January 2012 to September 2012

uk online travel & touriSM intelligence report

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Top InsIghTs

What queStionS do We anSWer?What Will you get froM thiS report?

• The financial crisis of 2008 has made the ‘staycation’ trend a key feature of UK travel and tourism landscape, facilitating the growth of search impression volume in key markets such as cottage holidays, coach holidays, as well as short and city breaks.

• Travel price aggregators lead the organic click share index in seven of the top ten travel and tourism sub-verticals. These include the high volume keyword markets flights and hotels as well as coach holidays, short and city breaks, villa holidays and coach holidays sub verticals.

• TUI leads the highly prized generic keyword market for holidays with its Thomson brand. When we factor in their all inclusive brand First Choice this gives the group a collective organic click share of 31.65%.

• Over 80% of the click share volume within both the flights and hotels keyword sectors comes from travel price aggregators; the most prominent include Cheap Flights, TravelSupermarket, Lastminute.com, LateRooms and Booking.com.

• Google is reshaping the search engine results pages (SERPs) for key location terms such as hotels in London and hotels in Paris. High positions within these listings are partly dependent on the quality of the reviews posted by customers.

• Virgin Atlantic leads our social score card index; however, this is only marginally ahead of both Thomson and Thomas Cook. This is indicative of the fact that all these brands are deploying a well co-ordinated social media strategy and all view the channel as a key part of their online activity.

• British Airways and Thomas Cook have the most holistic Facebook and Twitter presence in which they have the largest audience that is both consistently and positively engaged.

• Who are the market leaders?

• Which keywords are driving market visibility?

• What are brands doing to achieve maximum market share?

• How are brands using social media to acquire customers?

• A who’s who in online travel and tourism markets.

• In-depth market analysis covering January 2012 to Septem-ber 2012.

• Over 100 individual pieces of key insights.

• Over 50 individual pieces of statistical interpretation.

• Analysis of the top 100 brands across the top 200 keywords.

• An interpretation of the top brands search and social media strategies.

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key findingS of the report

What’s shaping online travel and tourism?

• Since 2009 the number of domestic holidays has increased from an average of 53.86% between 2006 to 2008, to 61.31% meaning that for every ten holidays taken, six are domestic.

• Airline operators lead the market in terms of overall brand search impression volume with 38.90%, followed by hotels with 21.36%.

• Regarding the volume of brand search impression, EasyJet leads the flights sub-vertical, with Premier Inn heading hotels, Expedia topping the table for travel aggregators, while TUI dominates traditional high street travel agents via their First Choice and Thomson brands.

• A macro-analysis tells us that the generic sub-vertical markets including: holidays, flights and hotels dominate the search impression volume with a collective 76.58%.

• The most lucrative generic keywords are cheap flights, cheap holidays, holidays and low cost holidays with a collective 70.75% search impression volume, while the top location terms are hotels in London, London hotels, cheap flights to New York as well as ferry to France.

• With 15.35%, Thomson is the leading brand within the generic keyword market for holidays, while Cheap Flights heads the keyword sub-vertical for flights with a massive 30%, pushing the price aggregator TravelSupermarket into second place.

• Market leaders within the hotels sub-vertical Lastminute.com and LateRooms.com have developed a holistic presence within search, each leveraging both paid and organic search in order to drive and maximise market exposure.

• Competition within the all-inclusive and package holiday sub-vertical is intense. This is reflected in the aggregated click share index in which there is less than 4% separating the top seven brands, including The Co-operative, First Choice, Onthebeach and Thomas Cook.

• TUI is one of the most aggressive brands within the ski holiday market, under the sub-brands of Crystal Ski and Thomson Ski, giving them an impressive aggregated click share of 41.74%.

• Within the short and city break keyword market, Superbreak has the largest aggregated click share index with 20.89%, however, it is Lastminute.com who is well positioned to challenge for top spot. Not only has Lastminute.com seen its rankings increase for a range of organic phrases, but unlike Superbreak, it makes extensive use of paid search.

• P&O Ferries aggregated click share of 20.57% is indicative of an aggressive paid and organic search strategy, making them a leading brand within the ferry holiday sub-vertical.

