Australians are increasingly searching the internet by brand when it comes to travel, rather than using generic terms, the latest data from Hitwise has shown.
Of the top 100 Australian travel searches in the three months to November, 89 per cent were searched by brand name, up from 81 per cent in November 2007.
Airline brands represented 36 per cent of traffic, down from 39 per cent in the corresponding period in 2007. Land transport brands accounted for 20 per cent of traffic, down from 22 per cent. Map brands increased from 10 per cent to 17 per cent.
Other findings in the report showed the number of visits to cruise websites rose 47 per cent since January 2007, with the most popular search terms being ‘Princess cruises’, ‘p&o cruises’, ‘captain cook cruises’ and ‘celebrity cruises’.
And the proportion of travel industry traffic from paid search reached 11 per cent in September, well behind the 25 per cent in the UK.
