New travel search engines are growing in popularity, but they've got a long way to go to rival the share established players have. Hitwise: Meta Travel Engines Show Gains from MediaPost covers how stats from Hitwise show new meta travel search engines like Kayak, Farechase and Mobissimo, along with Cheapflights, have a 3 percent share of visits for those going to "travel agency" sites. Expedia, Travelocity, Orbits, Yahoo Travel and CheapTickets have a 60 percent share.
General search results from Google and Yahoo were also shown to be sending the new players lots of traffic. To me, that's not a strength. Ultimately, if a search engine has its own travel search engine (Yahoo does; Google could), it makes more sense to route people into that service rather than making them search, then sending them off elsewhere to do a search again. A Hitwise press release on the data provides more stats, include top terms driving traffic to the travel sites.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) will bring together the industry's leading online marketing practitioners to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, the comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!