Search engines 'important in travel sector'
Search engines 'important in travel sector'
(Tue, 15th January 2008)
Broadband users exploring their travel options online have become more sophisticated in their research, according to a study by Google UK and comScore.
The study shows that while 20 million customers in the UK used search engines for travel information, they generally shied away from impulse buying and left a month between first search and purchase.
It also showed that the average visit to the purchase website was 2.5 times, although this was higher for tour operators.
Most searches started with a generic term such as "package holiday" which has led Google UK to highlight the potential for advertising to these broadband customers.
Google UK's industry leader in travel Robin Frewer explained: "The fact that users are using more generic search queries gives ample opportunity for brands to attract new customers - and brands that are not present during these searches are missing out on sales."
This approach has been embraced by Matches, a fashion boutique which is transforming the way it works online by using an ongoing search marketing campaign with Steak Media agency.
Precision Marketing reports that the agency will handle all pay-per-click and search engine optimisation to improve the boutique's web presence.
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