Top 10 Traveling Trends in 2017

While the world is experiencing a travel renaissance, it’s unclear what technology will be driving this trend. Here are ten technologies that could make your next vacation even more enjoyable and convenient than ever before.

Tourism is one of the top 10 travel trends in 2017. It is a growing industry that has been around for thousands of years. Tourism creates employment, economic growth, and helps to preserve cultural heritage. Read more in detail here: tourism.

As we all know, the days of relying on conventional brick-and-mortar travel firms to organize a road trip or a high-flying vacation are long gone. There are several options for planning a fantasy trip online, whether it’s backpacking with nights spent in hostels or flying first-class to rest at luxury hotels.

With the holiday travel season in full swing, SEMrush decided to gather and analyze search engine query and web traffic data to see what locations travelers are searching for and which websites are garnering the most visitors.

We analyzed the data further to reveal the relative importance of organic, sponsored, referral, and social media in generating traffic to travel websites, as well as the differences between U.S. and worldwide travel destination search inquiries.

Finally, we looked at how travel websites advertise U.S. and international locations using display advertisements. We’ve broken down what we discovered below.

Disclaimer: SEMrush is unaffiliated with any of the websites featured in this article, since our marketing toolbox enables for impartial data analysis.

Important Points to Remember

  • Tripadvisor.com is the most popular travel website in the United States, followed by Airbnb.com and Expedia.com.
  • This analysis shows New York to be the most popular travel destination in the United States, edging out California for hotel stays and a close second to Hawaii for aircraft bookings. Florida is also the third most popular destination for hotel and airline reservations.
  • Mexico, particularly the popular tourist hub of Cancun, is actively promoted as a global destination by travel sites. Las Vegas and Florida are advertised throughout the year as U.S. destinations.
  • Direct traffic makes up 52.4 percent of travel site traffic, with search (32.2 percent), referral (9.19 percent), paid (5.39 percent), and social (0.82 percent) following closely behind.
  • Facebook leads social media networks, accounting for 82.03 percent of all traffic. YouTube is in second place with 6.22 percent of all traffic.
  • Travel sites prefer leaderboard advertisements (728 x 90), which represent for 25.3 percent of all display ads.

The Most Popular Websites in the United States 

So, which of the top ten U.S. travel websites has the most traffic? TripAdvisor.com is ranked first, followed by Airbnb.com and Expedia.com in the top ten.

The following is a breakdown of the top ten websites’ traffic: 

Top-10-Traveling-Trends-in-2017Note that The Priceline Group owns both Booking.com and Priceline.com.

Only Airbnb made the top ten list of home renting websites. It is second only to TripAdvisor in terms of overall traffic among the top ten websites, with 17.8%. Apparently, there are no strong competitors in the service’s vertical (yet).

The majority of the top ten sites take a multifaceted strategy, providing several services such as airline, car rental, hotel, and/or restaurant bookings.

Single-solution (meta search) sites occupy four of the top spots, allowing customers to search for all of their travel-related requirements at once. Expedia is the most popular, ranking third with 11.6 percent of overall online traffic among the top ten.

Marriott, with 6.7 percent of online traffic to Hilton’s 6.5 percent, has the edge in the top 10 sites taken by the main hotel networks Marriott and Hilton.

Web Traffic Sources for the Most Popular Travel Websites in the United States:

Over half of all travelers are certain of the sites and services they desire. Direct traffic makes up 52.4 percent of travel site traffic, with search (32.2 percent), referral (9.19 percent), paid (5.39 percent), and social (0.82 percent) following closely behind.

1636674479_216_Top-10-Traveling-Trends-in-2017

The relative dominance of direct traffic in the travel sector arena may be linked to long-term brand familiarity, repeat business (brand loyalty), and excellent brand recognition, as we found in our recent analysis of how prominent e-commerce firms get traffic to their websites.

Then we’ll talk over what we learned about search, referral, sponsored, and social media traffic.

Traveler Queries & Destination Preferences: Search Traffic

Search is the second most popular source of online traffic for travel sites, accounting for 32.2 percent of total traffic. The number of search queries for hotels (with keyword hotel + name of the country/city) and flights (with keyword flight + name of the country/city) were used to identify the most popular destinations in the United States and throughout the globe.

1636674481_532_Top-10-Traveling-Trends-in-2017

New York is the most popular tourist destination in the United States, edging out California for hotel reservations and coming in second to Hawaii for airline bookings. Florida is also the third most popular destination for hotel and airline reservations.

