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Google: Most travel categories except packages seeing good search volume growth in UK
18 April 2017
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Google UK reports that in February 2017 search numbers across travel categories were up 1.6% vs. February 2016, but searches for package holidays were down by 4.8%.

Other travel categories:

  • City and other short breaks +9.9%
  • Bus and rail +6.4%
  • Vacation rentals +5.0%
  • Cruises +5.0%
  • Camping +3.7%
  • Car services (e.g. Uber) and taxis +3.4%
  • Air travel +2.9%
  • Car rental +1.7%
  • Attractions +0.2%
  • Hotels +0.1%

Domestic vs. overseas:

  • Overseas long-haul +10%
  • Overseas short-haul +6%
  • Domestic - flat with February 2016


  • February mobile travel searches exceeded desktop searches for the first time in 2017.
  • Desktops and (especially) tablets continued to lose search share.
  • 12% of mobile ads were clicked vs. 11% of desktop ads, up from 10% and 7% respectively in 2016.

Projected top Google UK travel search term categories for 2Q2017:

  • all-inclusive
  • generic travel
  • last minute
  • weekend

- David

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