Sector Report Issue 16

Transcription

Sector Report
February 2013
A 360˚ analysis of the most important search terms, trends and benchmarking
data in the Holidays sector. This report provides an exclusive snapshot of the
online search and Social Media market for your sector right now. From the
size of your potential audience to the top performing companies, it’s all here.
Product focus: Generic terms, Long-haul destinations and Short-haul
destinations
Issue 16
Holidays
The most visible websites, advertisers
and brands on Google UK.
Flights
sector report, Issue 9, March 2011
Introduction
Flights
Introduction
Flights
Introduction
Flights
Introduction
Greenlight’s industry renowned Sector Reports provide you with a comprehensive
insight into the
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We are also
proud
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the latest edition of Greenlight’s Magazine. This quarter’s edition
15 integrated websites in the Social Media space.
focuses on the results of Greenlight’s Search and Social Media Survey 2011/2012. In this
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online
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We hope you enjoy the latest version of our sector report and magazine. If you have any
questions, please feel free to contact our Sales and Marketing team at:
We hope you enjoy the latest version of our sector report and magazine. If you have any
[email protected]
questions, please feel free to contact our Sales and Marketing team at:
[email protected]
Kind regards,
Kind regards,
Alicia
Levy
Alicia Levy
Chief Marketing Officer
Chief Marketing Officer
3
1
3
1
www.greenlightsearch.com
www.greenlightdigital.com
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The most visible websites, advertisers and brands on Google UK
Contents
3
Executive Summary
4
Total audience size
5
Natural Search: Which websites were most visible in February?
6
Natural Search: Generic terms
7
Natural Search: Long-haul destinations
8
Natural Search: Short-haul destinations
12
Paid Media: Which advertisers were most visible in February?
13
Paid Media: Generic terms
14
Paid Media: Long-haul destinations
15
Paid Media: Short-haul destinations
18
Paid Media bidding strategies
19
Integrated Search: which websites/advertisers performed well?
21
Social Media: which brands interacted well?
22
Disclaimer: learn more about our research
Get in touch to discuss your site’s specific performance.
2
Holidays Sector Summary
Report, Issue 16, February 2013
Executive
This latest report profiles search behaviour in the holidays sector. It analyses which brands, retailers and review
sites were the most visible in both the Natural Search and Paid Media results (and thus had the greatest share of
consideration) when UK consumers searched for holidays on Google UK. The report also assesses which brands
interacted well on Social Media networks. In our analysis we established that:
In February, more than 1.2 million searches were made for holiday-related keywords.
‘Cheap holidays’ was the most popular search term, accounting for 13% of all
searches made for the sector.
Thomas Cook was the most visible website in the Natural Search listings, achieving
a 60% share of voice.
On The Beach was the most visible advertiser in the Paid Media space, achieving a
77% share of visibility.
First Choice ranked at the top of our Integrated Search league table, as it achieved a
sizable share of voice in the Natural Search and Paid Media space.
Thomson ranked at the top of our Social Media league table, as it achieved a Klout
score of 83.
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Total audience size (1.2 million searches – February 2013)
Approximately how many searches were performed in February using terms
relating to generic terms, short-haul & long-haul departures?
Searches for generic holiday
terms proved most popular,
accounting for 55% of all
Number of searches by type (February 2013)
searches made for the sector.
Short-haul destinations
187,358 | 15%
As can be seen in the line graph
below, since July the number of
searches made for holiday-related
terms dropped significantly.
Generic Holiday Terms
695,512 | 55%
Long-haul destinations
372,872 | 30%
Search trends for the most searched for terms over the previous 12 months
1,000,000
800,000
600,000
400,000
200,000
Cheap holidays
Dubai holidays
0
Turkey holidays
Mar 12 Apr 12 May 12 Jun 12
Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13
4
Holidays Sector
Report, Issue 16, February 2013
Natural
Search
Which sites were most visible in February?
