UK ONLINE TRAVEL & TOURISM INTELLIGENCE REPORT
Aug 14, 2015
Thomson
TravelSupermarket
First C
hoice
Thomas Cook
Direct
Holidays
Icelolly
Teletexth
olidays
BeatTheBroch
ure
The co-operative tr
avel0%
5%
10%
15%
20%
ORGANIC RANKINGSTop 10
generic & location terms
Thomson
TravelSupermarket
First C
hoice
Thomas Cook
Direct
Holidays
Icelolly
Teletexth
olidays
BeatTheBroch
ure
The co-operative tr
avel0%
5%
10%
15%
20%
TUI DOMINANCE
TUI control
32% of the
‘click share’
Thomson
TravelSupermarket
First C
hoice
Thomas Cook
Direct
Holidays
Icelolly
Teletexth
olidays
BeatTheBroch
ure
The co-operative tr
avel0%
5%
10%
15%
20%
ICELOLLY
Driven by
‘holiday’ and ‘cheap
holiday’
PAID SEARCH
On the Beach
Sunmaster
Icelolly
Thomson
Teletext H
olidays
Travel Republic
Lowco
stholid
ays
Thomas Cook
Virgin Holid
ays
Dealcheck
er0%
5%
10%
15%
20%
PAID SEARCH
On the Beach
Sunmaster
Icelolly
Thomson
Teletext H
olidays
Travel Republic
Lowco
stholid
ays
Thomas Cook
Virgin Holid
ays
Dealcheck
er0%
5%
10%
15%
20% Largest click
share for90%of generic terms
PAID SEARCH
On the Beach
Sunmaster
Icelolly
Thomson
Teletext H
olidays
Travel Republic
Lowco
stholid
ays
Thomas Cook
Virgin Holid
ays
Dealcheck
er0%
5%
10%
15%
20%… and70%of top
location terms
OVERALL
Thomson
Icelolly
Teletext h
olidays
Onthebeach
Thomas Cook
TravelSupermarket
Sunmaster
First C
hoice
Direct
Holidays
Travel Republic
0%
5%
10%
15%
20%Thomson
demonstrate a good
blended strategy
ORGANIC RANKINGS
Cheap Flights
Skyscanner
Travel Superm
arket
Ryanair
OpodoJet2
Flybe
ebookers
Lastm
inute
Dial A Flig
ht0%
5%
10%
15%
20%
25%
30%
ORGANIC RANKINGS
Cheap Flights
Skyscanner
Travel Superm
arket
Ryanair
OpodoJet2
Flybe
ebookers
Lastm
inute
Dial A Flig
ht0%
5%
10%
15%
20%
25%
30% Where have the
airlines gone?
RISING FAST - LAST MINUTE
Dec-11
Jan-12
Feb-12
Mar-1
2
Apr-12
May-12
Jun-12Jul-1
2
Aug-12
Sep-12
123456789
101112131415
Goo
gle
Posi
tion
Average position up
10 places
PAID SEARCH
Cheap Flights
ebookers
eDreams
Dealcheck
er
BudgetAir
British
Airways
Travel Superm
arket
Booking Buddy
Travelzoo
KAYAK0%
5%
10%
15%
20%
25%
PAID SEARCH
Cheap Flights
ebookers
eDreams
Dealcheck
er
BudgetAir
British
Airways
Travel Superm
arket
Booking Buddy
Travelzoo
KAYAK0%
5%
10%
15%
20%
25%Appear in
top 10 for 90% of
keywords
PAID SEARCH
Cheap Flights
ebookers
eDreams
Dealcheck
er
BudgetAir
British
Airways
Travel Superm
arket
Booking Buddy
Travelzoo
KAYAK0%
5%
10%
15%
20%
25%BA the
only airlineBut organic ranking 20 th…
Cheap Flights
Travel Superm
arket
Skyscanner
ebookers
eDreams
Budget Air
British
Airways
Ryanair
Booking Buddy
Travelzoo
0%
5%
10%
15%
20%
25%
30%
35%
OVERALLAggressive blended
strategy =
Big winner
ORGANIC RANKINGS
Lastm
inute
Late
Rooms
Premier In
n
Travelodge
Travel Superm
arket
Superbre
ak
Hotels.
com
Hotel D
irect
Booking.com
Expedia0%
5%
10%
15%
20%
25%
ORGANIC RANKINGS
Lastm
inute
Late
Rooms
Premier In
n
Travelodge
Travel Superm
arket
Superbre
ak
Hotels.
com
Hotel D
irect
Booking.com
Expedia0%
5%
10%
15%
20%
25%
44% of click share
ORGANIC RANKINGS
Lastm
inute
Late
Rooms
Premier In
n
Travelodge
Travel Superm
arket
Superbre
ak
Hotels.
com
Hotel D
irect
Booking.com
Expedia0%
5%
10%
15%
20%
25%
80% aggregators
PAID SEARCH
Booking.com
Trivago
Lastm
inute
Late
Rooms
Expedia
Hotels.
com
Agoda
Accor h
otels
Travelzoo
Travel Superm
arket0%
5%
10%
15%
20%
25%
30%
PAID SEARCH
Booking.com
Trivago
Lastm
inute
Late
Rooms
Expedia
Hotels.
com
Agoda
Accor h
otels
Travelzoo
Travel Superm
arket0%
5%
10%
15%
20%
25%
30%
65% more visibility than Trivago
OVERALL
lastminute
.com
Late
Rooms
Booking.com
Trivago
Hotels.
com
Expedia
Travel Superm
arket
Premier In
n
Travelodge
Superbre
ak0%
5%
10%
15%
20%
Top three50%
Virgin Atla
ntic
Thomson
Thomas Cook
EasyJet
Late
Rooms
British
Airways
Booking.com
lastminute
.com
First C
hoice
Cheap Flights
Expedia
Premier In
n
Travel Lodge
Monarch
Icelolly
Skyscanner
TravelSupermarket
Ryanair
Teletext H
olidays
Superbre
ak0
10
20
30
40
50
60
70
80
Engagement Score
Volume Score
VOLUME & ENGAGEMENT
Virgin Atla
ntic
Thomson
Thomas Cook
EasyJet
Late
Rooms
British
Airways
Booking.com
lastminute
.com
First C
hoice
Cheap Flights
Expedia
Premier In
n
Travel Lodge
Monarch
Icelolly
Skyscanner
TravelSupermarket
Ryanair
Teletext H
olidays
Superbre
ak0
10
20
30
40
50
60
70
80
Engagement Score
Volume Score
VOLUME & ENGAGEMENT
32%
28%
20%
10%6%
4%
Competitions
Price and product promotions
Travel updates, advice and tips
Holiday reviews & feedback
Loyalty and reward schemes
Customer support
SOCIAL ENGAGEMENT METHODS
THE NEXT 450 INSIGHTS……
• All inclusive and packages• Cottages• Short city breaks• Villa• Ferry• Ski• Coach• More on Social Media
In 15 seconds...
the recipe for success
“Cheap” wins (but can be expensive)Location, Location,
Location
Simple Generics = Big Volume
Page 1 is critical
Social engagement really matters