Our Premium Publisher Network contains a huge amount of diverse travel publishers around Europe. 500 partner websites, such as HolidayCheck, TravelScout 24, le Routard, HolidayPirates or the lastminute.com group enable our advertisers to run great native travel advertising campaigns. We also collect and aggregate the search queries and travel intent signals from these partners.
We use these travel intent signals to enrich advertising campaigns, and we also use the data to analyze trends. Every quarter we evaluate the search queries in our network, and once again, we want to share the latest results in our Beach Destination Ranking Q3 / 2017. The figures do not reflect actual bookings, but the users‘ interest during the inspiration phase.
For the third quarter in a row, Hurghada, Egypt, is the most searched beach destination on German travel websites in our network. Palma de Mallorca has climbed to the second position and taken it from Side, which has taken the third place.
The following three positions have remained untouched, leaving Dubai, Barcelona, Antalya in front of Bangkok, which has entered the top ten for the first time on the eigth place.
Málaga has jumped to ninth place from the thirtyfourth and is the strongest newcomer, joining Thessaloniki, Split, Cape Town, and Funchal in the top 30 for the first time.
Funchal’s progress can also be seen in the alternative destinations section. 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.
Staying with Funchal as an example, online users who searched for Palma de Mallorca were also interested in Málaga, Heraklion, Larnaca, Thessaloniki and Funchal. Users who searched for Hurghada were also interested in El Gouna, Sharm El-Sheikh, Safaga, Marsa Alam (all Egypt) and Alanya (Turkey). As you can see, every destination has a unqiue set of competitors.
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 more detailed information on last quarter’s beach destination ranking and the competing destinations, have a look at the complete summary.