Given that UK web users conducted 1.2 million searches for Holidays products
in February 2013, which individual terms were most searched for and which
websites were most visible in the Natural Search listings on Google UK?
In February, ‘cheap holidays’ was
the most popular search term,
accounting for 13% of all searches
Keyword breakdown (February 2013)
made for the sector.
Cheap holidays
165,000 | 13%
Thomas Cook was the most
Holidays
135,000 | 11%
visible website, achieving a 60%
share of voice through ranking
at position one for 88 keywords,
Direct holidays
60,500 | 5%
Other keywords
677,342 | 54%
Ski holidays
60,500 | 5%
Last minute holidays
49,500 | 4%
All inclusive holidays
33,100 | 3%
Holiday
27,100 | 2%
Cuba Holidays
14,800 | 1%
Skiing holidays
14,800 | 1%
Dubai Holidays
18,100 | 1%
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
thomascook.com
750,685
505,056
60%
2
travelsupermarket.com
690,544
565,197
55%
3
firstchoice.co.uk
587,099
668,642
47%
4
thomson.co.uk
562,928
692,813
45%
5
lastminute.com
390,619
865,122
31%
6
teletextholidays.co.uk
390,108
865,633
31%
7
directholidays.co.uk
288,880
966,861
23%
8
co-operativetravel.co.uk
270,704
985,037
22%
9
icelolly.com
270,451
985,290
22%
10
virginholidays.co.uk
232,448
1,023,293
19%
11
monarch.co.uk
228,427
1,027,314
18%
12
britishairways.com
153,537
1,102,204
12%
13
kuoni.co.uk
147,332
1,108,409
12%
14
lowcostholidays.com
144,121
1,111,620
11%
15
expedia.co.uk
140,084
1,115,657
11%
16
holidayhypermarket.co.uk
131,277
1,124,464
10%
17
travelrepublic.co.uk
129,619
1,126,122
10%
18
easyjet.com
119,179
1,136,562
9%
19
onthebeach.co.uk
101,582
1,154,159
8%
20
beatthebrochure.com
99,637
1,156,104
8%
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TravelSupermarket attained a
55% share of visibility through
ranking at position one for
59 keywords, including ‘New
York holidays’.
The top 20 most visible holiday websites in Natural Search
5
including ‘Cuba holidays’.
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Natural Search: Generic holiday search terms
Searches for generic holiday keywords (including ‘cheap holiday’s’ and ‘last
minute holidays’) accounted for 695,000 searches in February 2013. How did
these searches break down?
In February, the keyword ‘cheap
holidays’ was queried for 165,000
times, accounting for 24% of all
Other keywords
125,312 | 18%
Cheap holidays
165,000 | 24%
searches made for the subsector.
Cheap all inclusive holidays
9,900 | 1%
visible website, achieving a
Skiing holidays
14,800 | 2%
Package holidays
14,800 | 2%
70% share of voice through
Holiday
27,100 | 4%
ranking at position one for six
keywords, including ‘last minute
All inclusive holidays
33,100 | 5%
holiday deals’.
Holidays
135,000 | 19%
Last minute holidays
49,500 | 7%
First Choice attained a 60% share
of visibility and ranked at position
Ski holidays
60,500 | 9%
three for the high volume search
Direct holidays
60,500 | 9%
term ‘cheap holidays’.
Which websites were most visible for generic holiday search terms?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
thomascook.com
484,408
211,103
70%
2
firstchoice.co.uk
414,719
280,792
60%
3
409,362
286,149
59%
4
383,727
311,784
55%
5
thomson.co.uk
323,044
372,467
46%
6
282,133
413,378
41%
7
icelolly.com
268,284
427,228
39%
8
lastminute.com
225,761
469,750
32%
9
monarch.co.uk
160,201
535,310
23%
10
147,565
547,946
21%
11
98,691
596,820
14%
12
90,260
605,252
13%
13
onthebeach.co.uk
85,038
610,474
12%
14
expedia.co.uk
80,552
614,960
12%
15
beatthebrochure.com
75,064
620,447
11%
16
easyjet.com
71,808
623,703
10%
17
thomsonski.co.uk
69,250
626,262
10%
18
69,009
626,503
10%
19
neilson.co.uk
67,773
627,738
10%
20
snowfinders.co.uk
60,500
635,012
9%
6
Holidays Sector Report, Issue 16, February 2013
Natural Search:Long-haul destinations
Searches for long-haul destinations accounted over 372,000 searches in
February 2013. How did these searches break down?
