For the full report (PDF) please click here
Which Accommodation Providers are maximising their market share online?
Find out which accommodation providers are taking the lead in organic search and how they’re doing it.
FIRST has investigated the organic search engine rankings for NZ consumer searches focused on booking accommodation in New Zealand, utilising FIRST’s Ranking Based Reach (RBR) analysis framework. In addition, a consumer survey was carried out to discover where Kiwis go first when searching for accommodation and what type of accommodation New Zealanders typically stay in.
In this report we discovered:
- In NZ Wotif is leading the RBR (for desktop search), followed by Expedia, AA Travel and Holidayhouses. And also in mobile search Wotif is leading the field, Expedia falling back to 5th position, left behind by players like Booking, Jasons, and AA Travel.
- In general, search results are broadly dispersed among a wide range of competitors. In this competitive market, some accommodation providers have recognized the urgency of ranking well in organic search, nevertheless there are still many companies which are not at all present within organic search. It would make sense for them to invest in a robust and smart search strategy.
- In our survey we revealed that Australia is the number 1 travel destination for Kiwis and that most use an online search engine (e.g. Google) to search for accommodation. Moreover, 4 out of 5 Kiwis search online and also book online before leaving for their trip.
- A digital strategy that integrates both organic and paid search should be a key customer acquisition and revenue driver for accommodation providers.
FIRST uses its bespoke metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines. RBR provides a simple way to compare a website’s search engine rankings with its competitors. RBR is an estimate of the percentage of available search traffic a website will receive for a set of phrases – this gives the sites share of search or reach. It is weighted based on the popularity of each search phrase and the relative click through rate (CTR) of each ranking position.
For the full report (PDF) please click here
Websites included in this accommodation industry report comparison:
www.aatravel.co.nz
www.agoda.com
www.bookabach.co.nz
www.booking.com
www.expedia.co.nz
www.graboneescapes.co.nz
www.heritagehotels.co.nz
www.holidayguide.co.nz
www.holidayhouses.co.nz
www.jasons.co.nz
www.lastminute.co.nz
nz.hotels.com
www.travelbug.co.nz
www.tripadvisor.co.nz
www.trivago.co.nz
www.wotif.co.nz
