Leading holiday travel provider websites in the UK 2020, by share of voice

According to a report from Pi Datametrics on travel trends during lockdown, travel provider TUI performed best for holiday search terms in the United Kingdom. As of August 24, 2020, tui.co.uk had a 7.36 percent share of voice, ranking it the most visible website for users searching for vacations through Google UK. Lastminute.com ranked second with 4.77 percent.

Leading websites for holiday (vacation) searches in the United Kingdom (UK) as of August 24, 2020, by share of voice*

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Release date

September 2020


United Kingdom

Survey time period

August 24, 2020

Supplementary notes

* Based on search terms in the Holiday category through Google UK. Share of Voice (SoV) refers to the search visibility of a player, as a percentage of the entire market online.

The source adds the following further information on Share of Voice:
"We capture every returning site in the market (i.e. Google UK), for every single search term we analyse. One search alone can generate millions of sites. Take the term ‘Dresses’ in womenswear. This generates 4bn sites. When we’re analysing thousands of those searches at once, it translates as huge amounts of data. And when we assess a brand’s visibility across this, it’s a big indication of opportunity. We organise those individual searches into categories, to see a brand’s share across different areas of their market, as well as their overall performance."

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Statistics on "Vacation travel behavior in the United Kingdom"

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