Professional Documents
Culture Documents
Short breaks
have not
really rung
true
• UK search volume was higher as people did more searches looking for better
prices/deals to get more value for money
• Australian search volumes were down which can be attributed to economic
uncertainty
• Germany had higher search volumes in 2009 compared to previous years which is
likely to be due to the Strong Euro
Deals / Offers
Deals / Offers
Number of
searches are
up in 2009
Deals / Offers
Copyright iCrossing - Proprietary and Confidential 4
UK - Business vs. Leisure
Whilst trends are down
for both business and
Conference hotel
leisure hotels compared
to previous years,
‘beach hotel’ recovers a
little towards the end of
the first quarter of the
year
Wedding hotel
• ‘Conference hotel’ is
has considerable
lower search volume
compared to previous
years
• ‘Wedding hotel’ is at
similar search volume
to previous years
Conference hotel
business and leisure hotels
compared to previous years,
‘beach hotel’ recovers a little
towards the end of the first
quarter of the year suggesting
that people are starting to think
about booking their summer
holidays
Wedding hotel
• Both ‘Wedding hotel’
and ‘Conference
hotel’ is at similar
search volume to
previous years
Business hotel
•‘Business hotel’ was
consistent with 2008 at
the start of the year but
volumes have dropped
slightly since mid
March
beach hotel
• ‘Beach hotel’ is
at similar search
volume to
previous years
• Research indicates that people wouldn’t abandon going away on holiday but instead try to cut
costs, either through holidaying in the UK or looking for last minute deals.
• It also showed that twice as many Britons were planning to spend their holidays in the UK this
year and 60% were unwilling to give up holidays.
• The last two summers were two of the wettest in Britain since records began, so although there
have been increases in searches for UK holidays, people still appear to be looking abroad
where better weather is guaranteed.
• In 2009, YTD searches relating to holidays in Turkey and Croatia search query growth for the
more traditional British holiday destinations within the Eurozone has been relatively modest.
This is not surprising considering the weakening pound. In the last 6 months, the value of the
pound has fallen 11% against the euro.
• However UK consumers are still not aware how weak the UK pound has become and how little
they will be able to get for their holiday budgets. Looking forward to 2010 even more UK
consumers will look to holiday either further outside the Eurozone or travel within the UK
• Research suggests German tourists are going to be taking shorter trips and staying
closer to home
• Roughly 50% questioned are unhappy with German holiday operators. Avoiding
packages and booking flight only and arranging hotel separately. Not many people are
going away more than once a year
• The number of business travelers visiting Germany has been going up continuously over
the past few years
• Most people are still planning for a summer holiday in 2009 - 57% plan to go away with
3/4 of the people planning a holiday plan to spend more than they did last year - could
be due to the strength of the euro
• Less people are going during the cold seasons to make sure they can get away during
the summer. The are also making sure they book these trips in advance
• Spa holidays are becoming more popular within the German travel market
• More people this summer are going to be looking for all inclusive deals