uk travel report 2016 - keep it usable
TRANSCRIPT
UK Travel Report 2016
264 travellers, 20 to 70 years old
Conducted in the UK by Keep It Usable, multi award-winning international UX agency
90% go on holiday abroad at least once a year
65% take multiple holidays abroad each year
More than 2-3 times a year 2-3 times a year Once a year Once every two years Less often Never
25
2
25
45
20%
%
%
%%
%
18% go on holiday in the UK and Ireland
European holidays dominate
28%
72%
EuropeOutside Europe
Spain is by far the most popular holiday destination (68%)
72% holiday in Europe
SpainFranceGermanyItaly
The most popular destinations are:
Spain France Germany Italy Turkey UK & Ireland Holland Greece Belgium Portugal Croatia Northern EU
3457
151618192021
37
63%
%
% % % % % %
% % % %
Most popular destinations in Europe
USA Africa Asia South America Canada Australia
55
1214
2326%
%
%%
% %
Most popular destinations outside Europe
Who do people go on holiday with?
68% go on holiday with family
63% go on holiday with friends
56% go on holiday with their partner
The majority tend to go on holiday with family and friends…but there is also a significant number that love to go on holiday alone
The solo traveller is a growing market
20% have holidayed alone
Family Friends Partner On my own Organised group
6
20
5663
68 %%
%
%
%
Who do people go on holiday with?
Business travellers
12% also travel abroad with work
How do people book their flights?
Most popular travel sites for flights
Expedia EasyJet Ryanair Lastminute Skyscanner TravelSupermarket Monarch Flybe BMI Baby Cheapflights ebookers Flight Centre
10
232729
333941
5962
656668% % % % %
% %%
% %%
%
Most popular travel sites for flights
People prefer to book their flights direct with the airline
33%
67%
DirectThird party
45% search for flights from their laptop
Desktop dominates
27%
28%
45%DesktopTabletMobile
EasyJet, Ryanair, British Airways and Monarch are the most popular airlines
Easyjet Ryanair British Airways Monarch Jet2 Flybe Air France KLM
1212
23
323536
5860% %
% %%
%
% %
Most popular airlines
What will travel look like in 2016?
Solo travel market will continue to grow
Travel companies will need to differentiate on experiences, price won’t be enough
Mobile = your biggest opportunityTargeting mobile platforms effectively will be an absolutely central facet of your digital marketing strategy in 2016. It is vital for travel companies to truly understand customer behaviour to effectively optimise conversion.
“I never used to buy anything on my mobile but I do more and more these days. It’s just like my mini computer.
I haven’t even turned my laptop on in the last 6 months!’
Email us now [email protected]
We increase your conversion with deep consumer insights and improved digital user experiences