Data Loading...
UK Domestic Travel Insights
1 Downloads
1.53 MB
Twitter Facebook LinkedIn Copy link
RECOMMEND FLIP-BOOKS
A sense of Adventure in UK Travel
A sense of Adventure in UK Travel A sense of Adventure inUK Travel In search of Adventure… Adventure
InsurMark INSIGHTS
ICC21-NA1015A or appropriate state variation including all applicable endorsements and riders by Nor
Travel 2022
or logos is by permission of the participating merchants. The participating merchants are not sponso
Travel Leaflet
terms Colpac is an award-winning British designer and manufacturer of innovative food packaging solu
FamEx Playbook Data Insights
FamEx Playbook >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page
InsurMark INSIGHTS Summer 2022
InsurMark INSIGHTS Summer 2022 Summer 2022 “ Based on current estimates, In this issue of InsurMark
UK Parliament
UK Parliament UK Parliament MRG Track Record The Management Recruitment Group was formed in 2007 foc
AOTMP® Insights: October 2020
AOTMP® Insights: October 2020 TABLE OF CONTENTS THE ECONOMICS OF CLOUD COMPUTING ...................
UK DOMESTIC TRAVEL INSIGHTS
4 th August 2020
1
UK domestic travel insights overview
With the British staycation boom continuing to rise, this fortnightly report will monitor the UK domestic travel market over the coming months. Focussing on trends and insight into consumer behaviour for the sector as a whole, it will also focus on a number of key sub-sectors including accommodation, spa and wellbeing, attractions and tours.
CONTENTS
Current sentiment
Market headlines
Total UK market size
Sub- categories
Summary of findings
CURRENT SENTIMENT
60% of UK adults describe their mood as 7-10 out of 10. This is consistent with the historical trend. General market sentiment
1 in 5 Believe that either the ‘worst has past’. However 43% currently believe ‘the worst is yet to come’.
24% Believe life will return to ‘something close to normal’ by December. This figure has continued to drop week on week.
50% Feel confident that they would be able to go on a domestic trip in October-December.
This rises to 67% from January 2021 onwards.
Despite a slight drop in positively more broadly, confidence in a July UK short break has risen week on week from 24% to 26%.
Source: Visit Britain COVID-19 Sentiment Tracker – Week 9
Holidays in July
13% of UK adults say they have been on a UK short break or holiday at some point so far in July.
46% said this was to have a holiday, 40% visiting friends and relatives, 9% on business and 5% for another reason.
Source: Visit Britain COVID-19 Sentiment Tracker – Week 9
Holiday planning and booking
40% have either planned or intend to plan a UK short break or holiday by September, up 3% week on week.
35% have either booked or intend to book a UK short break or holiday by September, up 1% week on week..
33% anticipate going on their next UK break by September (including those who have taken a break in July).
Proportion expecting to go on a short break/holiday by September, percentage week-on-week
Source: Visit Britain COVID-19 Sentiment Tracker – Week 9
Destination and accommodation types
The South West is significantly more likely than any other UK region to generate visitors between July-September at 21%. This is followed by Scotland at 11%. The South West, Scotland and London are also the key areas likely to generate short breaks/holidays from October onwards.
There remains a fairly even split across accommodation types for July to September across ‘caravan/camping’ (37%), ‘commercial rental’ (35%), ‘hotel/motel/inn’ (34%), and ‘private home’ (33%). From October onwards, ‘hotel/motel/inn’ (44%) is significantly more likely to attract visitors than any other type.
Source: Visit Britain COVID-19 Sentiment Tracker – Week 9
Accommodation Conditions Steps to ensure social distancing (83%), reduce cross-contamination (82%) and booking incentives (82%) are the leading three reassurances the public need when planning a stay this summer.
Source: Visit Britain COVID-19 Sentiment Tracker – Week 9
MARKET HEADLINES
Market headlines
‘Enjoy Summer Safely’, the UK Government ’s campaign encouraging the public to enjoy the holidays whilst taking care to minimise the risk of transmission, has launched with a set of 12 point guidelines.
Bournemouth, Christchurch and Poole have launched a new tourism campaign which puts the measures implemented by the tourism community at the heart of the communication . Additionally BCP Tourism have launched BCP Beach Check , a new app which allows visitors to check which of its beaches are the least congested in a bid to promote safety as measures lift.
Culture Trip has launched ‘Road trip near me’, a new tool that enables users to discover and map out both bookable and free experiences close to home and within driving distance.
TOTAL UK MARKET SIZE
UK market has continued its strong recovery - July ended with us seeing a 75% increase in traffic month on month.. Monthly UK market size
60,000,000.00
+75%
50,000,000.00
-29%
+76%
40,000,000.00
-22%
30,000,000.00
+33%
-31%
20,000,000.00
10,000,000.00
0.00
January
February
March
April
May
June
July
Source: SimilarWeb UK
SUB- CATEGORIES
Top 7 sub-categories Focusing on monthly market size.
