DMNews.com: "Travel Sites Push Hotels Out of Searches By: Christine Blank
Travel Web sites such as Expedia and Orbitz are shoving hotel companies out of both paid and organic search listings, according to a new study exclusive to DM News. Web analytics company SEMphonic found that Expedia, Orbitz and Hotels.com hold the top spots in paid search listings on Google and Yahoo while TripAdvisor.com and Hotelclub.net are at the top in organic rankings. No major hotel chain, such as Marriott and
Radisson, is in SEMphonic's top 10 for overall ratings analyzing paid and organic results combined. And only Choice Hotels, which includes Comfort Inn, Clarion and Sleep Inn, ranks in the top 10 paid listings...
Hotels fare much better in organic listings, where they make up 48 percent of the top 50 sites while travel aggregators are only 6 percent. However, only Marriott.com, Radisson.com and Starwoodhotels.com ranked in the top 10 organic listings.
When users search for "cheap" or "discount" hotels, the traditional hotel companies fare worse than when consumers search for luxury properties. In searches for "cheap" properties, lodging aggregators such as Hotels.com make up 62 percent of the organic listings; travel aggregators, 24 percent; and hotel companies, 6 percent.
Still, hotel companies dominated organic listings when "luxury"-related search terms were used, comprising two-thirds of the total listings. The top hotel chains listed were Four Seasons, Fairmont, Mandarin Oriental and Ritz-Carlton.
"Comparison between the 'cheap' and 'luxury' categories suggests that hotel companies are more likely to focus on their search engine placement within the 'luxury' space, rather than the 'cheap' space," the study said."
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment