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Interest in Spain surges as safety fears increase
Jennifer Morris
jennifer.morris@
travelweekly.co.uk
Interest in Spain among UK holidaymakers has “skyrocketed” this year, according to data from review site TripAdvisor.
UK traffic data presented at
Travel Weekly Group’s Travolution Summit in London this week showed the number of Spain- related hits had risen twice as fast in the year to November as the next fastest-growing destination, the US. Greece, Italy and France made
up the top five. TripAdvisor’s vice-president
for global display sales, Martin Verdon-Roe, said: “In terms of interest for the UK market, Spain is massive. The amount Spain has grown this year alone would make a small country quite pleased. It has skyrocketed.” Verdon-Roe said customers
tended to shop around multiple destinations, suggesting that Spain
has benefited from consumers’ concerns about rival destinations. “Within a [website] session, 22%
of those considering Greece are also considering Spain,” he said. “Our users have a holiday type in mind and the range of destinations they consider is quite wide.” The TripAdvisor figures suggest
Tunisia was enjoying a spectacular year before the terrorist attack in Port El Kantaoui in June. “Tunisia was having a great year
in terms of page-view growth in the UK market until the attacks,” said Verdon-Roe. Citing traffic data from digital
analyst Comscore, Verdon-Roe added that travel media sites Lonely Planet, Telegraph Travel and Guardian Travel had seen mobile traffic increases of more than 130% in the past 12 months. Mobile traffic also increased
almost 60% at Lowcostholidays,
lastminute.com and Thomas Cook, while Expedia, easyJet and Ryanair saw increases above 40%. The smallest growth in mobile traffic at the 18 UK travel sites studied was at Thomson with 20%.
Travel gears up for Black Friday
Juliet Dennis and Hollie-Rae Merrick
Travel companies were looking to capitalise on the hype around ‘Black Friday’ and discount shopping deals this week to generate extra business.
Many joined traditional
non-travel retailers with campaigns planned from November 27 to November 30. Thomas Cook, Thomson,
Funway, and G Adventures were among those to run campaigns. Cook ran a countdown on its
website and social media channels, with deals available via shops, call centres and online. Thomson, First Choice and Thomson Cruises had prepared campaigns online and in store, with a competition offering three holidaymakers the chance to win the total cost of their holiday. G Adventures was offering 15%
Martin Verdon-Roe:
‘The amount Spain has grown this year would make a small country quite pleased’
off selected holidays and £100 off trips of more than £1,000 booked between 9pm on Thursday and 5am on November 30. Managing director Brian Young
said: “It’s a case of why wouldn’t we get involved? If we get an
“If we get an uptake like last year we all win, including agents”
uptake like last year then we all win, including agents.” Cruise lines also had initiatives
under way. Princess Cruises vice- president Tony Roberts said last year’s four-day campaign proved “a huge success for agent partners”. Carnival Cruise Line planned a 24-hour incentive for the trade, giving agents a £20 Love2shop voucher for every booking, and AmaWaterways planned a prize draw for agents to win hampers. However, travel marketing
experts expressed doubts as to whether Black Friday promotions would succeed. Gary Grieve, managing director
of Capela Training, said: “I have serious doubts whether it will work. The buying process is not the same for holidays as for a TV.” Industry consultant Richard
Carrick added: “The end of November is traditionally a difficult time to sell holidays as people’s minds are more focused towards Christmas and home.”
26 November 2015
travelweekly.co.uk 5 3 STORIES HOT
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