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UK ONLINE TRAVEL    & TOURISM  INTELLIGENCE     REPORT
MY TASK100 pieces of insightDelivered in 15 minutes
What‟s DRIVES SEARCH VOLUME? WHAT driving search volume?
GENERIC KEYWORDS• Just 13 keywords drive 50% of the search  volume for the top 1,000 terms
CHEAP BUYS VOLUME46% of top 1000 keywords = „cheap‟
Location Matters
The bighittersHolidays, Flights &Hotels
holidaysHolidays Sector
ORGANIC RANKINGS20%15%10% 5% 0%
TUI DOMINANCE20%15%10% 5% 0%
ICELOLLY20%15%10% 5% 0%
PAID SEARCH20%15%10%5%0%
PAID SEARCH20%15%10%5%0%
PAID SEARCH20%15%10%5%0%
OVERALL20%15%10%5%0%
Flights Sector flights
SOME GOOD NEWS….30%20%10%0%      2007   2008   2009   2010   2011   2012 (est)
ORGANIC RANKINGS30%25%20%15%10%5%0%
ORGANIC RANKINGS30%25%20%15%10%5%0%
RISING FAST - LAST MINUTE                   1                   2                   3                   4                 ...
PAID SEARCH25%20%15%10%5%0%
PAID SEARCH25%20%15%10%5%0%
PAID SEARCH25%20%15%10%5%0%
OVERALL35%30%25%20%15%10%5%0%
hotels         Hotels Sector
“Hotels in London”38% increase in search        volumeJuly 2011 vs July 2012
ORGANIC RANKINGS25%20%15%10%5%0%
ORGANIC RANKINGS25%20%15%10%5%0%
ORGANIC RANKINGS25%20%15%10%5%0%
PAID SEARCH30%25%20%15%10%5%0%
PAID SEARCH30%25%20%15%10%5%0%
OVERALL20%15%10%5%0%
Social Media
VOLUME & ENGAGEMENT 80 70 60                      Engagement 50                      Score 40                   Volume Sco...
VOLUME & ENGAGEMENT 80 70 60                      Engagement 50                      Score 40                   Volume Sco...
GETTING THE MIX RIGHT5 th   Volume       1 st   Volume1 st   Engagement   7 th   Engagement
SOCIAL ENGAGEMENT METHODS          4%         6%                Competitions   10%               32%   Price and product p...
48% of all customer service       engagement
THE NEXT 450 INSIGHTS……•   All inclusive and packages•   Cottages•   Short city breaks•   Villa•   Ferry•   Ski•   Coach• ...
SUMMARY   65% of all adultsresearch or buy online         35%                         65%                                 ...
the recipe for successSimple Generics = Big      Volume“Cheap” wins (but can    be expensive) LocLocation, Location,      ...
Shamelessplug…
Stickyeyes Travolution presentation
Stickyeyes Travolution presentation
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Stickyeyes Travolution presentation

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2012 UK Online Travel & Tourism Intelligence Report -

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Stickyeyes Travolution presentation

  1. 1. UK ONLINE TRAVEL & TOURISM INTELLIGENCE REPORT
  2. 2. MY TASK100 pieces of insightDelivered in 15 minutes
  3. 3. What‟s DRIVES SEARCH VOLUME? WHAT driving search volume?
  4. 4. GENERIC KEYWORDS• Just 13 keywords drive 50% of the search volume for the top 1,000 terms
  5. 5. CHEAP BUYS VOLUME46% of top 1000 keywords = „cheap‟
  6. 6. Location Matters
  7. 7. The bighittersHolidays, Flights &Hotels
  8. 8. holidaysHolidays Sector
  9. 9. ORGANIC RANKINGS20%15%10% 5% 0%
  10. 10. TUI DOMINANCE20%15%10% 5% 0%
  11. 11. ICELOLLY20%15%10% 5% 0%
  12. 12. PAID SEARCH20%15%10%5%0%
  13. 13. PAID SEARCH20%15%10%5%0%
  14. 14. PAID SEARCH20%15%10%5%0%
  15. 15. OVERALL20%15%10%5%0%
  16. 16. Flights Sector flights
  17. 17. SOME GOOD NEWS….30%20%10%0% 2007 2008 2009 2010 2011 2012 (est)
  18. 18. ORGANIC RANKINGS30%25%20%15%10%5%0%
  19. 19. ORGANIC RANKINGS30%25%20%15%10%5%0%
  20. 20. RISING FAST - LAST MINUTE 1 2 3 4 5Google Position 6 7 8 9 10 11 12 13 14 15
  21. 21. PAID SEARCH25%20%15%10%5%0%
  22. 22. PAID SEARCH25%20%15%10%5%0%
  23. 23. PAID SEARCH25%20%15%10%5%0%
  24. 24. OVERALL35%30%25%20%15%10%5%0%
  25. 25. hotels Hotels Sector
  26. 26. “Hotels in London”38% increase in search volumeJuly 2011 vs July 2012
  27. 27. ORGANIC RANKINGS25%20%15%10%5%0%
  28. 28. ORGANIC RANKINGS25%20%15%10%5%0%
  29. 29. ORGANIC RANKINGS25%20%15%10%5%0%
  30. 30. PAID SEARCH30%25%20%15%10%5%0%
  31. 31. PAID SEARCH30%25%20%15%10%5%0%
  32. 32. OVERALL20%15%10%5%0%
  33. 33. Social Media
  34. 34. VOLUME & ENGAGEMENT 80 70 60 Engagement 50 Score 40 Volume Score 30 20 10 0
  35. 35. VOLUME & ENGAGEMENT 80 70 60 Engagement 50 Score 40 Volume Score 30 20 10 0
  36. 36. GETTING THE MIX RIGHT5 th Volume 1 st Volume1 st Engagement 7 th Engagement
  37. 37. 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%
  38. 38. 48% of all customer service engagement
  39. 39. THE NEXT 450 INSIGHTS……• All inclusive and packages• Cottages• Short city breaks• Villa• Ferry• Ski• Coach• More on Social Media
  40. 40. SUMMARY 65% of all adultsresearch or buy online 35% 65% Source: Mintel 2011
  41. 41. the recipe for successSimple Generics = Big Volume“Cheap” wins (but can be expensive) LocLocation, Location, ation Page 1 is critical Social engagement really matters
  42. 42. Shamelessplug…

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