Google UK Releases Travel Search Whitepaper

Key findings include:

Query and click growth accelerates in 2010:

• Travel queries have grown by 20% YoY in 2010 (YTD)

• Air related queries have increased by 24% YoY

• Clicks on Travel ads have risen by 13% YoY in 2010 (YTD)

CPCs have fallen:

• CPCS on travel ads have fallen by an average of 4% YoY (YTD)

• Hotel and car related CPCs have fallen by an average of 7% YoY YTD

Impact of the World Cup:

• Historical data shows that the World Cup has a direct impact on travel query volumes.

• In 2006, queries dropped by 6% during the World Cup, before strong growth the following month to compensate.

Changes in 2010 search seasonality:

• So far in 2010, travel queries have peaked earlier before public holidays, than observed in 2009.

• In 2010, travel queries peaked 11 days before the May bank holiday. In 2009, they were at their highest 4 days before.

To learn more, please download the full report here.

Reader Comments:

Be the first to leave a comment for this article