- Greenlight

Sector Report
May 2012
A 360˚ analysis of the most important search terms, trends and benchmarking
data in the hotels 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, domestic, short haul and long haul hotel-related
keywords.
Issue 12
Hotels
The most visible websites, advertisers
and brands on Google UK
Flights
sector report, Issue 9, March 2011
Introduction
Flights
sector report, Issue 9, March 2011
Introduction
Greenlight’s industry renowned Sector Reports provide you with a comprehensive
insight into the Search industry. Our reports analyse the most visible websites and
advertisers on Google UK in the natural search listings and paid media space as
well as which brands were most visible in the social media sphere.
With the
the Natural
Natural Search,
Search, Paid
Paid Media
Media and
and Social
Social Media
Media data
data provided
provided by
by Hydra,
Hydra, we
we are
are able
able to
With
to track,
record
analyse
consumer
search
behaviour
in any
market
vertical
a monthly
track,
record
andand
analyse
consumer
search
behaviour
in any
market
vertical
on on
a monthly
basis.
basis.
Each report
report examines
examines the
the total
total search
search engine
engine audience
audience size;
size; the
the most
most visible
visible websites
websites and
and
Each
advertisers
in
Google’s
natural
search
and
paid
media
results;
paid
media
ad
copy
analysis
and
advertisers in Google’s natural search and paid media results; paid media ad copy analysis and
budget
allocation
strategies
on
how
to
improve
your
website’s
audience
reach.
Additionally,
budget allocation strategies on how to improve your website’s audience reach. Additionally,
our reports
reports feature
feature aa social
social media
media section
section which
which looks
looks at
at the
the visibility
visibility of
of the
the top
top 15
15 integrated
integrated
our
websites
in
the
social
media
space.
websites in the social media space.
You will additionally find the latest edition of Greenlight’s Magazine accompanying this
We are also proud to present the latest edition of Greenlight’s Magazine. This quarter’s edition
quarter’s Sector Report. Following on from the success of the Google and Greenlight
focuses on the results of Greenlight’s Search and Social Media Survey 2011/2012. In this
Conference in March of this year, this latest edition focuses on the different stages involved
edition, our in house experts discuss the findings of the survey which asked 500 internet users
in the buying cycle process with insightful articles from both our in house experts and guest
for their thoughts and views on Mobile, Facebook Advertising, Fan Acquisition and searching
writers from Google.
online in multiple languages.
We hope you enjoy the latest version of our Sector Report and Magazine. If you have any
We
hope you
enjoy
thefree
latest
version our
of our
sector
and magazine.
questions,
please
feel
to contact
Sales
and report
Marketing
team at: If you have any
questions, please feel free to contact our Sales and Marketing team at:
[email protected].
[email protected]
Kind regards,
Alicia Levy
Chief Marketing Officer
3
1
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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
Keyword breakdown
5
Natural search: which websites were most visible in May?
6
Natural search: generic hotel keywords
7
Natural search: domestic hotel keywords
8
Natural search: short haul hotel keywords
9
Natural search: long haul hotel keywords
11
Paid media: which advertisers were most visible in May?
12
Paid media: generic hotel keywords
13
Paid media: domestic hotel keywords
14
Paid media: short haul hotel keywords
15
Paid media: long haul hotel keywords
16
Paid media: weekly bidding strategies
17
Integrated search: which websites/advertisers performed well?
19
Social media: which brands interacted well?
20
Learn more about our research
Get in touch to discuss your site’s specific performance.
2
Hotels Sector Report,
Issue 12, May 2012
Executive
Summary
This latest report profiles search behaviour in the hotels sector. It analyses which brands and review sites were the
most visible in both the natural and paid media results (and thus had the greatest share of consideration) when UK
consumers searched for hotels on Google UK. The report also assesses which brands interacted well on social media
networks. In our analysis we established that:
In May, more than 1.5 million searches were made for hotel-related keywords.
The search term ‘hotels’ was queried 201,000 times, accounting for 13% of all
searches made for the sector.
Searches for generic hotel-related keywords were popular, accounting for 39% of
all searches made for the sector.
In May, Late Rooms was the most visible website in the natural search listings,
achieving a 71% share of voice.
Booking.com was the most visible advertiser, achieving a 43% share of voice in the
paid media space.
Late Rooms featured at the top of our integrated league table, as is attained a
strong share of visibility in the natural search listings.
Of the brands analysed in our social media analysis, TripAdvisor was the most
visible brand achieving a Klout score of 64.
