Travel & Hospitality Holiday Search Trends

As the holiday season approaches, airports and travel destinations get busier. Agencies and conglomerates, like Expedia and Kayak employ deep data-driven strategies to move the needle, while hotels, airlines and individual providers seem to be letting guesswork guide their tactics.

But guesswork doesn’t work in today’s world. The BrightEdge Data Cube — a massive content repository built to analyze large data sets — has been crunching data all year to provide this data to assist marketers in making data-driven decisions to produce the greatest ROI.

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Travel OnlyAir Transportation KEYWORDS:

1. LAX airport2. Flights to Florida3. Cyber Monday flight deals4. The flight deal5. Hotels near Miami airport

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When it comes to offering consumer savings opportunities, agencies like Expedia and Tripadvisor have mastered the right content, whereas airlines and hotels haven’t performed as well historically in this category.

DEALSAND OFFERS

TOP 5 WEBSITES:Expedia - 10.73% | Tripadvisor - 7.59% | Kayak - 3.93% | Hotels - 4.37% | Priceline - 2.27%

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AIR SEA LAND

TYPES OF TRAVELWhile Travel & Accommodation OTAs dominate offering deals for their consumers, at least one Travel-only company ranks highest among domain listings in every sub-group except air travel.


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AIR TRANSPORATION1. Expedia.com2. Tripadvisor.com3. Kayak.com4. Supershuttle.com5. Priceline.com

17.39%10.11%9.38%2.35%1.8%


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1. Royalcaribbean.com2. Expedia.com3. Princess.com4. Carnival.com5. Tripadvisor.com

3.48%3.42%2.73%2.25%2.04%

CRUISES AND CHARTER


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1. Amtrak.com2. Tripadvisor.com3. Gotobus.com4. Bigbustours.com5. Taketours.com

9.35%3.35%4.04%2.07%1.8%

BUS AND RAIL TRANSPORTATION


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1. Enterprise.com2. Kayak.com3. Expedia.com4. Budget.com5. Avis.com

27.59%8.99%8.19%7.44%2.94%

car rentals and taxi

T AXI


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Contrary to the other groups, individual hotels have seen much greater success among tourist destination and landmark-themed content. However, OTAs are still consistently represented among the top ten domains for tourist destinations and landmarks.

TOURIST DESTINATIONSAND LANDMARKS

TOP 5 WEBSITES:Tripadvisor - 6.96% | Expedia - 4.62% | Hilton - 5.28%, Marriott - 4.09% | IHG - 2.75%


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By using the BrightEdge Data Cube Technology to produce predictive, data-driven content, digital marketers can take full advantage of the most influential keywords this holiday season.


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Travel & AccomodationDEALS AND OFFERS keywords:

1. Flight deals Cyber Monday2. Winter getaways in New England3. NYC winter weekend getaways4. New York winter getaways5. Cyber Monday flight deals


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Travel OnlyAir Transportation KEYWORDS:

1. LAX airport2. Flights to Florida3. Cyber Monday flight deals4. The flight deal5. Hotels near Miami airport


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Accommodation OnlyTourist Destinations and Landmarks KEYWORDS:

1. Open ski resorts in Colorado2. Biggest ski resort in U.S.3. Largest ski resorts in the U.S.4. Hotels near Time Warner Cable Arena Charlotte5. Hotels near Pepsi Center Denver, CO


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There’s rarely an occasion in marketing where success is not driven by hard data, especially in digital marketing. With so many digital marketers flooding the Internet with content, you need to find new ways to keep up.

With the unique data offered from the BrightEdge DataCube, marketers can make sure no one falls by the wayside.

To view the entire report go to: http://www.brightedge.com/resources/industry-serp-report


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Travel & Hospitality Holiday Search Trends

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