Trivago Industry Insights: Wales - Report
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Metasearch users’ behaviour in Wales 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 Wales and user behaviour data from 2016-2017 2, revealing: • where do travellers to destinations in Wales come from • what types of travellers visit Wales • 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 Wales 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. 2
Key findings & insights
Travellers: where 4% of all international do they come from? travellers coming to the UK, search for destinations in Wales. Denmark 4% 94% Ireland Canada 20% of traffic to destinations in 5% Germany Wales comes from domestic Netherlands 11% Poland travellers. USA 5% 2% 13% Spain Italy 8% 6% Based on search volume, 80% of all international searches for destinations in France 3% Wales come from just ten countries: Ireland, the US, Germany, Spain, Australia, Italy, Canada, the Netherlands, France and Poland. Australia 7% 4
What kind of guests travel to Wales? Weekend travellers account for the largest group of guests. Based on the analysed data, trivago identifies three types of travellers and their search behaviour. 36% Business/weekday travellers 61% 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. 5
Who 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 travellers from Spain, Italy and the UK search for weekend stays and more 80% than half of visitors from Australia search for visits during the week. 60% Visitors from Germany, Poland, and Australia stand out from other markets with a higher number of searches for stays of at least six nights. Similar to 40% UK residents, travellers from Ireland have the lowest number of searches for holiday stays and prefer weekend visits. 20% 0% AU CA DE ES FR IE IT NL PL UK US 6
What are travellers willing to pay The average clicked and how long do they stay? price per night increased by 2% over the previous 3 12 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 £106 per night on average and search for stays of 2 to 3 nights. £250 £245 Travellers from Italy and Spain can be considered as the biggest spenders, choosing prices 136% and £200 £214 106% higher, on average, than domestic residents, respectively. Visitors from Ireland are the next biggest spenders, £150 while visitors from Canada select the lowest average price-per-night at £83. £133 Avg. £106 £100 £114 £112 £116 £105 £104 The average duration of stay reveals that the majority £100 £102 of visitors form the key markets search for stays £83 £50 of three nights on average, whereas visitors from Canada, Ireland and the UK search for the shortest stays of two nights, on average. £0 3 The average YoY price growth was calculated for all 55 trivago 3 2 3 3 3 2 3 3 3 2 3 markets between following time periods: 1 December 2015 - 30 November 2016 and 1 December 2016 – 30 November 2017. AU CA DE ES FR IE IT NL PL UK US 7
How 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 18% higher than in winter.4 £300 The average searched price reaches its peak for all key markets in summer, with the exception of travellers from Ireland who spend more in spring. With an average clicked price of £104, autumn is the season with the second highest clicked price, followed by spring and winter. £150 £113 £104 £101 £96 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 CA IE CA IT CA IE CA UK calculated from all key markets and the seasons are defined as spring £76 £161 £97 £313 £73 £125 £66 £96 (March, April, May); summer (June, July, August); autumn (September, October, November); and winter (December, January, February). Spring Summer Autumn Winter 8
How much are visitors to Wales planning to spend per season? Spring Summer Autumn Winter £831 £800 £737 £695 £658 Holiday travellers pay up to £831, on average, in total for their £400 summer stay. £236 Average total basket value reveals how much travellers plan to spend for their whole hotel stay £190 £208 £189 £178 in Wales. Holiday travellers, who stay more than six £176 £152 £155 nights, capture the highest 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. 9
What are the most Holyhead Llandudno 4th International 2nd Domestic popular destinations 8th International Conwy 10th International in Wales? 9th Domestic Betws-y-Coed 9th International Caernarfon 6th Domestic 7th International/Domestic Cardiff ranks as the number one destination for both domestic & Llangollen international travellers. 10th Domestic Cardiff accounts for 49% of all inbound searches Aberystwyth to Wales, but just 30% of searches from domestic 6th International travellers. 8th Domestic The second and third most searched destinations for international travellers heading to Wales are Swansea and Newport, both with a proximity to the sea. For UK residents, Llandudno follows in second place, and harbour town Tenby takes third position. Newport 3rd International Tenby 5th Domestic 5th International 3rd Domestic Swansea Cardiff 2nd International 1st International/Domestic 4th Domestic 10
What is the seasonal traffic share of domestic & international travellers? Visitors to Wales plan their trips International travellers Domestic travellers preferably in summer. 55% Summer is the most popular season for international and domestic travellers visiting Wales, accounting for nearly half of all searches per year for the former, 47% and more than a third of searches for the latter. 45% Autumn and spring account for approximately the 37% same share of searches from both traveller groups, followed by winter. 24% 25% 23% 22% 22% 15% 15% 9% 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 11
When do travellers search for a hotel stay? Avg. number of days searched in advance per destination Aberystwyth 33 Betws-y-Coed 40 Caernarfon 38 Cardiff 50 Conwy 34 Holyhead 36 Llandudno 37 Llangollen 37 On average, travellers to Newport 31 destinations in Wales search Swansea 32 40 days in advance. Tenby 40 Visitors to Cardiff plan their trip more than seven weeks before their actual trip, whereas visitors to 40 days Newport and Swansea plan only four to five weeks 4 weeks average in advance. 12
When do different types of travellers plan their trip? Spring Summer Autumn Winter Holiday travellers search for a 100 summer trip 78 days beforehand, 78 on average. 65 63 While weekend and business/weekday travellers search for a hotel five to six weeks in advance 51 on average, visitors heading to Wales for at least 50 six nights, plan their stays ten weeks in advance. Regardless of the type of stay, travellers planning 46 42 41 37 stays in summer, search for hotels farthest in 34 39 34 33 advance. 0 Business/weekend Holiday Weekend travellers travellers travellers 13
What are the top 3 filters? Breakfast is the most popular top filter, when searching for a hotel. For 36% of all travellers that use the top filters, the breakfast offer is their first concern, which is 5 9% less than the National average. The Pool and Pet are the second and third most used filters. Within other top used filters, Wifi ranks high 36% for all destinations and the Beach filter is popular among travellers searching for locations which boast proximity to the sea, such as Llandudno, Tenby or Swansea. 23% 20% 5 trivago Industry Insights Report: United Kingdom 14
Harness 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 15
Contact 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 Hotel Manager Blog
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