The research, by Kantar Media, found each spent over £7 million on search with the dominant global search engine on the keywords that were monitored. Unsurprisingly global OTA was found to have splashed out the most – almost £20 million. The study identified TripAdvisor as the clear leader when it came to organic search in the first three months of the year. TripAdvisor saw over twice as many impressions and almost twice as many clicks as, its nearest rival in the travel sector, with an estimated PPC value of over £120 million. Of the three biggest PPC spenders, only features amongst the top six sites for organic search impressions. Get the full story at Travolution