3
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The most visible websites, advertisers and brands on Google UK
Total Audience Size (1.5 million searches - May 2012)
We analysed 816 keywords for this exercise, which cumulatively delivered more
than 1.5 million searches in May 2012. Here we look at which individual terms
were most searched for and search volumes by geographic area.
In May, more than 600,000
searches were made for generic
hotel-related terms.
Number of searches by type (May 2012)
Searches for hotels in domestic
destinations were also popular,
Long haul destinations
179,926 | 12%
accounting for 36% of all
searches made for the sector.
Generic
600,727 | 39%
Short haul destinations
214,254 | 14%
Interestingly, in the line graph
below, search volumes for the
keyword ‘hotels’ decreased
in May.
Domestic destinations
547,738 | 36%
Search trends of the main terms over the previous 12 months
350,000
300,000
250,000
200,000
150,000
Hotels
100,000
Hotels in London
Cheap Hotels
50,000
Hotels in Paris
0
New York Hotels
Jun-11
Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12
Get in touch to discuss your site’s specific performance.
4
Hotels SectorSearch
Report, Issue 12, May 2012
Natural
Which websites were most visible in May?
Given that UK web users conducted more than 1.5 million searches for hotelrelated terms in May 2012, which individual terms were most searched for and
which websites were most visible in the natural search listings on Google UK?
In May, the search term ‘hotels’
was queried 201,000 times,
accounting for 13% of all searches
Hotels
201,000 | 13%
made for the sector.
Late Rooms was the most visible
Hotels in London
110,000 | 7%
website, achieving a 71% share of
Cheap hotels
74,000 | 5%
London hotels
49,500 | 3%
one for 101 keywords, including
‘London hotels’.
Bed and breakfast
49,500 | 3%
Other keywords
875,345 | 57%
Last minute hotels
49,500 | 3%
Hotels in York
27,100 | 2%
Motel
40,500 | 3%
Cheap hotels in London
33,100 | 2%
Hotel
33,100 | 2%
at position one for 133 keywords,
including ‘cheap hotels’.
Since our previous report
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
laterooms.com
1,092,066
450,579
71%
2
lastminute.com
1,081,630
461,015
70%
3
travelsupermarket.com
607,653
934,992
39%
4
tripadvisor.co.uk
523,655
1,018,990
34%
5
travelodge.co.uk
494,331
1,048,314
32%
6
expedia.co.uk
491,902
1,050,743
32%
7
superbreak.com
378,162
1,164,483
25%
8
premierinn.com
363,324
1,179,321
24%
9
hotels.com
312,807
1,229,838
20%
10
booking.com
256,619
1,286,026
17%
11
hilton.co.uk
247,892
1,294,753
16%
12
hoteldirect.co.uk
209,135
1,333,510
14%
13
wikipedia.org
134,826
1,407,820
9%
14
cheaphotels.co.uk
122,728
1,419,917
8%
15
londontown.com
106,254
1,436,391
7%
16
hostelbookers.com
100,013
1,442,632
6%
17
easytobook.com
98,730
1,443,915
6%
18
hotelclub.com
83,069
1,459,576
5%
19
bedandbreakfasts.co.uk
66,114
1,476,531
4%
20
ebookers.com
65,156
1,477,489
4%
www.greenlightdigital.com
Lastminute attained a 70%
share of voice through ranking
The top 20 most visible hotel websites in natural search
5
voice through ranking at position
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(January 2012), Travelodge saw
its share of visibility increase by
12% and it ascended our league
table from eighth to fifth place.
The most visible websites, advertisers and brands on Google UK
Natural search: generic hotel keywords
Searches for generic hotel-related keywords only (which are not locationspecific) accounted for more than 600,000 searches in May 2012. How did
these searches break down?
In May, the keyword ‘hotels’ was
queried 201,000 times, accounting
for 33% of all searches made for
Other keywords
109,127 | 18%
the subsector.
Hotels
201,000 | 33%
Dog friendly hotels
9,900 | 2%
Lastminute was the most visible
website, achieving a 67% share of
Boutique hotels
9,900 | 2%
voice through ranking at position
Hotel deals
12,100 | 2%
one for five keywords, including
B&b
12,100 | 2%
‘cheap hotels’.
Hotel
33,100 | 6%
Late Rooms attained a 66% share
Motel
40,500 | 7%
of visibility through ranking at
position two for 32 keywords,
Cheap hotels
74,000 | 12%
Last minute hotels
49,500 | 8%
including ‘hotel deals’.
Bed and breakfast
49,500 | 8%
Since our previous report (January
Which websites were most visible for generic hotel keywords?