In February, the search term
‘Dubai holidays’ was queried
18,100 times, accounting for
Dubai Holidays
18,100 | 5%
New York Holidays
14,800 | 4%
Cuba Holidays
14,800 | 4%
5% of all searches made for
the subsector.
Thailand Holidays
14,800 | 4%
TravelSupermarket was the most
Egypt Holidays
12,100 | 3%
Mexico Holidays
12,100 | 3%
Las Vegas Holidays
12,100 | 3%
Holidays to New York
8,100 | 2%
Holidays to Thailand
8,100 | 2%
Holidays to dubai
8,100 | 2%
Other keywords
249,772 | 67%
share of voice through ranking at
position one for 41 keywords.
Virgin Holidays attained a 44%
share of voice through ranking at
position one for 33 keywords.
Which websites were most visible for long-haul destination search terms?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
179,507
193,364
48%
2
163,439
209,432
44%
3
thomascook.com
140,963
231,908
38%
4
kuoni.co.uk
132,480
240,391
36%
5
thomson.co.uk
122,182
250,689
33%
6
britishairways.com
101,738
271,133
27%
7
lastminute.com
99,534
273,337
27%
8
letsgo2.com
83,151
289,720
22%
9
firstchoice.co.uk
82,176
290,695
22%
10
thomsonworldwide.com
71,359
301,512
19%
11
68,065
304,806
18%
12
lowcostholidays.com
60,406
312,465
16%
13
expedia.co.uk
47,766
325,105
13%
14
tripadvisor.co.uk
32,384
340,487
9%
15
hayesandjarvis.co.uk
31,134
341,737
8%
16
monarch.co.uk
24,798
348,073
7%
17
22,770
350,101
6%
18
dealchecker.co.uk
17,509
355,362
5%
19
easyjet.com
13,815
359,056
4%
20
responsibletravel.com
13,577
359,294
4%
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Natural Search: Short-haul destinations
Searches for short-haul destinations accounted for over 187,000 searches in
February 2013. How did these searches break down?
In February, the keyword ‘Turkey
holidays’ was queried 9,900
times, accounting for 5% of all
Turkey holidays
9,900 | 5%
Malta holidays
8,100 | 4%
Cyprus Holidays
8,100 | 4%
searches made for the subsector.
Spain holidays
5,400 | 3%
Lanzarote Holidays
5,400 | 3%
Italy holidays
5,400 | 3%
share of voice through ranking
Greece holidays
4,400 | 2%
Holidays to turkey
3,600 | 2%
Portugal Holidays
3,600 | 2%
Ibiza Holidays
2,900 | 2%
Other keywords
130,558 | 70%
at position one for 59 keywords,
including ‘Cyprus holidays’.
Thomson attained a 63% share
of visibility through ranking at
position one for 47 search terms,
including ‘Turkey holidays’.
