Travel Search Pulse - September 2023

The travel search trends of September 2023 reflected, at a micro level, the macro global dynamics which UK consumers are having to consider when making their purchase choices. Diving deep into this data not only paints a clear picture of shifting preferences but also paves the way for marketers to align their strategies with the pulse of the modern UK traveller.

Snapshot

September‘s searches across “flights”, “hotels”, and “holidays” saw a rise of approximately 22% YoY. Concurrently, queries for "Google flights" surged by 48% YoY and "google hotels" skyrocketed by 123% YoY, indicating a growing reliance on Google's specific travel tools among users.

International 

Long-haul wonders

The UK's quest for exotic landscapes is on a pronounced rise. Sri Lanka, for example, enjoyed a remarkable 174% YoY increase in searches - surely an outcome of its tourism marketing proactivity to counteract the images of civil disruption potential travellers might see on the news. Additionally, Fiji and Saudi Arabia have garnered significant attention, with their YoY growth rates soaring by 128% and 116%, respectively. Notably, searches for holidays in Qatar and Japan have also risen by 86% and 83%, illuminating their growing appeal.

Short-Haul Favourites

Nearer to British shores, Albania's appeal has surged, reflected in its significant 174% YoY ascent. This growth can be attributed to its amplified online presence, particularly its visibility on Instagram. Meanwhile, perennial favourites such as Spain, Egypt, and Tunisia have seen a resurgence, with searches spiking by 50% compared to the previous year.

Domestic

The overarching narrative reveals a 46.05% rise in hotel destination searches in September 2023 compared to the same period last year. There was a notable 64.46% average year-on-year growth in these searches. 

Coastal destinations, with their promise of sea and relaxing atmosphere, have emerged as clear favourites. Southend on Sea, Bournemouth, and the Isle of Wight experienced YoY growths of 179.31%, 172.52%, and 82.83%, respectively. These surges underscore the appeal of seaside retreats, perhaps driven by the allure of wellness tourism, safety perceptions, or strategic promotional activities by regional tourism boards.

Contrasting September with its immediate predecessor, August 2023, we notice a different pattern. While there was a general decline of 14.89%, some cities like Coventry, Aberdeen, and Leicester defied this trend with MoM growths of 22.73%, 22.65%, and 22.30%, respectively.

‘So what?’ The action for marketers

The data from September 2023 reveals two predominant trends in international travel preferences: a pronounced inclination towards exploring new horizons and a rekindled affinity for familiar locales. 

Marketers aiming to tap into these sentiments should fine-tune their strategies. 

For long-haul destinations, it's crucial to spotlight the distinct cultural and natural options on offer to visitors. Crafting compelling narratives, much like Sri Lanka's journey of recovery and resurgence, can resonate deeply with potential travellers.

Concurrently, the growing attraction of good-value destinations like Albania emphasises the importance of a robust digital footprint. Harnessing the capabilities of social media, immersive virtual experiences, and collaborations with influencers can significantly elevate a destination's appeal. 

For short-haul spots, the emphasis should be on the convenience and comfort they provide—underscoring the ease of travel, shared cultural narratives, and diverse experiences within a stone's throw. Ultimately, the key to captivating the contemporary traveller lies in recognising these subtle shifts and tailoring campaigns that echo their evolving travel aspirations.

In terms of domestic destinations, as September 2023's data unfolds, the allure of seaside destinations among UK travellers is undeniable. Although each year brings its nuances, September seems to be a pivotal month where travel websites and marketers can emphasise domestic local destinations, especially coastal gems like Southend on Sea, Bournemouth, and the Isle of Wight. Collaborating with local tourism entities for joint promotions could be a strategic move, presenting travellers with enticing beachfront deals.