{"id":2778,"date":"2024-04-11T09:45:47","date_gmt":"2024-04-11T09:45:47","guid":{"rendered":"https:\/\/www.aspendigital.nl\/?post_type=insight&p=2778"},"modified":"2025-07-23T09:27:49","modified_gmt":"2025-07-23T09:27:49","slug":"on-the-digital-world-map-mapping-the-online-travel-industry","status":"publish","type":"insight","link":"https:\/\/www.aspendigital.nl\/en\/insights\/on-the-digital-world-map-mapping-the-online-travel-industry\/","title":{"rendered":"On the digital (world) map: mapping the online travel industry"},"content":{"rendered":"

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Globally around the globe<\/strong><\/h2>\n

To map the market breakdown of the travel industry, we collected data of more than 3,200 unique keywords from all sub-segments within the industry, divided into 27 different categories. Of all these keywords, we tracked the top 100 search results for each term on a daily basis. We compiled this information into a Share of Voice (SOV): a plot that shows the organic online market share of each player in the market at once.[\/vc_column_text][vc_raw_html css=””]JTNDaWZyYW1lJTIwc3JjJTNEJTIyaHR0cHMlM0ElMkYlMkZhc3BlbnRlY2hub2xvZ2llcy5ubCUyRnJlcG9ydHMlMkZhc3BlbmRpZ2l0YWwtc2l0ZSUyRm9uZGVyem9layUyRmJyYW5jaGUlMkZyZWl6ZW4lMkZyZWl6ZW4tY29tcGxldGUtYnJhbmNoZS5odG1sJTIyJTIwc3R5bGUlM0QlMjJib3JkZXIlM0EwcHglM0IlMjIlMjB3aWR0aCUzRCUyMjEwMCUyNSUyMiUyMGhlaWdodCUzRCUyMjYwMHB4JTIyJTNFJTNDJTJGaWZyYW1lJTNF[\/vc_raw_html][vc_column_text css=””]Share of Voice travel sector – click and drag to zoom in further on a particular area. The SOV is more readable on PC.<\/em><\/p>\n

On the vertical axis, we see the indexation percentage: how many of 3,204 keywords are indexed in the top 20 search results? The higher this percentage is, the more unique search terms a website is found on. Horizontally, we see the average position of these search terms indexed in the top 20. The higher the search volume of all indexed keywords together, the bigger the bullet. In other words, big, round and top-right is where you want to be as a party in the travel industry.<\/p>\n

In the overall Share of Voice with all relevant categories included, we see that Tui.nl is the big winner in\u00a0August 2022, with an indexation rate of 62.8% and an average position of 5.3.[\/vc_column_text][vc_column_text css=”” el_id=”verkenningstocht”]<\/p>\n

Further exploration<\/strong> in the travel industry<\/h2>\n

An overall Share of Voice nicely shows who the all-round travel giant is online. On all sub-themes within the \u201ctravel\u201d theme, Tui.co.uk scores high in search results on average; a competitor to be reckoned with. But what if you are in the winter sports niche?<\/p>\n

Share of Voice winter sports<\/h3>\n

The landscape within sub-theme \u201cwinter sports\u201d looks completely different. Whereas the Wintersport.nl website was completely missing from the overall Share of Voice, it is partially in the lead in the theme-SOV, along with Sunweb.nl, Summittravel.nl and – again – Tui.nl.[\/vc_column_text][vc_raw_html css=””]JTNDaWZyYW1lJTIwc3JjJTNEJTIyaHR0cHMlM0ElMkYlMkZhc3BlbnRlY2hub2xvZ2llcy5ubCUyRnJlcG9ydHMlMkZhc3BlbmRpZ2l0YWwtc2l0ZSUyRm9uZGVyem9layUyRmJyYW5jaGUlMkZyZWl6ZW4lMkZyZWl6ZW4td2ludGVyc3BvcnQuaHRtbCUyMiUyMHN0eWxlJTNEJTIyYm9yZGVyJTNBMHB4JTNCJTIyJTIwd2lkdGglM0QlMjIxMDAlMjUlMjIlMjBoZWlnaHQlM0QlMjI2MDBweCUyMiUzRSUzQyUyRmlmcmFtZSUzRQ==[\/vc_raw_html][vc_column_text css=””]<\/p>\n

Share of Voice winter sports – click and drag to zoom in further on a particular area. The SOV is more readable on PC.<\/em><\/p>\n

[\/vc_column_text][vc_column_text css=””]<\/p>\n

Share of Voice plane tickets<\/strong><\/h3>\n

What about the market breakdown within sub-theme \u201cairline tickets\u201d? The Share of Voice of all airline ticket-related keywords shows that as a general travel operator, you don’t get very far in this segment. The only travel agency with a modest market share is Tui.nl. The others are all websites entirely focused on finding, comparing and booking air travel.[\/vc_column_text][vc_raw_html css=””]JTNDaWZyYW1lJTIwc3JjJTNEJTIyaHR0cHMlM0ElMkYlMkZhc3BlbnRlY2hub2xvZ2llcy5ubCUyRnJlcG9ydHMlMkZhc3BlbmRpZ2l0YWwtc2l0ZSUyRm9uZGVyem9layUyRmJyYW5jaGUlMkZyZWl6ZW4lMkZyZWl6ZW4tdmxpZWd0aWNrZXRzLmh0bWwlMjIlMjBzdHlsZSUzRCUyMmJvcmRlciUzQTBweCUzQiUyMiUyMHdpZHRoJTNEJTIyMTAwJTI1JTIyJTIwaGVpZ2h0JTNEJTIyNjAwcHglMjIlM0UlM0MlMkZpZnJhbWUlM0U=[\/vc_raw_html][vc_column_text css=””]<\/p>\n

