When it comes to offering consumer savings opportunities, travel sites like Expedia and Tripadvisor have mastered the right content, whereas airlines and hotels haven’t performed as well historically in this category, according to new data by BrightEdge. In fact, nine of the top ten players are OTAs - only Hilton made it into the list.

We’re at the outset of Q4, which means that the holidays are fast approaching. Travel deals, accommodations and hospitality are always in high demand this time of year, as consumers lock down holiday travel plans and make reservations. Whether you’re a travel agency, an airline or a hotel, your company needs to be prepared to capture market share in this highly competitive season. It’s not enough to create content for content’s sake; in such an oversaturated market, marketers won’t be able to move the needle without understanding where the demand lies — and what they can do to take full advantage.