Published on Thursday, March 17, 2011

Travel websites are failing to get noticed, says survey

A survey has found that more than a third of travel websites are failing to attract users from online advertising or the free listings on Google and other search engines.

The survey of 1,185 UK registered travel websites by web design company CLICKSCENE found that 39% get visits only from those who already know the actual website address.

The study also revealed that 86% of the travel websites do not do any pay-per-click (PPC) advertising on the internet.

Instead, only 155 (13%) had embraced PPC advertising, such as Google AdWords.

Andrew Willis, managing director of CLICKSCENE and a former police officer from Redditch, said: “The internet is an everyday part of life for most people now, but in general, businesses haven’t quite got it yet.

“There were about a million new domain names registered in the UK in 2010, but if nothing changes the vast majority of those will be very lonely places indeed.”

The survey was carried out between March 7-11 2011.

By Bev Fearis

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  • Short Sighted Solution

    Having specialised in online marketing solutions for my travel clients for over 8 years, I think that Andrew's solution for travel websites above is a very one-dimensional and possibly short-sighted approach. We offer a wide range of online marketing programs, including PPC, and our experience is that over the past year or two, more of our clients are achieving better results with lower costs per conversion by investing in programs such as SEO and even online community building, as opposed to PPC. I am not saying that PPC is not an important part of any online marketing mix but its only part of the pie and its share is definitely diminishing. In today's strategic approach a more integrated online strategy is required to achieve the right online objectives at the right ROI. For this reason, the fact that many travel sites are not involved with PPC campaigns is very par for the course and, in many cases, we  have actually advised our clients to diminish their PPC input in favour of other, more profitable online tactics and strategies.

    By Frank Orman, Friday, March 18, 2011

  • Travel Marketing is more than Pay-Per-Click

    Travel marketing has changed. It is very important to have your website found in the top listings of Google. However, the game now is to increase your online footprint as large as possible. This includes building a presence and a community on Facebook, Twitter and blogging. It includes actively engaging and commenting on other"s blog posts. Also important is developing an email list of loyal clients to send your personalized and interesting email newsletter. Online marketing is relationship marketing. Relying on Pay-Per-Click is mostly loss-leader price driven marketing which is an end game only the looser wins.

    By George Oberle, Thursday, March 17, 2011

  • Adwords is not the only answer

    Interesting article, however PPC advertising is not the only answer. If you are not found on google for the search terms important to your business then see who does rank highly. Some of those doing well might be advertising portals where you can pay to add information about your company. This is often much cheaper than google adwords and will send traffic to your site. As an example ranks highly for many popular keywords such as 'Adventure Holidays' all the other companies on the first few pages of google results are the big boys in the adventure travel market and a small company will never rank alongside them. However if they add their company and holidays to they are likely to get a decent amount of traffic with costs being significantly lower. I run the network of sites which is why I have used that as an example but there are plenty of other advertising portals out there just see what ranks well for the keywords important to you.

    By luke rees, Thursday, March 17, 2011

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