Share of Voice plane tickets – click and drag to zoom in further on a particular area. The SOV is more readable on PC.<\/p>\n

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Share of Voice camping<\/h3>\n

The distribution of the camping segment is again completely different. Within this sub-theme, we collected 169 keywords that can be divided into the categories \u201ccamping\u201d, \u201cmotorhome\u201d, \u201ccaravan\u201d, \u201cmobile home\u201d, \u201cglamping\u201d and \u201ccamping (general)\u201d.[\/vc_column_text][vc_raw_html css=””]JTNDaWZyYW1lJTIwc3JjJTNEJTIyaHR0cHMlM0ElMkYlMkZhc3BlbnRlY2hub2xvZ2llcy5ubCUyRnJlcG9ydHMlMkZhc3BlbmRpZ2l0YWwtc2l0ZSUyRm9uZGVyem9layUyRmJyYW5jaGUlMkZyZWl6ZW4lMkZyZWl6ZW4ta2FtcGVyZW4uaHRtbCUyMiUyMHN0eWxlJTNEJTIyYm9yZGVyJTNBMHB4JTNCJTIyJTIwd2lkdGglM0QlMjIxMDAlMjUlMjIlMjBoZWlnaHQlM0QlMjI2MDBweCUyMiUzRSUzQyUyRmlmcmFtZSUzRQ==[\/vc_raw_html][vc_column_text css=””]<\/p>\n

Share of Voice camping – click and drag to zoom in further on a particular area. The SOV is more readable on PC.<\/p>\n

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Opportunities in your niche<\/strong><\/h2>\n

But we can zoom in even further for a more accurate picture of your market. For example, do you own a brand new luxury glamping, and want to gain visibility online to attract more visitors to your website (and glamping)? Then you will have to compete against the 3 clear market leaders in this segment: Glampings.nl, Glamping.nl and Booking.com and – not unexpectedly – you seem to have an edge with the search engine when you include \u201cglamping\u201d in your domain name.<\/p>\n

At the same time, there are still relatively few major players in this sub-topic and many parties each taking a small slice of this market. Good news, then, there is still room to jump in as a specialist in this field.[\/vc_column_text][vc_raw_html css=””]JTNDaWZyYW1lJTIwc3JjJTNEJTIyaHR0cHMlM0ElMkYlMkZhc3BlbnRlY2hub2xvZ2llcy5ubCUyRnJlcG9ydHMlMkZhc3BlbmRpZ2l0YWwtc2l0ZSUyRm9uZGVyem9layUyRmJyYW5jaGUlMkZyZWl6ZW4lMkZyZWl6ZW4tZ2xhbXBpbmcuaHRtbCUyMiUyMHN0eWxlJTNEJTIyYm9yZGVyJTNBMHB4JTNCJTIyJTIwd2lkdGglM0QlMjIxMDAlMjUlMjIlMjBoZWlnaHQlM0QlMjI2MDBweCUyMiUzRSUzQyUyRmlmcmFtZSUzRQ==[\/vc_raw_html][vc_column_text css=””]<\/p>\n

Share of Voice glamping – click and drag to zoom in further on a particular area. The SOV is more readable on PC.<\/p>\n

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Development trends<\/strong> in the digital travel industry<\/h2>\n

After you have insight into who your competitors are, it makes at least as much sense to check what their and your own progression (or degression) is. Are there perhaps new parties with a rapid rise, at the expense of your own market share and visibility, that you should take into account? Do you see a gradual gain or loss of ground at your website that you need to dive deeper into? Then it’s time to take action.[\/vc_column_text][vc_column_text css=”” el_id=”marktaandeel”]<\/p>\n

Curious about your own<\/strong> market distribution and market share?<\/h2>\n

We can produce Share of Voices for any market, whether you are in the travel, fashion, financial or service industry. Let us find out which keywords are relevant to your industry, and we will compile all the data in a (thematic) Share of Voices for an overview of the relevant competitors to consider.<\/p>\n

Even within your domain, we will use a theme-SOV to reveal where the most growth opportunities lie. Let us examine your website and divide it into different Share of Voices per (sub)theme. That way, you will know exactly how you stand in relation to the market for each website category, so that – possibly together with us – you can develop a data-driven growth strategy.<\/p>\n

 <\/p>\n

Curious about what we can do for your sector? Feel free to contact us<\/a> for more information!<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"template":"","insight-category":[21],"class_list":["post-2778","insight","type-insight","status-publish","hentry","insight-category-brancheonderzoek"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.aspendigital.nl\/en\/wp-json\/wp\/v2\/insight\/2778","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.aspendigital.nl\/en\/wp-json\/wp\/v2\/insight"}],"about":[{"href":"https:\/\/www.aspendigital.nl\/en\/wp-json\/wp\/v2\/types\/insight"}],"wp:attachment":[{"href":"https:\/\/www.aspendigital.nl\/en\/wp-json\/wp\/v2\/media?parent=2778"}],"wp:term":[{"taxonomy":"insight-category","embeddable":true,"href":"https:\/\/www.aspendigital.nl\/en\/wp-json\/wp\/v2\/insight-category?post=2778"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}