United Kingdom Newsletter - September, 2010

Specific to this issue:

Feature Article

Top 50 most popular flight destinations revealed

Our recently released Quarterly Travel Review reveals that between May and July 2010, New York was the most popular destination, accounting for 3.89% of all flight searches by UK Internet users. Spain was the most popular country for flight searches during the 12 week period, with Spanish resorts in Tenerife, Malaga and Alicante all featuring prominently in the top 50 destinations list. Searches for flights within the Eurozone remained popular, accounting for 43.32% of the total flights searches during the quarter.

In an analysis of the top 1,000 flights-related search terms for the quarter, New York was the most searched for destination. Searches for 'flights to new york' and 'cheap flights to new york' were the second and third most popular search terms for the sector. The single most popular search term for the quarter was 'flights to australia', representing nearly 1% of all flights searches.

In the July quarter last year New York accounted for 3.16% of flight searches in the UK. For the 12 weeks ending 31 July 2010 searches for flights to the Big Apple had increased to 3.89%, representing a year on year increase of 0.73%.

During the quarter Spain topped the list for country destinations, accounting for 16.59% of all flight searches. The UK, Turkey, Greece and Canada all moved up in the table compared to last quarter, while Australia and Italy both slipped two places.

The UK improved its position this quarter from fourth to third place, accounting for 6.68% of all flight searches. The increased interest in the UK points to a recurring trend in 'staycation' holidays this year, with Newquay emerging as one of the most up and coming UK holiday destinations. The Cornish resort jumped from 49th place to 31st place in the top 50 destinations list.

Greece climbed two spots this quarter to seventh place, helped by surging interest in resorts in Zante, Rhodes, Crete and Corfu. The attraction of cheaper holidays and reduced prices in Greece since last year is paying dividends with increased Internet searches.
Top 5 most searched for flight destinations, May 2010 - July 2010
  Rank Destination Market share of flight searches in the UK Rank Feb 2010 - April 2010 Rank May 2009 - July 2009
1. New York 3.89% 1 1
2. Tenerife 2.47% 2 2
3. Florida 2.46% 4 4
4. Malaga 2.41% 3 3
5. Dalaman 1.82% 7 5

Fast Movers

Transport for London - www.tfl.gov.uk

With travel in the capital thrown into chaos in early September due to the 24-hour tube strikes, it's no surprise that London commuters turned to Transport for London (TfL), the local government body responsible for most aspects of the transport system, for regular service updates.

Two separate strikes began on Monday 6th September at 5pm and 9pm as members of the Rail Maritime and Transport (RMT) and the Transport Salaried Staffs Association (TSSA) unions both walked out on strike.

TfL's website saw a 129% increase in visits compared to the previous week (w/e 04/09/2010). Millions of commuters faced major delays as a result of the strikes, although TfL said that it managed to run almost 40% of its trains on Tuesday 7th September despite the staff walkout.

As might be expected, news sites featured heavily in TfL's downstream (websites visited by UK Internet users after they went to the TfL site), with users looking for further information on the strike from the likes of the BBC, Sky News and The Guardian.

News In Brief

What will be the hot products this Christmas?

One question on every retailer's lips at this time of year is: what will be the hot products this Christmas? This is something that Hitwise will be tracking on a regular basis in the run up to the Christmas, but by way of a taster, below is a look at the top 20 from the last week in August 2010.

It comes as no real surprise to see Apple's iPhone at the top of the list, but it is facing increasing competition from Android devices, particularly the HTC Desire. The iPad is also high on the list, but currently below Microsoft's Xbox 360. The surprise entry is the Kymera Magic Wand, which recently featured on Dragons' Den. Searches for the TV remote control have dropped off since its appearance on the BBC show but have stayed at a respectable level, picking up more searches than any other TV-related product. As the chart illustrates, searches actually increased again for the week ending 18/09/2010, implying that the product will be more than a flash in pan and a possible big seller this festive season.

Using Hitwise for:

Negative matching

For those of you looking to refine your PPC campaigns, find qualified leads and improve your return on investment, Hitwise has some handy tips on negative keywords.

What are negative keywords?

Negative keywords prevent your PPC ads from appearing and receiving clicks from search queries that are not relevant to your product, service or brand.

What are the benefits of implementing negative keywords into your ad campaigns?

- Reach the most appropriate prospect or customer
- Eliminate wasteful clicks and reduce your cost-per-click (CPC)
- Increase your CTR and improve Return on Investment
- Improve quality score of your ads
- Improve knowledge of the smartest keywords for your content

How can Experian Hitwise help?

From the 40 million search terms captured each month, our 'Search Intelligence > Term Variations' report will identify the most popular combinations of a particular keyword. Analysing these variations will help to identify terms that are not relevant to your PPC campaign, and therefore include as a negative keyword.

To learn more about how you can use Hitwise for negative matching, please email marketing.uk@hitwise.com.

Promotions and Events

Join us at the upcoming JUMP event

As a valued contact of Experian we have 5 free passes worth £895 each to the leading digital industry event run by eConsultancy: JUMP, on the 13th October at Old Billingsgate in London. To gain access to over 50 different seminars across 8 tracks, one-to-one meetings in our advice clinics, and networking with over 50 different industry suppliers and 1,200 senior marketing professionals, enter to go in the draw to win a free pass.

Webinar Recording: How retail seasonal peaks impact your business

In the build up to Christmas, it's not just online retail which benefits - travel, news and media and entertainment websites all see a significant boost. Learn how understanding seasonal peaks can help you maximise your online promotions.

View the recording here.

Media queries at Hitwise

If you are interested in using Hitwise content and statistics in publications and presentations, we encourage you to do so. Please source the content as "Hitwise United Kingdom - www.hitwise.com/uk".

Additionally, if you require assistance with statistics or content, please feel free to contact our marketing team at newsletter.uk@hitwise.com.

About this Newsletter

This monthly e-mail Newsletter is designed to provide Hitwise subscribers with analysis of new developments, industry trends and competitive activity. The powerful real-time web intelligence capabilities of Hitwise and a continual flow of additional research findings make this an indispensable business resource.