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UK Travel Report 2016
264 travellers, 20 to 70 years old
hello@keepitusable.com
Conducted in the UK by
Keep It Usable, multi award-winning inter...
90% go on holiday abroad at
least once a year
65% take multiple holidays abroad each year
More than 2-3 times a year 2-3 times a year Once a year Once every two years L...
18% go on holiday
in the UK and Ireland
European holidays dominate
28%
72%
Europe
Outside Europe
Spain is by far the most popular
holiday destination (68%)
72% holiday in Europe
Spain
France
Germany
Italy
The most popular destinations are:
Spain France Germany Italy Turkey UK & Ireland Holland Greece Belgium Portugal Croatia Northern EU
345
7
1516
18192021
37
...
USA Africa Asia South America Canada Australia
55
12
14
23
26%
%
%
%
% %
Most popular destinations outside Europe
Who do people go on holiday with?
68% go on holiday with family
63% go on holiday
with friends
56% go on holiday
with their partner
The majority tend to go on holiday with family and
friends…but there is also a significant number that love
to go on holida...
The solo traveller is a growing market
20% have holidayed alone
Family Friends Partner On my own Organised group
6
20
56
63
68%
%
%
%
%
Who do people go on holiday with?
Business travellers
12% also travel abroad with work
How do people book their flights?
Most popular travel sites for flights
Expedia EasyJet Ryanair Lastminute Skyscanner TravelSupermarket Monarch Flybe BMI Baby Cheapflights ebookers Flight Centre
...
People prefer to book their flights direct with the airline
33%
67%
Direct
Third party
45% search for flights
from their laptop
Desktop dominates
27%
28%
45%
Desktop
Tablet
Mobile
EasyJet, Ryanair, British Airways and
Monarch are the most popular airlines
Easyjet Ryanair British Airways Monarch Jet2 Flybe Air France KLM
1212
23
32
3536
58
60%
%
% %
%
%
% %
Most popular airlin...
What will travel look like in 2016?
Solo travel market
will continue to grow
Travel companies will need to differentiate
on experiences, price won’t be enough
Mobile = your biggest opportunity
Targeting mobile platforms effectively will be an absolutely central facet of your
digit...
“I never used to buy anything on my mobile but I do more
and more these days. It’s just like my mini computer.
I haven’t e...
Email us now hello@keepitusable.com
We increase your conversion with deep consumer
insights and improved digital user expe...
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UK Travel Report 2016 - Keep It Usable

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Keep It Usable’s independent research into the UK travel market provides insights into the current UK travel consumer and the opportunities that exist for travel companies to increase their success in 2016.

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UK Travel Report 2016 - Keep It Usable

  1. 1. UK Travel Report 2016
  2. 2. 264 travellers, 20 to 70 years old hello@keepitusable.com Conducted in the UK by Keep It Usable, multi award-winning international UX agency
  3. 3. 90% go on holiday abroad at least once a year
  4. 4. 65% take multiple holidays abroad each year More than 2-3 times a year 2-3 times a year Once a year Once every two years Less often Never 2 5 2 25 45 20% % % % % %
  5. 5. 18% go on holiday in the UK and Ireland
  6. 6. European holidays dominate 28% 72% Europe Outside Europe
  7. 7. Spain is by far the most popular holiday destination (68%)
  8. 8. 72% holiday in Europe Spain France Germany Italy The most popular destinations are:
  9. 9. Spain France Germany Italy Turkey UK & Ireland Holland Greece Belgium Portugal Croatia Northern EU 345 7 1516 18192021 37 63% % % % % % % % % % % % Most popular destinations in Europe
  10. 10. USA Africa Asia South America Canada Australia 55 12 14 23 26% % % % % % Most popular destinations outside Europe
  11. 11. Who do people go on holiday with?
  12. 12. 68% go on holiday with family
  13. 13. 63% go on holiday with friends
  14. 14. 56% go on holiday with their partner
  15. 15. The majority tend to go on holiday with family and friends…but there is also a significant number that love to go on holiday alone
  16. 16. The solo traveller is a growing market 20% have holidayed alone
  17. 17. Family Friends Partner On my own Organised group 6 20 56 63 68% % % % % Who do people go on holiday with?
  18. 18. Business travellers 12% also travel abroad with work
  19. 19. How do people book their flights?
  20. 20. Most popular travel sites for flights
  21. 21. Expedia EasyJet Ryanair Lastminute Skyscanner TravelSupermarket Monarch Flybe BMI Baby Cheapflights ebookers Flight Centre 10 23 27 29 33 39 41 59 62 6566 68% % % % % % % % % % % % Most popular travel sites for flights
  22. 22. People prefer to book their flights direct with the airline 33% 67% Direct Third party
  23. 23. 45% search for flights from their laptop
  24. 24. Desktop dominates 27% 28% 45% Desktop Tablet Mobile
  25. 25. EasyJet, Ryanair, British Airways and Monarch are the most popular airlines
  26. 26. Easyjet Ryanair British Airways Monarch Jet2 Flybe Air France KLM 1212 23 32 3536 58 60% % % % % % % % Most popular airlines
  27. 27. What will travel look like in 2016?
  28. 28. Solo travel market will continue to grow
  29. 29. Travel companies will need to differentiate on experiences, price won’t be enough
  30. 30. Mobile = your biggest opportunity Targeting mobile platforms effectively will be an absolutely central facet of your digital marketing strategy in 2016. It is vital for travel companies to truly understand customer behaviour to effectively optimise conversion.
  31. 31. “I never used to buy anything on my mobile but I do more and more these days. It’s just like my mini computer. I haven’t even turned my laptop on in the last 6 months!’
  32. 32. Email us now hello@keepitusable.com We increase your conversion with deep consumer insights and improved digital user experiences

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