2012 UK Online Travel & Tourism Intelligence Report -

1. UK ONLINE TRAVEL
& TOURISM
INTELLIGENCE
REPORT

2. MY TASK
100 pieces of insight
Delivered in 15 minutes

4. What‟s DRIVES SEARCH VOLUME?
WHAT driving search volume?

5. GENERIC KEYWORDS
• Just 13 keywords drive 50% of the search
volume for the top 1,000 terms

6. CHEAP BUYS VOLUME
46% of top 1000 keywords = „cheap‟

7. Location Matters

9. The big
hitters
Holidays, Flights &
Hotels

10. holidays
Holidays Sector

11. ORGANIC RANKINGS
20%
15%
10%
5%
0%

12. TUI DOMINANCE
20%
15%
10%
5%
0%

13. ICELOLLY
20%
15%
10%
5%
0%

14. PAID SEARCH
20%
15%
10%
5%
0%

15. PAID SEARCH
20%
15%
10%
5%
0%

16. PAID SEARCH
20%
15%
10%
5%
0%

17. OVERALL
20%
15%
10%
5%
0%

18. Flights Sector
flights

19. SOME GOOD NEWS….
30%
20%
10%
0%
2007 2008 2009 2010 2011 2012 (est)

20. ORGANIC RANKINGS
30%
25%
20%
15%
10%
5%
0%

21. ORGANIC RANKINGS
30%
25%
20%
15%
10%
5%
0%

22. RISING FAST - LAST MINUTE
1
2
3
4
5
Google Position
6
7
8
9
10
11
12
13
14
15

23. PAID SEARCH
25%
20%
15%
10%
5%
0%

24. PAID SEARCH
25%
20%
15%
10%
5%
0%

25. PAID SEARCH
25%
20%
15%
10%
5%
0%

26. OVERALL
35%
30%
25%
20%
15%
10%
5%
0%

27. hotels
Hotels Sector

28. “Hotels in London”
38% increase in search
volume
July 2011 vs July 2012

29. ORGANIC RANKINGS
25%
20%
15%
10%
5%
0%

30. ORGANIC RANKINGS
25%
20%
15%
10%
5%
0%

31. ORGANIC RANKINGS
25%
20%
15%
10%
5%
0%

32. PAID SEARCH
30%
25%
20%
15%
10%
5%
0%

33. PAID SEARCH
30%
25%
20%
15%
10%
5%
0%

34. OVERALL
20%
15%
10%
5%
0%

35. Social Media

36. VOLUME & ENGAGEMENT
80
70
60
Engagement
50
Score
40 Volume Score
30
20
10
0

37. VOLUME & ENGAGEMENT
80
70
60
Engagement
50
Score
40 Volume Score
30
20
10
0

38. GETTING THE MIX RIGHT
5 th Volume 1 st Volume
1 st Engagement 7 th Engagement

39. SOCIAL ENGAGEMENT METHODS
4%
6% Competitions
10% 32% Price and product promotions
Travel updates, advice and tips
Holiday reviews & feedback
20% Loyalty and reward schemes
Customer support
28%

40. 48% of all customer service
engagement

41. THE NEXT 450 INSIGHTS……
• All inclusive and packages
• Cottages
• Short city breaks
• Villa
• Ferry
• Ski
• Coach
• More on Social Media

42. SUMMARY
65% of all adults
research or buy online 35%
65%
Source: Mintel 2011

43. the recipe for success
Simple Generics = Big
Volume
“Cheap” wins (but can
be expensive) Loc
Location, Location,
ation
Page 1 is critical
Social engagement
really matters

44. Shameless
plug…