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Online Travel

3 Charts Showing Google Search’s Impact on Travel Brands in 2016

Dan Peltier

Photo Credit: New data show 39 percent of travel brands' site traffic comes from organic Google searches compared to 20 percent from Google cost-per-click advertising. Pictured is Google's new price comparison feature for destinations. Skift

Skift Take

Google is an even mightier king in 2016 when it comes to what leads travelers' to brand websites and, ultimately, what gets them to make a purchase. But direct website visits shouldn't be overlooked: These were the next largest source of site visits and revenue.

Travel brands have spent years growing their email, Facebook, direct visits, and revenue streams but Google stands above every other source and should be -- and in many cases already is -- brands' focal point. That's according to a new study from digital marketing agency Wolfgang Digital which analyzed 87 million website sessions on travel and retail websites from April 2015 to March 2016 that led to $258 million in online revenue, with hotels and attractions making up most of the travel sites that were part of the study. Top Executives From Airbnb, Google, Hilton, and More Are Speaking at

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