As part of its Top 50 U.S. Web Properties for June, market research firm comScore found travel sites and others in related industries were especially strong performers in the month. The rise is expected given increased vacation time during the summer, and companies in the vertical can use content marketing and SEO campaigns to increase their visibility during prime travel season.
According to the study, the travel industry saw a 9 percent increase in traffic in June, growing to 14 million total visitors. Moreover, the hotel industry experienced growth, rising 8 percent to 37 million visitors. Beyond these two categories, car rentals, ticket agencies and sports and outdoor sites saw increased traffic as well.
Each of these industries experiences seasonal increases in website traffic, and competition for traffic and conversions grows as well. Using branded website content that appeals to both search engines and – more importantly – readers can help these organizations drive relevant, convertible traffic to their sites.
No travel sites registered within the top 50 overall web properties. However, related sites did see a lift, as travelers looked for content related to weather, nearby businesses and other information. For example, the Weather Channel (21), Yelp (33) and others saw improvement from earlier months.
In the past, Brafton has highlighted the greater demand for robust web marketing campaigns within the travel and tourism industry, as marketers with hotels, airlines and others look to capitalize on increased seasonal interest. As such, 43 percent of hotel marketers included in a TravelClick poll said they plan to increase their focus on a strong web presence during these seasonal peak times.