly brand searches and an owned social score of 35,515, Booking.com’s global reach, user-friendly platform, and wide selection of accommodations make it a favourable travel booking brand for aspiring holidaymakers. 

According to the data, Emirates sees 368,000 monthly brand searches and an owned social score of over 32,000, securing it a spot among the top five most prominent travel booking brands. 

Trivago, favoured for simplifying the process of comparing hotel prices across various sites, sees 450,000 monthly brand searches and an owned social score of 25,405. 

EasyJet has over 2 million monthly brand searches and an owned social score of 4,955, solidifying the brand as a go-to for affordable flights. 

Brett Janes, managing director at Salience Search Marketing, said: “Skyscanner secures a title as the market leader, showcasing the power of tending to consumer needs and implementing a successful strategy to gain prominence. 

“Now more than ever, consumers are tailoring their travel search to affordability, making this a key factor for brands to consider. 

“These findings demonstrate an understanding of accommodating consumer needs and adapting to changing demands, with these 10 brands becoming a go-to for holidaymakers.”