Which websites were most visible for short-haul destination search terms?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
thomascook.com
125,313
62,044
67%
2
thomson.co.uk
117,701
69,656
63%
3
101,674
85,683
54%
4
firstchoice.co.uk
90,202
97,155
48%
5
lastminute.com
65,323
122,034
35%
6
55,074
132,283
29%
7
monarch.co.uk
43,427
143,930
23%
8
lowcostholidays.com
42,914
144,443
23%
9
easyjet.com
33,556
153,801
18%
10
29,174
158,183
16%
11
sovereign.com
24,310
163,047
13%
12
britishairways.com
21,604
165,753
12%
13
citalia.com
16,444
170,913
9%
14
tripadvisor.co.uk
16,344
171,013
9%
15
jet2holidays.com
16,171
171,186
9%
16
ownersdirect.co.uk
13,443
173,914
7%
17
expedia.co.uk
11,765
175,592
6%
18
beatthebrochure.com
11,635
175,722
6%
19
maltadirect.com
10,606
176,752
6%
20
9,814
177,543
5%
8
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The most
visible websites, advertisers and brands on Google UK
Paid
Media
Which advertisers were most visible in February?
We have conducted a detailed level of monitoring and analysis to determine
which advertisers appeared most prominently in the Paid Media space. An
advertiser’s share of voice is based on: how often they were present on Google
UK, which ad position they bid for, and the associated search volume for the
keywords they bid on. These advertisers have been scored in the league table
below, which represents visibility across the top 90 keywords in February 2013.
In February, On The Beach was the
most visible website, achieving
a 77% share of voice through
bidding on 67 keywords, at an
average ad position of two.
First Choice attained a 70% share
of visibility through bidding on
73 keywords, at an average ad
position of six.
Of the advertisers featured,
Olympic Holidays bid on the least
number of keywords (21), however
The top 20 most visible holiday advertisers in Paid Media
it achieved a 36% share of voice.
No.
Advertiser
Share of voice
Keywords
appearing for
Avg.
Position
1
onthebeach.co.uk
77%
67
2
2
firstchoice.co.uk
70%
73
6
3
sunmaster.co.uk
61%
58
5
4
54%
65
6
5
sunsave.com
48%
46
8
6
holidaygems.co.uk
48%
55
6
7
thomson.co.uk
44%
70
6
8
lastminute.com
43%
42
5
9
42%
41
8
10
icelolly.com
40%
62
8
11
trivago.co.uk
39%
30
7
12
dealchecker.co.uk
38%
46
8
13
lowcostholidays.com
36%
46
4
14
olympicholidays.com
36%
21
5
15
ebookers.com
35%
41
8
16
31%
35
8
17
thomascook.com
28%
34
4
18
holidaydiscountcentre.co.uk
28%
45
7
19
holidayshed.com
28%
23
6
20
destinology.co.uk
27%
33
7
10
Paid Media: Generic Holiday Terms
Searches for generic holiday terms accounted for more than 695,000 searches
in February 2013. Here we assess which advertisers were most visible for
these keywords.
On The Beach was the most
visible advertiser, achieving an
No.
Advertiser
Share of voice
Keywords
appearing for
Avg. Ad
Position
1
onthebeach.co.uk
89%
28
2
2
firstchoice.co.uk
77%
28
6
3
sunmaster.co.uk
71%
25
5
4
sunsave.com
62%
22
7
5
60%
24
6
6
57%
26
7
position of six.
7
holidaygems.co.uk
57%
25
6
8
trivago.co.uk
52%
20
7
On The Beach displayed four
9
dealchecker.co.uk
48%
23
7
of the five most visible ad
10
icelolly.com
46%
23
8
creatives, advertising very very
11
olympicholidays.com
46%
6
5
cheap holidays.
12
lastminute.com
42%
12
4
13
thomson.co.uk
39%
23
5
14
38%
11
8
15
ebookers.com
37%
19
8
16
holidayshed.com
37%
16
6
17
lowcostholidays.com
36%
17
3
18
travel24.co.uk
35%
11
7
19
33%
20
6
20
directline-holidays.co.uk
31%
21
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average ad position of two.
First Choice attained a 77%
share of visibility through bidding
Which ad creatives were most visible for generic holiday terms?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
onthebeach.co.uk
Very Very Cheap Holidays - OnTheBeach.co.uk
£55 Deposit for Summer 2013 Breaks.
ATOL Protected. Price Match Promise
www.onthebeach.co.uk/Cheap-Holidays
127
46%
2
onthebeach.co.uk
January Sale Now On Up To 65% Off!