• With an impressive 42% aggregated click share Shearing Group, via three separate brands, dominates the coach holiday keyword market.

• Thomas Cook is indicative of how many of the top travel and tourism brands have seamlessly integrated their main site with a wide range of social assets including travel blogs, Google+ page, as well as Facebook and Twitter, in order to engage directly with custom-ers.

• EasyJet is one of the few leading brands that has developed a social media strategy which has the most robust balance between engagement quality and volume.

• Brands are extensively using competition techniques on social media to engage with potential and existing customers.

“the nuMber of doMeStic holidayS haS increaSed to an average of 61%, Meaning that for every ten holidayS taken, Six are doMeStic.”

executiveSuMMary

“online travel and touriSM iS Made up of a diverSe Set of keyWordS that are deSigned to reflect the different StageS Within the cuStoMer lifecycle. SucceSS iS centred on building a blended Search Strategy acroSS all typeS of keyWord categorieS including brand and generic, aS Well aS location terMS. Within thiS Section We reveal the MoSt viSible brandS acroSS both paid and organic Search.”

6 executive SuMMary

the riSe of the Staycation

The global financial crisis of 2008 that plunged the UK into recession has dramatically changed the travel and tourism landscape over the past few years (source: Holiday Review, Mintel, UK, January 2012). Overseas tourism during the pre-recession period of 2006 to 2008 on average accounted for 46.14% of all tourist visits; however, since 2009 there has been a decline to an average of 38.14% (see Figure 1). With the recession putting mounting pressure on household budgets, consumers have been turning to domestic holidays as a cost-effective alternative. A key driver for the ‘staycation’ trend is financial; domestic holiday volume surged in 2009 as the recession hit, and average expenditure on those breaks fell. Since 2009 the number of domestic holidays has increased from an average of 53.86% (2006 to 2008) to an average of 61.31% (see Figure 2) – meaning that for every ten holidays taken, six were domestic.

The ‘staycation’ trend has now been firmly in place for three years. Moreover, with the continuation of a difficult economic environment as well as the Olympic Games, there is likely to be a further reduction in holidays abroad and the continued rise of domestic holidays during 2012. According to Mintel and the ONS (Office for National Statistics), this is forecasted to continue over the next few years (see Appendix B Reference 1).

However, is ‘staycation’ really here to stay, or is it just a matter of time before overseas holidays make a resurgence? Factors that could influence this trend include:

• Weather: although ‘staycations’ have been on the rise over the last three years, domestic tour operators still need to contend with poor UK weather conditions. 2012 was supposed to be a banner year for domestic tourism, with the Queen’s Jubilee and Olympics hoping to spur the market to a new high. However, the weather remained an unpredictable factor, and, in 2012, proved particularly bad across the key spring and summer periods (source: Domestic Tourism, Mintel, UK, September 2012).

• Petrol Prices: All areas of travel and tourism are affected by the rise in fuel costs. However, because the vast majority of holiday and short breaks undertaken in the UK are by car or coach, it is an important consideration for people in terms of the overall affordability of a domestic holiday. The continued rise in fuel costs has the potential to impact the consumer’s decision-making on whether to switch to an overseas destinations in order to reduce overall expenditure (source: Holiday Review, Mintel, UK January 2012).

• Package Holidays: Independent holidays comfortably outnumber package holidays; however, the latters share of the market has increased since 2010 (source: Package vs Independent Holidays UK February 2012). For people with children in their household, all-inclusive holidays are increasingly the default choice, making tour operators’ investment in such holidays (and moves such as TUI’s re-casting of First Choice as an all-inclusive-only brand) clearly a worthwhile strategy (source: Holiday Review, Mintel, UK January 2012).

