Greenlight Research: UK – More Than Twice as Many Searches Made for Hotels at Home Than Abroad
LONDON, April 4, 2012 /PRNewswire/ –
Airports are braced for the Easter holiday rush as folks head home or take a flight of
fancy elsewhere. 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. In fact, the latest research from leading
independent digital marketing agency, Greenlight, 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
[http://www.onehydra.com ], a leading 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%
UK online hotel-related searches pertaining to domestic locations were more than
double those abroad. Queries totalled 723,642 accounting for a 36% share of hotel-related
searches overall, compared to just 14% (277,896) for hotel searches in short haul
destinations and 13% (267,911) in long haul destinations.
City-wise, on the domestic front, queries for hotels in London made up 39% of
hotel-related searches. Edinburgh followed with 9%, then Manchester with 6%.
Greenlight’s [http://www.greenlightdigital.com ] 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% share of voice. Lastminute
followed in second place with 83%, then Superbreak with 46%.
For short haul destination hotel-related searches, things changed. Trip Advisor ruled
the roost, achieving a 71% share of visibility. In at second was Expedia with 65% then
Lastminute with 57%. It was likewise for long haul destinations where these players also
dominated the rankings taking first, second and third place, respectively, in natural
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.
Greenlight is a leading independent digital marketing agency, the largest of its kind
in Europe and the fastest growing. With over 100 blue-chip clients including Santander,
New Look, Sky and ghd, Greenlight is a leader in the digital marketing space, and is
recognized worldwide for its commitment to delivering record ROI for its clients and
investing in the future.
Greenlight is considered the premier thought leader in the sector, publishing widely
read industry reports, original research, speaking at trade events, and delivering a
highly respected digital marketing training programme via the Greenlight Academy. Founded
in 2001, Greenlight is headquartered in London, with offices in New York.