| 1 Inspire | Summer Travel

Inspire Travel

UK Summer Travel

| 2 Inspire | Summer Travel

Key Takeaways As Winter officially ends and the sun begins to shine, consumers start to think

about where they want to travel during the Summer months. This Inspire will

provide insight into when these searches occur, top trending destinations and

identifying differences between key audiences. Five things to take away from this

Inspire are:

1) Seasonal trends

Searches for ‘holidays’ begin to rise in April and peak in July. Searches then drop off throughout the year, until spiking rapidly again in January. Searches for

variations of ‘check in’ or ‘boarding pass’ are highest in the summer.

2) Top destinations

Spain and Tenerife are the top searched holiday destinations, whilst Iceland and

Bora Bora are amongst the fastest growing. Political and economic unrest has

lead to a decline in searches for destinations such as Egypt and Greece.

3) Impact of terror attacks

After major terror attacks, there were considerable increases in searches around

travel safety and flight cancellation. The largest spike came after the attacks in

Sousse, Tunisia. Similar spikes followed the attacks in Paris and Brussels.

4) Mobile search Mobile devices play a larger role in early-stage travel planning and once the

traveler has left home, but booking and destination-specific planning tend to take

place on a desktop.

5) Families versus singles

Young, single travelers look for dog-friendly hotels, while traveling families look for

all-inclusive options. Meanwhile, when it comes to home sharing sites, Airbnb is

tops among singles while families prefer Ownersdirect.

| 3 Inspire | Summer Travel

Inspire to Action

Hitwise clients can get even

more out of this Inspire.

Anywhere you see this image,

click on it to open a live report

that uses the same criteria in

the accompanying analysis.

Search Demand Searches for Holidays peak in July and January

Searches around ‘holidays’ peak twice during the year. Firstly, there is a sharp

spike just after the new year and a second

more gradual increase reaching a peak in

July. Summer holiday planning begins

trending upward in May.

Searches around ‘check in’ or ‘boarding pass’ are more consistent year-round but

are highest between June and September

indicating this is the peak time when Brits

are actually travelling as opposed to

planning for an upcoming holiday.

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Variations of "check in or boarding pass" Variations of "holidays"

Trend in searches for ‘holiday' and ‘check in’ or ‘boarding pass’

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Top Destinations Spain remains top searched for destination

The sunny Iberian peninsula, including Spain, Portugal and specifically Tenerife

and Benidorm are among the top destinations that Brits are looking to visit on

holiday. And this region is becoming even more popular as their share of holiday-

related searches have grown between 21% and 67% year-on-year. Domestically,

Cornwall, Wales and Scotland are the most searched for holiday destinations.

Among the top 10 domestic destinations, all gained search share year on year

except London, which declined by 11% relatively.

Top destinations included in searches for ‘Holiday’ Four weeks ending 26 March, 2016

International

Destination

Search

share

Share

change

YoY

Spain 1.19% +36%

Tenerife 0.88% +65%

Portugal 0.54% +41%

Italy 0.53% +33%

Malta 0.53% +77%

France 0.50% -12%

Benidorm 0.46% +22%

Greece 0.43% -15%

Florida 0.42% +1%

Cyprus 0.39% +9%

Domestic

Destination

Search

share

Share

change

YoY

Cornwall 0.74% +19%

Wales 0.64% +34%

Scotland 0.59% +18%

Devon 0.52% +12%

Norfolk 0.37% +23%

England 0.27% +20%

Jersey 0.24% +41%

Yorkshire 0.24% +15%

Dorset 0.23% +44%

London 0.21% -11%

| 5 Inspire | Summer Travel

Iceland: +124%

Bora Bora: +105%

Fuerteventura: +99%

Edinburg: +84%

Malta: +77%

Fast moving holiday destinations

Four weeks ending 26th March, 2016 vs year prior

Top Destinations Continued Trending destinations

Some of the fastest moving destinations that

Are gaining in popularity include sunny

destinations of Bora Bora, Fuerteventura

and Menorca, but also Iceland and Belfast.

Brits are less interested in traveling to

regions hit by economic and political unrest

with holiday searches focused on Egypt

declining 47% year on year and Greece

down 15%.

TOP TIP

Use search term report filters to

include, exclude or isolate

specific destinations of interest.

Egypt: -47%

Turkey: -24%

Greece: -15%

Dubai: -15%

France: -12%

| 6 Inspire | Summer Travel

Travel concerns Terror attacks raise travel safety concerns at critical time

Recent terror attacks have also resulted in an increase in searches for travel

warnings and information on whether or not it is safe to travel to certain

destinations. As would-be travelers decide they’re better off at home or in a destination they feel is safer, so to do their searches for information on canceling

their trips.

Specifically, searches related to travel safety during the four weeks ending 26

March, were among the highest observed during the last year, though still

considerably less than what occurred following the attacks in Sousse which

resulted in the British government issuing a warning that another attack in Tunisia

was ‘highly likely’. A similar spike in search activity followed the attacks in Paris in November.

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Travel warnings/safety Cancelations

Sousse attack

Paris attack

Brussels attack

Trend in searches for travel warnings/safety and trip cancelations

| 7 Inspire | Summer Travel

Travel concerns continued The recent attacks in Brussels occurred

during a critical moment as Brits enter

their summer travel planning season.

Travel companies would be wise to provide

information on travel safety as well as

provide information on the availability of

travel insurance should another incident

occur making travelers weary.

Mobile Majority of travel searches are mobile

Mobile devices, especially smartphones, are a key tool for travelers be it during

the early stages of planning a trip to searching for things to do once they’ve arrived at their destination. While exactly half of all visits to travel sites (excluding

map sites) occur on a mobile device, travel searches are even more likely to

begin on a smartphone or tablet. Mobile is more important in the early planning

stages and once travelers have left home, while desktops become more

important as consumers begin researching specific destinations and book travel.

