Trivago Industry Insights: South East England - Report - trivago Business Blog
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Report trivago Industry Insights: South East England Discover key findings about traveller search behaviour
Metasearch users’ behaviour in
South East England
For 68% of UK travellers1, the online booking journey starts on
metasearch. Not only that, two out of three guests are searching for
a hotel online, and they are leaving behind a huge data footprint.
trivago presents this travel trends report compiled
from all searches to destinations in South East England
and user behaviour data from 2016-2017, 2 revealing:
• where do travellers to destinations in South East England come from
• what types of travellers visit South East England
• who are visitors from the key markets
• how long do they stay & how much do they spend Over 400,000 hoteliers trust us
• how seasonality affects the average clicked price to help them secure more bookings.
• how much travellers plan to spend per season
• what are the most popular destinations
Here’s why:
• what is the seasonal traffic share of domestic & international travellers trivago is comparing deals from
• when do travellers search for a hotel approximately 1.8 milion of hotels,
• which filters do they use on more than 400 booking sites.
We receive milions of visits per month
from travellers looking for their ideal
1
Source: Phocuswright (June 2015): Search, Shop, Buy: The New Digital Funnel”
hotel for the best price.
2
About the data: the data is collated from all trivago searches to destinations
in South East England between 1 December 2015 – 30 November 2017, for hotel stays
during the period of 1 December 2016 – 30 November 2017. All prices shown are the
weighted average clicked prices selected by trivago users for a standard double room.
2Key findings & insights
Travellers: where 9% of all international
do they come from?
travellers coming to the
UK, search for destinations
in South East England.
Denmark
4%
89% Ireland
Canada 8%
of traffic to destinations in 7% Germany
South East England comes Netherlands
13%
Belgium
from domestic travellers. USA 9%
3%
16% Spain Italy
4% 5%
Based on search volume, 77% of all international
searches for destinations in South East England France
6%
come from just ten countries: The US, Germany,
the Netherlands, Ireland, Canada, Australia,
France, Italy, Spain and Belgium.
Australia
6%
4What kind of guests travel to South East England?
Weekend travellers account for the largest
group of guests.
Based on the analysed data, trivago identifies three types
of travellers and their search behaviour.
37%
Business/weekday travellers
60%
Weekend travellers
3%
Holiday travellers
are those who look for stays of less than six are those who search for travel dates are those who stay at least six days,
days with the majority of stays on weekdays. at the weekend. They are interested and they plan and book their travel
They most frequently apply the filters for in a great breakfast, pool, 24-hour on weekends. They seek free Wifi,
free Wifi, breakfast and gym, suggesting check in and other services that can complimentary breakfast and
that they seek hotel features that offer them add value and convenience to their stay. swimming pool.
routine and home comforts.
5Who are the guests from the key markets?
The majority of visitors from the key Business/weekday travellers Holiday travellers Weekend travellers
markets are weekend and business/
weekday travellers.
100%
Data shows that six out of ten domestic travellers
search for weekend stays and more than half of
80%
visitors from Australia and Canada search for visits
during the week.
60%
Visitors from Germany, Italy, and Australia, stand out
from other markets with a higher number of searches
for stays of at least six nights. Similar to UK residents,
40%
travellers from Ireland have the lowest number of
searches for holiday stays and prefer weekend visits.
20%
0%
AU BE CA DE ES FR IE IT NL UK US
6What are travellers willing to pay The average clicked price
and how long do they stay?
per night decreased by
4% over the previous 12
3
months.
Avg. clicked price value per country n Average duration stay Avg. clicked price for key markets Guests from the key markets
choose rooms at £107 per night on
average and search for stays of 2 to
£125 3 nights.
Avg. £107
£116 £111
Travellers from Belgium can be considered as the
£100 £110 £108
£105 biggest spenders, choosing prices 7% higher, on
£103 £102 £100
£98
average, than domestic residents.
£88
£75 Visitors from Ireland are the next biggest spenders,
£80
while visitors from Canada select the lowest average
price-per-night at £80.
£50
The average duration of stay reveals that the majority
of visitors form the key markets prefer short stays of
£25
two to three nights on average.
£0
3 2 2 3 3 3 2 3 3 2 2 3
The average YoY price growth was calculated for all 55 trivago
markets between following time periods: 1 December 2015 - 30
AU BE CA DE ES FR IE IT NL UK US November 2016 and 1 December 2016 – 30 November 2017.
7How do seasons affect the average clicked prices?
The average clicked price in Min. clicked price Max. clicked price Avg. clicked price for key markets
summer is 21% higher than in
winter.4 £150
The average searched price reaches its peak for all £115
key markets in summer and its lowest level in winter.
With an average clicked price of £105, spring is £105
£104
the season with the second highest clicked price, £95
followed by autumn and winter.