2012), TravelSupermarket saw its
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
lastminute.com
400,220
200,507
67%
and it ascended our league table
2
laterooms.com
398,376
202,351
66%
from sixth to third place.
3
travelsupermarket.com
310,645
290,082
52%
4
travelodge.co.uk
249,154
351,573
41%
5
hotels.com
226,053
374,674
38%
6
booking.com
210,171
390,556
35%
7
premierinn.com
146,711
454,016
24%
8
superbreak.com
144,592
456,135
24%
9
wikipedia.org
131,286
469,441
22%
10
tripadvisor.co.uk
112,176
488,551
19%
11
hilton.co.uk
90,404
510,323
15%
12
bedandbreakfasts.co.uk
66,114
534,613
11%
13
expedia.co.uk
56,907
543,820
9%
14
easybedandbreakfasts.co.uk
56,650
544,077
9%
15
cheaphotels.co.uk
54,404
546,323
9%
16
moneysavingexpert.com
51,460
549,266
9%
17
bedandbreakfastnationwide.com
49,280
551,447
8%
18
ebookers.com
46,199
554,528
8%
19
bedandbreakfast.org.uk
44,550
556,177
7%
20
alpharooms.com
41,371
559,356
7%
share of visibility increase by 17%
Get in touch to discuss your site’s specific performance.
6
Hotels Sector Report, Issue 12, May 2012
Natural search: domestic hotel keywords
Searches for domestic hotel-related destinations within the UK and Ireland
accounted for more than 547,000 searches in May 2012. How did these
searches break down?
Hotels in London
110,000 | 20%
In May, the search term ‘hotels
in London’ was queried 110,000
times, accounting for 20% of all
searches made for the subsector.
Other keywords
214,538 | 39%
Late Rooms was the most
visible website, achieving a
London hotels
49,500 | 9%
dominant 95% share of voice
through ranking at position
Cheap hotels in London
33,100 | 6%
one for 49 keywords, including
‘London hotels’.
Hotels in York
27,100 | 5%
Hotels in Manchester
14,800 | 3%
Brighton hotels
18,100 | 3%
York hotels
18,100 | 3%
Hotels in Edinburgh
22,200 | 4%
Lastminute attained an 86%
Edinburgh hotels
22,200 | 4%
share of visibility through ranking
Hotels in Brighton
18,100 | 3%
at position one for 39 keywords,
including ‘Edinburgh hotels’.
Which websites were most visible for domestic hotel keywords?
Since our previous report (May
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
laterooms.com
518,777
28,961
95%
for the subsector increase by 37%
2
lastminute.com
468,798
78,940
86%
and it ascended our league table
3
travelodge.co.uk
245,086
302,652
45%
from position 16 to third place.
4
premierinn.com
216,613
331,125
40%
5
superbreak.com
213,419
334,319
39%
6
travelsupermarket.com
185,624
362,114
34%
7
hoteldirect.co.uk
170,779
376,959
31%
8
expedia.co.uk
169,918
377,820
31%
9
hilton.co.uk
157,087
390,651
29%
10
tripadvisor.co.uk
149,787
397,951
27%
11
londontown.com
105,157
442,581
19%
12
jurysinns.com
58,919
488,819
11%
13
cheaphotels.co.uk
51,514
496,224
9%
14
hostelbookers.com
45,224
502,514
8%
15
grangehotel.co.uk
39,780
507,958
7%
16
visityork.org
37,760
509,978
7%
17
thistle.com
37,183
510,555
7%
18
hotelclub.com
33,322
514,416
6%
19
millenniumhotels.co.uk
32,742
514,996
6%
20
direct-hotels.co.uk
32,196
515,542
6%
7
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2012), Travelodge saw its visibility
The most visible websites, advertisers and brands on Google UK
Natural search: short haul hotel keywords
Searches for hotels in short haul locations (largely within Europe) accounted
for more than 214,000 searches in May 2012. How did these searches
break down?
Hotels in Paris
18,100 | 8%
In May, ‘hotels in Paris’ and ‘Paris
hotels’ were the most popular
search terms, cumulatively
accounting for 16% of all searches
Paris hotels
18,100 | 8%
made for the subsector.
Amsterdam hotels
12,100 | 6%
Expedia was the most visible
Other keywords
106,354 | 50%
Hotels in Amsterdam
12,100 | 6%
website, achieving a 70% share of
voice through ranking at position
one for ten keywords, including
Barcelona hotels
12,100 | 6%
Hotels in Barcelona
9,900 | 5%
Lastminute attained a 66% share
Hotels in Rome
8,100 | 4%
Venice hotels
5,400 | 3%
‘Rome hotels’.
of voice and ranked second in our
Cheap hotels in Paris
6,600 | 3%
league table.
