Digitaeffects presented the German tour operators that led in online marketing during January, according to its monthly survey.
With the help of online marketing – search engine optimization (SEO) search engine advertising (SEA) and social media – traditional tour operators ensure their market share and become more independent from intermediaries such as online travel agencies.
The survey examined the successful online presence and marketing among 250 members of the German Tour Operators Association (DRV), in January 2016. TUI (19,2% share), Aida (11.8% share) and Neckermann-Reisen (8.3% share) retained the top rankings they held during December 2015.
The top-10 list included major brands such as Ltur, Thomas Cook, Dertour, Tuicruises, FTI, Berge- Meer and Clubmed.
TUI, Neckermann-Reisen, Thomas Cook and Dertour led the top-10 list for search engine optimization (SEO). Ranking was determined by the number of clicks, keywords and click value.
Regarding search engine advertising, TUI again tops the list, followed by Neckermann-Reisen, Aida and Der Touristik. Ranking is determined by the number of clicks, keywords and Adwords budget.
Finally, in social media, Aida ranked first, followed by TUI, Ltur, ClubMed and TuiCruises. Ranking is determined by marketing performance mainly on Facebook and Youtube and, on a secondary level, on Instagram, Twitter and Google+ platforms.
