Demand increases for 2020 holidays – home & away

The announcement of England’s quarantine free list of countries will be a huge relief for the industry.

The Department for Transport finally announced the list of more than 50 countries that people will no longer need to quarantine upon their return. This list includes key European countries such as Spain, France and Italy. It is also likely that the Foreign Office will be updating their advice against non-essential travel.

Nevertheless, not everyone will be looking to go abroad this year. Last weekend saw the first wave of staycations in England, which will soon be followed by Wales on the 11th July.

Whether you’re looking to stay in the UK or going abroad, travel and holidays in 2020 won’t quite be as we know it. Social distancing measure will be in place and face masks will be mandatory in some countries. However, after spending over 100 days in lockdown, many are jumping at the chance to get away this year.

Last week, Tui reported a 50% increase in bookings compared to the previous week. Whilst cottages.com reported a 455% increase in sales year on year, beating previous record day. Data on SimilarWeb also shows the Travel and Tourism category performance increasing gradually over the last 28 days.

Website visits are increasings

(SimilarWeb)

Looking at further data from SimilarWeb, it’s quite clear that domestic travel is likely to recover a lot quicker than international. Monthly visits have drastically increased since April, and are even higher than earlier on in the year.

(SimilarWeb)

Although the demand for international travel is increasing, it is at a slower pace. This is likely due to the possible increased risk of travelling abroad.

(SimilarWeb)

Now is the time to resume marketing activity (if you haven’t already!)

When Coronavirus hit back in March, countless travel companies halted their marketing activity, particularly paid activity.

(Traffic volume by paid search source. Travel and tourism category. SimilarWeb)

As you can see in the below graph, Hoseasons recorded the highest levels of traffic from paid search in June since August last year, and holidaycottages.co.uk recorded the highest level of traffic from paid in June for the past 12 months. This suggests they are ramping up paid marketing activity to capture the search demand.

(Channel traffic and engagement, Paid Search source, July 2019-June 2020. SimilarWeb)

For those who did pause, now it’s time to resume! It’s fantastic news to hear Park Dean Resorts is launching it’s biggest marketing campaign to date. We hope to see many follow as the travel and tourism industry starts their journey to recovery.

The demand is increasing, so be present!

Written by Natalie Williams

Client Partner Marketing Manager

Follow Natalie on Twitter