London Tops Hotel Searches in the UK

London is where most online searches from the UK ead travelers planing for their next vacation. The UK capital was top choice of the 1.8 million searches for hotels recorded in November 2011, according to the latest report analyzing online searches by Greenlight, ‘Hotels Issue 10’. Greenlight‘s report also analyzes which brands and review sites were the most visible in both natural and paid media results and hence received the greatest share of consideration when consumers searched for holidays on Google UK.

by Federico

The report showed consumer searches mostly focus on hotels in Ireland and the UK, amounting to more than 590.000 queries or 45% from all the searches made for hotels hat month. Most searched for location-specific terms used were ‘Hotels in London’, ‘London hotels’ and ‘Cheap hotels in London’ which together accounted for 10% of the total number of hotel searches over the period.

Searches for hotels in short haul locations accounted for more than 366,000 , the large majority targeting European destinations. Paris and Amsterdam accounted for 22% of hotel searches in this subsector. Long haul searches were topped by USA destinations, making up 22% of searches generated by from 341,000 queries. New York, Las Vegas, Miami, San Francisco and Boston were most popular among accommodation searches.

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Most visible online brands

When analyzing natural search, Late Rooms was the most visible website for domestic hotel-related searches with a whooping 95% share of voice. Booking.com was the most dominant advertiser in paid media, with 99% share of voice. Trip Advisor, with 73% share of voice, was the most visible site for hotels in short haul destinations. Trip Advisor also took the lead in the long haul hotel subsector, with a 76% share of visibility.

In what social media presence is concerned, Expedia had the most number of followers on Facebook and LinkedIn, yet Trip Advisor still was top dog in overall social media brand visibility.





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