• Eurozone Crisis: Worries about the Eurozone have weakened Europe’s single currency. Meanwhile, the pound is recovering the value that it lost in the 2008 financial crisis. This potentially means that UK holidaymakers are finding that their money is buying more eu-ros than at any other time in the past three years. The prospect of an overseas holiday coupled with domestic pressures over fuel and weather make an overseas holiday increasingly more appealing (source: Holiday Review, Mintel, UK January 2012).

the role of online Marketing Within the booking proceSS

Customers are more informed and more goal-directed in their purchasing. The online experience is central to the customer experience and it contributes to the decision making journey, irrespective of whether the last point of purchase is online or offline. According to a GMI survey, the role of the internet as a source of information cannot be understated, with 65% of all adults going online to either get informa-tion or purchase their holidays (see Appendix B Reference 2). According to Mintel almost a third of online holiday bookers used a Travel aggregator such as Expedia or lastminute.com (source: Holiday Planning and Booking Process - UK - October 2012).

“65% of all adultS go online to either purchaSe or get inforMation on their holiday.”

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Figure 1: Number of domestic and overseas holidays 2006 to 2011

source: Travel Trends, 2006 to 2011 Office for National Statistics, July 2012Holiday Review, Mintel, UK January 2012

Domestic expenditure £ (billion)

20062007

20082009

20102011

0

5

10

15

Figure 2: Expenditure of domestic holidays 2006-11

source: Travel Trends, 2006 to 2011 Office for National Statistics, July 2012Holiday Review, Mintel, UK January 2012

Domestic holidays (million) Overseas holidays (million)

20062007

20082009

20102011

05

101520253035404550556065

8 executive SuMMAry

introduction to online travel and touriSM

Online travel and tourism is made up of a diverse set of keywords that are designed to reflect the different stages within the customer lifecycle. These include brand phrases such as Thomas Cook and First Choice, generic phrases such as holiday deals, as well as more market specific location terms such as cheap holidays to Turkey, ferry to France or flights to Barcelona. Generic terms are typically used to develop search exposure and help initiate the search journey, while the more specific location phrases help narrow the search and drive the conver-sion process. Brand typically comes into play during the later stages of the search process when customers have selected the product.

Online travel and tourism is defined by a broad product range and can be broken down into a multiplicity of specialist markets (see Ap-pendix B Reference 3 for full definition). We have focused our analysis on the top mainstream online travel and tourism keyword markets with an emphasis on cheap and lateminute deals. For simplicity the report focuses its analysis on the top generic terms as well as the top location phrases within each of these markets. It is important to note that the travel and tourism sector encompasses a wide range of long tail phrases, therefore the keyword terms within this report are by no means exhaustive. It is also important to note that location keyword coverage is dependent on whether an individual brand provides services to a particular destination.

These include:

• Holidays• Flights• Hotels• All inclusive and package• Cottage holidays• Short and city breaks• Villa holidays• Ferry holidays• Ski holidays• Coach holidays

A macro analysis tells us that the following generic keyword markets holidays; flights and hotels dominate the search impression volume with a collective 76.58% (see Figure 3). Of the top 10 generic phrases within these markets: cheap flights (25.12%), cheap holidays (19.04%), holidays (17.75%) and low cost holidays (8.84%), lead the way; the top 10 location phrases are spearheaded by hotels in Lon-don (24.49%), London hotels (14.48%), cheap flights to New York (11.81%) as well as ferry to France (11.81%) (see Figure 4).

This report analyses the leading travel and tourism brands between the period January 2012 to September 2012. Our findings will detail their tactics and strategies as well as reveal the most visible operators within:

• Organic search• PPC (Pay Per Click) • Social media

The following insight analyses the top 200 keyword phrases within each of the primary verticals across the top 100 brands. We have re-moved all non-commercially related websites from our statistical interpretations e.g. Wikipedia.

For simplicity, our analysis does not look at the role of travel and tourism websites that are specifically geared for providing reviews such as TripAdvisor, therefore we do not include keywords that encompass advice, tips, ratings or reviews.

