Published on Monday, October 8, 2012
Laterooms.com remains the highest ranking website for hotel searches, according to the latest online survey.
In August, it was one of only two hotel websites to perform well for both natural searches and paid for advertising on Google, according to a report by digital marketing specialist Greenlight. The other was lastminute.com
Both companies also topped the chart for hotel searches in April.
In August, Greenlight found the majority of websites, including travelsupermarket.com, travelodge.co.uk, premierinn.com, holidayinn.com and ebookers.com had poor integrated search visibility.
Laterooms and lastminute were the only two brands with strong natural search visibility although when looking at advertising, three other brands, expedia.co.uk, booking.com and trivago.co.uk, also performed well.
Laterooms was the most visible website overall for generic hotel searches, achieving a 62% share of voice, followed by lastminute.com which gained a 59% share of voice. However Booking.com was the most visible advertiser in paid media space, achieving an 86% share of voice.
TripAdvisor ranked top of Greenlight's social media chart, way ahead of its closest competitors. In August, the travel review site had 618,419 followers on Twitter, 191,585 Facebook fans, 856,466 followers on Google +, 2,780,493 Youtube views and 1,402 Youtube subscribers. Expedia, which came second, had just 101,221 followers on Twitter and only 8,605 Facebook fans.
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The recent insolvency of Low Cost Travel Group, one of the large players in the travel industry had a big impact on the travelers, hotels and all related players from both wholesale & retail arms. There were about 27,000 people on a holiday who had booked through the company comprised of a €200 million wholesale arm and €500 million OTA / retail arm.