All Inclusive From £195. Book Now.
www.onthebeach.co.uk/high-street
127
46%
3
onthebeach.co.uk
Sale Extended Hurry Up To 50% Off!
All Inclusive From £195. Book Now.
127
46%
4
onthebeach.co.uk
Save £1000s On High Street Prices!
Don't Miss Out, Book Online Today.
127
46%
5
Teletext Holidays
Tenerife 7 Nights from £160ppTurkey from £166 Browse More Now!
www.teletextholidays.co.uk/Holiday
64
46%
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Paid Media: Long-haul destinations
Searches for long-haul destinations, accounted for more than 372,000
searches in February 2013. Here we assess which advertisers were most
visible for these keywords.
Virgin Holidays was the most
visible advertiser, achieving a
No.
Advertiser
Share of voice
Keywords
appearing for
Avg. Ad
Position
1
68%
18
4
2
travelbag.co.uk
64%
18
5
3
kenwoodtravel.co.uk
52%
20
5
Travel Bag attained a 64% share
4
lastminute.com
51%
18
5
5
bestattravel.co.uk
49%
14
2
6
kuoni.co.uk
47%
13
5
position of five.
7
firstchoice.co.uk
45%
19
7
8
britishairways.com
43%
16
6
Achieving a 14% share of
9
thomson.co.uk
42%
20
6
voice, On The Beach displayed
10
lowcostholidays.com
42%
18
4
11
letsgo2.com
38%
11
6
12
holidayplace.co.uk
37%
13
4
13
onthebeach.co.uk
36%
16
4
14
expedia.co.uk
35%
9
5
15
ebookers.com
33%
15
8
16
destinology.co.uk
30%
10
7
17
29%
14
8
18
netflights.com
25%
7
7
19
sunmaster.co.uk
24%
11
5
20
saga.co.uk
24%
12
4
average ad position of four.
the most visible individual ad
creative, advertising a sale on all
inclusive holidays.
Which ad creatives were most visible for long-haul destination terms?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
all-inclusive.onthebeach.
co.uk
Holidays All Inclusive
Sale Extended Hurry Up To 50% Off!
Hotel Deposits From £1. Book Now.
www.all-inclusive.onthebeach.co.uk/
86
14%
2
kenwoodtravel.co.uk
Luxury Holidays
Luxury Holidays at Discount Prices!
Book Online or Call 0207 749 9245
www.kenwoodtravel.co.uk/
34
12%
3
letsgo2.com
Dubai Holiday Special
Hurry now for the February Special
Luxury holidays at the right price.
www.letsgo2.com/Dubai
14
12%
4
Virgin Holidays Dubai It's your Lucky Day
Sale Extended - Book By 11th Feb
www.virginholidays.co.uk/Dubai
130
12%
5
Virgin Holidays Dubai - VirginHolidays.co.uk
Prices From £519 With Virgin Holidays™
Save Up To 10% When You Book Online
www.virginholidays.co.uk/Dubai
130
12%
12
Paid Media: Short-haul destinations
Searches for short-haul destinations accounted for more than 187,000
searches in February 2013. Here we assess which advertisers were most
visible for these keywords.
In February, On The Beach was
the most visible advertiser,
achieving an 80% share of voice
No.
Advertiser
Share of voice
Keywords
appearing for
Avg. Ad
Position
1
onthebeach.co.uk
80%
23
2
2
thomson.co.uk
79%
27
6
3
firstchoice.co.uk
75%
26
6
Thomson attained a 79% share
4
sunmaster.co.uk
70%
22
6
5
jet2holidays.com
65%
20
2
6
saga.co.uk
64%
21
3
position of six.