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GenericKeywords % Split

cheap flights 25.12%

cheap holidays 19.04%

holidays 17.04%

low cost holidays 8.84%

flights 6.92%

hotels 6.72%

last minute holidays 6.25%

all inclusive holidays 4.70%

cheap hotels 2.53%

city breaks 2.12%

LocationKeywords % Split

hotels in London 24.48%

London hotels 14.48%

cheap flights to New York 11.81%

ferry to France 9.97%

Florida holidays 8.98%

Egypt holidays 6.91%

weekend breaks UK 6.25%

cheap flights to India 5.76%

cheap flights to Turkey 5.70%

hotels in Edinburgh 5.65%

Coach holiday - 0.94%Ski holidays - 1.19%

Ferry holidays - 4.38%

Villa holidays - 3.50%

Short and city breaks - 3.74%

Cottage holidays - 5.41%

All inclusive and package - 5.74%

Hotels - 12.97%

Flights - 26.88%

Holiday - 36.73%

Figure 3: % split of search impression volume by keyword market

source: Google Keyword Estimation Tool

Figure 4: % Split of search impression volume for the top 10 generic and location keyword phrases

source: Google Keyword Estimation Tool

brand Search iMpreSSion voluMe

• There is a diverse range of travel and tourism brands, each offering a multiplicity of services with many specialising in a particular constituent service offering. For example, at one end of the spectrum we have travel price aggregators that provide consumers with a flexible way of viewing and purchasing comparative products within the market. All the other operators offer either accommodation or flights, as well as travel agents who provide the full complement of services.

• From an aggregated perspective airline operators lead the market in terms of overall brand search impression volume with 38.90%. Indicative of the competitive nature of the travel and tourism sector this is followed in close succession by hotels with 21.36% and travel aggregators sites with 20.35% (see Figure 5).

• How do individual brands stack up against each other within constituent service offerings:

•Airlines:80% of brand volume within the market comes from low cost and budget carriers. Of these operators EasyJet and Ryanair are the leadings brands (see Figure 6).

•TravelAgents:TUI has the most dominant share of brand-related search impressions volume in the market with a collective 45.59% through its First Choice, Thompson and TUI UK brands (see Figure 6).

•Hotels:The two leading budget chains Premier Inn and Travelodge lead this sub-vertical with 61.10% brand search volume (see Figure 6). This closely mirrors their market share in terms of coverage of hotels within the UK (see Appendix B Reference 4).

•TravelPriceAggregators: While Expedia leads with 25.88%, the next four brands follow in close succession with less than 4% separating them – these include Bookings.com (UK arm of Priceline.com), Lastminute.com and LateRooms (see Figure 6).

role of travel price aggregatorS Within the buying cycle

Travel aggregator sites have positioned themselves as a critical part of the buying cycle, providing consumers with an easy and flexible way of viewing and purchasing comparative products within the market. Moreover, these sites also provide travel operators with the necessary means to advertise their products online. Paradoxically, price comparison sites are also absorbing critical organic real estate as they jostle with direct operators for premium position within the Search Engine Results Pages (SERPs).

Google has repeatedly played down ambitions to become a serious player in the online travel market. However, the acquisition of From-mer’s this seen by many as its first foray into creating its own travel content proposition. With over one in five overseas travellers already beginning their holiday planning process with a simple search engine enquiry, it makes perfect sense, from Google’s point of view, to evolve into something more than simply a conduit for other people’s content (source: Holiday Planning and Booking Process, Mintel, UK, October 2012).

10 executive SuMMAry

hoW do We MeaSure the Search Market?

Search impression represents the number of times a website page is displayed within the search results. It is only after the results are dis-played that visitors are able to click on either a PPC advert or an organic link. Therefore, “click share” represents the act of a visitor clicking on a PPC advert or an organic link and is calculated as follows:

• Organic click share is the number of clicks that an individual operator has achieved against a keyword, as a measure of where they rank for that keyword.

• PPC click share is the number of clicks that an individual operator has achieved against a keyword as a percentage of their “Share of Voice” (SOV). SOV is a measure of how often a brand’s PPC ad appears and their position.

See Appendix A Reference 1 for a full break down of our methodology.

