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Short-haul flight searches see 48% uplift, Spanish destinations dominate

(PresseBox) (London, ) Online searches for flights in August rose 44% on May levels and those pertaining to domestic destinations and the Republic of Ireland saw the biggest gains, reveals analysis of search data from leading independent digital marketing agency, Greenlight.

According to Greenlight's latest 'Flight Sector Report - Issue 10', in August, there were 3.9 million searches made on Google UK for flights to domestic, short-haul and long-haul destinations compared to 2.7 million in May.

Short-haul destinations accounted for the largest share of queries - 31%, followed by long-haul (25%) then domestic (12%).

Flights to domestic destinations and the Republic of Ireland saw the biggest uptrend search-wise. Volumes soared an impressive 55% on May levels - from 316,660 to 491,780 in August, as the likes of Edinburgh, Jersey, Belfast and Dublin featured prominently in consumer searches.

August search volumes for flights to short-haul destinations, which totalled 1.2 million, also enjoyed a 48% uplift on the previous quarter.

Cumulatively, Spanish destinations accounted for 10% of short-haul flight-related queries, compared to 6% in May, as August saw Ibiza enter the ten most searched for destinations, alongside Malaga, Barcelona, Alicante and Lanzarote. Unlike in May, queries for flights to Turkey and Rome did not feature in August's top ten.

Totalling 985,000, flights to long-haul destinations rose 26% on May levels. U.S destinations New York, Florida and Las Vegas, the latter of which did not feature in the ten most queried in May, dominated. However, searches for flights to New Zealand and Canada which featured prominently in May, dropped out of the top ten.

Greenlight's report charted the most visible sites in the organic* and paid listings** for flights across the board and by sector.

Overall, skyscanner.net emerged was the most visible site in the organic listings for flights. It was visible to 2,194,044 searches which saw it achieve a 56% share of visibility.

Travelzoo.com was the most prominent advertiser in the paid listings, attaining a 72% share of voice.

According to Greenlight, just two of the ten most visible sites for flights overall, both in the organic and paid media listings, were Airline brands.

*Natural Search - Listings in search engine results pages that appear because of their relevance to the search terms

**Paid Media - an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.