Google: Most travel categories except packages seeing good search volume growth in UK

Google: Most travel categories except packages seeing good search volume growth in UK
By
18 April 2017



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

Devices:

  • 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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