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Airlines

Keywords % Split

EasyJet 34.46%

Ryanair 30.70%

British Airways 11.04%

Jet2 8.55%

flybe 7.02%

Virgin Atlantic 6.02%

Monarch Airlines 1.62%

Thomson Airways 0.60%

Travel Agents

Keywords % Split

First Choice 26.51%

Thomas Cook 26.12%

Virgin Holidays 13.75%

Thompson 11.41%

TUI 8.66%

Jet2holidays 6.76%

Co-operative Travel 3.44%

Monarch 3.35%

Travel Price Aggregators

Keywords % Split

Expedia 25.88%

Booking.com 14.61%

Lastminute.com 13.81%

LateRooms.com 12.52%

Teletext Holidays 11.45%

Skyscanner 9.52%

TravelSupermarket 7.86%

Travelzoo 4.36%

Hotels

Keywords % Split

Premier Inn 32.18%

Travelodge 28.92%

Holiday Inn 15.05%

Hilton 10.98%

Marriott Hotel 5.69%

Best Western 2.89%

Jurys Inn 2.16%

Crowne Plaza 2.13%

Travel Agents - 18.39%

Travel Price Aggregator - 20.35%

Hotels - 21.36%

Airlines - 39.90%

Figure 5: Brand related search impression volume by constitute service offering

source: Google Keyword Estimation Tool

Figure 6: Brand search impression by operator for each constitute service offering

source: Google Keyword Estimation Tool

12 executive SuMMAry

MoSt viSible travel and touriSM brandS in Search: key highlightS

Key findings of the report:

• In 2011, 65% of all adults went online to either purchase or get information about their holidays.

• The financial crisis of 2008 has made the ‘staycation’ trend a key feature of UK travel and tourism landscape. With the continuation of a difficult economic environment as well as the Olympic Games this is likely to see a reduction in holidays abroad and the continued rise of domestic holidays during 2012.

• The most important non-brand keyword markets in online travel and tourism are holidays, flights and hotels, which have a collective 76.58% of all the search impression volume.

• Of this group, the generic keyword market for holidays is the most dominant category with 36.73% of all search impression volume. High rankings within this market are critical for maximising visibility within the travel and tourism sector.

• The most important generic phrases with the largest search impression volume are cheap flights (25.12%), cheap holidays (19.04%) and holidays (17.75%); the top location phrases are spear headed by hotels in London (24.49%) and its variant London hotels (14.48%).

• In terms of brand search impression volume, EasyJet leads the flights sub-vertical with 34.46%, Premier Inn heads hotels with 32.18%, Expedia tops the travel aggregators sub-vertical with 25.88%, while TUI dominates traditional high street travel agents with a collec-tive 48.58% via their First Choice, Thomson and TUI UK brands.

• Airline operators lead the market in terms of overall brand search impression volume with 38.90%, followed by hotels with 21.36%.

• Travel aggregator sites such as Lastminute.com and LateRooms are absorbing critical organic real estate. Many direct operators are jostling for premium positions within the SERPs to maximise their exposure and this is set to continue.

• The search impression volume within all travel and tourism sub-verticals are driven by fluctuations in seasonality. The real winners are those brands who are able to maintain high consistent organic rankings as well as being able to deploy a cost-effective PPC campaign during peak periods.

• The organic click share index for the keyword market holidays is led by TUI’s sub-brands Thomson and First Choice with a collective organic click share of 31.65%.

• Cheap Flights have deployed an aggressive strategy across both organic and paid search making them the leading brand with inthe flights sub-vertical.

• The only airline operator that factored in the top 10 of the flights organic click share index are low cost and budget operators – these included Ryanair, Jet2 and FlyBe with a 4.29%share.

• Hotel SERPs for location terms are distinctly different from many of the other types of results pages. This reflects Google’s ongoing quality drive to deliver not only more relevant results but listings that are more in tune to the visitors’ choice of location. Visibility in these location sub-listings are also in part driven by the number, as well as quality, of reviews given by customers.

• The hotel keyword market is dominated by travel aggregators, accounting for 83.13% of the total click share. Leading travel aggrega-tors included lastminute.com and LateRooms.

• Package holidays have increased their market share over independent holidays from 50.10% to 51.80%. This is a direct result of families who are looking to benefit from cost-saving opportunities and is subsequently reflected in the consistent increase in search impression activity from 2007 to 2012.

• In 2012, First Choice became a 100% all-inclusive brand; this change in product positioning is reflected in their online search strategy where they have seen a rise in their ranking for the high volume phrase all inclusive holidays.

