The worldwide tourism industry contributed $2.3 trillion to global GDPs in 2016. And 60% of leisure travelers put together their own itineraries, meaning they go online to look for flights, destinations, activities and accommodation. With online travel agencies, price comparison sites, discounters and travel blogs, the travel and tourism market is a hugely varied – and hugely valuable – online market.
But how do websites offering information and products related to travel get users to their website? Which ranking factors are important in the travel industry? How do the relevant criteria in the online travel sector differ from those in other industries? How should travel-related content be structured to perform well in organic search?