UK Domestic Travel Insights

UK Domestic Travel Insights

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

Email

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

Email

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

Email

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

Email

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

Email

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

Email

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

Email

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