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Hitwise UK: Affiliate Marketing Online Travel Trends & Best Practices for Online Customer Acquisition. About Hitwise. Online competitive intelligence service Collect anonymised internet usage data on over  25 million people globally  8.43 million UK internet users

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Hitwise UK: Affiliate Marketing

Online Travel Trends & Best Practices

for Online Customer Acquisition


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About Hitwise

  • Online competitive intelligence service

  • Collect anonymised internet usage data on over

    25 million people globally

    8.43 million UK internet users

  • Report on over 800,000 websites

  • Provide daily delivery of information

  • Founded in 1997. Profitable operations in the UK, US, Australia, New Zealand, Hong Kong and Singapore

  • 1,200+ clients worldwide, 400+ in the UK

  • Used for online customer acquisition:

    Search marketing

    Affiliate marketing

    Online advertising


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Changing Landscape - UK

Market Share of UK Internet Visits

  • In February percentage change in market share of UK internet visits:

    • Search Engines +9%

    • Adult -9%

    • Net Communities & Chat + 60%

    • News & Media +22%


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Changing Landscape - US

Market Share of US Internet Visits

  • In February percentage change in market share of US internet visits:

    • Search Engines +7%

    • Adult -15%

    • Net Communities & Chat + 66%



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Top UK Travel Sites

Top 20 Travel Websites – UK Visits, February 2007


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Seasonality of Travel

Market Share of UK Internet Visits


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How Consumers Reach Travel Sites

Industry Clickstream, Week to 24th March 2007

  • Search accounts for nearly half of visits.

  • Competitive traffic more than one third.

  • Social networks less than 1% (0.9%).


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Changes in Search Engine Use

Share of UK Internet Searches Powered

  • Google up 6% year on year

  • Yahoo! Search up 12% year on year.

  • MSN Search + Live Search down 15% year on year.

  • Ask.com UK down 30% year on year and up 12% in past 6 months.


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How Consumers Search

Industry Search Terms, 24th March 2007


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How Consumers Search

Industry Search Terms, Week to 24th March 2007


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How Consumers Search

Weekly Share of UK Internet Searches


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Fastest Growing Travel Websites

Market Share of UK Internet Visits

  • In February percentage change in market share of UK internet visits:

    • National Rail +17%

    • Travel Supermarket +69%

    • Gumtree +84%

    • Laterooms UK +20%

  • (Among top 10 Destinations & Accommodation, Agencies and Transport websites in February).


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TravelSupermarket.com Traffic Sources

Upstream Visits February 2007



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TravelSupermarket.com Search Terms

Travel Agency Paid Traffic Quadrants – February 2007





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Potential Affiliate Partner?

Weekly Share of UK Visits


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Late Rooms UK Traffic Sources

Upstream Visits February 2007



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Searcher Behaviour

Four Weeks to 24th March 2007



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Summary

  • Online landscape changing constantly.

  • Search accounts for nearly half of visits to travel websites.

  • Navigational searches dominate, top searched for destinations Disneyland Paris, Tenerife, Alton Towers.

  • No correlation between share of visits, visits from search and percentage of paid traffic.

  • Consumers tend to click on the brand owner’s site when searching for a brand. However, that can change with misspellings.

  • Small players can do well for specific terms and niche markets.


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Heather Hopkins

E-mail: [email protected]

Internet:www.hitwise.co.uk

Analyst Weblog: Weblogs.Hitwise.com


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