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
