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The holiday market is vast and expanding with new niches gaining momentum each year. This report looks specifically at the travel companies offering Safari holidays. We’ve analysed the market as a whole but within the report, you’ll find information on companies which specialise in just Safari holidays, too.
In the report, we’ve analysed key metrics that are important for any company’s online success, such as SEO visibility, social scores and page speed. Companies can use this information to benchmark their success against that of their competitors. It also highlights where you might be succeeding or areas in which you could improve.
Within the report, we’ve looked at all travel companies who offer safari holidays. Safari-specific travel providers have stiff competition, with big names in the travel market taking the top spots for visibility. While they may have the big numbers in terms of visibility scores, that doesn’t mean they will be topping all the SERPs for niche terms. We’ll discuss this later on.
The top ten sites are:
Lastminute.com remains the market leader despite stagnating year on year. Tui is catching up after a 30% increase in visibility year on year.
First Choice and Virgin Holidays have also had successful years for visibility, gaining 55% and 20% visibility, respectively.
Making up the top five is Travel Zoo who lost 10% visibility overall.
Of course, we can’t attribute all of the visibility for these sites to Safari holidays alone. The top five safari specialist sites are:
As we’ve mentioned, the sites that specialise in Safari holidays have tough competition from the all-encompassing travel sites that offer Safari holidays.
It’s worth noting that TripAdvisor also ranks highly for a lot of these terms, which is unsurprising as this is a market with a lot of questions surrounding it.
Well done to Virgin Holidays who is ranking in position 1 for the highest competition keyword ‘safari holidays’. They are ranking well for most of our highlighted keywords with the most relevant page for the term, whether that be their safari page or one of their African holidays pages.
Their listings also have one-line sitelinks which allow searchers to click on a term which is more relevant for them, reducing the number of clicks they need to make before reaching their desired destination.
Lots of our keywords have countries or places within them.
Creating location category pages with relevant copy can help you rank for key terms.
A great example of this is Yellow Zebra Safaris who have great content on their location pages. They are ranking well for the term ‘Tanzania safari’ with their Tanzania page.
Alternatively, you could create supplementary content on a blog or resource section.
Go2Africa is ranking in position 3 for ‘Kenya safari’ with a blog post about the 10 best Kenya safari tours. This is a brilliant way of linking to multiple pages from one central blog post. It also allows you to answer related questions and rank for long-tailed keywords which users may be searching for.
The new Google Hotels app within the site shows all the hotels registered within a featured snippet style map at the top of the page:
This works in a similar way to Google my Business, showing star ratings, the hotel name with images and the location on the map.
While this is great news for individual hotels, it could be a worrying sign for travel booking sites, especially if these map packs become more frequent within SERPs.
So, it’s never been more important to step up your SEO game to make sure you rank as highly as possible for key terms.
Social media is the perfect place to grow your audience and nurture relationships with existing customers.
With 81% of people booking their holiday online, it’s an important space to make yourself visible, and strong social campaigns can be integral to boosting your online conversions.
The top five safari-specific holiday providers for social are:
Top Deck engage new customers by reposting customer images from travellers who have been on their tours.
Their Instagram page is also packed with photos from their holiday destinations.
This is a great way of encouraging users to tag your company in their photos, opening your brand up to their friends list. It also helps that your brand is being tagged in a photo promoting what a great time customers have had – a picture says a thousand words and makes a great testimonial!
Rhino Africa has taken a different approach, offering mainly images of the wildlife customers can expect to see on their safari packages.
The animals are often the core reason people choose to go on holiday, so showing them high-quality images of the wildlife they are likely to see with a quote from the photographer is a clever way of promoting your service.
You should use your social platforms for showcasing your services, but also provide help to customers through posts that answer commonly asked questions or links through to informative blog posts.
Polls, competitions, and ‘vote’ style posts also encourage engagement.
Booking trips comes with a lot of responsibility and often stress. Having a page that loads slowly can decimate any trust a customer has in your site, so it’s super important to focus on making your pages the fastest they can be.
Not only is it vital for user experience, it’s also a huge ranking signal for Google. If you’re trying to improve your SEO this year, page speed should be your top priority.
Google PageSpeed Insights showed the fastest five Safari Holiday sites were:
All our reports are free. We produce these reports to provide useful content for brands as it gives us insights into sectors we’d love to work in. It benefits us because we gain knowledge on multiple industries. It benefits you because you get impartial, accurate data for free.
If you’re a travel company who doesn’t specialise in safaris, you may find your company in the Visibility tables but not in the rest of the report. If this is the case and you want to see your data across the board, let us know and we’ll get the data to you.
As well as this report, we’re also offering a free 30-minute SEO audit which you may qualify for. Get in touch and we’ll see what we can do.