Paid search rates for companies in the travel industry have declined, according to the latest figures from Hitwise.
The data shows that the percentage of search traffic coming to travel websites via pay per click services has fallen from 25.4 per cent to 21.7 per cent in the last year.
Rates of decline vary across sub-sectors, with agencies – who are most reliant on paid search traffic – seeing the biggest drop.
In terms of overall traffic coming from paid search, as opposed to search traffic, this also declined from 11.6 per cent in March 2008 to 9.3 per cent in March 2009.
For internet marketing teams involved in the travel sector, this means that more emphasis on creating engaging pay per click content and using effective keywords may be required.
Meanwhile, Travolution’s Kevin May has reported that figures from Google show consumers spend 29 days researching on the web when making travel arrangements – carrying out 12 travel searches over 22 travel sites.