Some good tips for travel PPC

October 31, 2007

Tripadvisor have released their figures from a survey called their Traveller Trends Survey. Out of the survey comes some predicitions for 2008 trends that we should all expect to see.

One of the aspects of this (the link above has much more detail) is the TripAdvisor TravelCast. It’s a barometer of what’s hot in travel destinations. TripAdvisor engineers have developed a proprietary algorithm that looks at several criteria, including changes in search activity and postings throughout the TripAdvisor site. The TravelCast then predicts the rising stars in travel.

The destinations that are showing as increasing in popularity and expected to be the biggest next year are:

TripAdvisor TravelCast Top Ten World Destinations for 2008
1. Jerba, Tunisia
2. Makandi Bay, Egypt
3. Phangnga, Thailand
4. Kovalam, India
5. Sabaudia, Italy
6. Asilah, Morocco
7. Ko Phangan, Thailand
8. La Plagne, France
9. Yangshuo, China
10. Kotor, Montenegro

TripAdvisor TravelCast Top Ten U.S. Destinations for 2008
1. Sunny Isles Beach, Florida
2. Kitty Hawk (Outer Banks), North Carolina
3. Seward, Alaska
4. Kailua, Hawaii
5. Blue Ridge, Georgia
6. Mount Pocono, Pennsylvania
7. San Marcos, Texas
8. Paso Robles, California
9. Rockport, Texas
10. Copper Mountain, Colorado

Now, this is great insight for online (and offline) travel providers who bid on keywords on search engines. If you are active in pay per click and these destinations match some of your offerings then you should seriously consider looking at the data (clickthroughs, bid positions, bid amounts etc) to see if you can do anything else to get more clicks on these terms. If they are going to be so hot next year it may be worth diverting some of your paid search budget into these destinations over those that don’t perform for you currently. Insight like this is highly valuable, especially when it comes from such a big community as TripAdvisor.


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