Travel Sector Reports and Data

This active resource is here to help digital marketers, content planners and brand managers from the travel sector. See the winners. Read the key findings, track the leading domains, learn from the top directories and read our reports.

Visibility Leaders

Congratulations to the most recent winners! The rest of us win by learning about these search marketing leaders. Many more sector reports, data and trackers are linked below. If you want notifications of new reports, here’s the newsletter.

newzealand.com

booking.com

skyscanner.net

tui.com

Leaders in Travel – Tracker

This UK-focused tracker for generic, commercial search terms is updated weekly and shows the leading domains for a commercial keyword set of 1024 keywords. The tracker has been running since Jan 2025.

Key Findings from our analysis of leading travel websites

All our data journalism reports are linked below, but here are some key take-aways for anyone working in this sector.

Intent – “There’s no “why should I buy a holiday” in the travel sector, which makes the results very commercially focused.” – Charlie Williams

Information owners – You can’t compete with owners of some informational content. There’s only one official source of information for passports and visas.

Site structure – Category coverage for commercial content is still key.

Competitor Analysis – In the flights sector, for example, carriers are competing with aggregators.

Niche knowledge – There are fewer and fewer examples of visibility leaders amongst personal or niche commercial websites for commercial terms.

Recent Reports from the Sector

SectorWatch Report

A deep dive into international flights sector. Who’s getting the visibility, and why? By Charlie Williams.

read more

SectorWatch Report

Travel is not just about holidays. Charlie Williams looks for the leaders in backpacks and rucksacks

read more


Visibility Leaders Report

The leading directories in travel. This 2025 report by Callum Lockwood analyses the blueprints for success.

read more


SectorWatch Report

Socks, straps, pillows and adaptors – The leading travel product content analysed by Charlie Williams

read more


Other Reports and Data from the Travel Sector

Database of high performance SEO directories. Search through to find inspiration from many categories

Interview – Content Marketing in the Travel Industry

Leading content hubs – Analysis (2023) of trends and leaders

Visibility Leaders 2023 analysis – Report overview

Rising Travel Domains – 2023 analysis

Family Holidays – SectorWatch analysis

Winter Holidays – SectorWatch analysis

Sustainable Travel – SectorWatch analysis

Turbulence in the travel sector – Thomas Cook analysis

A List of Visibility Leaders – High Performance Content

Search and sort through leading search marketing content directories. Each directory has been tagged with the dominant intent, the main function of the website and the Visibility Index of the content directory at time of research. A direct link to SISTRIX data is also provided. (Account / Free trial required).

