New research has suggested that travel companies in the UK are benefiting from higher returns from their search engine marketing efforts.

According to Efficient Frontier, search impression volumes within the travel sector rose by 32 per cent between the first quarter of 2008 and the same period in 2009.

And while travel marketers spent one per cent less on their search marketing campaigns in 2009 than they did last year, return on investment (ROI) increased by 11 per cent.

Efficient Frontier said that travel marketers are becoming increasingly adept at tailoring their search campaigns to capitalise on long-tail keywords, attracting consumers who are now making more searches more carefully as a result of the current economic climate.

"Travel is very much reliant on search," said Jonathan Beeston, client services director of Efficient Frontier.

"In the current economic environment, ROI will continue to be a priority as travel advertisers trend towards the efficiency model in an effort to reach a higher ROI as a buffer against economic uncertainty."

Research conducted by travel planning website Dopplr earlier this year revealed that 80 per cent of its users tend to book flights directly through an airline's website, compared with a figure of 30 per cent for traditional frequent flyers.
 

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