More than 4.4 million searches were made on Google for holiday-related keywords in the peak booking month of January.
Searches for generic holiday terms were the most popular, accounting for 67% of all searches made for the sector.
The search terms ‘cheap holidays’ and ‘holidays’ were the most searched for, cumulatively accounting for 30% of all searches made for the sector. Searches for holidays within Europe were the most popular.
Thomson was the most visible website in the natural search listings, achieving a 62% share of voice.
First Choice attained a 48% share of visibility through ranking at position one for 34 keywords, including ‘holiday’.
Co-op Travel saw its share of visibility increase by 3% since last November and it ascended research firm Greenlight’s natural search league table from eighth to sixth place.
On the Beach was the most visible advertiser in the paid media space, achieving a 55% share of voice. through bidding on 56 keywords, at an average ad position of four.
Thomson attained a 47% share of visibility through bidding on 76 keywords, at an average ad position of four.
Thomas Cook saw its share of visibility increase by 16% as it rose the paid for search league table from seventh to third place.
Thomas Cook and Thomson achieved strong integrated search visibility in the month.
But Thomson ranked at the top of the integrated search league table compiled by Greenlight, as it achieved a dominant share of visibility in both the natural search listings and paid media space.
“There were several websites which attained strong natural search visibility, indicating how competitive the online holiday market is,” Greenlight said.
Expedia was the most visible brand in Greenlight’s analysis of social media, attaining a Klout score of 63, followed by Thomas Cook and lastminute.com.
Expedia also had the largest number of people following its Google + page while Thomson had more than 5.9 million video views on its YouTube channel – the highest of any travel company surveyed.