Rome hotels
5,400 | 3%
Since our last report (January
Which websites were most visible for short haul hotel keywords?
2012), Venere ascended our
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
expedia.co.uk
150,824
65,697
70%
seventh place and saw its share of
2
lastminute.com
143,606
72,916
66%
voice increased by 11%.
3
tripadvisor.co.uk
141,088
75,433
65%
4
laterooms.com
131,449
85,072
61%
5
travelsupermarket.com
65,337
151,184
30%
6
easytobook.com
63,527
152,994
29%
7
venere.com
36,069
180,452
17%
8
www.tripadvisor.com.sg
34,090
182,431
16%
9
hoteltravel.com
28,750
187,771
13%
10
directrooms.com
27,704
188,817
13%
11
hotels.nl
24,926
191,595
12%
12
hostelbookers.com
21,286
195,235
10%
13
paris-reservations.com
20,625
195,896
10%
14
superbreak.com
20,079
196,442
9%
15
simonseeks.com
19,520
197,001
9%
16
hoteldirect.co.uk
18,030
198,491
8%
17
trivago.co.uk
17,418
199,103
8%
18
booking.com
16,834
199,687
8%
19
hotelclub.com
15,994
200,527
7%
20
parishotels.com
14,480
202,041
7%
league table from position 18 to
Get in touch to discuss your site’s specific performance.
8
Hotels Sector Report, Issue 12, May 2012
Natural search: long haul hotel keywords
Searches for hotels in long haul locations accounted for more than 179,000
searches in May 2012. How did these searches break down?
In May, the search term ‘New
York hotels’ was queried 12,100
times, accounting for 7% of all
New York hotels
12,100 | 7%
searches made for the subsector.
Las Vegas hotels
9,900 | 6%
Dubai hotels
8,100 | 5%
Trip Advisor was the most visible
Hotels in New York
8,100 | 5%
Hotels in Dubai
6,600 | 4%
Hotels in Las Vegas
5,400 | 3%
Bangkok hotels
2,900 | 2%
Miami hotels
2,900 | 2%
Singapore hotels
2,900 | 2%
Hotels in Bangkok
2,900 | 2%
Other keywords
118,126 | 66%
website, achieving a 68% share of
voice through ranking at position
one for 122 keywords, including
‘Dubai hotels’.
Expedia attained a 64% share
of visibility through ranking at
position one for 12 keywords,
including ‘Hotel in Los Angeles’.
Hotels.com was a new entrant
Which websites were most visible for long haul hotel keywords?
No. Domain
Reached
volume
Missed
volume
Percentage
reached
1
tripadvisor.co.uk
121,603
57,056
68%
2
expedia.co.uk
114,252
64,407
64%
3
lastminute.com
69,006
109,653
39%
4
hotels.com
56,247
122,412
31%
5
travelsupermarket.com
46,047
132,612
26%
6
laterooms.com
43,464
135,195
24%
7
hotelclub.com
28,575
150,084
16%
8
directrooms.com
26,527
152,132
15%
9
booking.com
23,447
155,212
13%
10
easytobook.com
21,800
156,859
12%
11
www.tripadvisor.com.sg
20,788
157,871
12%
12
tripadvisor.com
20,079
158,580
11%
13
hoteltravel.com
16,374
162,285
9%
14
bellagio.com
15,767
162,892
9%
15
virginholidays.co.uk
14,305
164,354
8%
16
atlantisthepalm.com
13,230
165,429
7%
17
vegas.com
12,390
166,269
7%
18
luxor.com
11,668
166,991
7%
19
starwoodhotels.com
11,559
167,100
6%
20
venetian.com
11,210
167,449
6%
9
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to our league table, having not
featured in this league table in our
previous report (January 2012).
Can you see success at one glance?
Drilling down
into the detail
allows users
to view the
areas that
offer the
quick wins.
Success is
determined
by colour.
poor
good
How am I doing?
Areas can easily be
capitalised on with
quick wins
Where are the
quick wins?
Where is the
opportunity?
The most visible websites, advertisers and brands on Google UK
Keywords are
generally doing well
as is easily seen with
the - good
colouring on the
right half of the tag
map visualisation.
- areas denote room
for improvement.
The One Platform
from
Contact the Hydra team on:
T:+44(0)20 3326 1888 or E: [email protected] | www.onehydra.com
Get in touch to discuss your site’s specific performance.
