Skift Take
We wouldn't recommend buying tons into the absolute traffic numbers here, but the relative rankings shows some interesting trends.
Ed: We’re starting a new monthly feature on top trafficked sites in various sectors in travel, using data from SimilarWeb. We have found SimilarWeb’s traffic stats to be a relatively good barometer of consumer web activity, better than other traffic comparison sites, at least as far as proportional comparison goes.
So far we’ve looked at the top online booking sites, the top airline sites, and the top hotel brand sites around the globe, and today we’re looking at the top travel media/content sites from around the world (in terms of traffic), for October 2013. The focus below is English-language sites, and likely there are bigger Chinese and other language travel content sites. We’ve left out TripAdvisor here because of its reliance on user-generated content, but if it was included it would be on top.
Takeaways: LonelyPlanet is still big in standalone travel media brands, and there are so many ways it could grow if done well under the new ownership. Travel magazines still have along way to go in online. And generalist portals could still play a big role in the travel content world.
| RANK | SITE | ESTIMATED VISITS, OCTOBER 2013 | TIME ON SITE (IN MINUTES) | PAGE VIEWS PER VISIT | LEADING COUNTRY | QUANTCAST VERIFIED UVS, IF AVAILABLE |
|---|---|---|---|---|---|---|
| 1 | Travel.yahoo.com | 11. M | 0:01:30 | 2.59 | United States 61.06% | N/A |
| 2 | LonelyPlanet.com | 8.2 M | 0:02:39 | 2.97 | United States 30.77% | N/A |
| 3 | Timeout.com | 5.2 M | 0:02:52 | 3.89 | United Kingdom 34.44% | N/A |
| 4 | About.com Travel | 6.8 M (from Comscore) | NA | NA | NA | NA |
| 5 | Wikitravel.org | 4.4 M | 0:01:59 | 2.28 | United States 25.44% | N/A |
| 6 | WAYN.com | 4.2 M | 0:06:20 | 7.59 | United States 23.39% | 2.5 M |
| 7 | Fodors.com | 2.8 M | 0:01:33 | 2.87 | United States 64.71% | 3.7 M |
| 8 | Virtualtourist.com | 2.8 M | 0:02:21 | 2.78 | United States 26.69% | N/A |
| 9 | TravelChannel.com | 2.2 M | 0:02:24 | 3.16 | United States 88.90% | NA |
| 10 | Travelandleisure.com | 2 M | 0:02:51 | 10.05 | United States 82.68% | 2.1 M |
| 11 | Travel.nationalgeographic.com | 1.5 M | 0:02:12 | 5.11 | United States 56.23% | N/A |
| 12 | CNTraveler.com | 1.4 M | 0:02:38 | 10.3 | United States 75.24% | N/A |
| 13 | Travel.CNN.com | 1.3 M | 0:01:50 | 2.3 | United States 27.73% | N/A |
| 14 | Frommers.com | 1.2 M | 0:02:03 | 3.23 | United States 66.14% | 1.8 M |
| 15 | Matadornetwork.com | 1.2 M | 0:01:28 | 2.31 | United States 55.36% | 1.2 M |
| 16 | SmarterTravel.com | 1.1 M | 0:02:09 | 2.7 | United States 89.1% | 1.2 M |
| 17 | Travelpod.com | 830 K | 0:02:14 | 3.86 | United States 29.64% | N/A |
| 18 | Gadling.com | 680 K | 0:00:59 | 2.84 | United States 73.68% | N/A |
| 19 | Gogobot.com | 660 K | 0:01:56 | 3.17 | United States 61.25% | N/A |
| 20 | Travel.aol.com | 570 K | 0:01:19 | 2.3 | United States 87.21% | N/A |
| 21 | Budgettravel.com | 570 K | 0:02:04 | 5.73 | United States 83.88% | N/A |
| 22 | Ricksteves.com | 550 K | 0:03:52 | 4.64 | United States 69.09% | N/A |
| 23 | Wikivoyage.org | 540 K | 0:02:52 | 3.36 | United States 20.80% | N/A |
| 24 | RoughGuides.com | 350 K | 0:03:32 | 8.25 | United States 22.53% | N/A |
| 25 | Bootsnall.com | 260 K | 0:01:26 | 2 | United States 50.98% | N/A |
| 26 | Tripwolf.com | 250 K | 0:01:46 | 3.17 | Germany 21.84% | N/A |
| 27 | Jaunted.com | 240K | 0:01:07 | 2.56 | United States 57.58% | N/A |
| 28 | Afar.com | 200K | 0:05:21 | 6.13 | United States 66.92% | 251.6 K |
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Tags: similarweb