Blog homeOn 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?
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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Is it percentage of paid search traffic vs. non paid?
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?
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)
In the case of Priceline, would it be Booking.com included?
Guillaume