The main purpose of ABTAnet’s consumer site at www.abta.com

has always been to extend the online marketing reach of ABTA’s
members. But like all database-driven sites, its content can be
somewhat difficult to find for search engines.
In a new development, a series of Gateway pages has been
created, reflecting the most popular searches on abta.com,
specifically for search engine access. The result, in less than six
weeks, has been to double the number of destination searches on
the site and treble searches for special interest holidays.

Graham Barnes of ABTECH, who is Chief Architect of abta.com
says that ABTA had recognised that the site was not punching its
weight. ‘There is an enormous amount of useful signposting content
on abta.com, helping consumers to identify which ABTA members
to deal with’ said Barnes, ‘but we were not seeing the growth in
activity that we expected. We had to recognise that Google and
other search engines are a primary route for consumers
researching holiday options, and make our content more
accessible. Eventually more UK consumers will bookmark
abta.com as a primary source of travel information, but right now
we need to spread the word more widely.’

In August, there were a record 76,000 searches on abta.com.
Destination based searches were at a record level for the third
month running. Monthly page accesses are running at 360,000 and
hits per month at over 1 million. The site is ranked 7/10 by Google,
on a par with Expedia.

ABTA members who want to make sure their details are doing
them justice can register (or re-register) at www.abta.com/register

Ian Reynolds, ABTA’s Chief Executive said that the main focus for
the next phase of development would be to understand and analyse
consumer behaviour on the site. ‘We have been carefully watching
patterns of usage on abta.com’ said Reynolds. ‘We have used that
information to steer new developments, such as the Flight Channel,
but we need to know much more about our user base. We know
the signposting information is useful but it may be that consumers
expect more from us as a channel to interactive services.’
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