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Disney and Vegas top keyword searches but trail "transportation"
Intelligence provider AdGooroo names Disney and Las Vegas as accounting for the top two travel-related searches but the overall most popular travel topic was not destinations. Instead, it was transportation where airlines, trains and auto rentals represented about one third of all searches.
Hotels were second at 23.1%,"suggesting Americans may already have a good idea where they are going this summer but need to find out how they will get there and where they will stay," the site says.
In an analysis of nearly 1,000 travel-related keywords searched an estimated 2.4 billion times on Google during January and February 2012, AdGooroo found Disney accounted for 7.3% of all travel-related searches followed by Las Vegas at 6.3%.
They were trailed by Florida, the Caribbean, Mexico and Hawaii.
The study was conducted using AdGooroo’s Industry Insight search marketing dashboard, which measures search data for more than 160 industries as well as virtually any advertiser.
The overall most popular travel topic searched was not destinations, however, but transportation (airlines, trains, auto rentals) at 33.6% of all searches, and lodging/hotels at 21.3%. The next most popular travel topics were destinations (17.7%), ticketed attractions (10.8%), cruises (9.1 %), booking sites (3.6%) and travel packages (3.1%).
Among all travel topics, keywords focused on travel packages recorded the highest clickthrough rate, 9.8%. Keyword searches related to booking sites such as Orbitz, Expedia and Travelocity generated the lowest clickthrough rate at 2.7%.
"Travel is one of the most keyword-competitive industries," said Richard Stokes, founder and CEO of AdGooroo. "So it represents fertile ground for search marketers in the travel category to apply industry insight and deepen their understanding both of their marketplace and the competitive landscape."
"As evidence of a still-sluggish economy, the study found significant bargain-hunting activity, with 13.3% of total travel-related searches containing words such as coupon, discount, cheap, low-price and deal," the site says.
By David Wilkening
David
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