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From the top destinations to beach fashion trends – what Brits are searching for on Google this summer

By Alison Lomax, head of brand solutions

July 14, 2015 | 4 min read

The weather is heating up outside, which means we’re thinking about this summer’s hot trends. So, we’ve dived into Google search data to understand what’s on the minds of UK residents this summer.

Did you know that many Google users type complete questions into the Google search bar? We wanted to know what kinds of questions users are searching for when it comes to summer and summer activities. Here’s some insight into what information Brits are after this summer.

As soon as the weather heats up, people are thinking about going on holiday! So, it’s not surprising that they turn to Google to start researching their holiday plans. People are also thinking about summer activities such as swimming. One endearing insight is that new parents look to Google to understand when their baby is old enough to go in the water.

We’re interested in not only where people are searching for this summer but also how they are searching for it. When it comes to making flight purchases, internet users who have recently bought a flight online reported that they made their purchase in the following ways, according to The Consumer Barometer Survey 2014/15:

  • 58 per cent are made directly with the airline
  • 28 per cent are made through a travel agent or tour operator
  • 18 per cent are made on a price comparison site
  • 2 per cent other
  • 1 per cent through a tourist board

So where are people in the UK headed this summer? Here are the top searches for countries and cities abroad as well as road trip destinations within the UK.

Beach fashion trends

Fashion trends are constantly changing, and bikini trends are no different. This year, we saw a new query pop up in the swimsuit category – micro bikinis! For those of us not brave enough to adopt this new trend, other hot swimsuit styles are the tankini, high neck bikini top, and colour block bikinis.

Similar to bikinis, sunglass trends change year over year as well. This query growing the fastest in this category was polarised sunglasses. Other popular styles are aviators and cat eye sunglasses.

It wouldn’t be summer if we weren’t trying to catch a tan. Brits are looking for sunless tans so they can look bronzed whether or not the sun is shining! Queries for fake tans or “fake bakes” have been increasing year over year as people continue to look for alternatives to tanning in the sun. Here are the top queries in the tanning & sun care category.

Tourist Attractions

Are you looking for family-friendly destinations this summer? Below are the top destinations searched for by UK residents.

Trends Over Time

When the weather heats up, there are a few things on everyone’s mind, including spending time outside barbecuing and swimming. Here’s how search trends for these two activities change over time. You’ll notice that searches for both peak when the weather is the hottest. Last year, searches for “bbq” peaked on the hottest day of the year, 17 July.

Search trends can help advertisers identify changing consumer behaviours, as well as help them reach consumers in the moments that matter the most.

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