With the summer season now upon us, there’s one thing on people’s minds; holidays. To coincide, this month we launched our ‘Bing Ads UK Summer Travel Insights Report’, which reveals some of the unexpected travel choices UK consumers are making.
A cross-platform approach was found to be taken during holiday planning with more than a third (38 per cent) of all UK travel searches last summer made on smartphones or tablets. The report also revealed Britain’s silver surfers are becoming hooked on sharing economy services, with searches increasing by over 170 per cent year-on-year, nearly double the growth of those aged 25-34.
When it comes to destinations, popular culture was found to play an influential role in consumer purchases. For example, flight searches for Tenerife – one of the locations for BBC’s The Night Manager – were found to have increased by almost 30 per cent.
As these behavioural shifts emerge, it is important that marketers recognise the opportunity that exists within the wealth of information that search data can unlock, to ensure they’re capturing relevant audiences. Therefore, to make the most of summer we have three travel search musts:
1. Invest in mobile campaigns and the mobile experience to capture search volume coming from these devices
2. Adapt your campaigns to match our audience, with over half (56 per cent) of summer travel searches coming from women and almost 60 per cent from those aged 35-65 last year on the Bing Network
3. Capitalise on emerging trends – remaining nimble in approach and timings will allow marketers to deliver engaging content in the right place online
Minal Fofaria, head of insights EMEA, Bing Ads