Research partners G
fK is one of the world’s largest research companies, with around 13,000 experts working every day to discover new insights into
the way people live, think, shop and book holidays in more than 100 countries. We offer the most comprehensive and
accurate picture of the UK outbound holiday market, offering insight into where, when, what and how consumers book. At GfK we are constantly innovating
and using the latest technologies and the smartest methodologies to give our clients the clearest understanding of the most important people in the world: their customers.
Accurate data In today’s rapidly changing market it is important to have reliable, up-to-date information to base decisions upon. Accurate booking statistics are vital for understanding market trends, which will inform both longer-term strategy and short-term tactics. We provide intelligence and insight to
all sectors of the travel industry, including tour operators (both independent and major), travel agents, tourist boards and government agencies. They have embraced our information and insight, and have fully integrated this into their strategic and tactical decision-making processes.
Summer 2014 bookings Our data offers insights on the decisions made in booking more than 15 million holidays a year. It can easily be broken down by booking channel, destination, party size, departure airport and a number of other variables. Looking at recent data for summer 2014
departures from the UK, we can see that late bookings made in September were slightly behind last year at -1% for passengers. Value lagged further behind at -4% due to
66 | Travel Weekly Insight Annual Report 2014
David Hope business group director, GfK
david.hope@gfk.com gfk.com/uk
Up-to-the-minute booking data is key to travel companies making informed decisions in the short-term and the long, says David Hope of GfK
the different mix of holidays sold. Many consumers opted for shorter durations and therefore less-expensive holidays, with breaks of 11+ nights down -4% year on year. Bookings made through direct channels
grew by 2% over the season – an emphasis on digital channels coming through clearly at both major operators with their success in migrating consumers into the digital space.
Mobile insights A successful digital strategy will be a key factor in the success of travel organisations going forward. To help businesses in this complex channel, GfK has launched its Mobile Insights service, helping clients to understand the key drivers in this sector. Research shows more than 90% of
people making travel plans use a home computer, particularly those aged 55 and over. However, tech-savvy 25 to 34-year-olds, part of the so-called millennials demographic group, are flocking to websites, blogs, peer-review platforms and social media, and doing it on their smartphones, tablets and other mobile devices. The travel industry is continually affected
by events outside of its control. Being able to adapt to events is key to maintaining profitability. Keeping up with the latest developments,
with real market intelligence used properly, will help businesses make fewer bad decisions and more good ones.
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