Online Travel Agents Dominate More Than Two-Thirds of Search Results for Hotel-Related Terms on Google's First Page

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. January 30, 2015

Online travel agents (OTAs) dominate more than two thirds of search results for hotel-related keywords on the first page of Google UK, new research from digital agency Crafted has revealed.

The findings mean that it can be difficult for independent hotels to compete for direct bookings, with OTAs taking-up approximately 73 per cent of the organic (free) listings on Google's first page for generic hotel search terms, such as 'hotels in [location]'. Large national chains occupy a further 24 per cent, often leaving independent hotels and groups contending for just one remaining spot.

A similar picture occurs in the paid listings, with the OTAs dominating 73 per cent of the adverts at the top and right hand-side of the search results for phrases like '[location] hotels'. National brands take-up 19 per cent, meaning there is, on average, just six per cent available for independents, once other miscellaneous results are taken into account (which can appear because Pay Per Click (PPC) is a tactic that can be used by any organisation, provided they have the budget).

Ian Miller, Search Director at Crafted comments: “The internet makes it easy for travellers to find and book hotels, but if the majority of the Google results are filled with links to comparison sites, consumers are more likely to book via these third parties. Although OTAs can be great tools to fill rooms last minute, sales via these sites can involve significant commissions, which can impact profit margins in an already competitive marketplace.

“OTAs often have large media budgets, expansive digital marketing teams and a strong brand presence. Although it would be difficult to play these sites at their own game, independent hotels can use their agility and unique offerings to outwit them, with the right digital strategy in place.”

The findings are outlined in Crafted's industry insight report, 'Increase bookings and outwit the online travel agents', which offers practical advice for independent hotels to compete against the OTAs. The agency, which was recently a winner at this year's UK Search Awards, analysed ten of the most popular hotel terms for the organic and paid results, such as 'hotels in [location]' along with five for the Google+ Local listings, for five popular UK cities (Brighton, Edinburgh, Leeds, Liverpool and Oxford). The report explains these findings and outlines hotel-specific search marketing strategies which exploit the areas that OTAs steer away from.

The report is available to download for free at http://www.crafted.co.uk/latest/resources/hotels-increase-bookings-outwit-the-otas

About Crafted

Winner of Best Use of Search - Retail at the 2014 UK Search Awards, Crafted is a digital agency that specialises in web and software development, search marketing, conversion rate optimisation (CRO) and user experience (UX). It has offices in London and Ipswich.

Press contacts:
Vicki Cole
01473 213222/07824703138
[email protected]
www.crafted.co.uk