For instance, 52% of visits to Destination & Accommodation sites are from a

mobile device, but 60% of all searches that result in a visit to a destination or

accommodation site originated on a mobile device. Destination &

Accommodation searches that include the word ‘near’ or ‘things to do’ are especially likely to skew mobile with 75% and 72% of such searches,

respectively being performed on a mobile device. However, 52% of searches that

include the words ‘book’ or ‘booking’ are conducted on a desktop.

TOP TIP

Use search trend charts to see

the impact of real world events

on what consumers are

searching for.

| 8 Inspire | Summer Travel

52% 49% 49%

51%

60%

54% 53% 51%

Destinations &Accomodations

Transport Agencies Cruises

Visits Search

Mobile share of site visits and searches resulting

in a click to Travel sub-industry

Mobile continued

A similar trend is revealed when examining

searches that result in a visit to a travel

agency site. For instance, searches that

include general terms ‘break’, ‘deal’, ‘last minute’, ‘beach’ or ‘all-inclusive’ all skew more heavily mobile. But once would-be

travelers begin to focus on flights, hotels

or cars, mobile takes a back seat.

TOP TIP

Use AudienceView to find what

search terms are most likely to

occur on a mobile device.

| 9 Inspire | Summer Travel

Top variations in ‘things to do’ and ‘travel tips’ searches

Four weeks ending 19 March, 2016

Things to do

...in London

…near me

...in Edinburgh

...in Amsterdam

...in York

...in Dublin

...in Manchester

...in Bath

...in Tenerife

...in Barcelona

Travel Tips

Tips for travelling alone

Italy travel tips

Photography travel tips

Travelling for work tips

New York travel tips

Travel healthy eating tips

Travel insurance USA medical cover tips

Copenhagen travel tips

Tips for traveling with baby on a plane

Porto travel tips

Things to Do and Travel Tips Domestic destinations top searches for ‘things to do’

Brits are most likely to search for things to do in European destinations,

especially domestic ones, suggesting that they are looking for more active trips,

city breaks or even a ‘stay-cation’.

Searching for ‘travel tips’, meanwhile are more focused on international

destinations that may be unfamiliar to the traveler. Common variations include

mentions of eating healthy, travelling alone or with a baby and a specific country

or city.

| 10 Inspire | Summer Travel

Targeting key audiences

Travelers can be as different from one another as the destinations they visit.

Understanding those differences is key to engaging travelers. Using

AudienceView, we’ve examined two key segments of travelers, including those who fall into the Domestic Success Mosaic segment and younger members

(those 18 to 34) of the City Prosperity segment. Domestic Success travelers tend

to live in upmarket suburban communities and have children while City Prosperity

tend to be single and live in high-end properties in city centers with a quarter

living in greater London. Travelers who fall into these two segments both have

budgets to travel and consistently rank among the most on-the-go groups, but

they have very different travel interests and needs which must be considered.

Young City Prosperity, for instance, account for just 1.8% of those who visited a

travel site during the eight weeks ending 2nd April, 2016, but they made up

disproportionately high share of visits to sites like Eurostar.com and Airbnb.co.uk,

for which they account for 7.1% and 5.7% of visits, respectively. Meanwhile,

Domestic Success represents 9% of Brits who recently visited travel sites but

they make up a greater of visits to sites like CentreParks.co.uk and

Ownersdirect.co.uk, for which they account for 18.5% and 16.1% of visits.

Young City

Prosperity

Domestic

Success

Eurostar.com

+3.9X

Centreparks.co.uk

+2.1X

Airbnb.co.uk

+3.1X

Ownersdirect.co.uk

+1.8X

Lonelyplanet.com

+2.4

Holiday-rentals.co.uk

+1.8X

Skyscanner.net

+2.3X

Cruisecritic.co.uk

+1.8X

Britishairways.com

+2.3X

Virginholidays.co.uk

+1.7X

Young City

Prosperity

Domestic

Success

Dog-friendly All-inclusive

Cyprus Mauritius

Couchsurfing Cottages

Last minute Late deals

Yotel Legoland

Over-indexing Travel sites Over-indexing searches

| 11 Inspire | Summer Travel

Young City Prosperity Domestic Success

Londonist +6X Housetohome.co.uk +2.3X

Medium.com +3.3X Mumsnet +2.2X

Mashable +2.3X Netmums +2.2X

Mental Floss +1.9X Houzz.com +2.1X

Lad Bible +1.8X Madeformums.co.uk +2.1X

Over-indexing Lifestyle sites

When it comes to destination and other sought-after holiday features, young City

Prosperity are more likely to seek out ‘dog-friendly’ and ‘last minute’ while Domestic Success are looking for ‘all-inclusive’ and ‘late deals.’ Likewise, trend-

setting City Prosperity travelers want to stay at a ‘Yotel’ while Domestic Success want to visit ‘Legoland’.

Travel companies can focus branding

campaigns on lifestyle sites visited at above

average rates by each respective group. For

instance, younger members of the City

Prosperity segment account for more than

twice the share of visits to blog sites like

Mashable as they do among the population

at large. Most dating sites are also great for

reaching this group of travelers. Family and

home blogs are a great medium for reaching

concentrations of Domestic Success

travelers. For instance, visitors to the site

mumsnet.com are more than twice as likely

to fall into the Domestic Success segment

than the typical traveler.

Inspire to Action

Hitwise Client Service

Executives are available every

day to provide additional

training and support and to

collaborate with clients on ways

to deliver the most relevant and

unique insights in order to

make smarter marketing

decisions. Learn more by

contacting Hitwise today!

| 12 Inspire | Summer Travel

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