Seasonal Trends
Visibility Vs Authority
Link Acquisition
Social Influence
Content Performance
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10 minutes
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Brands Ranked
Updated September 2024
"I am massively grateful for this report and there aren't many other useful ones I have found for online flower services."
- Arena Flowers, Data Scientist, Aaron Grove
"The report it was very interesting as has been the case in previous years."
- BOX, Marketing Manager, Mike Hart
"Really impressed with the work done behind the research, really well done to the team and Salience"
- Funding Options, , Head of Organic, Sonia Morrison
Each year we release our Salience Index, which is a market report on a sector telling you everything you need to know SEO-wise. This edition is all about the online Travel Booking industry. Inside, you’ll find the top brands, visibility, keywords keyword opportunities and trends, social brand reach, reviews and page speed.
Our Travel Bookings Market Report gives online brands useful insight into how their digital marketing efforts measure up to the competition. You can find all this for free, just fill in a form and download our report, or keep reading for snippets.
We also have other travel reports such as our Cruise Holidays Market Report, Staycation Report, and a Safari Travel Report so if your business has these as USPs take a look at them for any specific insights.
Travel Booking Market Leaders
In our Travel Booking Industry Report, we look at brands individually as well as the industry as a whole.
In the past year, the sector has fallen by 20% YoY visibility wise! But this doesn’t mean all is lost, as markets rise and fall with trends, the current economic crisis and more.
Currently, the top 10 brands leading the space are:
1. tui.co.uk
2. skyscanner.net
3. booking.com
4. easyjet.com
5. jet2holidays.com
6. ryanair.com
7. expedia.co.uk
8. loveholidays.com
9. kayak.co.uk
10. onthebeach.co.uk
Travel Booking Brand Visibility Wins & Losses
Within our Travel Booking Market report, we cover the brands that have gained the most visibility within the year, called our top 5 winners.
These winners are:
1. tui.co.uk (24%)
2. easyjet.com (19%)
3. skyscanner.net (11%)
4. wizzair.com (33%)
5. ryanair.com (8%)
Congratulations to all of our winners! We can look to them to find what is currently working SEO wise and take learnings from their marketing approach. And we can even see some of our winners in our leaders list so great job!
Where there are wins, there must also be losses. But don’t worry, you'll just need to package up your SEO strategies, so all is not lost.
The top 5 losses in our Travel Bookings Industry Report are:
1. loveholidays.com (-23%)
2. lastminute.com (-30%)
3. hotels.com (-31%)
4. booking.com (-7%)
5. travelsupermarket.com (-39%)
Remember, not all is lost and you can regain lost visibility. We’ve got some tips around keywords and trends that can help you.
Wondering where your brand is on the visibility table? Download our free Travel Bookings Market Report to see where you stack up.
Keywords & Trends In The Travel Booking Industry
Whether you’ve lost some visibility and want to gain it back or find focus for your SEO campaign this year, we’ve got some insights around keywords and trends that can help. First, let’s start with keywords; those can be split into high-competition and opportunity.
High-competition keywords are those that are high in monthly search volume, but every brand is targeting it, making it harder to rank higher in the SERPs. Some examples in our report include: ‘flights’ with 363,000 SV and a competitiveness rating of 88, followed by ‘cheap flights/holidays’, and ‘all inclusive holidays’.
Opportunity keywords are those that are also high in monthly search volume but low in competitiveness, making them easier to rank high for. These tend to be more specific keywords, some in our industry report are: ‘red eye flight’ with 3,700 SV and 9 competitiveness followed by ‘late holiday deals’ and ‘cheap beach holidays’.
Trends in our report is split into emerging and receding brands and products. For now, we will just cover a snippet of emerging products, a few of those are: ‘flight and hotel’, ‘all inclusive breaks’, and ‘holiday packages’.
Through keywords and trends we can see a common theme of budget and cheap, all inclusive, specific flights, deals or places as well as booking your flight and hotel together. If you’ve got any of these themes, it’s a great way to signpost as a USP.
For more details of ways to get your SEO ready for holiday, download our free Travel Booking Market Report today.
Travel Booking Market Goes Social
Social media and brand reach are two important factors when it comes to SEO, how well you build your brand on social media, and how well your brand name gets searched. Both have a vital role to play in making sure your name is in front of the users mind when it comes time for them to convert, influencing them before they are even in the buying journey.
In our Travel Booking Market Report, we look to who’s doing the best in the social brand reach, with an owned social scoring system. The brand bringing the holiday feels to social is Booking.com, with an owned social score of 35515 and over 19,000,000 followers on several platforms.
Their social media is filled with deals, giveaways, reels and even travel guides such as best picturesque homes, to local city guides and Berlin in 48 hours. It’s clear to why they dominate the social game, they cater to the inspiration and education side of travelling as well as signposting deals.
Booking.com’s social presence however only landed them 4th on our brand reach score, with 673,000 a month. Still a lot so congrats! But first place goes to Sky Scanner with 4,090,000 brand searches a month. Which is understandable as it compares flight prices on several websites so users can find the best deal.
Interested to see where your brand lands in social data or brand reach? Download our free Travel Booking Market Report today.
Trust In the Travel Booking Market
Buying anything online takes trust, but especially when you’re dealing with high-value purchases such as a holiday, whether this be a flight, hotel or even both. EEAT is an important trust factor for users and Google, users want to know that the site they are on is legit and reviews are really important for not only choosing your site, but picking a holiday location or hotel.
In our Travel Booking Market Report we cover the number of reviews and review scores of all the brands in the industry.
The top 10 most trustworthy sites are:
1. haystravel.co.uk
2. jet2holidays.com
3. opodo.co.uk
4. travelrepublic.co.uk
5. loveholidays.com
6. tui.co.uk
7. jet2.com
8. uk.trip.com
9. onthebeach.co.uk
10. kiwi.com
The Fastest Travel Booking Sites
Page speed is an important factor in SEO, users want a fast site and a fast experience. If your site is too slow, you’ll lose traffic and number of users who actually use your service. It’s vital to make sure your site is fast but also optimised for both desktop and mobile as both are key in the browsing and purchasing journeys.
The 10 sites with the fastest page speed are:
1. loveholidays.com
2. omio.co.uk
3. norwegian.com
4. intrepidtravel.com
5. onthebeach.co.uk
6. travelrepublic.co.uk
7. emirates.com
8. lastminute.com
9. loganair.co.uk
10. holidaygems.co.uk
Download Our Free Travel Bookings Report
Interested to know where your brand stacks up against your competitors in various ranking factors? Or want to learn more about this year's keywords and trends to focus your campaign?
You can have all this information straight in your inbox; just download our Travel Booking Industry Report for free today!
If you don’t see your brand, don’t worry! Our data includes all the brands in the sector, but we’d be here all day if we included them all in our report. Just get in touch for a personalised report.
If you want to chat SEO, want a free strategy audit, or just have any questions, get in touch today, we’d love to hear from you!
