Travel – Package Holidays Search
Vertical Insights - August 2011
MARKET NEWS & TRENDS
Due to the economic downturn, plus the failure of
travel companies in the last 12 months, customers are
not only looking for value in their holidays, but also
security in package deals.
Here are some of the highlights:
• Among the most popular terms used to conduct
holiday searches online are “direct holidays”, “last
minute holidays” and “package holidays”. (Greenlight’s
latest quarterly report, Holidays February 2011)
• Six in 10 consumers say “package holidays” remove
all the hassles so they can just relax and enjoy the
break. Some 43% agree that “package holidays” are a
safer bet in the current economic and political climate
(company collapses, political unrest overseas, etc.).
• New plans to extend official financial protection to
millions more package holidaymakers were recently
announced. Many holidays involving flights are
covered against airline or tour operator collapses by
the Air Travel Operators Licence (ATOL) scheme. Still,
a number of air-travel trips are not ATOL-protected.
• Companies have recently reported a significant rise in
the amount of British tourists looking for cheap, last-
minute holidays to Spain. Although Brits have always
had Spain as a mainstay for their summer holidays, the
latest trend has more people are jumping on board. A
large number of additional people are searching for
last-minute holiday deals. (travel-news.co.uk)
ACCOUNT MANAGEMENT BEST PRACTICE MAY JUNE
Mainland Spain has overtaken Tenerife for the first time TOP DESTINATIONS TOP DESTINATIONS
as the second-most popular destination. Turkey Turkey
Reasons seem to be varying as to why Spain has again Tenerife Spain
become a much bigger destination for British tourists Spain Tenerife
than in previous years. Places that cater to these types of New York France
holidays, like the Costa Del Sol, have always been seen as Paphos New York
a top British destination with flocks of people choosing Greece Paphos
to visit to enjoy or have a go at living in a sunnier climate. France Greece
Now though, people are learning about undiscovered and Portugal Bulgaria
beautiful locations accessible to them through package Kefalonia Portugal
holidays. More people are holding out to the final minute Cyprus Dominican Republic
to try and secure the best deal.
Read on for: Package Holiday Impressions, Package Holiday CPC and Clicks, Last-Minute Impressions, Last-Minute CPC and Clicks www.advertising.yahoo.co.uk
Travel – Package Holidays
Page 2 of 2 Vertical Insights - August 2011
PACKAGE HOLIDAY IMPRESSIONS
The package holiday market has remained strong
as consumers turn to key brands for security (e.g.
Thomas Cook, TUI and Virgin Holidays). Impressions
for Q2 2011 have more than doubled from Q2 2010.
PACKAGE HOLIDAY CPC AND CLICKS
With “package holiday” impressions continuing
to rise, the work of the Creative Strategy team at
Yahoo! is helping to increase clicks while at the
same time decreasing average CPCs.
With UK consumers adopting a wait and see
approach to taking their holidays, it has never been
more important for agents and operators to remain
on their customers’ radars with a range of last-
minute holiday options.
LAST-MINUTE CPC AND CLICKS
Since March 11, average CPCs have been coming
down from an average high of just over £0.80 to
a low of just under £0.40. At the same time, clicks
are in-line to meet the seasonality peaks of July
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