Data & strategy
The online travel industry mapped out
Globally around the globe
To map the market distribution of the travel industry, we collected data from all subsegments within the industry on more than 3.200 unique search keywords, divided into 27 different categories. For all these keywords, we track the top 100 search results for each term every day. We combined this information into a Share of Voice (SOV): a chart that provides an at-a-glance overview of each market player's organic online market share.
Share of Voice travel industry, click and drag to zoom in further on a specific area. The SOV is easier to read on a PC.
On the vertical axis, we see the indexing percentage: how many of the 3.204 keywords are indexed in the top 20 of the search results? The higher this percentage, the more unique search terms a website is found for. Horizontally, we see the average position of these top 20 indexed search terms. The higher the combined search volume of all indexed keywords, the larger the bubble. In other words: large, round and in the top right is where you want to be as a player in the travel industry.
In the general Share of Voice, including all relevant categories, we see that Tui.nl is the big winner as of August 2022 with an indexing percentage of 62,8% and an average position of 5,3.
Further exploration of the travel industry
A general Share of Voice clearly shows who the all-round online travel giant is. Across all subtopics within the ‘travel’ theme, Tui.nl scores highly in the search results on average; a competitor to keep an eye on. But what if you operate in the winter sports niche?
Share of Voice winter sports
The landscape within the ‘winter sports’ subtheme looks completely different. While the Wintersport.nl website was entirely absent from the general Share of Voice, this party is partly leading the way in the thematic SOV, together with Sunweb.nl, Summittravel.nl and, once again, Tui.nl.
Share of Voice winter sports, click and drag to zoom in further on a specific area. The SOV is easier to read on a PC.
Share of Voice flights
What does the market distribution look like within the ‘flights’ subtheme? The Share of Voice for all flight-related keywords shows that, as a general tour operator, you do not get very far in this segment. The only travel agency with a modest market share is Tui.nl. The remaining parties are all websites focused entirely on finding, comparing and booking flights.
Share of Voice flights, click and drag to zoom in further on a specific area. The SOV is easier to read on a PC.
Share of Voice camping
The distribution within the camping segment is completely different again. Within this subtheme, we collected 169 keywords that can be divided into the categories ‘campsite’, ‘motorhome’, ‘caravan’, ‘mobile home’, ‘glamping’ and ‘camping (general)’.
[share of voice]
Share of Voice camping, click and drag to zoom in further on a specific area. The SOV is easier to read on a PC.
Opportunities in your niche
But we can zoom in even further for a more accurate picture of your market. For example, do you own a brand-new luxury glamping site and want to increase your online visibility to attract more visitors to your website (and glamping site)? Then you will have to compete with the 3 clear market leaders in this segment: Glampings.nl, Glamping.nl and Booking.com, and you seem to have a slight edge with the search engine, not entirely unexpectedly, when you include ‘glamping’ in your domain name.
At the same time, there are still relatively few major players in this subtheme, alongside many parties each taking a small share of this market. So that is good news: there is still room to enter the market as a specialist in this area.
Share of Voice glamping, click and drag to zoom in further on a specific area. The SOV is easier to read on a PC.
Development trend in the digital travel sector
Once you have gained insight into who your competitors are, it is at least as worthwhile to check how their progress (or decline) compares with your own. Are there perhaps new players making rapid gains at the expense of your own market share and visibility that you need to take into account? Are you seeing gradual gains or, conversely, a loss of ground for your website that you need to investigate further? Then it is time to take action.
Curious about your own market distribution and market share?
We can generate Share of Voices for any market, whether you operate in the travel industry, fashion world, financial sector or service industry. Let us find out which keywords are relevant to your industry, and we will collect all the data in a (thematic) Share of Voice to provide an overview of the relevant competitors to take into account.
Within your domain, we also use a thematic SOV to reveal where the greatest growth opportunities lie. Let us examine your website and divide it into different Share of Voices for each (sub)theme. This way, you know exactly how you compare with the market for each website category, allowing you, potentially together with us, to develop a data-driven growth strategy.
Curious about what we can do for your industry? Please contact us without obligation for more information!
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