United Kingdom
United States
Asia Pacific
Winners and loses in paid and natural flight search
Saturday, 11 May, 2010
0
Cheapflights, SkyScanner and Travelsupermarket.com have emerged as the top three most visible flight websites in integrated search (both natural and paid search), according to a new study.
DealChecker has moved up to fourth position from 20th in December, the report by independent search engine optimisation (SEO) and pay per click (PPC) consulting firm Greenlight shows
In natural search, Cheapflights increased its visibility most since December – by 53%.
Jet2.com and DealChecker also increased their visibility by 26% and 10% respectively.
MonarchAirlines also rose from 23rd to seventh as it increased its share of voice by 19%.
In paid search, EasyJet was the most visible flight advertiser, attaining 55% visibility across the top 120 keywords; an increase of 50% since December.
Just four of the top 10 advertisers in Greenlight’s December report (eBookers, Opodo, Travelzoo and CheapFlights), featured in the top 10 in March.
This indicates the fierce competition in the paid search space for flight-related keywords, the company said.
Expedia featured the most visible individual ad creative across all flights’ keywords, achieving 14% share of voice. The ad creative was destination-specific, focusing on ‘Alicante flight’.
The report found that UK consumer online searches for flights to short haul destinations in March totalled 24.4 million, almost five times greater than December’s total of 5.3 million.
The report, which covers domestic, short and long haul flights, found that searches for flights to Barcelona and Alicante were the most queried followed by London.
Combined, these three routes accounted for 20% of the total 38 million flight-related searches performed online in March – a four million drop on February’s total.
Consumer search behaviour in March was a reversal of that seen in December with short haul keywords accounting for 64% of flight-related searches compared to 19% searches, while generic keywords accounted for just six per cent of searches, compared to 63% in December;
Search volume for long haul flights increased from 2.9 million to 4.3 million searches. ‘Flights to New York’ continued to be the most searched for long haul term in March, accounting for 201,000 queries.
Online search for domestic flights over the course of the first quarter of the year grew from 1.9 million in December to 7.2 million in March;
Top 10 of the 60 most visible flight websites in both in natural and paid search, UK:
|
No.
|
Website/Advertiser
|
Natural Search
|
Paid Search
|
|
1
|
cheapflights.co.uk
|
96%
|
29%
|
|
2
|
skyscanner.net
|
76%
|
11%
|
|
3
|
travelsupermarket.com
|
63%
|
21%
|
|
4
|
dealdecker.co.uk
|
31%
|
42%
|
|
5
|
easyjet.com
|
12%
|
55%
|
|
6
|
ebookers.com
|
4%
|
54%
|
|
7
|
opodo.co.uk
|
18%
|
32%
|
|
8
|
lastminute.com
|
42%
|
7%
|
|
9
|
expedia.co.uk
|
7%
|
35%
|
|
10
|
jet2.com
|
35%
|
2%
|
by Phil Davies
Phil Davies
Tony from Gatto’s Pizza on Columbus’s Unique Pizza Trail
Sophia Hyder Hock on Global Social Inclusion in Tourism
Sustainable Tourism: Don Welsh on Community Values and Global Collaboration
Jane Cunningham: Enhancing European Engagement in Tourism
Kristin Dunne: Navigating Destination Strategy
Revolutionizing Mobile Connectivity: Boris Bijlstra on HUBBY eSIM
Capturing Glasgow’s Vibrancy: An Interview with Susan Deighan, Chief Executive of Glasgow Life
Lebua Hotel & Resorts: Rajan Khurana on Hospitality and Bangkok’s Charms
Sustainable Tourism and Growth: Insights from Chiravadee Khunsub from Tourism Authority of Thailand
Revolutionizing Travel: SmartSIM USA’s Dale Takio Unveils the Power of E Sims
TravelMole Interview with Hishan Singhawansa, Deputy CEO of Cinnamon Hotels & Resorts, Sri Lanka
Unveiling the Essence of Magari Tours: A Dive into Authentic Italian Experiences
EU airports bring back 100ml liquid rule
CLIA: Anti-cruise demos could cause itinerary changes in Europe
Co-pilot faints, easyJet flight issues ‘red alert’
Dozens fall ill in P&O Cruises ship outbreak
Woman dies after getting ‘entangled’ in baggage carousel