Google UK Releases Travel Search Whitepaper
Summer 2010 Whitepaper: 'A Paper Of Two Halves'
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.