10
Hotels Sector
Report, Issue 12, May 2012
Paid
Media
Which advertisers were most visible in May?
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 average ad position they bid at 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 120
keywords in May 2012.
In May, Booking.com was the
most visible advertiser, achieving
a 43% share of voice through
bidding on 113 keywords, at an
average ad position of two.
Trivago attained a 35% share
of visibility through bidding on
105 keywords, at an average ad
position of four.
Of the top ten advertisers,
Rooms.com bid on the least
number of keywords (24),
The top 20 most visible hotel advertisers in Paid media
however it achieved an 8% of
No.
Advertiser
Share of voice
Keywords
appearing for
Avg.
Position
1
booking.com
43%
113
2
2
trivago.co.uk
35%
105
4
3
laterooms.com
24%
81
6
4
lastminute.com
22%
88
4
5
expedia.co.uk
14%
96
5
6
hiexpress.com
14%
44
6
7
holidayinn.com
11%
61
6
8
hotels.com
10%
75
6
9
accorhotels.com
8%
31
6
10
rooms.com
8%
24
8
11
agoda.co.uk
7%
40
6
12
hoteldirect.co.uk
7%
19
6
13
crowneplaza.com
6%
40
8
14
marriott.co.uk
6%
71
7
15
travelrepublic.co.uk
5%
96
8
16
hilton.com
5%
53
7
17
intercontinental.com
5%
31
8
18
travelsupermarket.com
5%
26
8
19
travelzoo.com
5%
26
8
20
ebookers.com
4%
49
7
11
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share of visibility.
The most visible websites, advertisers and brands on Google UK
Paid media: generic hotel keywords
Searches for generic hotel-related keywords (which are not destination-specific)
accounted for more than 600,000 searches in May 2012. Here we assess which
advertisers were most visible for these keywords.
In May, Trivago was the most
visible advertiser, achieving a
40% share of voice through
No.
Advertiser
Share of voice
Keywords
appearing for
Avg. Ad
Position
1
trivago.co.uk
40%
25
3
2
booking.com
38%
27
3
3
laterooms.com
32%
24
5
4
expedia.co.uk
24%
26
4
5
hotels.com
22%
20
6
on 27 keywords, at an average ad
6
accorhotels.com
20%
7
6
position of three.
7
agoda.co.uk
14%
10
5
8
lastminute.com
13%
17
5
Attaining a 16% share of voice,
9
travelsupermarket.com
12%
21
8
Hotels.com displayed the most
10
travelzoo.com
10%
14
8
visible individual ad creative,
11
rooms.com
8%
4
7
advertising the best hotel
12
travelrepublic.co.uk
7%
26
8
13
hotwire.com
7%
9
6
14
premierinnfinder.com
6%
5
9
15
secretescapes.com
5%
22
7
16
wowcher.co.uk
5%
9
5
17
toprooms.com
5%
6
5
18
asos.com
3%
1
1
19
holidayinn.com
3%
5
6
20
ebookers.com
3%
7
7
bidding on 25 keywords, at an
average ad position of three.
Booking.com attained a 38% of
share of voice through bidding
booking site.
Which ad creatives were most visible for generic hotel keywords?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
hotels.com
Hotels.com Official Site UK's Best hotel booking site.
See hotels on maps. Read guest reviews
www.hotels.com/
23
16%
2
laterooms.com
1000's of Cheap Hotels
Up to 50% Off 1000's of cheaphotels.
Book online today!
www.laterooms.com/hotels
49
14%
3
agoda.co.uk
Agoda special promotions
We negotiate so you don't have to.
The best deals on +170,000 hotels.
www.agoda.co.uk/Hotels
13
13%
4
booking.com
Hotels: Booking.Com Save up to 75% on your reservation
Book at over 150,000 hotels online
www.booking.com/Hotels
46
11%
5
expedia.co.uk
Expedia Hotel Deals
Find Great Discounts on Hotels.
Book Now & Save upto 50%
www.expedia.co.uk/Hotels
45
10%
Get in touch to discuss your site’s specific performance.
12
Hotels Sector Report, Issue 12, May 2012
Paid media: domestic hotel keywords
Searches for domestic hotels within the UK and Ireland accounted for more
than 547,000 searches in May 2012. Here we assess which advertisers were
most visible for these keywords.
Booking.com was the most
visible advertiser for domestic
hotel-related keywords, achieving
No.
