Our top ten hotels and accommodations ranking for October 2016 is here:
The top ten winners consist of two types: 1) generic booking sites such as airbnb.com, booking.com and hotels.com and 2) hotel chains such as marriott.com and hilton.com, with a 50/50 split between the two types.
Although both types of sites make up the top list, their search traffic approaches are somewhat different, with generic sites heavily reliant on PPC campaigns. For example, the generic site, Booking.com alone, has 40% in PPC search traffic. In addition, 3 of the 5 top domains that are generic, each claim more than 20% of PPC traffic.
In contrast, hotel chains such as Marriott, Hilton, or Choice Hotels do not exceed the 12% mark for PPC traffic.
Out of the top ten winners, Expedia Inc. owned sites (hotels.com, vrbo.com, trivago.com, and homeaway.com) contribute to 25% of the total traffic share (desktop & mobile).
Finally, the top 5 domains in this ranking, account for 28% of the entire Hotels and Accommodations sub-category. In other words, 1 in every 4 clicks goes to one of the top 5 domains.
To read about our Hotel & Accommodations ranking for the UK, visit our UK Ranking page.