A new study finds that 56% of organic searches in the travel and hospitality industry are open to competition.

One of the most surprising facts for many people unfamiliar with travel, tourism, and hotel digital marketing and search is that 56% of the total marketshare in the vertical is not consistently held by any one brand.

The Conductor Searchlight platform tracked nearly 45,000 search terms that consumers used to find products, services, and information in 2018. In aggregate, these search terms represent 12,044,660 searches by consumers.

Conductor shows TripAdvisor at the lead with 9% of organic searches but Expedia follows closely with 8% and Kayak holds 6%.

By sector, Cheapflights.com has risen from fourth to first place in flight search since December 2017, taking 13% of flight-related searches. Kayak comes in second at 11% and Expedia ranks third with 9%.

Hotels.com is at the lead in hotel search with 18%, but TripAdvisor is gaining ground. It has risen by 6% since 2017 to hold the second spot in hotel search (17% of all organic search). Expedia comes in third with 11% of search.

TripAdvisor also leads on Attractions search, with 10%. Planetware and VacationIdea come in second and third with 8% and 6% respectively.

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