Does social matter?

If you have a travel-related website, perhaps not.

A big fat NOTE up front here, I pulled together this information from SimilarWeb which delivers estimated stats on desktop traffic and I couldn’t see any way to split the stats out by device. One would imagine the stats would be somewhat different on mobile.

Anyway, I gathered the site stats on ten travel websites (Lonely Planet, Rough Guides, Fodors, Frommers, Travelfish (my site), Tripadvisor, Moon, Wikitravel, Travellerspoint and Gogobot) and then gathered the same information for ten news websites (NYT, Guardian, The Atlantic, New Yorker, SMH, BangkokPost, FT, The Australian, LA Times and the Independent). I then plonked them all into a spreadsheet and made the following four simple charts.

Get a magnifying glass for social.

Get a magnifying glass for social.

Social traffic
This is FAR more important to news websites than travel. Rough Guides derives the largest proportion of its traffic from social, but it is still below 5% of overall traffic – the average across the ten travel publishers was just 2.09%. Compare this to the Independent in the UK who gets 36.68% of traffic from social, with an average across the ten publishers of 22.03%.

Search traffic
This is the bread and butter to travel publishers, with an average of 73.62% across the ten. News by comparison is just 30.66% across the ten. Similarweb doesn’t break out results from news.google.com so I’m assuming it is wrapped into the overall Google figure. I’m kinda surprised it is this low, but, to be honest, I can’t remember the last time I looked at Google News – Twitter is now my newsfeed.

A closer look at social for travel websites. The “big three” are Facebook (52%), Twitter (16%) and Reddit (16%), but there are very big fish in a tiny pond. Taking Rough Guide for example, their largest social source of traffic is 41.43%, but that is 41.43% of 4.48% of their overall traffic – ie Facebook represents 1.85% of their traffic.

One point eight five percent.

This all makes sense I guess, breaking news is far more “share-worthy” than a profile of the guesthouse that you stayed in last night, so maybe give that some thought before you slather social sharing buttons all over your website.

Traffic data is here.