The latest monthly report by Greenlight profiles search behavior for the UK’s online holidays sector. It analyzes which websites, advertisers and brands were most visible in the Google UK natural search and paid media listings, when consumers searched for Holiday-related terms. The key findings from its report for July 2015 show that:
—In July, 7.5 million searches were made by consumers searching for holiday-related terms on Google UK.
—The search term ‘cheap holidays’ was queried 823,000 times, accounting for 11 percent of all searches made for the sector.
—Queries for generic keywords accounted for 50 percent of all searches made for the sector.
Percentage breakdown of searches made for each subsector:
—travelsupermarket.com was the most visible website in the Natural Search listings, achieving a 68 percent share of voice.
—lowcostholidays.com was the most visible advertiser in the Paid Media space, achieving a 63 percent share of voice.
—travelsupermarket.com ranked at the top of our Integrated Search league table, as it achieved a dominant share of voice.
Natural Search and Paid Media Listing
Category | Number and Percentage of Whole |
---|---|
Domestic destinations | 875,620 (12%) |
Long-haul destinations | 1,119,220 (15%) |
Short-haul destinations | 1,741,690 (23%) |
Generic | 3,763,770 (50%) |
Natural Search—Holidays: Overall
In July 2015, 7.5 million searches were made by consumers searching for holiday-related keywords. The table below shows which websites were most visible in the Natural Search listings on Google UK for the 4,794 keywords analyzed.
Search Term | Number | Percentage of Whole |
---|---|---|
cheap holidays | 823,000 | 11% |
Holidays | 450,000 | 16% |
last minute holidays | 368,000 | 5% |
all inclusive holidays | 201,000 | 3% |
last minute holiday | 135,000 | 2% |
last minute holiday deals | 135,000 | 2% |
city breaks | 110,000 | 1% |
Holiday | 110,000 | 1% |
weekend breaks | 90,500 | 1% |
sun holidays | 90,500 | 1% |
other keywords | 4,987,300 | 66% |
The 20 Most Visible Sites
Holidays—Generic: 3.7 Million Searches
In July 2015, 3.7 million searches were made by consumers searching for generic-related keywords. The table below shows which websites were most visible in the Natural Search listings on Google UK for the 919 keywords analyzed.
Top 10 Search Terms
Search Term | Number | Percentage of Whole |
---|---|---|
cheap holidays | 823,000 | 22% |
Holidays | 450,000 | 12% |
last minute holidays | 368,000 | 10% |
all inclusive holidays | 201,000 | 5% |
last minute holiday deals | 135,000 | 4% |
last minute holiday | 135,000 | 4% |
holiday | 110,000 | 3% |
city breaks | 110,000 | 3% |
sun holidays | 90,500 | 2% |
cheap all inclusive holidays | 90,500 | 2% |
other keywords | 1,250,770 | 33% |
Top 10 Search Terms
Search Term | Number | Percentage of Whole |
---|---|---|
weekend breaks uk | 60,500 | 7% |
uk holidays | 27,100 | 3% |
last minute holidays uk | 27,100 | 3% |
holiday parks uk | 22,200 | 3% |
last minute uk breaks | 14,000 | 2% |
family holidays uk | 12,100 | 1% |
caravan holidays in com. | 9,900 | 1% |
cheap uk holidays | 9,900 | 1% |
cheap weekend breaks | 8,100 | 1% |
caravan holidays uk | 8,100 | 1% |
other keywords | 675,820 | 77% |
The 20 Most Visible Websites
Natural Search—Holidays: Long-Haul Destinations
In July 2015, 1.1 million searches were made by consumers searching for long-haul destination-related keywords. The table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,039 keywords analyzed.
Search Term | Number | Percentage of Whole |
---|---|---|
florida holidays | 49,500 | 4% |
new york holidays | 40,500 | 4% |
dubai holidays | 40,500 | 4% |
mexico holidays | 33,100 | 3% |
tunisia holidays | 33,100 | 3% |
cuba holidays | 33,100 | 3% |
caribbean holidays | 27,100 | 2% |
thailand holidays | 27,100 | 2% |
las vegas holidays | 27,100 | 2% |
maldives holiday | 22,200 | 2% |
other keywords | 785,920 | 70% |
The 20 Most Visible Websites