Joe Roman, head of paid search at agenda21, aggregates Google Search Trends for the travel sector
This year we’re seeing an acceleration in the inevitable shift from desktop to mobile devices. But that’s not the only challenge for travel brands who have traditionally dominated paid search advertising.
OTAs are aggressively targeting the diminishing opportunity. So, is all lost for travel brands advertising directly? Is it time to pack up? Not at all. Travel brands can still offer holidaymakers things the OTAs cannot.
We knew the mobile shift was coming (after all, the Ten Commandments were written on two tablets) so it’s not a surprise that people looking for holidays or travel information are using “portable” devices more and more often during the “journey” towards a booking.
We’ve aggregated the Google Search Trends for the travel sector and you can see that the mobile/tablet share has doubled to nearly 40% of searches in the last 12 months.
READ THE ORIGINAL ARTICLE: Guest Post: There’s still mileage in paid search for travel brands – Travolution.co.uk.