Analysis from digital marketing intelligence firm SimilarWeb has revealed the most popular search terms used by U.S. consumers searching for information to book their next vacation.
In fact, instead of generic travel terms, the names of leading airlines and online travel agents all featured in the top spots for organic online travel searches, accounting for 15.3% of all keyword searches. Behind ‘Expedia’ came ‘Kayak’, ‘American Airlines’, ‘TripAdvisor’, ‘South West’, ‘South West Airlines’, and ‘United Airlines’. In eighth place was ‘Airbnb’.
Non-branded, or generic, travel keywords played a much smaller role in generating website traffic for the travel industry. ‘Flight tracker’ was the highest generic keyword accounting for 0.41% of all searches, followed by ‘hotels’ (0.31%), ‘flights’ (0.17%) and ‘restaurants near me’ (0.11%).
“In any industry, organic searches are a major barometer of brand recognition and trust,” says Pascal Cohen, SimilarWeb Insights Manager. “In the travel industry this is particularly evident with many of the biggest online sites now front of mind whenever we book a trip. In an industry where more than 40% of travel companies generate traffic from search, companies not getting searched for are unlikely to generate bookings. Understanding the right keywords driving traffic to sites can make a major impact on a company’s success in this competitive market.”