Spending on search in the travel sector saw six per cent quarter-on-quarter growth in October, according to new research. Efficient Frontier, a leading performance marketing company, has revealed that in total, year-on-year spend has also gone up by six per cent.
While the annual rate of growth is in line with other sectors, click-through rates have gone up by 14 per cent in total. The most popular search engine remains Google, with some three-quarters of consumers looking for travel information through the service.
Yahoo takes close to a quarter (22 per cent) of this share, while Bing has recently seen some success – searches on the site account to 2.5 per cent of clicks.
Travel may have remained unaffected in comparison to other sectors because of its perception as a "lifestyle essential".
A survey by LV= has this week found that half of all adults surveyed considered travel to be crucial, with the total annual spend at £78.8 billion.