Brands Featured

  • skyscanner.net
    skyscanner.net
    trivago.co.uk
    trivago.co.uk
    booking.com
    booking.com
    expedia.co.uk
    expedia.co.uk
    hotels.com
    hotels.com
    kayak.co.uk
    kayak.co.uk
    cheapflights.co.uk
    cheapflights.co.uk
  • onthebeach.co.uk
    onthebeach.co.uk
    momondo.co.uk
    momondo.co.uk
    travelrepublic.co.uk
    travelrepublic.co.uk
    statravel.co.uk
    statravel.co.uk
    lastminute.com
    lastminute.com
  • skyscanner.net
  • trivago.co.uk
  • booking.com
  • expedia.co.uk
  • hotels.com
  • kayak.co.uk
  • cheapflights.co.uk
  • onthebeach.co.uk
  • momondo.co.uk
  • travelrepublic.co.uk
  • statravel.co.uk
  • lastminute.com
  • icelolly.com
  • makemytrip.com
  • edreams.co.uk
  • opodo.co.uk
  • ebookers.com
  • goibibo.com
  • esky.co.uk
  • holidaydiscountcentre.co.uk
  • travelsupermarket.com
  • holidaypirates.com
  • cleartrip.com
  • agoda.com
  • travelocity.com
  • olympicholidays.com
  • orbitz.com
  • traveltrolley.co.uk
  • hotwire.com
  • travelbag.co.uk
  • flightcentre.co.uk
  • seatguru.com
  • budgetair.co.uk
  • farecompare.com
  • easyvoyage.co.uk
  • liligo.co.uk
  • travelup.com
  • holidaysupermarket.com
  • netflights.com
  • sunshine.co.uk
  • gotogate.co.uk
  • directflights.com
  • flights-idealo.co.uk
  • barrheadtravel.co.uk
  • cheapoair.co.uk
  • justtheflight.co.uk
  • cheapflightsfinder.com
  • ebooking.com
  • directline-flights.co.uk
  • jetcost.co.uk

Show More Brands

What to expect inside

Latest insights

  • skyscanner.net has the best brand reach in the industry
  • booking.com No.2 for overall organic visibility
  • expedia.co.uk & travelsupermarket.com have lost out on signiificant portions of their organic visibility in the last 12 months
  • cleartrip.com is showing to have the fastest pagespeed, an important ranking factor

10 minutes Reading time

20 pages Length

Updated September 2019

What this Flight Booking Engine report is all about

This is our Digital Insight Report for the Travel Booking Engines market, analysing the digital performance of the top 51 sites.

This report aims to help you see where your site fits against its competition in terms of SEO metrics such as visibility and keyword potential. This is a great benchmarking exercise, giving you the insight you’d have to pay for elsewhere.

The best way to read this post is with the report to hand, giving you access to the data alongside our analysis. We don’t just put the data together, we also research the market to find out why the winners are winning and why some sites have lost out more than others.

 

Winners and losers in the Travel Booking Engines market

It’s been mostly visibility losses for Travel Booking Engine sites this year.

 

Which are the biggest Travel Booking Engines in 2019?

The top ten sites are:

1. booking.com
2. expedia.co.uk
3. lastminute.com
4. skyscanner.net
5. kayak.co.uk
6. travelsupermarket.com
7. trivago.co.uk
8. onthebeach.co.uk
9. hotels.com
10. travelrepublic.co.uk

Booking.com is storming ahead of the market after a 24% increase in visibility year on year. Expedia remains in 2nd place despite losing 17% visibility and Lastminute.com stagnated, leaving them in 3rd place. They could easily be overtaken by Skyscanner who is not far behind them but did lose 6% visibility YoY.

Well done to On the Beach who increased their visibility by 15% this year, putting them comfortably in the top ten.

Which Travel Booking Engines have had the biggest growth in 2019?

1. booking.com (+24%)
2. agoda.com (+133%)
3. ebookers.com (+44%)
4. opodo.co.uk (+29%)
5. kayak.co.uk (+8%)

Which Travel Booking Engine sites saw the biggest losses in 2019?

1. expedia.co.uk (-17%)
2. travelsupermarket.com (-22%)
3. cheapflights.co.uk (-27%)
4. skyscanner.net (-6%)
5. sunshine.co.uk (-30%)

There are some big, recognisable names who look to have lost out on visibility this year. We’ll look to see why that might be in the following sections.

 

Keyword opportunities for Travel Booking Engine sites

As this is a very similar market with a slightly different style of site, there is crossover with the keywords for travel booking engines and traditional travel agents who provide package holidays.

Let’s see where some of the best opportunities lie.

Don’t neglect your niche

As to be expected, Lastminute.com is ranking in position 1 for the term ‘last minute holiday deals’.

However, it is Icelolly.com who has gained the featured snippet for the term. Their last minute holiday deals page is easy to navigate and has deals for different cities around the world.

The page also has enhanced copy which answers relevant queries such as ‘how to find the best last minute holiday deals’ and ‘when to book a last minute holiday’. This signals to Google that the page serves the customer intent and that there is useful information on the page.

Read more about the importance of writing enhanced copy on your category pages.

Cheap and cheerful

We often see eCommerce retailers shying away from using the word ‘cheap’ as they sometimes believe it can dampen the image of their products.

Unless you’re a travel provider who specifies in luxury travel, using the word cheap could be one of the best changes you make to your title tags and H1s on relevant pages.

Well done to Cheapflights, Skyscanner and Travelsupermarket who are ranking in the top three positions for the highest competition keyword ‘cheap flights’.

 

Travel Booking Engines on social media

A report by ABTA showed that 81% of people booked their holiday online in 2018. This means 8 in 10 people are likely to be online either on their laptop, phone or tablet when looking for holidays.

You can be really smart about using social media to fulfil your customer’s wants and needs in a valuable way with remarketing Facebook ads and promoted Instagram posts.

Social scores are high across the market which shows that travel companies are already taking advantage of these platforms.

Most travel booking engines are global, so it’s important to ensure you vary your content to appeal worldwide rather than focusing on a particular country unless you have separate pages for each country.

Skyscanner is topping the social charts with by far the highest number of brand searches and a high owned social score.

They often post videos such as ‘Top things to do in X’ which can be really helpful for people planning on travelling there.

They also have paid partnerships with tourist boards from different countries such as Visit Greece and Western Australia.

Having paid partnerships like this helps to build trust from customers as they can see your company is endorsed by a reputable source. It also opens your company up to a whole new audience.

Their Instagram features beautiful images of locations around the world, mostly sent in by followers using branded hashtags.

This is another great way of broadening your audience.

Doing all of the above as well as varying your content across platforms, having a strong brand aesthetic and tone of voice as well as providing selfless content should see your social scores flying high.

 

Which Travel Booking Engines have the fastest page speed?

Booking holidays or travel essentials can be fun but it can also be stressful. Don’t make life harder for travellers by giving them a slow loading site to contend with… or they’ll just exit the page.

Google favours sites with fast page speeds as it makes them easier to crawl.

We identified the fastest travel booking engines using Google PageSpeed Insights:

1. cleartrip.com
2. directflights.com
3. holidaydiscountcentre.co.uk
4. liligo.co.uk
5. justtheflight.co.uk

 

How much does this report cost?

The cost of this report is free. Creating these reports helps us to understand your market better while giving you the insight you might otherwise find difficult to curate.

What if my brand is not featured in the report?

If you can’t see your company in the report data get in touch and we will provide a personalised version of the results including your site. The sites that make the finished version of our report are chosen based on a visibility score.

Got any questions about our data or analysis? Get in touch and we’ll happily speak to you all about it.

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