£75
4
The data is collated for hotel stays during the period of 1 December £0
2016 – 30 November 2017. The total average clicked price is BE CA BE/IE CA BE CA BE CA
calculated from all key markets and the seasons are defined as spring £75 £114 £87 £124 £80 £117 £65 £97
(March, April, May); summer (June, July, August); autumn (September,
October, November); and winter (December, January, February). Spring Summer Autumn Winter
8How much are visitors to South East England
planning to spend per season?
Spring Summer Autumn Winter
£1000 £988
£892
£850
£840
Holiday travellers pay up to £988,
on average, in total for their
£500 summer stay.
Average total basket value reveals how much
£233 travellers plan to spend for their whole hotel stay
£203 £204 in South East England. Holiday travellers,
£193
£179 £172
£152
who stay more than six nights, capture the highest
£169
average total basket value per stay.
£0
All three types of travellers pay the highest room-
Business/weekend Holiday Weekend rates in summer, when the total basket value reaches
travellers travellers travellers its peak.
9What are the most Windsor Horley
popular destinations 6th Domestic Milton Keynes 4th International
8th Domestic 10th Domestic
in South East England?
Gatwick
7th International
Brighton ranks as the number
Oxford
one destination for both 2nd International
Canterbury
domestic & international travellers 3rd Domestic
5th International
Brighton accounts for 18% of all inbound Reading
9th International
searches to South East England, and 17% of
7th Domestic
searches from domestic travellers.
Oxford and Southampton are the second and Crawley
third most searched destinations for international 6th International
travellers, conversely appearing in ranking for 9th Domestic
domestic residents.
Eastbourne
The remaining destinations show some variations 10th International
between international visitors and locals, with 4th Domestic
Canterbury and Gatwick reaching the top for the
former, in place of Windsor and Milton Keynes Southampton Portsmouth Brighton
for the latter. 3rd International 8th International 1st International/Domestic
2nd Domestic 5th Domestic
10What is the seasonal traffic share of
domestic & international travellers?
Visitors to South East England plan International travellers Domestic travellers
their trips preferably in summer
55%
Summer is the most popular season for international
and domestic travellers visiting South East England,
accounting for 41% all searches per year for the former,
and more than a third of searches for the latter. Autumn 45%
41%
period captures one quarter of searches, followed by 36%
spring and winter.
25% 25%
25% 24%
22%
15%
15% 12%
Graph compares share of traffic per season, per traveller group. It does
not represent a comparison of the overall share of traffic between 0%
domestic and international travellers (see page 4 for this information). Spring Summer Autumn Winter
11When do travellers search for a hotel stay?
Avg. number of days searched in advance per destination
Brighton 43
Canterbury 41
Crawley 53
Eastbourne 34
Gatwick 71
Horley 56
Milton Keynes 31
Oxford 42
Portsmouth 38 On average, travellers to
Reading 36 destinations in South East England
Southampton 46 search 41 days in advance.
Windsor 45 Visitors to Gatwick plan their trip more than ten
weeks before their actual trip, whereas visitors to
41 days Eastbourne and Milton Keynes plan only four to five
4 weeks average weeks in advance.
12When do different types of travellers
plan their trip?
Spring Summer Autumn Winter
Holiday travellers search for a 100
summer trip 82 days beforehand, 82
on average.
64
While weekend and business/weekday travellers 57
search for a hotel five to six weeks in advance on
average, holiday travellers heading to South East 50
50
England for at least six nights, plan their stays ten
weeks in advance. Regardless of the type of stay, 47
43 43
travellers planning stays in summer, search for hotels 40
35
34 33
farthest in advance. 32
0
Business/weekend Holiday Weekend
travellers travellers travellers
13What are the top 3 filters?
Breakfast is the most popular top
filter, when searching for a hotel.
For 38% of all travellers that use the top filters, the
breakfast offer is their first concern, which is 7% less
5
than the National average. The Pool and Wifi are the
second and third most used filters.
Within other top used filters, Pet ranks high for
38%
all destinations and Beach filter is popular among
travellers searching for locations which boast
proximity to the sea, such as Brighton, Eastbourne
and Hastings.
27%
16%
5
trivago Industry Insights Report: United Kingdom
14Harness the data and take action
Target guests based on where they
come from and what type of traveller
they are
$
£
¥
€
Set attractive & competitive
prices to appeal to travellers’
spending preferences
Get a competitive
Customise your content
according to what travellers want edge on trivago
15Contact us For further information about the report and webinars please contact Lenka Trckova. Lenka Trckova Industry Manager at trivago lenka.trckova@trivago.com +49 (0) 211 387 684 2054 Receive expert articles on hotel marketing, hotel technology, and trends in hospitality and travel by subscribing to: trivago Business Blog
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