Camping & Caravanning
UK Tours
Spa & Wellbeing
Self- Catering (Inc lodges)
Holiday Parks
Hotels & B&Bs
Attractions
July visitor numbers nearly doubled the total amount in June, continuing its strong recovery. Camping & Caravanning
10,000,000
Top brands in traffic volume (July)
9,000,000
11.80%
17.73%
8,000,000
7,000,000
ukcampsite.co.uk
6,000,000
+94%
15.68%
campingandcaravanning club.co.uk pitchup.com
5,000,000
4,000,000
campsites.co.uk
3,000,000
+165%
23.93%
2,000,000
coolcamping.com
-7%
-11%
+102%
1,000,000
-48%
0
26.24%
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20
Source: SimilarWeb UK
Camping & Caravanning
Traffic source channels from camping & caravanning companies (July).
Top keywords driving traffic to this competitor set (July).
Search terms
Traffic share
80.00%
68.27%
70.00%
1
camping and caravan club
2.02%
60.00%
2
pitchup
1.68%
3
uk campsites
1.02%
50.00%
4
cool camping
0.82%
40.00%
5
campsites uk
0.70%
30.00%
6
campsites
0.70%
17.81%
20.00%
7
camping
0.62%
8.99%
10.00%
8
caravan and camping club
0.59%
0.62% 2.63% 1.55%
0.13%
0.00%
9
glamping
0.51%
Direct
Referrals Social
Organic Search
Paid Search
Display ads
10
camping uk
0.51%
Source: SimilarWeb UK
Self-Catering (inc lodges)
Similar to camping and Caravanning, July visitor numbers are nearly double of June.
25,000,000
Top brands in traffic volume (July)
20,000,000
13.27%
23.60%
15,000,000
+87%
sykescottages.co.uk holidaycottages.co.uk homeaway.co.uk cottages.com holidaylettings.co.uk
10,000,000
16.24%
-27%
+137%
-34%
5,000,000
+56%
-51%
19.53%
0
17.75%
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20
Source: SimilarWeb UK
Self-Catering (inc lodges)
Top keywords driving traffic to this competitor set (July).
Traffic source channels from Self-Catering companies (July).
Search terms
Traffic share
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00%
46.74%
1
sykes cottages
4.61%
2
homeaway
3.78%
3
holiday cottages
2.09%
26.69%
4
holiday lettings
1.32%
5
home away
1.04%
16.26%
6
cottages
1.02%
7
forest holidays
0.96%
5.35%
8
cottages.com
0.86%
1.74%
1.62%
1.59%
9
homeaway uk
0.54%
Direct
Referrals Social
Organic Search
Paid Search
Display ads
10
lake district cottages
0.48%
Source: SimilarWeb UK
Holiday Parks have also seen a big resurgence. Holiday Parks
18,000,000.00
Top brands in traffic volume (July)
16,000,000.00
6.13%
14,000,000.00
7.98%
12,000,000.00
36.03%
10,000,000.00
hoseasons.co.uk parkdeanresorts.co.uk haven.com
+121%
8,000,000.00
20.27%
-29%
6,000,000.00
parkholidays.com centerparcs.co.uk
+114%
4,000,000.00
-22%
-50%
+44%
2,000,000.00
0.00
26.45%
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20
Source: SimilarWeb UK
Holiday Parks
Traffic source channels from Holiday Park companies (July).
Top keywords driving traffic to this competitor set (July).
50.00%
Search terms
Traffic share
45.41%
45.00%
1
hoseasons
10.17%
40.00%
2
haven
4.73%
35.00%
3
centre parcs
4.59%
30.00%
4
parkdean
2.73%
23.35%
25.00%
21.16%
5
center parcs
2.31%
20.00%
6
haven holidays
1.55%
15.00%
7
park holidays
0.81%
10.00%
5.25%
8
caravan holidays
0.67%
5.00%
2.28%
1.40%
1.15%
9
hoeseasons
0.52%
0.00%
Direct
Referrals Social
Organic Search
Paid Search
Display ads
10
pontins
0.49%
Source: SimilarWeb UK
Spa & Wellbeing
Following a sharp drop, Spa & Wellbeing is starting to see a recovery with a 155% uplift in traffic in July.
1,400,000.00
Top brands in traffic volume (July)
1,200,000.00
-11%
5.86%
1,000,000.00
14.26%
-32%
800,000.00
spabreaks.com spaseekers.com champneys.com thermaebathspa.com
600,000.00
+155%
400,000.00
-71%
+21%
44.59%
200,000.00
18.07%
-5%
0.00
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20
Source: SimilarWeb UK
Spa & Wellbeing
Traffic source channels from Spa & Wellbeing companies (July).
Top keywords driving traffic to this competitor set (July).
