uk travel report 2016 - keep it usable

UK Travel Report 2016

264 travellers, 20 to 70 years old

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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 hello@keepitusable.com

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