“Last minute holidays” make up almost 3% of consumer online searches for a break

By Krishna Rao

The findings from the agency’s latest ‘Holidays Sector Report – Issue 17’ come on the back of news reports that travel firms have seen last-minute bookings for summer holidays drop due to the hot weather, with some tour operators saying they might be forced to discount packages if the heatwave continues for another week. Others have speculated the weather could have the same impact on the industry as that of the 2010 ash cloud.

Greenlight’s report reveals the most popular search terms consumers used when they went online to look for a holiday to domestic, short-haul and long-haul destinations and charts the most popular websites to those searches, split by queries made on computers (laptops and desktops) and mobile devices (tablets & smartphones).

According to the report, 80% (3.5 million) of holiday searches were made via computers, 20% (881, 536) on mobile devices.

‘holidays’, queried 450,000 times, was the most popular term used to look for vacations via computers and accounted for (13%) of searches. It was followed by ‘cheap holidays’ (10%), ‘all inclusive holidays’ (3%), ‘last minute holidays’ (3%) and ‘city breaks’ (2%).

On mobile devices, the term ‘cheap holidays’ topped search queries and accounted for 15% (135,000) of holiday-related searches. ‘holidays’ followed with 7%, then ‘last minute holidays’ (4%), ‘all inclusive holidays’ (3%) and ‘weekend breaks’ (3%)

Holidays to short-haul destinations proved most popular with searches totalling 923,259. ‘Turkey holidays’ received the most number of queries both on mobile and computer searches. Other popular destinations included Malta, Croatia, Cyprus and Spain.

On the long-haul front, queries for holidays to Dubai dominated and made up close to 6% of a total of 816,166 searches.

The most visible sites for overall holiday searches in the organic* listings were travelsupermarket.co.uk, thomascook.com and thomson.co.uk, attaining a 53%, 49% and 47% share of visibility, respectively, on computers and 68%, 59% and 53% on mobile devices.

In the paid listings**, travelrepublic.co.uk, onthebeach.co.uk and holidaydiscountcentre.co.uk, were the most visible advertisers on computers, acquiring a 69%, 55% and 52% share of voice, respectively.

However, the picture was different on mobile devices, with icelolly.com, secretescapes.com and teletextholidays.co.uk taking the lead, attaining a 73%, 65% and 47% share of visibility, respectively.

Thomson ranked at the top of Greenlight’s Social Media analysis.

Greenlight’s ‘Holidays Sector Report – Issue 17’ profiles search behaviour in this sector. It assesses which brands, websites and review sites are the most visible in natural, paid media results, and social media and hence have the greatest share of consideration when searchers go to Google UK to look for holidays in domestic, short-haul and long-haul destinations. Comparisons for searches made via Computers (laptops/desktops) and Mobile Devices (tablets & smartphones) are given for each.

About the author

Krishna Rao is PR at Greenlight.

Greenlight is a leading independent digital marketing agency. With over 100 blue-chip clients including Santander, New Look, Sky and ghd, Greenlight is a leader in the digital marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future.

Greenlight is considered the premier thought leader in the sector publishing widely read industry reports, original research and speaking at trade events. Founded in 2001, Greenlight is headquartered in London, with offices in New York.

Web: http://greenlightdigital.com  

Twitter: https://twitter.com/GreenlightMKTG

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