Greenlight Research: More Searches for Hotels Occur at Home Than Abroad [Travel & Leisure Close - Up]
(Travel & Leisure Close - Up Via Acquire Media NewsEdge) More than 370,000 passengers are expected to leave Heathrow Airport between Good Friday and Easter Monday, and 200,000 will pass through Gatwick - all of which surely bodes well for the hotel trade, according to the latest research from independent digital marketing agency, Greenlight.
The group said its research found that in January, the number of hotel-related searches made online by UK searchers totalled 2 million. Interestingly however, the majority of their hotel queries pertained to the UK.
Based on an analysis of online search-related data sourced from Hydra's One Platform, a provider of SaaS tools for digital marketers, Greenlight's research, 'Hotels Sector Report - Issue 11 'found generic terms such as 'Hotels', 'Cheap hotels' and 'Bed and breakfast', were used for the majority (765,622) of hotel-related searches,and accounted for a 38 percent share.
The company said UK online hotel-related searches pertaining to domestic locations were more than double those abroad. Queries totalled 723,642 accounting for a 36 percent share of hotel-related searches overall, compared to just 14 percent (277,896) for hotel searches in short haul destinations and 13 percent (267,911) in long haul destinations.
City-wise, on the domestic front, queries for hotels in London made up 39 percent of hotel-related searches. Edinburgh followed with 9 percent, then Manchester with 6 percent.
Greenlight said its research also reveals the most visible hotel websites in natural search and paid media.
According to Greenlight's league table, Late Rooms was the most visible website for domestic hotel-related searches, achieving a dominant 96 percent share of voice. Lastminute followed in second place with 83 percent, then Superbreak with 46 percent.
For short haul destination hotel-related searches, things changed. Trip Advisor ruled the roost, achieving a 71 percent share of visibility. In at second was Expedia with 65 percent then Lastminute with 57 percent. It was likewise for long haul destinations where these players also dominated the rankings taking first, second and third place, respectively, in natural search.
However, with more than a quarter of Britons having apparently made plans to avoid London 2012, according to a survey by Travelex, perhaps short haul and long haul destinations will see the hotel search-related balance, re-addressed.
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