7
60%
27
6
8
holidaygems.co.uk
60%
24
7
Achieving a 30% share of voice,
9
jamesvillas.co.uk
58%
23
6
Holiday Gems displayed the most
10
sovereign.com
58%
24
7
11
costacruises.co.uk
56%
19
4
12
icelolly.com
52%
26
8
13
thomascook.com
47%
16
3
14
sunsave.com
39%
18
9
15
30%
16
6
16
discovery-collection.com
28%
8
5
17
olympicholidays.com
27%
10
5
18
kuoni.co.uk
27%
8
7
19
lowcostholidays.com
27%
11
4
20
monarch.co.uk
27%
7
6
at an average ad position of two.
visible individual ad creative,
advertising all inclusive holidays
from £189 pp.
Which ad creatives were most visible for short-haul destination terms?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
holidaygems.co.uk
All inclusive from £189pp
All inclusive holidays from £189pp
Book ATOL bonded holidays here.
www.holidaygems.co.uk/holidays
22
30%
2
holidaygems.co.uk
All inclusive from £189pp
Book cheapest all inclusive hols on
the web! ATOL protected holidays
www.holidaygems.co.uk/holidays
22
25%
3
jet2holidays.com
Turkey Holidays - 3-5 Star Turkey Hotels Jet2holidays.com
Spread The Cost With Part Payments!
www.jet2holidays.com/TurkeyHolidays
30
17%
4
sunmaster.co.uk
Turkey Holiday Packages No1 for Twenty Years on Pricing
Save Up To £368 On Your Holiday now
www.sunmaster.co.uk/Sale
65
16%
5
thomascook.com
Turkey Family Holidays - ThomasCook.Com
Choose From One of Our Great Deals
Book Early To Avoid Disappointment
www.thomascook.com/TurkeyHolidays
18
16%
13
|
T: +44 (0)20 7253 7000
though bidding on 23 keywords,
Paid media bidding strategies
We have monitored Google closely to identify who was advertising in the
paid media space, and when they chose to advertise. Our analysis tracks
visibility of advertisers, in terms of bidding frequency, average ad position
and keywords bid on, rather than assessing other performance indicators,
such as sales and cost per acquisition. The data has then been broken down
further to reveal advertising behaviour by individual days of the week and
times of the day.
Day parting strategy
Research into search trends by Google established that most travel-related
queries are performed on Mondays, with slightly fewer on other weekdays. The
fewest travel-related searches are made over the weekend, with Saturday seeing
the least number of queries. But, did advertisers reflect this day parting in their
bidding strategies? (Source: Google Insights)
Consumer search behaviour
Ad count by day, over a 1-week period (chosen at random; week commencing 11th February)
Sunsave
25%
Lastminute.com
Travel Republic
20%
Dealchecker
First Choice
15%
Sunmaster
Thomson
10%
Teletext Holidays
5%
On The Beach
Mon 11th
Tue 12th
Wed 13th
Thu 14th
Fri 15th
Sat 16th
Sun 17th
Icelolly
The majority of advertisers
Travel Republic and Sunsave both
The majority of advertisers
appeared to have similar
underestimated consumer search
appeared to overestimate search
bidding strategies.
behaviour on Monday.
behaviour over the weekend.
14
Holidays
Sector Report,
Issue 16, February 2013
Integrated
Search
Which websites/advertisers performed well?
voice overall? Here we have taken the top websites/advertisers
across both mediums to give an indication of their Integrated
Search performance.
If we look at the visibility achieved by websites in Natural Search
and the impression share gained by those websites as advertisers
in the Paid Media space, who obtained the greatest share of
60%
thomascook.com
50%
firstchoice.co.uk
thomson.co.uk
Natural Search Visibility
40%
Strong Natural
Search Visibility
Strong Integrated
Search Visibility
lastminute.com
30%
Poor Integrated
Search Visibility
20%
Strong Paid
Media Visibility
icelolly.com
monarch.co.uk
lowcostholidays.com
10%
onthebeach.co.uk
dealchecker.co.uk
ebookers.com
0%
10%
20%
olympicholidays.com
trivago.co.uk
30%
40%
holidaygems.co.uk
sunsave.com
50%
sunmaster.co.uk
60%
70%
80%
Paid Media Visibility
15
First Choice was the only website
Thomas Cook, TravelSupermarket,
Travel Republic, On The Beach,
to attain strong Integrated
Thomson, Lastminute.com and
Holiday Gems, Sunsave and
Search visibility.
