Turkey gets Greenlight from UK travellers

Turkey gets Greenlight from UK travellers

Turkey has become the most popular holiday destination search-wise, according to leading marketing and technology firm Greenlight. Following its latest quarterly report, which found that there were 17 million Google searches for holidays in August, Greenlight has claimed that the Turkish coast was the most searched for location. The analyst specialist has now advised UK travel agents to deploy more price-focused advertising strategies to help tap into niche markets. Using industry data to classify 356 of the most popular destinations that people booked short and long haul holidays to, Greenlight analysed 3,200 keywords to find holidays for each location and how popular each one was. Turkey cumulatively accounted for five per cent (550,000) of the total search volume. “To increase click-through-rates (CTRs), it is in the players’ best interest to deploy a price-focused paid strategy by including specific rates in online ads, whilst monitoring competitors prices in the meantime”, said Greenlight’s Lead Researcher Simon Hollingsworth. “Furthermore, given our recent research which showed 80 per cent of online marketers have limited knowledge of how price competitive they really are against their competitors, yet they still aggressively pushed products through paid search despite knowing they could be losers in a price war, this will be even more crucial.” Meanwhile, in Greenlight’s latest independent quarterly report, ‘Holidays August 2010’, Greenlight has claimed that online holiday searches have increased by 78 per cent on July levels.

Gary Marshall
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Gary Marshall
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