Travel Spend in Paid Search Up 13% Over 2015; Expedia, Inc. Leads with 15% of Total Clicks
With the beginning of June, the start of the summer travel season is here and so is AdGooroo’s annual look at the Travel sector in paid search. To assess leaders in the category, we examined U.S. Google desktop text ad activity on the Top 250 non-branded travel keywords by paid search spend from January through April 2016, including the terms ‘cheap flights’, ‘hotels’, ‘rental cars’ and ‘all inclusive vacations’.
In total, 3,288 advertisers spent $107 million sponsoring the Top 250 non-branded travel keywords in the first four months of the year—a 13% increase over the $95 million advertisers spent on the same keyword group during the same period of 2015.
The following chart shows the top advertisers on the keyword group based on their percentage of total clicks on the keyword group from January through April:
For individual sites, Expedia.com led all advertisers with a 7.52% click share, followed closely by Kayak.com’s 6.94% click share. CheapOAir.com (5.85%), Hotels.com (4.57%) and OneTravel.com (3.73%) rounded out the Top 5.
In light of the consolidation that’s taken place in the Travel category in recent years, it’s useful to consider leadership not just by individual site but by parent company as well. All told, Expedia, Inc. dominated the category from January through April, garnering 15.34% of all clicks on the 250 top non-branded keywords across its sites Expedia.com (7.52%), Hotels.com (4.57%), Trivago.com (1.71%) and Orbitz.com (1.54%).
Priceline Group was next among travel parent companies with an 11.93% total click share during the period from its sites Kayak.com (6.94%), Booking.com (3.33%) and Priceline.com (1.66%). Fareportal, Inc. generated a 9.58% total click share on the 250 keywords across its sites CheapoAir.com (5.85%) and OneTravel.com (3.73%), while TripAdvisor, LLC had a 5.88% total click share from its sites TripAdvisor.com (3.52%) and BookingBuddy.com (2.36%).
As indicated above, Online Travel Agencies made up the vast majority of top sites based on click share. Two notable exceptions were the regional tourism site Vegas.com (2.28% click share) and map/driving direction site Mapquest.com (1.79%).
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