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Editor: We started a new monthly feature last month 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 web activity, better than other traffic comparison sites, at least as far as proportional comparison goes. This month we’re focusing on something close to home, the travel industry news and information sites.
The travel business media and information companies are a strange and archaic lot: For being the chroniclers of the world’s largest and most creative industry, most of these companies have not managed the legacy-to-digital transition well, and have not been able to take advantage of the latest and best digital tools to scale their businesses in digital. Many of these once-storied industry brands have a long history in print, and online they have been sub-standard, with a sub-scaled reach.
Of course this isn’t just true of the travel sector, it has been true of other industry sectors, but a lot of those sectors — media, technology and finance being three prime examples — have already been disrupted by new digital-only players since Internet came along, and travel has just started seeing some of those over the last few years.
In the list below, some of the top ones are owned by larger media conglomerates, such as FlightGlobal (by Reed Business), AviationWeek (by Penton) and TravelWeekly (by Northstar), and the rest of the are independents or smaller companies. Many on this list will wither over a period of time. 2014 will be an interesting year with this bunch, that’s for sure.
Besides SimilarWeb, we’ve added a column on verified numbers on visits, if available, mostly through official media kits.
|RANK||SITE||ESTIMATED VISITS, NOV 2013/Similarweb||PAGE VIEWS PER VISIT||% FROM SOCIAL||VERIFIED VISITS, IF AVAILABLE||SITE LAUNCH|
|2||Skift.com||780K||3.71||29.33||970K (Google Analytics)||Aug 2012|
|3||AviationWeek.com||970K||2.28||21.95||800K (Mediakit 2014)||1998|
|4||Tnooz.com||350K||2.13||15.94||245K (Media Kit, Sept 2013)||2009|
|5||TravelWeekly.com||230K||2.71||3.5||330K UVs (2013 Media kit)||1999|
|12||NYCAviation.com||90K||2.03||21.81||110K UVs (Site Media Kit)||2004|
|14||TravelAgentCentral.com||70K||2.29||8.05||126K (Media Kit, Oct 2013)||2001|
|17||HotelierMiddleEast.com||65K||3.29||4.13||90K UVs (Media Kit 2013)||2008|
|22||TravelPulse.com||50K||2.45||7.26||110K UVs (2014 Media Kit)||2002|
|23||BreakingTravelNews.com||50K||2.28||2.89||233K (Media Kit Oct 2013)||2003|
|28||TravelDailyMedia.com||30K||1.57||8.32||34K (Media Kit 2013)||2010|
|29||TTGdigital.com||25K||2.51||5.23||36K UVs (Media Kit)||2003|