We collect and aggregate the search queries from our Premium Publisher Network, containing more than 500 partner websites, including HolidayCheck, TravelScout24, T-Online.de, flug.idealo.de, Urlaubspiraten.de, and Weg.de . We use these searches to display targeted native advertising, but we also use the data to analyze trends. We have analyzed the search queries in our network of the last quarter, and want to share the latest results in our Destination Ranking Q2 / 2017 . The figures do not reflect actual bookings, but the users‘ interest during the inspiration phase.
Just like last quarter, Hurghada, Egypt, is the most searched beach destination on German travel websites. Side has taken the number two position from Dubai, which has moved to the fourth place; Palma de Mallorca has defended its position on the third place.
While the top has remained rather stable, there has been a lot of movement in the center of the table. Burgas has jumped to the 8th place from position number 19, and Athens fell from 11 to rank 22. Cala Millor has moved up 15 ranks from last quarter’s position number 30.
Highest newcomers in the top 30 is Heraklion at rank 12 (jumping from 31), and Havana has also entered on rank 28 (from 41 in the first quarter).
We also look at the competition of the various destinations. For each of the anonymously recorded users, we register which additional search requests are entered into the partner network over 30 days. This way it is possible to determine which destinations compete with each other during the inspiration phase. We think it is imperative for travel marketeers to know who they are competing with. This allows to tailor offers to the competitive situation and get the users’ attention during the inspiration phase.
For example, online users who searched for Hurghada were also interested in El Gouna, Sharm El-Sheikh, Safaga, Marsa Alam (all Egypt) and Alanya (Turkey). A similar pattern is seen for Side in Turkey and the Spanish city of Barcelona. However, when you look at Los Angeles, the only alternative destination in the US is Miami, while the remaining four competitors are Havana, Colombo, Johannesburg, and Cancun.
For more detailed information on last quarter’s beach destination ranking and their competing destinations, have a look at our infographic.