Teletext Holidays all achieved
Sunmaster all achieved strong Paid
strong Natural Search visibility.
Media visibility.
|
T: +44 (0)20 7253 7000
The most visible websites, advertisers and brands in Google search
The most visible holidays websites in Natural Search and Paid Media
No.
Website / advertiser
Natural Search
Paid Media
First Choice featured at the top
1
firstchoice.co.uk
47%
70%
of our Integrated Search league
2
thomson.co.uk
45%
44%
table as it achieved a high share
3
thomascook.com
60%
28%
of visibility in both the Natural
4
55%
31%
5
onthebeach.co.uk
8%
77%
6
lastminute.com
31%
43%
7
31%
42%
8
10%
54%
9
icelolly.com
22%
40%
visibility in the Natural Search and
10
sunmaster.co.uk
0%
61%
Paid Media listings.
11
sunsave.com
0%
48%
12
lowcostholidays.com
11%
36%
Since our previous report
13
holidaygems.co.uk
0%
48%
(November 2012), On The Beach
14
dealchecker.co.uk
4%
38%
15
monarch.co.uk
18%
22%
16
trivago.co.uk
0%
39%
17
olympicholidays.com
0%
36%
18
ebookers.com
0%
35%
19
19%
14%
20
10%
18%
21
directline-holidays.co.uk
4%
24%
22
0%
28%
23
holidayshed.com
0%
28%
24
destinology.co.uk
0%
27%
25
travel24.co.uk
0%
27%
26
britishairways.com
12%
13%
27
kuoni.co.uk
12%
13%
28
travelzoo.com
3%
22%
29
jet2holidays.com
0%
23%
30
23%
0%
31
cosmos.co.uk
3%
19%
32
secretescapes.com
0%
22%
33
22%
0%
34
butlins.com
0%
18%
35
saga.co.uk
0%
17%
36
bargaintravel4u.co.uk
0%
16%
37
visitmadeira.pt
0%
15%
38
bookableholidays.com
0%
15%
39
alpharooms.com
0%
15%
40
creamfields.com
0%
14%
Search and Paid Media listings.
Thomson ranked second in our
league table as it achieved sizable
saw its visibility in the Natural
Search space increase by 8%.
16
Holidays Sector
Report,
Issue 16, February 2013
Social
Media
Marketing
Which brands interacted well?
Social Media provides consumers with a dynamic platform upon which to talk about and engage with brands. Smart brands recognise the
importance of effectively employing this medium in order to inspire positive conversation around their products. The most influential brands
engage on a daily basis with consumers, driving traffic to their online and offline properties.
To gauge their influence, we’ve had a look at the top 15 brands and measured their engagement by monitoring their fans and followers across
various Social Media platforms, shown in the table below. Facebook, Twitter, LinkedIn and YouTube presences were all measured, whilst Klout
scores have been obtained, quantifying the influence of that brand across the social networks analysed.
No.
