Accommodation Providers SEO industry report NZ / AUS Reach
Monday 13 October 2014, 2:45PM
By FIRST.
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FIRST has just released a new industry report showing how visible accommodation providers are in NZ and AU search engines and insights about Kiwi consumer behaviour.
FIRST has analysed 16 globally and locally operating companies to see where they rank in Google’ Search. They discovered that two global operating companies (Wotif and Expedia) led the field for specific search terms in organic search, followed by New Zealand based company AA Travel. Trade Me operated Holidayhouses ranks on fourth position leaving booking.com and TripAdvisor behind.
Moreover FIRST wanted to find out, how these companies would rank for specific search terms when Australians searched for holiday accommodations in New Zealand and discovered some surprises. For example, TripAdvisor is ranking on second position in Australia but “just” in the middle field in New Zealand.
As nearly half of all visitors travelling to New Zealand are from Australia, accommodation providers can benefit from optimising their websites search ranking position for specific search terms made from Australians seeking to book an accommodation in New Zealand.
Furthermore, the brand search volumes for some of the analysed companies are quite high. TripAdvisor and Expedia are continuously improving their search volume here, in contrast to Wotif which has lost a bit in the last two years.
Other companies like Bookabach have lower brand search volumes, but they could increase their brand search volume significantly over the last couple of years, leaving other players like AA Travel and Travelbug behind.
And where do you think most Kiwis make their vacation? It’s Australia with nearly one out of five Kiwis planning to visit this country for their next holiday. The second most popular country to visit is New Zealand itself, USA on fifth position.
FIRST also analysed the market to find out in which type of accommodation most Kiwis stay during their vacation. Surprisingly, staying at friends and family where mentioned as the number one accommodation, followed by 22% of respondents who mentioned to stay in a Motel.
The free SEO industry report, including the consumer survey can be downloaded from the FIRST website. If you are an accommodation provider you might be interested to increase your revenue. We would be happy to help you and are specialised in Digital Strategy, conversion rate optimisation, SEO, SEM and Analytics.