SEO Statistics and Trends for the Travel Industry

“The helpful content update aims to better reward content where visitors feel they’ve had a satisfying experience, while content that doesn’t meet a visitor’s expectations won’t perform as well.”

— Google

Every business would have faced the impact of the above Google algorithm update. This is related to the story of “Goldilocks and the Three Bears”: where the tiny tot found the baby bear’s porridge, chair, and bed to be more tasty, suitable, and comfortable for her though she examined daddy and mama bears’ porridge, chair, and bed. Just as in the story, Google brought visibility only to the websites that had helpful content and the ones that were relevant to the industry or domain.

When analyzed from our end, we could see numerous OTAs, and travel websites in the marketplace. And if you are one among them, it would be quite challenging for you to stand out from the crowd. We, being a digital marketing agency, took some time to explore and came up with a few SEO statistics and trends exclusively for the travel industry. This blog might be supportive or a guide for your travel business as it might help you to be in the limelight among your competitors. 

Let us explore a few interesting SEO trends that might inspire you to work on your travel website,

Know and Use Your Keywords Strategically

Using keywords is vital in the travel industry to enhance online visibility and attract potential travelers. For instance, if a travel agency specializes in adventure tourism, optimizing their website content with keywords like “adventure vacations,” “extreme sports holidays,” and “wilderness getaways” can help them target their desired audience. By aligning content with relevant keywords, search engines can better understand the website’s purpose, leading to higher rankings in search results. This, in turn, increases the agency’s chances of reaching adventure-seeking travelers actively searching for their services, ultimately driving more organic traffic and potential bookings. Keyword optimization is an essential aspect of successful digital marketing in the travel sector.

Once you have compiled your keyword list you can utilize them in your blog post, website, URL, social media,  meta description, and more.

Establishing Local Landing Pages

Establishing local landing pages is crucial in the travel industry to target specific geographic areas and attract potential visitors. For instance, a hotel chain with locations in various cities can create dedicated landing pages for each destination. These pages should feature compelling content, high-quality images, local attractions, and useful information such as directions and contact details.

Optimizing for local SEO, including location-specific keywords and schema markup, helps improve visibility in local search results. By tailoring content to the unique offerings and experiences of each location, travel businesses can effectively engage potential travelers and increase bookings from specific regions.

Enhancing Schema Markup and Structured Data for Travel Websites

When it comes to your website ranking, schema markup, and structured data are the major factors. For instance, a travel website can use schema markup to highlight details like destination information, hotel ratings, pricing, and reviews. By doing so, search engines can better understand and display this information in rich snippets, leading to higher click-through rates and improved rankings. 

Moreover, structured data can enable voice search compatibility, making it easier for users to find travel information through voice assistants. Implementing these enhancements can set a travel website apart, providing users with more informative and engaging search results.

Focus on Zero-Click Search Content

To excel in the travel industry’s competitive online landscape, focusing on zero-click search content is crucial. Zero-click searches occur when users obtain their desired information directly from search engine results, often without clicking through to a website. For travel websites, this means providing concise and informative content within featured snippets, knowledge graphs, and structured data. 

For example, a travel website can optimize content to appear as the featured snippet when users search for “best beaches in Bali,” offering a summary of top destinations, weather, and activities. By catering to zero-click searches, travel websites can enhance user engagement and establish themselves as trusted sources, ultimately driving more traffic and bookings.

Bespoke, premium, and luxury travel tours, holidaymakers tend to originate online and close over the phone or in-store. In fact, for 60% of travelers, the first step is placing an online search.

Update the Google My Business Profile

Keep your Google My Business (GMB) profile updated. Ensure your profile reflects accurate contact information, operating hours, and COVID-19 updates if applicable. Highlight unique selling points, such as local attractions, tour packages, or travel tips in your profile’s description. Post high-quality images of destinations and accommodations to captivate potential travelers. Collect and respond to reviews promptly, showcasing your commitment to customer satisfaction. 