Visibility Leaders Resource by SISTRIX - Updated April 2024
Content locationPage 1 ratioContent intentContent visibilityDomain typeStudySISTRIX data
https://www.skyscanner.net/routes/68%MIXED1.25TravelTravel 2025To SISTRIX
https://www.booking.com/budget/ 🏆60%DO1.21TravelTravel 2025To SISTRIX
https://itluggage.com/collections/58%DO2.51TravelTravel 2025To SISTRIX
https://www.kayak.co.uk/flight-routes/47%DO4.56TravelTravel 2025To SISTRIX
https://www.kayak.co.uk/flight-routes/47%DO4.56TravelTravel 2025To SISTRIX
https://www.emiratesholidays.com/gb_en/45%MIXED0.97TravelTravel 2025To SISTRIX
https://www.newzealand.com/uk/ 🏆42%KNOW3.29TravelTravel 2025To SISTRIX
https://www.thomascook.com/holidays/42%KNOW15.35TravelTravel 2025To SISTRIX
https://www.ireland.com/en-gb/42%KNOW1.32TravelTravel 2025To SISTRIX
https://www.raileurope.com/en-gb/ 🏆42%DO0.53TravelTravel 2025To SISTRIX
https://www.expedia.co.uk/lp/40%DO1.62TravelTravel 2025To SISTRIX
https://www.abta.com/help-and-complaints/ 🏆37%KNOW0.29TravelTravel 2025To SISTRIX
https://www.nhsinform.scot/healthy-living/35%KNOW11.60TravelTravel 2025To SISTRIX
https://www.siteminder.com/r/35%KNOW0.33TravelTravel 2025To SISTRIX
https://overseas-healthcare.nhsbsa.nhs.uk/get-healthcare-cover-travelling-abroad/35%KNOW0.44TravelTravel 2025To SISTRIX
https://nationalhighways.co.uk/travel-updates/34%KNOW3.62TravelTravel 2025To SISTRIX
https://www.nhs.uk/vaccinations/34%KNOW4.54TravelTravel 2025To SISTRIX
https://www.tui.co.uk/destinations/34%MIXED37.06TravelTravel 2025To SISTRIX
https://www.mrandmrssmith.com/destinations/34%DO2.23TravelTravel 2025To SISTRIX
https://www.kuoni.co.uk/holiday-types/34%DO1.30TravelTravel 2025To SISTRIX
https://seatosummit.co.uk/collections/33%DO0.74TravelTravel 2025To SISTRIX
https://www.lastminute.com/deals/32%MIXED0.80TravelTravel 2025To SISTRIX
https://www.agoda.com/country/30%DO0.52TravelTravel 2025To SISTRIX
https://www.bbc.co.uk/worldservice/29%KNOW2.68TravelTravel 2025To SISTRIX
https://www.secretescapes.com/hotel-stays/29%DO0.52TravelTravel 2025To SISTRIX
https://www.visitbritain.com/en/29%KNOW2.87TravelTravel 2025To SISTRIX
https://www.hayesandjarvis.co.uk/holidays/29%KNOW0.96TravelTravel 2025To SISTRIX
https://www.firstchoice.co.uk/holiday/29%KNOW6.63TravelTravel 2025To SISTRIX
https://www.edreams.co.uk/lowcost/28%DO0.37TravelTravel 2025To SISTRIX
https://www.antler.co.uk/collections/28%DO0.90TravelTravel 2025To SISTRIX
https://www.cheapflights.co.uk/flights/28%DO2.08TravelTravel 2025To SISTRIX
https://www.ryanair.com/flights/28%DO4.16TravelTravel 2025To SISTRIX
https://www.postoffice.co.uk/identity/28%KNOW3.14TravelTravel 2025To SISTRIX
https://www.viator.com/en-GB/28%MIXED3.06TravelTravel 2025To SISTRIX
https://uk.usembassy.gov/visas/28%KNOW2.72TravelTravel 2025To SISTRIX
https://uk.usembassy.gov/visas/28%KNOW2.72TravelTravel 2025To SISTRIX
https://www.marriott.com/en-us/27%DO8.87TravelTravel 2025To SISTRIX
https://www.nomadicmatt.com/travel-guides/27%KNOW0.41TravelTravel 2025To SISTRIX
https://www.loveholidays.com/holidays/27%DO7.21TravelTravel 2025To SISTRIX
https://www.ospreylondon.com/en-gb/27%DO1.73TravelTravel 2025To SISTRIX
https://www.thehotelguru.com/en-gb/26%DO1.21TravelTravel 2025To SISTRIX
https://www.hotels.uk.com/uk/26%DO1.21TravelTravel 2025To SISTRIX
https://www.laterooms.com/hotels/26%DO0.91TravelTravel 2025To SISTRIX
https://www.worldometers.info/geography/26%KNOW2.00TravelTravel 2025To SISTRIX
https://www.traffic.gov.scot/travel-news/26%KNOW0.27TravelTravel 2025To SISTRIX
https://www.greeneking.co.uk/pubs-near-me/26%DO0.27TravelTravel 2025To SISTRIX

Your Visibility Leaders opportunity

If you’re in the travel industry, the data here gives you a chance to find and analyse content projects that Google is rewarding. Spend time on those sites to find out why they might be working for informational or commercial content.

  • What is the style and tone of voice?
  • How are these sites showing experience and expertise?
  • Are the sites easy to navigate? Are they fast?
  • Are the sites niche-focused?
  • Is there a huge brand helping to attract clicks?
  • What value-add services are customers being offered?
  • Is there an easy sign-up process, or an incentive to sign up?
  • Are the images good quality and original?
  • Which other forms of media are being used? Video, PDF, lists, infographics, for example?