Tuesday, January 22, 2008

Number One or Number Two - the topsy turvy world of online rankings

Thomson is understandably chuffed to pieces after overtaking Expedia in the first few weeks of January in the Hitwise online agency rankings.

Being able to say "We are the #1 online travel agency in the UK", or similar, on promotional material goes a long way. Not that Thomson has used it in that way yet.

But the scene at the top of the pile changes often.

The top ten for the week ending 13 January went like this:

But here is a graph illustrating the relative positions of Thomson and Expedia throughout 2007.

One can read a few things into this:

Seasonality impacts on Expedia and Thomson in different and/or the gap between the two is incredibly close, meaning the positions change frequently.

The other thing to note with the remaining sites in the top ten is the presence of TravelRepublic (above Ebookers), the inclusion of non-travel agency sites (Cheapflights and TravelSupermarket), and the absence of Opodo (number 12 or 13 normally).

Kevin May, editor, Travolution

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1 comment:

flycvt.com said...

Also note the combined power of TUI online versus the absence of mytravel from the top ten. TUI still owns the beach then but lets see what happens in March when the publics focus may turn to city breaks ahead of family holidays.