Digital Travel Trend Report and Statistics 2016 SEO
Globally, we spend more on travel related goods than in any other industry.
This is supported by consistent growth in digital travel sales across the board in every region, and by organic search, as people are increasingly searching and increasingly buying online.
Digital Travel Statistics: Online Growth
- By the end of 2015, digital travel sales in Western Europe totalled $152 billion, up 8.0% from the previous year
- Worldwide digital travel sales totalled more than $533 billion in 2015
- By 2019, worldwide digital travel sales will top $762 billion
[Data from Emarketer]
Digital travel sales are up in every region globally
There is growth in every major region, but the growth of total travel sales in Asia Pacific looks set to be the biggest market region by 2018.
As always, the largest markets are the ones expected to experience the most market saturation (Western Europe and North America), while rising stars (i.e. Asia Pacific and Latin America) are predicted to show significant growth over the coming years.
- Latin America Sales predicted to increase the most of all – by 122% between 2014 – 2019
- Asia-Pacific to surpass North America as the largest digital travel market in the world.
- Western Europe sales predicted to increase the least of all – by only 32% between 2014 – 2019
[Data from Emarketer]
Travel Industry Digital advertising spend
To capture the attention of a global audience more inclined to purchase travel products such as flights, hotels and city breaks online, the travel industry is increasing its advertising spend online.
- The Travel market makes up 8.3% of all digital ad spend globally
- Spend increased by 22% in 2014 for the sector, keeping in line with global sales increases
[Data from Emarketer]
How often do the British travel abroad?
In the UK, spending on overseas travel was estimated to have increased by 5% YOY, and visits overseas were expected to grow by 8% YOY from 2014.
British people take each take an average of 3.2 holidays per year according to the office of National Statistics 2015.
- May saw the highest peak in visits abroad in the UK, in 2014.
- July overtook May as the month to holiday abroad in 2015 (9% more UK residents holidayed in July 2015 than May 14).
- An estimated £37.5bn spent on visits abroad (Oct 2014 – 2015) up 5% from previous year
- 129,102,000 projected visits abroad between Oct 2013 – 2015
- 8% increase expected in UK visits abroad (Oct 2014 – 2015)
[Data from Office for National Statistics]
Travel sector – popular search terms by type
Despite seasonal peaks and troughs, search volumes are still significant even in the lower months. Activity and visibility should be spread throughout the year, plus in terms of media spend, investing in “down time” months may pay dividends.
- Searches tend to peak in January and July for most search term categories below.
- “Holidays to” terms are searched most in January. This is likely because family holidays are prepared and bought in advance.
- “Flights to” terms are searched more in July. Is this because they are more likely to be booked last minute? And is this increase off the back of direct accommodation providers, such as Airbnb?
- “Last Minute Holidays to” & “Hotel Deals” peak higher in July than in Jan
- “Flights to” searches peak in July rather than Jan in 2015
- “Holidays to” searches peak in January rather than July
[Data from Google Keyword Planner, January 2016]
Overall Travel sector search volume by type: “Holidays to..”
“Holidays to…” is the most searched category in the travel sector
[Data from Google Keyword Planner, January 2016]
Breakdown of search volume: “Holidays to…”
There has been 4.5% growth in “Holidays to” related searches YOY
YOY % increase
- Jan 14-15: 9.3% increase
- July 14-15: 1.1% increase
- Aug 14-15: 2.3% increase
[Data from Google Keyword Planner, January 2016]
Breakdown of search volume: “Flights to…”
This search term group is fairly consistent year round, with no major peaks or dips.
A year-round strategy would therefore work well when focussing on flights sales.
- July has overtaken January, by 5.4% in 2015, as the month to search for flights
- March has seen an 18% increase YOY
- January searches were 12.1% higher than July searches in 2014, but in 2015 were 5.4% lower
YOY % increase
- Jan 14-15: 1.2% increase
- July 14-15: 19.5% increase
Aug 14-15: 21.5% increase
[Data from Google Keyword Planner, January 2016]
Breakdown of search volume: “Hotels”
There’s been a 0.5% increase YOY for “Hotels” based searches.
YOY % change
- Jan 14-15: 3.3% increase
- July 14-15: -0.4% decrease
- Aug 14-15: -1.2% decrease
[Data from Google Keyword Planner, January 2016]
Breakdown of search volume: “Places to stay”
There’s been a 1.2% increase YOY for “Places to stay” related searches.
YOY % change
- Jan 14-15: 2.2% increase
- July 14-15: -2.3% decrease
- Aug 14-15: 12.1% increase
[Data from Google Keyword Planner, January 2016]
Breakdown of search volume: “Accommodation”
There’s been a -1.6% decrease YOY for “Accommodation” related searches.
YOY % change
- Jan 14-15: -1.3% decrease
- July 14-15: 0.2% increase
- Aug 14-15: 5.7% increase
[Data from Google Keyword Planner, January 2016]
Breakdown of search volume: Location based “Flights to…” terms
Most popular location-based flight search terms up by 17.8% Jan YOY and 23.7% July YOY
[Data from Google Suggestions and Keyword Planner, January 2016]
Keyword value search terms: “Flights to…”
To find out the most valuable “Flights to…” search term, we multiplied Search Volume x CPC Bid x Competition Value
The Winner: Flights to New York
Make sure you’re well optimised for “flights to New York”, as this is the highest value search term in its category
Find out more from Pi Datametrics about your industry:
Keyword value search terms: “Flights to…”
By combining keyword value and SERP ranking (based on CTR) we can see which sites are performing best for the most valuable search terms.
The Winner: Skyscanner
Skyscanner is currently dominating the travel industry for organic search. They have complete visibility across hundreds of key terms and appear at positions 1-3 for some of the most commercially valuable terms in the industry.
Read more here about how Skyscanner dominates the SEO travel industry
Keyword value: “Holidays to…” search terms
To find out the most valuable “Holidays to…” search term, we multiplied Search Volume x CPC Bid x Competition Value
The Winner: Dubai Holidays
Make sure you’re well optimised for “Dubai holidays”, as this is the highest value search term in its category
Find out more from Pi Datametrics about your industry. Book your demo now.
Keyword value search terms: “Holidays to…”
By combining keyword value and SERP ranking (based on CTR) we can see which sites are performing best for the most valuable search terms.
The Winner: Thomson
Conclusion
- Digital travel sales are rising globally
- UK travel sales are increasing on a LFL basis
- Digital ad spend is up YOY
- Holidays and flights based searches are steadily increasing
- Skyscanner is best optimised for “Flights to…” search terms
- Thomson is best optimised for “Holidays to…” search terms
- Hotels and accommodation based searches are plateauing / declining – is this the AirBnB factor?
If you found this report interesting, find out how Skyscanner dominates the SERPs:
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