Search terms
Traffic share
70.00%
1
champneys
2.14%
58.94%
60.00%
2
spa breaks
2.12%
3
spabreaks
2.09%
50.00%
4
the grove
2.04%
40.00%
5
thermae bath spa
2.01%
30.00%
6
bath spa
1.58%
19.37%
7
spa breaks uk
1.50%
20.00%
14.09%
8
rowhill grange
1.32%
10.00%
4.66%
9
bath spas
0.91%
1.23%
0.91%
0.82%
0.00%
10
alexander house hotel
0.86%
Direct
Referrals Social
Organic Search
Paid Search
Display ads
Source: SimilarWeb UK
Following on from a strong June, Hotels & B&Bs is nearly at the level it was at in January. Hotel & B&Bs
1,600,000
Top brands in traffic volume (July)
1,400,000
1,200,000
-12%
5.69%
5.21%
1,000,000
33.17%
9.03%
warnerleisurehotels.co.uk hotels.uk.com devere.co.uk harbourhotels.co.uk awaywiththekids.co.uk myhotelbreak.com
800,000
-34%
+105%
600,000
9.94%
+86%
400,000
+3%
200,000
-69%
0
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20
29.06%
Source: SimilarWeb UK
Hotel & B&Bs
Top keywords driving traffic to this competitor set (July).
Traffic source channels from Hotel & B&B companies (July).
Search terms
Traffic share
60.00%
51.75%
1
northbrook park
1.03%
50.00%
2
salcombe harbour hotel
0.89%
3
warner hotels
0.88%
40.00%
4
b&b near me
0.85%
30.00%
25.02%
5
warners
0.77%
20.00%
6
warners hotels
0.70%
13.42%
7
warner holidays
0.66%
10.00%
6.30%
8
christchurch harbour hotel
0.59%
1.62%
1.22%
0.67%
0.00%
9
warner leisure hotels
0.56%
Direct
Referrals Social
Organic Search
Paid Search
Display ads
10
de vere hotels
0.50%
Source: SimilarWeb UK
The Attractions market has remained in a strong position and seen increased share in the UK market. Attractions
10,000,000
Top brands in traffic volume (July)
9,000,000
+8% +7%
3.64%
8,000,000
4.25%
+14%
7,000,000
5.35%
+19%
6,000,000
-1%
+5%
rhs.org.uk chesterzoo.org english-heritage.org.uk zsl.org bodleian.ox.ac.uk kew.org
5,000,000
8.14%
4,000,000
3,000,000
2,000,000
44.84%
10.15%
1,000,000
0
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20
Source: SimilarWeb UK
Attractions
Top keywords driving traffic to this competitor set (July).
Traffic source channels from Attractions (July).
Search terms
Traffic share
80.00%
alton towers
5.00%
1
69.50%
70.00%
thorpe park
4.11%
2
60.00%
kew gardens
3.21%
3
chester zoo
2.86%
50.00%
4
london zoo
1.95%
5
40.00%
eden project
1.84%
6
30.00%
english heritage
1.83%
20.54%
7
20.00%
legoland
1.27%
8
10.00%
stonehenge
1.06%
3.76%
2.98%
9
1.51%
1.09%
0.62%
0.00%
longleat
0.96%
10
Direct
Referrals Social
Organic Search
Paid Search
Display ads
Source: SimilarWeb UK
UK Tours
Following a slight uplift in May and June, July visitor numbers are showing signs of a recovery.
700,000.00
Top brands in traffic volume (July)
600,000.00
-21%
6.28%
500,000.00
13.52%
400,000.00
43.29%
-43%
leger.co.uk belmond.com coachholidays.com greatrail.com raildiscoveries.com
300,000.00
+54%
200,000.00
-38%
14.48%
+14%
+4%
100,000.00
0.00
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20
18.54%
Source: SimilarWeb UK
UK Tours
Top keywords driving traffic to this competitor set (July).
Traffic source channels from UK Tour companies (July).
Search terms
Traffic share
70.00%
64.60%
1
leger holidays
7.26%
60.00%
2 3 4 5
orient express
2.99%
50.00%
rail discoveries
2.81%
40.00%
leger
2.23%
great rail journeys
2.15%
30.00%
23.35%
6
coach holidays
1.66%
20.00%
7
belmond
1.46%
6.43%
10.00%
8
leger holidays 2021
1.35%
3.18% 2.23%
0.21%
0.00%
9
shearings
1.30%
0.00%
Direct
Referrals Social
Organic Search
Paid Search
Display ads
10
grand uk holidays
1.17%
Source: SimilarWeb UK
Sub-category snapshot
July - comparing month on month visitor numbers.
Camping & Caravanning
Spa & Wellbeing
Self- Catering (Inc lodges)
UK Tours
Holiday Parks
Hotels & B&Bs
Attractions
+94%
+7%
+54%
+105%
+87% +121% +155%
Source: SimilarWeb UK
In summary 2 key take outs
All UK categories have seen an uplift in traffic in July, showing the growing increase in consumer confidence to take a UK Holiday. 1.
looking to take a break in August. 2.
Camping and Caravanning, Self-Catering and Holiday Parks are the most popular UK holiday types to date. In the most recent Staycation Market Report, Parkdean Resorts noted imminent demand with 29% of respondents
Marketing brilliantly joined-up