Advertiser
Share of voice
Keywords
appearing for
Avg. Ad
Position
1
booking.com
47%
30
1
2
trivago.co.uk
34%
30
4
3
hiexpress.com
29%
23
4
4
lastminute.com
28%
28
4
Since our previous report
5
laterooms.com
25%
30
6
(January 2012), Hi Express
6
hoteldirect.co.uk
15%
13
6
ascended our league table from
7
holidayinn.com
13%
20
6
eighth to third place.
8
crowneplaza.com
12%
13
7
9
hilton.com
11%
24
7
10
marriott.co.uk
9%
23
7
11
premierinn.com
8%
15
5
12
intercontinental.com
8%
4
6
13
thistle.com
7%
15
7
14
rooms.com
7%
4
7
15
ebookers.com
5%
14
7
16
expedia.co.uk
5%
21
6
17
travelrepublic.co.uk
4%
23
9
18
radissonblu.co.uk
4%
9
8
19
agoda.co.uk
4%
13
9
20
alpharooms.com
3%
12
8
bidding on 30 keywords, at an
average ad position of one.
Booking.com displayed the most
visible individual ad creative,
advertising half price deals on
hotels in London.
Which ad creatives were most visible for domestic hotel keywords?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
booking.com
1/2 Price London Hotels Book your hotel in London online
Lowest price guaranteed!
www.booking.com/LondonHotels
25
15%
2
hoteldirect.co.uk
75% off London Hotels | hoteldirect.co.uk
Up to 75% off Hotels in London.
Guaranteed best London hotel deals.
www.hoteldirect.co.uk/London-Hotels
14
9%
3
hiexpress.com
Hotels all over London
Great Rates! Book Online Now.
Free Breakfast Included.
www.hiexpress.com/London
27
8%
4
crowneplaza.com
Crowne Plaza London
Find Your Perfect Hotel inLondon.
Official Site. Book Now
www.crowneplaza.com/
9
8%
5
intercontinental.com
InterContinental London
Find Your Perfect Hotel inLondon.
Official Site. Book Now
www.intercontinental.com/
2
8%
13
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a 47% share of voice through
The most visible websites, advertisers and brands on Google UK
Paid media: short haul hotel keywords
Searches for hotels in short haul locations (largely within Europe) accounted
for more than 214,000 searches in May 2012. Here we assess which
advertisers were most visible for these keywords.
In May, Booking.com was the
most visible advertiser, achieving
a 45% share of voice through
No.
Advertiser
Share of voice
Keywords
appearing for
Avg. Ad
Position
1
booking.com
45%
30
1
2
trivago.co.uk
28%
29
5
3
holidayinn.com
27%
20
5
4
lastminute.com
26%
27
4
Trivago attained a 28% share
5
venere.com
15%
28
6
of visibility through bidding on
6
hiexpress.com
14%
18
8
29 keywords, at an average ad
7
expedia.co.uk
11%
25
6
position of five.
8
marriott.co.uk
11%
22
7
9
laterooms.com
10%
24
7
10
paris.easytobook.com
10%
4
4
11
easytobook.com
8%
8
5
12
intercontinental.com
8%
12
8
13
accorhotels.com
7%
18
6
14
rooms.com
7%
10
8
15
crowneplaza.com
6%
15
9
16
hotelscombined.co.uk
6%
6
8
17
hotels.com
5%
26
6
18
alpharooms.com
5%
13
9
19
airbnb.com
4%
5
7
20
radissonblu.com
4%
15
8
bidding on all 30 of the keywords
analysed, at an average ad
position of one.
Since our previous report, Holiday
Inn ascended our league table
from position 20 to third place.
Achieving a 12% share of voice,
Booking.com displayed the most
visible individual ad creative
advertising the lowest prices on
125 hotels in York.
Which ad creatives were most visible for short haul hotel keywords?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
booking.com
125 Hotels in York Lowest price guarantee | booking.com
Book your Hotel in York online
www.booking.com/York-Hotels
37
12%
2
booking.com
1500 Hotels in Paris Lowest price guarantee | booking.com
Book your Hotel in Paris online
www.booking.com/Paris-Hotels
37
10%
3
trivago.co.uk
Hotel Deals in York trivago™ Save Up To 78% on Hotels.
110 Booking Sites - York Hotels
www.trivago.co.uk/York-Hotels
65
8%
4
holidayinn.com
Holiday Inn Paris | HolidayInn.com
Find Your Perfect Hotel in Paris.
Official Site. Book Now
www.holidayinn.com/Paris
25
8%
5
paris.easytobook.com
Hotel in Paris from £39
1200+ Hotels up to 80% Discount!
Book now and pay at the Hotel.
paris.easytobook.com/Hotel
4
7%
Get in touch to discuss your site’s specific performance.