SEO Statistics and Trends for the Travel Industry (Databox) - ColorWhistle

For example, if you run a travel agency, regularly share blog posts or videos about travel experiences, tips, or destination guides to engage and inform your audience, enhancing your GMB profile’s relevance and attractiveness.

Take Advantage of Google’s E-E-A-T

To capitalize on Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines for travel websites, ensure your content is credible and trustworthy. Showcase expertise through well-researched articles, author credentials, and user reviews. Build authority by securing backlinks from reputable travel sites or collaborating with recognized industry experts. Foster trust by maintaining transparency in pricing, and itinerary details, and providing genuine user testimonials. 

For example, a travel blog partnering with certified tour guides can demonstrate expertise and authority, while openly sharing travelers’ authentic experiences on their site can boost trustworthiness. Aligning with Google’s E-E-A-T principles can enhance your travel website’s search visibility and user confidence.

Focus on Content that Drives the Right Audience

 It is essential to focus on content in order to attract the right audience. To do this, travel websites should create informative and engaging content that addresses the interests and needs of the target audience. For example, if a website specializes in adventure travel, it should produce content like “Top 10 Must-Visit Adventure Destinations” or any other related content.

By providing content to the preferences of adventure-seeking travelers, the website can attract relevant traffic and increase user engagement. Additionally, the content can be optimized for SEO with relevant keywords and high-quality visuals can help improve its visibility and draw in the right audience.

Did You Know?

By optimizing a travel company’s website for search engines, SEO marketing increases that company’s online visibility. The average click-through rate for the first organic search result on Google is 31.7%, whereas the average click-through rates for the second and third results are 24.7% and 18.3%, respectively – Source

SEO Statistics for the Travel Industry

Let us explore a few interesting SEO statistics that might inspire you to work on the SEO of your travel website

General SEO Statistics

  • 93% of Online experiences begin with a search engine
  • 75% of never scroll past the first page of search results
  • Search is the #1 driver of traffic to content sites, beating social media by more than 300%
  • 70-80% of users ignore the paid ads, focusing on the organic results
  • Over 5 million searches happen on Google every minute.
  • Only 1% of the surveyed companies think that having the keyword in the page URL is not important.
  • SEO generates more sales than PPC for 70% of surveyed companies.

Source –

SEO Statistics for Travel Website

  • According to Google, leisure travellers use search engines more than any other online marketing channel to begin their travel planning. 
  • Research in October 2022 by Deloitte highlighted that 39% of individuals preferred to use an OTA to book their holiday over other methods such as booking flights and accommodation separately or using a high street travel agency.
  • Successful marketing in travel and tourism requires a high conversion rate. Top performers achieve 23%, while most brands only reach 4.7%.

Ready to Grow Your Search Engine Results?

In the dynamic landscape of the travel industry, keeping an eye on SEO statistics and trends is indispensable. These insights offer valuable guidance for travel businesses seeking to navigate the digital realm effectively. Key trends include the ongoing importance of mobile optimization, user-centric web experiences, video marketing services, and the rise of voice search. Content quality remains paramount, with video content gaining significant traction.

Furthermore, adhering to Google’s E-E-A-T guidelines underscores the need for credibility and trustworthiness. As competition continues to intensify, investing in SEO packages is non-negotiable for travel companies aiming to flourish online. These trends, when integrated intelligently, can bolster online visibility and attract more wanderlust-driven travelers.

If you are looking for professional digital marketing services and SEO services you can contact ColorWhistle by sending us a message or call us at +1 (919) 234-5140, we’ll get back to you at the earliest. We provide services tailored to your requirements that suit your business. We are also experts at website development services, as well as web designing. You can approach us for any of these services to make a robust online presence for your business.

What’s next?

Now that you’ve had the chance to explore our blog, it’s time to take the next step and see what opportunities await!

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About the Author - Varsha

I am a zealous copywriter with an enthusiasm to learn everyday. I am able to diversify my knowledge at CW as I get the opportunity to write for various industries. What I love about writing is the research part when I can explore on the data while googling. I am also experienced in playing with words for the WooCommerce plugins and eCommerce platforms. When am off from writing I love experimenting new dishes and also a booklouse at time.

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