Expedia, TripAdvisor and Southwest on top – Top US travel sites, full month May 2012

The all-conquering web trio of Expedia, Southwest and TripAdvisor are continuing their dominance at the head of the leading travel websites in the US.

The three brands sit at the head of the agency, destination and accommodation, and airline categories respectively.

TripAdvisor has more than double the market share of its category than second placed Hotels.com, while Delta is over 10% market share behind Southwest.

NB: Tnooz is now publishing monthly data from Experian Hitwise, rather than the previous weekly data.

Most popular travel websites in the US for May 2012:


RankWebsiteDomainPercentage of VisitsPrevious month
8Yahoo! Traveltravel.yahoo.com5.19%n/a
10Cheap Ticketswww.cheaptickets.com2.44%n/a

Destinations and Accommodation

RankWebsiteDomainPercentage of VisitsPrevious month
3Marriott Internationalwww.marriott.com2.70%n/a
5Hilton Hotels Onlinewww.hilton.com2.43%n/a
6InterContinental Hotels Groupwww.ichotelsgroup.com2.27%n/a
7Vacation Rentals by Ownerwww.vrbo.com1.88%n/a
8Carnival Cruise Lineswww.carnival.com1.54%n/a
9Southwest Airlines Travel Guidetravel.southwest.com1.35%n/a
10Choice Hotels Internationalwww.choicehotels.com1.35%n/a


RankWebsiteDomainPercentage of VisitsPrevious month
1Southwest Airlineswww.southwest.com23.32%n/a
2Delta Air Lineswww.delta.com13.08%n/a
3United Airlineswww.united.com11.77%n/a
4American Airlineswww.aa.com10.15%n/a
5JetBlue Airwayswww.jetblue.com6.82%n/a
6US Airwayswww.usairways.com5.12%n/a
7AirTran Airwayswww.airtran.com4.67%n/a
8Spirit Airlineswww.spiritair.com3.52%n/a
9Alaska Airlines and Horizon Airwww.alaskaair.com2.94%n/a
10Allegiant Airwww.allegiantair.com2.62%n/a

Travel search terms

RankSearch TermPercentage of ClicksPercentage PaidPercentage OrganicPrevious month
2google maps1.82%1.18%98.82%n/a
3southwest airlines1.30%45.22%54.78%n/a
5mapquest driving directions0.82%1.52%98.48%n/a
7united airlines0.70%26.65%73.35%n/a
9american airlines0.57%5.06%94.94%n/a
10map quest0.54%0.33%99.67%n/a

NB: Data couresy of Experian Hitwise

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  1. Hotwire jumps into third spot ahead of Orbitz – Top US travel sites, full month June 2012 « Myriad Marketing Intranet

    […] Market leader Expedia has over a 14% share of the web traffic in the agency category (an increase of almost 0.75% on the previous month). […]

  2. Michael Kaye

    I’m confused about Numbers 1 and 2 in the Destinations and Accommodation Segment.

    I was under the impression that Trip Advisor is a peer review site whose main source of revenue is advertising and the Hotels.com is a clone of the Expedia hotels section whose main source of revenue is commissions from bookings.

    If I’ve got this right, what are they doing in the same category?

    If I’ve got this wrong, could somebody set me straight?

  3. Marketing Day: June 7, 2012 | | IntoxicativeIntoxicative

    […] Expedia, TripAdvisor and Southwest on top – Top US travel sites, full month May 2012, Tnooz […]


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