Here’s what we discovered for international destinations:

1636674483_751_Top-10-Traveling-Trends-in-2017

London is without a doubt the international travel hub. The amount of hotel searches in the city is roughly twice that of Paris, while airline searches for London much outnumber those for the other five destinations.

Top Travel Websites Promoted Destinations

So, what kinds of places do travel websites promote? There are obviously seasonal differences, but there is also some stability year-round for prominent U.S. and foreign vacation destinations.

1636674486_707_Top-10-Traveling-Trends-in-2017

Mexico, particularly the popular tourist hub of Cancun, is actively promoted as a global destination by travel sites. Las Vegas and Florida are advertised throughout the year as U.S. destinations.

Backlink Profiles of Travel Websites: A Look at Referral Traffic

Referrals from other site domains are a distant third but important source of travel website traffic, accounting for 9.19 percent of overall traffic. The referral traffic for each of the top ten sites was calculated by looking at their backlink profiles, as shown below:

1636674488_84_Top-10-Traveling-Trends-in-2017

Booking.com has five times the number of hyperlinks as TripAdvisor.com. Booking.com is likewise a Google ad champion, with Google advertising accounting for a healthy 40% of the travel site’s traffic.

TripAdvisor is the unchallenged leader in terms of high-quality backlinks. We discovered that the majority of its referral traffic comes from high-trust travel-related websites like holidaylettings.com and housetrip.it.

1636674490_854_Top-10-Traveling-Trends-in-2017

Paid Traffic: How Do Travel Websites Spend Their Money on Paid Search?

Paid traffic accounted for 5.39 percent of all travel website views, not far behind referral traffic.

The data for display advertisements was further broken down to establish the size and kind of ads utilized by the industry, as well as the devices targeted.

Leaderboard advertising (728 x 90) are preferred by travel sites, accounting for 25.3 percent of all display ads, according to our current Display Advertising research. Travel sites, like the Google Display Network (GDN) advertisers we looked at, prefer ad sizes of 160 x 600 pixels (14.3 percent ).

1636674493_140_Top-10-Traveling-Trends-in-2017

The travel business spends just 7.89 percent in 300 x 250 advertisements, and even less (5.05 percent) in 336 x 280 ads, according to Google’s best performing ad sizes.

So, which devices are the travel sites aiming for when it comes to sponsored search? Tablets were discovered to be the most popular gadget (Apple and Android tablets are targeted for nearly half of all industry ads, with a combined 49.5 percent ). Mobile devices are the industry’s second-best option, accounting for 40.3 percent of all advertisements.

1636674495_519_Top-10-Traveling-Trends-in-2017

We discovered that desktop came in dead last in our research of big GDN marketers, accounting for just 10.2 percent of travel sector advertisements.

Because the travel sector targets mobile devices so heavily, it’s no surprise that responsive HTML accounts for 85.9% of its advertisements, compared to 14.1 percent for traditional media static or animated graphics.

1636674497_323_Top-10-Traveling-Trends-in-2017

The tourism industry seems to have greatly outpaced other businesses in terms of HTML usage. As we noted in our previous piece on 2017 display advertising statistics, the sectors that constitute large GDN advertisers utilize around a 50/50 balance of HTML and standard ad kinds, despite the fact that they, like the tourism industry, strongly prefer mobile over desktop.

Facebook is the undisputed king of social media.

Finally, we discovered that 0.82 percent of traffic to travel websites comes from social media outlets. Facebook dominates that tiny source (averaged over all of the top 10 sites), delivering 82.03 percent of traffic. YouTube is in second place with 6.22 percent of all traffic.

1636674500_110_Top-10-Traveling-Trends-in-2017

It’s worth noting that social media traffic to U.S. travel sites has an international flavor, with Russian-based Vkontakte accounting for 2.77 percent of the total.

Conclusions

While the fact that direct traffic resulting from brand awareness and loyalty is the main source of online revenue for the top 10 travel businesses may be comforting, it does not convert into a long-term growth plan. Direct traffic is tough to expand, as we said in our study on the most popular e-commerce websites.

To keep your business front and center in search, an ongoing investment in sound SEO tactics, organic search, and referral traffic created by clever, ethical optimization and quality backlink profile growth is well worth the effort. It also aids in the improvement of your site’s ranking in search results pages.

Finally, although sponsored search is a less important source of traffic overall, it does help to raise brand recognition and attract unique (new) site users, so it complements direct traffic. It also works in tandem with organic search to provide you a well-rounded strategy to expanding your travel company.

Watch This Video-

Related Tags

  • where can americans travel
  • what is international travel
  • best travel shows

Leave a Comment

Your email address will not be published.