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• All inclusive and package holidays is one of the few travel and tourism sub-verticals where traditional high street travel agents outstrip the travel aggregators by 55.16% to 44.84%.

• TUI is one of the most aggressive operators within the ski holiday market. Under the sub-brands of Crystal Ski and Thomson Ski they have an impressive aggregated click share 41.74%.

• Shearing Group is the most dominant brand within the keyword market for coach holidays. This has been achieved via high rankings from their Shearing Holidays and National Holidays brand, but most importantly they are owners of the travel price aggregation site coachholidays.com, which has a leading organic click share of 23.75%.

• The ‘staycation’ trend has been critical to the success of the short and city breaks markets, and is this is one of the few holiday mar-kets that has consistently grown despite the recession.

• The intensity of the villa holiday market is reflected in the fact that less than 1% separates the top two brands Owners Direct and James Villas.

• France is the most popular ferry destination, constituting over 50% of all ferry travellers from the UK. This is also reflected within the search impression, in which 70% all volume comes from the phrases ferry to France and ferries to France.

• P&O Ferries’ aggregated click share of 20.57% is indicative of an aggressive paid and organic search strategy, making them a leading brand within the ferry holidays sub-vertical.

• Social media is a key channel for many of the travel and tourism brands , as it allows them to distribute their content as widely as pos-sible, so they are able to reach customers at every stage in the purchase cycle.

• Four brands within our social score card (Virgin Atlantic, Thomson, Thomas Cook and EasyJet) have managed to strike a good balance between marrying up repeated discussion with positive sentiment.

• Competitions as a form of content enagement has the largest number of occurrences with 32.04%, with Thomas Cook and Thomson being the most prolific users.

• LateRooms.com concierge service delivered via Twitter is indicative of a social media content strategy that is primarily focused toward engaging its audience in high quality customer support.

“flightS and holiday keyWord MarketS have a collective 64% of all Search iMpreSSion voluMe and are critical for MaxiMing viSibility Within the travel and touriSM Sector.”

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about StickyeyeS

about the author

about uS

Philip McGuin, Head of Insight and Market Research at Stickyeyes has 15 years’ experience in the areas of online marketing, performance based lead generation as well as, data analysis techniques including web metrics, portfolio score carding, attribution, econometrics and statistical modelling.

He has worked both client and agency side for a range of organisations including public bodies such as European Parliament, European Commission promoting the EU’s policy on Information and Communication Technology (ICT ) as well as the Department of Trade and Industry (DTI), marketing policy on e-Government. He has also extensive experience in the private sector as Head of Marketing for an enterprise software provider Atlantic Global as well as the Head of Online Marketing for one of the UK’s first private online higher educa-tion training providers - Kaplan. Prior to his career in the private sector Philip worked as a doctoral research fellow in Economics, Politics and History.

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Stickyeyes is an international digital marketing agency with an award winning pedigree in SEO, PPC & display, content creation, social media, blogger engagement, PR, design & development, mobile, conversion optimisation and insight.

A wide variety of blue chip companies and prestigious brands (including many household names) utilise Stickyeyes’ expertise to provide innovative, effective and creative marketing solutions in incredibly competitive sectors, including retail, travel, gaming and professional and financial services amongst others.

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other reportS in the SerieS• UK Online Gambling Market Intelligence Report - This report analyses the search marketing and social media strategies of the leading

gambling brands between the period January 2011 to December 2011.

• UK Legal Services: Online Personal Injury - This report analyses the search marketing and social media strategies of the leading Legal Services brands within online personal injury between the period January 2011 to December 2011.

• UK Online Clothing Retail: Womenswear - This report analyses the search marketing and social media strategies of the leading online womenswear clothing retailers between the period October 2011 to March 2012.

• UK Online Consumer Finance - This report analyses the search marketing and social media strategies of the leading online consumer finance brands between the period December 2011 to May 2012.

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diSclaiMerThe information contained in this report is for reference purposes only. Although every effort has been made to ensure accuracy of data, the analysis is Stickyeyes own interpretation and the company cannot be held liable for any subsequent business deci-

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