14
Hotels Sector Report, Issue 12, May 2012
Paid media: long haul hotel keywords
Searches for hotels in long haul locations accounted for more than 179,000
searches in May 2012. Here we assess which advertisers were most visible
for these keywords.
As is consistent throughout the
paid media analysis, Booking.com
was the most visible advertiser,
No.
Advertiser
Share of voice
Keywords
appearing for
Avg. Ad
Position
1
booking.com
40%
29
2
2
trivago.co.uk
28%
24
6
3
expedia.co.uk
26%
25
5
4
lastminute.com
22%
18
5
5
bookit.com
13%
14
4
of voice through bidding on
6
crowneplaza.com
11%
12
8
24 keywords, at an average ad
7
ebookers.com
8%
19
6
position of six.
8
rooms.com
8%
6
8
9
holidayinn.com
8%
18
7
Since our previous report, Crowne
10
newyorkcityluxuryhotels.com
8%
3
4
Plaza ascended our league table
11
easytobook.com
7%
3
6
from position 20 to sixth place.
12
agoda.co.uk
7%
10
4
13
vegasview.com
6%
2
3
14
intercontinental.com
5%
15
8
15
travelrepublic.co.uk
5%
25
7
16
hotelbookers.com
5%
9
6
17
hiexpress.com
5%
4
7
18
atlantisthepalm.com
4%
1
2
19
virginholidays.co.uk
4%
11
4
20
asiarooms.com
4%
5
6
through bidding on 29 keywords,
at an average ad position of two.
Trivago attained a 28% share
Attaining a 12% share of voice,
Booking.com displayed the most
visible individual ad creative,
advertising the lowest prices on
500 hotels in New York.
Which ad creatives were most visible for long haul hotel keywords?
No. Domain
Ad creative
Unique
Share of
creatives voice
1
booking.com
500 Hotels in New York Lowest price guarantee
Book your Hotel in New York online
www.booking.com/New-York-Hotels
47
12%
2
newyorkcityluxuryhotels.
com
New York Luxury Hotels |
NewYorkCityLuxuryHotels.com Wholesale Rates
at all of the Top Luxury Hotels in New York City.
www.newyorkcityluxuryhotels.com/
4
6%
3
easytobook.com
Hotels in New York £36
Discounts up to 80%.
No advancepayments. No Booking fees!
www.easytobook.com/NewYork-Hotels
2
5%
4
booking.com
500 Hotels in Dubai Lowest price guarantee | booking.com
Book your Hotel in Dubai online
www.booking.com/Dubai-Hotels
47
5%
5
trivago.co.uk
Hotel Deals in New York
trivago™ Save Up To 78% on Hotels.
110 Booking Sites - New York Hotels
www.trivago.co.uk/NewYorkCity-Hotels
71
5%
15
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achieving a 40% share of voice
The most visible websites, advertisers and brands on Google UK
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 Tuesdays, with slightly fewer on other weekdays. The
fewest travel-related searches are made over the weekend, with Saturday seeing
the least number of queries (Source: Google Insights). Did advertisers reflect
this day parting in their bidding strategies?
Consumer search behaviour
Ad count by day, over a 1-week period (chosen at random; week commencing 23rd January)
Marriott
20%
Hotels.com
Hi Express
15%
Travel Republic
Holiday Inn
Expedia
10%
Late Rooms
Lastminute
Trivago
5%
Mon 14th
Tue 15th
Wed 16th
Thur 17th
Fri 18th
Sat 19th
Sun 20th
Booking.com
The majority of advertisers
Interestingly, the majority
The majority of advertisers
appeared to have similar
of advertisers appeared to
appeared to overestimate
bidding strategies.
underestimate search activity at
consumer search behaviour on
the beginning of the week.
Saturday and Sunday.
Get in touch to discuss your site’s specific performance.
16
Hotels
Sector Report,
Issue 12, May 2012
Integrated
Search
Which websites/advertisers performed well?
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 most share of voice
80%
laterooms.com
70%
lastminute.com
Natural search visibility
60%
Strong natural
search visibility
50%
40%
Strong integrated
search visibility
travelsupermarket.com
tripadvisor.co.uk
expedia.co.uk
travelodge.co.uk
30%
Poor integrated
search visibility
superbreak.com
premierinn.com
20%
Strong paid
media visibility
hotels.com
booking.com
hilton.co.uk
hoteldirect.co.uk
10%
wikipedia.org
cheaphotels.co.uk
ebookers.com
rooms.com
accorhotels.com
0%
0%
holidayinn.com
hiexpress.com
10%
trivago.co.uk
20%
30%
40%
50%
Paid media visibility
17
LateRooms and Lastminute were
In May, Booking.com and
Interestingly, no advertiser
the only websites to achieve strong
Trivago attained strong paid
achieved strong integrated
natural search visibility.
media visibility.
search visibility.
www.greenlightdigital.com
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The most visible websites, advertisers and brands in Google search
The most visible hotel websites in natural search and paid media
No.