Brand
Twitter
Followers
Facebook
Fans
Google+
Followers
YouTube
Views
YouTube
Suscribers
1
Thomson
22,708
307,802
151,898
8,276,120
1,349
83
2
Thomas Cook
39,292
194,274
145,620
679,139
624
82
3
Lastminute.com
27,224
148,406
1,231
28,807
15
81
4
First Choice
6,359
152,744
151,969
2,456,999
375
78
5
Monarch
14,525
42,228
300
221,838
110
66
6
Low Cost Holidays
7,273
118,189
90,306
8,397,362
410
61
7
Deal Checker
3,614
9,592
138,256
1,712
1
57
8
Icelolly
11,845
86,330
571
7,700,931
254
51
9
TravelSupermarket
3,210
6,934
949
301,230
13
50
10
Teletext Holidays
3,878
73,503
480
818,854
221
48
11
Travel Republic
2,822
86,404
1,032,911
106,889
16
48
12
On The Beach
3,114
107,946
666
784,989
74
47
13
Sunmaster
993
13,763
295
0
0
42
14
Sunsave
0
0
54
0
0
0
15
Holiday Gems
0
0
0
0
0
0
Thomson ranked at the top of our
Thomas Cook had more than
Travel Republic had the largest
Social Media league table, as it
39,000 people following its
number of people following its
achieved a Klout score of 83.
Twitter account.
Google+ account (more than
1 million).
17
Klout Score
|
T: +44 (0)20 7253 7000
Learn more about our research
Get in touch
Download free reports
If you would like to know exactly what share of search traffic your company
is currently attracting, why not get in touch? We can show you the exact size
of your market based on the keywords that matter to you most and we can
measure how well you are capturing this market through your current search
activity.
Our research division produces market sector reports on
an ongoing basis, covering a broad range of industries
including: banking, brown & white goods, car hire, flights,
fashion retail, gaming, holidays, hotels, insurance and many
more. To download our FREE reports go to:
Our sector reports are a great way to benchmark your company’s search
performance. They provide a solid foundation from which to plan future
search activity and help realign your search strategy.
www.gossip.greenlightdigital.com
Contact
Ian Hucklesby | Business Development Director
+44 (0) 20 3326 6237 | E: [email protected]
How the report was created
Disclaimer:
We used industry data to classify a selection of the most popular search
The information provided in this report is for information
terms that customer use within that sector. We also take a set of generic,
only and should not be relied upon to enter into any
general sector specific keywords that are used when searching. This gave us
business transaction or to make any commercial
an indication as to the size of the audience that used Google UK.
decision. Whilst Greenlight has made every effort to
For Natural Search, we analyse the Natural Search rankings on Google
to see which websites and brands are positioned on page one for each
term. That way we were able to build up an aggregate view of the most
commonly appearing and prominent websites, as well as the respective
size of the audience they are reaching as a result of having that
keyword-specific visibility.
ensure the accuracy of this report, Greenlight cannot
accept any liability for any error or inaccuracy found
within this document and no warranty is provided
regarding its completeness or its suitability for any
purpose. The content of the report is the copyright of
Greenlight Marketing Limited. The reader may use and
circulate the report within its own business organisation.
For Paid Media, we monitor the advertisers appearing in the sponsored
However, it is not permitted to exploit, distribute, sell or
links for the top 90 terms analysed. Data was retrieved from the Google
otherwise make use of the report for commercial gain. It
UK regularly on a daily basis during the period to ensure a fair assessment
is permitted to reproduce extracts of the report for public
of the Paid Media space and to take into account the ad rotation system
interest, provided that the publisher credits Greenlight
employed by the Google UK.
as the source of the work.
For Social Media, we assessed the top 15 most visible brands in our
Integrated league table and assessed them based on their Klout score.
This data is then collated and league tables of the most visible websites in
both Natural and Paid Media were created for the sector. In our reports you
will find market view data for the industry as a whole, as well as by segment:
generic keywords, and specific product/service types.
18
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New York
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T: +44 (0)20 7253 7000
T: (1) 212-946-4959
E: [email protected]
E: [email protected]
Greenlight is a leading independent Search and Social Media marketing agency, the largest of its
kind in Europe and the fastest growing. With over 100 blue-chip clients, Greenlight is recognised
worldwide for its commitment to delivering record ROI for clients and investing in the future of
digital marketing.
Greenlight is considered the premier thought leader, publishing widely read industry reports,
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training programme via the Greenlight Academy.
If your online marketing efforts need improvement or you have any questions on this report, why
not get in touch?

Sector Report Issue 16

Transcription

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