Greenlight report reveals best perfoming Hotels and Agents, online

London, 16 February, 2010 - Going by the keywords used when UK consumers went online to conduct a search for a hotel over the festive season, London was by far the most sought after individual location. This is according to the latest independent report from Greenlight, the UK's leading search marketing agency, 'Hotels Sector Report - Issue 4'. The report which analysed 1,300 hotel-related keywords for this purpose, reveals a total of 7.5 million online searches were conducted by UK consumers in the UK in December. 'London Hotels' accounted for 9% compared to just 1% for Las Vegas, Edinburgh, Dubai and Paris.

Greenlight's report profiles UK consumer online search behaviour in the hotel sector. It assesses which hotel chains and aggregators are the best positioned and hence the most visible in both paid* and natural search** results and therefore have the greatest share of consideration when UK-based searchers use Google to look for hotels around the world. The report was based on search volumes for December 2009.

In natural search, looking at hotel agents and chains combined across all keywords, LateRooms achieved 66% visibility in December, a 9% rise on September's 57% share of voice, topping Greenlight's league table of the UK's 60 most visible hotel websites in natural search. It ranked on page one, position one on Google for 110 of the keywords analysed including the most searched for term 'Hotels'. Premier Inn came second with 39%. In at position three was booking.com with 38%. In Greenlight's September report it held second position.

(Table 1 showing the top 5 of the 60 most visible hotel websites in natural search shows below. If you are unable to view it please contact the press office)

Table 1: Top 5 of the 60 most visible hotel websites in natural search, UK

Category No. Domain Monthly reached volume Monthly missed volume % reached
Natural Search 1 laterooms.com 4,939,669 2,584,839 66%
  2 premierinn.com 2,899,583 4,624,925 39%
  3 booking.com 2,842,978 4,681,530 38%
  4 expedia.co.uk 2,778,872 4,745,636 37%
  5 hotels.com 2,676,020 4,848,488 36%

Source: Greenlight

Benchmarked against like for like, Premier Inn was the best performing hotel chain in natural search achieving 39% share of voice, an increase of 8% when compared to that of September when it attained 31% share of voice. Travelodge followed with 25%. The Hilton hotel chain which previously ranked second holds third position with 16%. Agent-wise, LateRooms was the best performer followed by booking.com then Expedia with 66%, 38% and 37% share of voice, respectively.

In Greenlight's league table of the top 60 most visible hotel advertisers in paid search, booking.com was the most visible with 88% share of voice. LateRooms followed with 60% then hotels.com with 53%. An advertiser's share of voice was based on how often they were present in Google, which ad position they bid for, and the associated search volume for the key words they bid on.

(Table 2 showing the top 5 of the 60 most visible hotel advertisers in paid search shows below. If you are unable to view it please contact the press office)

Table 2: Top 5 of the 60 most visible hotel advertisers in paid search, UK

Category No. Advertiser % share of voice
Paid Search 1 booking.com 88%
  2 laterooms.com 60%
  3 hotels.com 53%
  4 ebookers.com 49%
  5 lastminute.com 36%

Source: Greenlight

Greenlight's research determined the two peaks in the day when consumers search most. The first is a 'lunchtime slot,' from 12 midday to 2pm. The second is the 'after work slot', from 6pm to 8pm. The report found the majority of advertisers did not seem to recognise the importance of bidding during either time.

Please note: If you plan to run this story online, please link any references to Greenlight via the following: http://www.greenlightsearch.com/sectorreports/hotels.html

Filter posts

Powered by

Back to Top

© Copyright 2014 Greenlight. All Rights Reserved Terms & Conditions