Jul 15 2010
Campervans & Motor Homes – New Zealand Tourism Market Share Research (Q2 2010)
With the Rugby World Cup approaching, we thought it would be interesting to see the effect this has on local search volumes, or whether visitors will search overseas before arriving in NZ.
As always, the real opportunities lie in non-branded searches. For example there are 3,600 monthly searches in NZ for the “Britz” brand name, yet 60,000+ searches for “campervans” alone.
Natural search results receive approximately (estimate!) 3-4 times as many clicks as the paid ads on a Google results page. In the campervan sector we see both Maui and Britz making the most of the opportunity – with market share scores of 69% and 66%, respectively.
CamperTravel.co.nz, Discovery Motorhomes and Air NZ’s Campervans section all fail to register with Google for any of the relevant search terms in the industry. This places them at a serious disadvantage, particularly the first two which don’t have the benefit of internal referral traffic that Air NZ does. Camper Travel do score the highest of all in Paid Search visibility with an incredible score of 84%. This is due to aggressive bidding on a broad range of keywords. Maui, on the other hand, does not rely on expensive paid traffic but have strong visibility in natural search – obviously search engine optimisation has played an important part in their online marketing strategy.
Conversely, Appollo Camper and Jucy may be in danger of being left behind online by their competitors, with a poor natural visibility score of just 12% and 13%, respectively. We might expect to see Google Adwords being used to take advantage of the opportunity in search engine marketing. But with no paid search apparent at all, these companies are conceding market share, apparently without a fight.
Make sure you are not left behind, download First Rate’s research on Motor Home and Campervan market share today.
