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New game for Friday - guess what chart this is [Large OTAs]

Friday, September 12th, 2008

On this chart we have Priceline, Expedia, Hotwire, CheapTickets, Orbitz, Travelocity and Hotels.com

In the immortal words of Rolf Harris, can you guess what it is yet?

 

ota.gif

 

The chart was released yesterday. I will explain it (and credit it) when you guys have had your guesses. Yes it is quite interesting (and web related) - and not financial (ish).

I would also prefer to be at the Priceline / Expedia end of this scale than the Hotels.com end.


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4 Responses to “New game for Friday - guess what chart this is [Large OTAs]”


  1. September 15th, 2008 at 1:42 pm
    Richard Hartigan

    Is it percentage of paid search traffic vs. non paid?

  2. September 15th, 2008 at 1:48 pm
    Alex Bainbridge

    Bingo - we have a winner

    45% of traffic (for hotels.com) is paid for…… seems quite a large percentage to me.

    I checked with someone else (non-travel) and they calculated theirs at 10% - and they are a successful ecommerce operation. I am interested to see that the big OTAs are running quite high numbers.

    I wonder if this includes traffic sourced from affiliates - or whether this is just PPC. If this is mainly PPC, Google will be doing rather well…..

    The source for this data is Compete…… View the announcement on their blog

    Richard - what % of traffic being paid for would make sense to you?

  3. September 15th, 2008 at 1:58 pm
    Richard Hartigan

    There are a number of variables involved:

    - PPC budget,
    - Organic rankings,
    - Brand term bidding,

    For example, due to the amount of searches on our brand term, placing a sponsored listing will heavily swing this percentage towards paid.

    Hitwise did some good analysis on this a while back. (http://weblogs.hitwise.com/heather-hopkins/2006/11/search_engine_landcape_in_the.html)

  4. September 15th, 2008 at 4:44 pm
    Guillaume

    In the case of Priceline, would it be Booking.com included?

    Guillaume

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This blog is about travel ecommerce & travel social media with a focus on topics of interest to tour operators & B2C travel companies

Alex has previously started up a small tour operator (5 staff) and also worked for leading "dot coms", airlines, hotel chains and tour operators advising and project managing web, ecommerce, social media and reservation system projects.

We operate TourCMS - a web based reservation system for small tour operators

Exhibiting TourCMS & speaking at
Travel Technology Show
10-11 Feb 2009, London


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