Hitwise, the world’s leading online competitive intelligence service, today reports that visits to Travel related websites have surpassed the record levels experienced in January of this year. June 2004 is now the highest ever month recorded for visits to Travel sites in the UK, accounting for 4.16% of all visits made online.
In the year from June 2003 to June 2004, the Travel sector has witnessed a 23% increase in visits. Within this sector, the Destinations & Accommodation sub-sector (which features holiday accommodation websites such as resorts and hotels) has enjoyed the strongest growth, increasing its market share of visits by 33%. The competitiveness of the sector is reflected in the growth in the number of Destinations & Accommodation websites monitored by Hitwise, which has increased by almost 50% in the last 12 months.
Hitwise data reveals that the Travel sector is making the most of the ever increasing use of search engines like Google and portals like MSN by UK consumers. Compared with other sectors such as Shopping and Banking, Travel websites receive the highest proportion of traffic from these types of sources (37.8%). Moreover, in the last 12 months Travel websites have increased the proportion of traffic they receive from search engines and directories by 13%.
The competitive nature of Travel is also reflected in the most popular search terms typed into a search engine: whilst 6 out of the top 10 Travel searches are brand related and dominated by the no-frills airlines, generic keywords are also very popular: “holidays”, “flights” and “cheap holidays” suggest that consumers are happy to hunt for the best deals online, whatever the Travel brand.
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Hitwise is the world’s leading provider of online competitive intelligence services. Each day, Hitwise monitors how more than 25 million Internet users interact with over 500,000 websites across 160 industry categories.
By monitoring more people, more websites, more often, Hitwise provides marketers with timely and actionable marketing insights into how their online presence compares to competitive websites. Companies use this information to maximize the return on their online investment in efforts such as affiliate programs, search marketing, online advertising, content development and lead generation.
Hitwise collects Internet usage information via a combination of ISP data partnerships and opt-in mega panels, and complies with local and international privacy legislation as audited by PricewaterhouseCoopers.
Founded in 1998, Hitwise is a privately held company headquartered in Melbourne, Australia and operates in the UK, US, Australia, New Zealand, Hong Kong and Singapore.
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