Website / advertiser
Natural search
Paid media
Late Rooms featured at the
1
laterooms.com
71%
24%
top of our integrated search
2
lastminute.com
70%
22%
league table, as it achieved
3
booking.com
17%
43%
strong visibility in the natural
4
expedia.co.uk
32%
14%
5
travelsupermarket.com
39%
5%
6
trivago.co.uk
0%
35%
7
tripadvisor.co.uk
34%
0%
8
travelodge.co.uk
32%
0%
9
hotels.com
20%
10%
a sizable share of voice in the
10
superbreak.com
25%
0%
natural search listings, however it
11
premierinn.com
24%
0%
lacked visibility in the paid media
12
hoteldirect.co.uk
14%
7%
space and thus fell short.
13
hilton.co.uk
16%
0%
14
hiexpress.com
0%
14%
15
holidayinn.com
0%
11%
16
wikipedia.org
9%
0%
17
accorhotels.com
0%
8%
18
cheaphotels.co.uk
8%
0%
of voice in the paid media and
19
ebookers.com
4%
4%
natural search listings increase by
20
rooms.com
0%
8%
17% and 29%, respectively.
21
agoda.co.uk
0%
7%
22
londontown.com
7%
0%
23
hostelbookers.com
6%
0%
24
crowneplaza.com
0%
6%
25
easytobook.com
6%
0%
26
marriott.co.uk
0%
6%
27
hotelclub.com
5%
0%
28
travelrepublic.co.uk
0%
5%
29
hilton.com
0%
5%
30
intercontinental.com
0%
5%
listings (71%).
Lastminute ranked second in
our league table, as it achieved
Since our previous
report (January 2012),
TravelSupermarket saw its share
Get in touch to discuss your site’s specific performance.
18
Hotels Sector
Report,Marketing
Issue 12, May 2012
Social
Media
Which brands have the most influence?
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 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
You Tube
Views
You Tube
Suscribers
1
TripAdvisor
6,134
30,143
372,559
2,777,643
1,369
64
2
Expedia
590
8,110
534
1,206,312
126
63
3
Laterooms
11,541
31,450
578,940
298,713
43
56
4
Hotels
4,561
74,711
0
1,098,680
70
54
5
Holiday Inn
19,240
140,160
805
149,432
188
53
6
Booking.com
12,892
411,954
308,776
0
0
52
7
Premier Inn
13,921
46,359
0
57,431
36
52
8
Lastminute
20,785
120 542
93
77,059
14
47
9
Travelodge
8,051
1,339
0
0
0
46
10
TravelSupermarket
2,002
1,326
324
8,939
5
39
11
Superbreak
3,282
2,833
86
51,289
16
38
12
Hotel Direct
150
777
31
1,424
2
24
13
Trivago
61
702,178
987
3,135,687
63
16
14
Hilton
39,776
310,250
7
93,650
435
0
15
Hiexpress
0
0
0
0
0
0
According to our social media
Hilton Hotels had more than 39,000
Interestingly, Trivago had more
analysis, TripAdvisor was the most
people following its Twitter account.
than 3 million views on its
visible brand in May, achieving a
YouTube account.
Klout score of 64.
19
KloutScore
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The most visible websites, advertisers and brands on Google UK
Learn more about our research
Get in touch
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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
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Contact
Ian Hucklesby | Head of Business Development
+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 customers used within this sector. We took a set of generic,
only and should not be relied upon to enter into any
general sector specific keywords that were used when searching. This gave
business transaction or to make any commercial
us 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 analysed the natural search rankings on Google UK
to see which websites and brands were positioned on page one for each
term. This 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 were reaching, as a result of having that keywordspecific 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 monitored the advertisers appearing in the sponsored
However, it is not permitted to exploit, distribute, sell or
links for 120 of the top terms analysed. Data was retrieved from 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 Google.
as the source of the work.
For social media, we assessed the top 15 most visible brands in natural
search and paid media and assessed them based on the number of followers
and the level of interaction they had across several social media platforms.
This data was then collated and league tables of the most visible websites
in natural search, paid media and social media were created for this 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.
Get in touch to discuss your site’s specific performance.
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