The UK travel consumer is changing every year. Keep It Usable’s independent research into the UK travel market provides insights into the current UK travel consumer and the opportunities that exist for travel companies to increase their success in 2016. Our research, conducted in the UK with 264 holidaymakers, aged 20-70 years old, helps you to better understand current and future UK travel consumers: which are their favourite destinations, how often they travel, who do they go with, how do they book, who are their preferred brands and what are the growing trends to watch out for in 2016.
The recession seems long forgotten, as over half (65%) of people now go on holiday abroad multiples times per year. Europe continues to be the most popular destination, followed by the USA. The most popular country that the UK travel consumer likes to visit is still Spain.
Travel in 2016
In 2016 we’ll see the continued rise of the solo traveller. A significant number of participants declared that they have travelled alone at least once in the last 12 months. The solo traveller trend is not just popular amongst the young traveller though, we also found the over 50s emerging as a key solo traveller segment.
Mobile is increasingly crucial for companies to get right. There’s a continuing increase in mobile use within the whole travel experience. From browsing, booking, through to using the mobile whilst on holiday, there is a need for digital marketers to engage the customer through every mobile part of the user journey.
We’re seeing an increasing interest in experiences and a willingness to pay more for them. Travel companies will find themselves needing to move more towards selling experiences rather than continuing to focus primarily on price. Driven by the use of social media and the fear of missing out, people are becoming more and more experience-hungry.
Google reports that travellers spend an average of 55 minutes to book a hotel and flights, visiting 17 websites and that they click four different search ads per travel search. 90% of these travellers use more than one device during the booking process. Our research confirmed this trend and highlights the importance of providing travellers with a pleasant and efficient online experience whilst they are booking their holidays, in order to increase the likelihood of your site being the one to convert the UK travel consumer.
Discover even more insights in the presentation below and if you are interested to know more about how to increase the conversion of your website, Contact us, we can help you!