Who comes out top in hotel search?

Greenlight, the global SEO and paid search management company, has recently published a report looking at which companies get the best results in hotel searches. Here are some of the key findings:

In January, more than 2 million searches were made for hotel-related keywords.

The search term ‘hotels’ was queried more than 301,000 times, accounting for 15% of all searches made for the sector.

Generic hotel keywords were queried more than 765,000 times, accounting for 38% of all searches made for the sector.

In January, Late Rooms was the most visible website in the natural search listings, achieving a 69% share of voice, ranking at position one for 101 keywords, including ‘5 star hotels’.

Lastminute attained a 64% share of voice, ranking at position one for 97 keywords, including ‘Amsterdam cheap hotels’.

Since the last previous report in November 2011, TravelSupermarket saw its share of visibility increase by 5%, climbing the league table from fifth to fourth place.

Booking.com was the most visible advertiser, achieving a 92% share of voice in the paid media space, bidding on 117 keywords at an average ad position of two.

Trivago attained a 72% share of visibility, bidding on 95 keywords, at an average ad position of four.

Of the top 10 advertisers, Hotel Direct bid on the least number of keywords (21), however it achieved a 20% share of visibility.

Booking.com featured at the top of the integrated league table, as it attained a strong share of visibility in the paid media space.

In January, Booking.com was the most visible advertiser, achieving an 80% share of voice, bidding on 28 keywords at an average ad position of three.

Late Rooms and Agoda both attained a 54% of share of voice ranking at fifth and sixth place in the league table.

Since the previous report in November 2011, Trivago saw its share of visibility increase by 21% and it climbed the league table from fifth to second place.

Attaining a 54% share of voice, Hotels.com displayed the most visible individual ad creative, advertising the best hotel booking site.

Booking.com featured at the top of the integrated search league table, as it achieved strong paid media visibility (92%).

Lastminute ranked second in the league table, and was the website which attained the highest share of voice in the natural search listings.

Since the last report in November 11, Trivago saw its share of paid media visibility increase by 40% and it ascended the league table from twelfth to third place.

According to the social media analysis, Expedia was the most visible brand in January, achieving a Klout score of 63.

Lastminute had more than 18,500 people following it on its Twitter account.

Hotels.com had more than one million views on its YouTube account.

For more information, go to greenlight.com