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Tailor-made Holidays Sector Report 2019

Travel is a competitive industry to rank for keywords, so it’s crucial that your content marketing strategy is focused on ROI and results. To succeed in SEO, it’s important that your decisions are supported by data, and with constant Google updates and changes to technology, you should ensure you monitor this. This report explores the competition for keywords in the Tailor-Made Holidays sector and analyses key metrics vital for success.

What our Tailor-made report offers


Latest insights


  • There’s an opportunity to improve your ranking by targeting ‘tailor-made + location’ terms alongside having optimised landing pages.
  • In this sector, you should have a strong landing page with images and videos – these feature in a prominent position on a user’s screen.
  • There have been several studies that indicate that creating lengthier and relevant content tends to stand out in the search-engine rankings.

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Sector overview

Unlike other travel sectors, there is not a peak in search traffic at the start of the year. There are small increases in spikes in April and May, but across the year there is no consistent trend. There is interest throughout the year which could indicate last-minute bookings, before a slight peak in September/October, and a further increase after the Christmas period.


Who currently dominates the market?

The top two competitors, Kuoni and On The Go Tours, share 72 keywords which contain the word ‘tailor’ – this is 42 more than the remaining eight competitors. Kuoni sees 690 monthly organic search results whereas On The Go Tours sees under half of this with 324.


Content types in the Tailor-Made Holidays sector

Content plays an important role in the success of SEO and earning online visibility. From analysis, reviews, featured snippets and images appear in half of the top 20 search results. This indicates that to improve rankings you should produce unique content that could appear in instant answer boxes, featured snippets or image-based results.


Your content should be easily digestible and clear – which is measured by the Flesch Reading Ease. This is important as there is a correlation in this sector that competitors with a stronger reading ease score have higher traffic levels (with the exception of Travel Nation).

Authority and links

Link building is effective as it has a weighting in Google’s algorithm. You want high-quality sites to link to you as Google will reward you for this. It is measured by Domain Authority (DA) and this is based on how many domains link to you and how authoritative they are. The rankings of each competitor based on Domain Authority can be seen below (out of 100):


Audley Travel – 65

Kuoni – 63

On The Go Tours – 61

Travel Nation – 49

The Ultimate Travel Company – 49


Audley Travel has the highest DA but also the lowest ranking – this shows that other factors are considered in a site’s overall ranking. Kuoni has the highest number of links and this contributes to its high ranking.


Key takeaways from this report is that this sector is mainly focused on location-based keywords which should be the main focus to target. There is a correlation with word count and readability of content so you should ensure you create lengthy and useful content.


Want more information?

You can download the full report, or alternatively you can contact Ad-Rank Media to discuss this report using the contact details below.


Chad Harwood-Jones (MD)

T: 01442 817080

E: [email protected]

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