Report trivago Industry Insights: South West England. Discover key findings about traveller search behaviour

Transcription

1 Report trivago Industry Insights: South West England Discover key findings about traveller search behaviour

2 Metasearch users behaviour in South West England For 68% of UK travellers 1, 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 West England and user behaviour data from , revealing: where do travellers to destinations in South West England come from what types of travellers visit South West England who are visitors from the key markets how long do they stay & how much do they spend how seasonality affects the average clicked price how much travellers plan to spend per season what are the most popular destinations what is the seasonal traffic share of domestic & international travellers when do travellers search for a hotel which filters do they use 1 Source: Phocuswright (June 2015): Search, Shop, Buy: The New Digital Funnel 2 About the data: the data is collated from all trivago searches to destinations in South Over 400,000 hoteliers trust us to help them secure more bookings. Here s why: trivago is comparing deals from approximately 1.8 milion of hotels, on more than 400 booking sites. We receive milions of visits per month from travellers looking for their ideal hotel for the best price. West England between 1 December November 2017, for hotel stays during the period of 1 December November All prices shown are the weighted average clicked prices selected by trivago users for a standard double room. 2

3 Key findings & insights

4 Travellers: where do they come from? 10% of all international travellers coming to the UK, search for destinations in South West England. 93% of traffic to destinations in South West England comes from domestic travellers Based on search volume, 78% of all international searches for destinations in South West England come from just ten countries: Germany, the US, Ireland, Australia, the Netherlands, Italy, Spain, Canada, France and Switzerland. Canada 5% USA 15% Ireland 9% Spain 6% Netherlands 6% France 3% Germany 18% Italy 6% Switzerland 2% Australia 8% 4

5 What kind of guests travel to South West 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. 39% 56% Business/weekday travellers Weekend travellers 5% Holiday travellers are those who look for stays of less than six days with the majority of stays on weekdays. They most frequently apply the filters for free Wifi, breakfast and gym, suggesting that they seek hotel features that offer them routine and home comforts. are those who search for travel dates at the weekend. They are interested in a great breakfast, pool, 24-hour check in and other services that can add value and convenience to their stay. are those who stay at least six days, and they plan and book their travel on weekends. They seek free Wifi, complimentary breakfast and swimming pool. 5

6 Who are the guests from the key markets? The majority of visitors from the key markets are weekend and business/ weekday travellers. 100% Business/weekday travellers Holiday travellers Weekend travellers Data shows that approximately six out of ten domestic travellers search for weekend stays and more than half of travellers from Australia and Canada search for visits during the week. 80% Visitors from Germany and Switzerland stand out from other markets with a higher number of searches for stays of at least six nights. Similar to UK residents, travellers from Ireland have the lowest number of searches for holiday stays and prefer weekend visits. 60% 40% 20% 0% AU CA CH DE ES FR IE IT NL UK US 6

7 What are travellers willing to pay and how long do they stay? The average clicked price per night decreased by 2% over the previous 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 111 per night on average and search for stays of 2 to 4 nights Avg. 111 Travellers from Ireland can be considered as the biggest spenders, choosing prices 25% higher, on average, than UK residents. Visitors from Switzerland are the next biggest spenders, while visitors from the US and Canada select the lowest average price-per-night at The average duration of stay reveals that travellers from Germany and Switzerland search for stays of four nights on average, whereas domestic residents search for the shortest stays of two nights, on average AU CA CH DE ES FR IE IT NL UK US 3 The average YoY price growth was calculated for all 55 trivago markets between following time periods: 1 December November 2016 and 1 December November

8 How do seasons affect the average clicked prices? The average clicked price in summer is 19% higher than in winter Min. clicked price Max. clicked price Avg. clicked price for key markets 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 108, spring is the season with the second highest clicked price, followed by autumn and winter The data is collated for hotel stays during the period of 1 December November The total average clicked price is calculated from all key markets and the seasons are defined as spring (March, April, May); summer (June, July, August); autumn (September, October, November); and winter (December, January, February). 0 CA 87 IE 180 US 99 CH 138 US 87 IE 129 Spring Summer Autumn Winter CA 77 AU 114 8

9 How much are visitors to South West England planning to spend per season? Spring Summer Autumn Winter Holiday travellers pay up to 989, on average, in total for their summer stay Average total basket value reveals how much travellers plan to spend for their whole hotel stay in South West England. Holiday travellers, who stay more than six nights, capture the highest average total basket value per stay. 0 Business/weekend travellers Holiday travellers Weekend travellers All three types of travellers pay the highest roomrates in summer, when the total basket value reaches its peak. 9

10 What are the most popular destinations in South West Bath 2 nd International 3 rd Domestic Cheltenham 9 th International England? Bournemouth ranks as the number one destination for domestic residents whereas international visitors prefer Bristol Bournemouth accounts for 14% of all domestic searches to South West England, but just 8% of searches from inbound travellers, who prefer Bristol and Bath. The remaining destinations show some variations between international visitors and locals, with Salisbury, Cheltenham and Gloucester reaching the top ten for the former, in place of Weymouth, Weston-super-Mare and St Ives for the latter. Bristol 1 st International 2 nd Domestic Gloucester 10 th International Weston-super-Mare Exeter 9 th Domestic 7 th International 8 th Domestic Plymouth 5 th International 7 th Domestic Salisbury 6 th International St Ives 10 th Domestic Bournemouth 3 rd International 1 st Domestic Newquay Torquay 4 th International 8 th International Weymouth 5 th Domestic 4 th Domestic 6 th Domestic 10

11 What is the seasonal traffic share of domestic & international travellers? Visitors to South West England plan their trips preferably in summer. 50% International travellers Domestic travellers 47% Summer is the most popular season for international and domestic travellers to visit South West England, accounting for 47% of all searches per year, for the former and 39% for the latter. Autumn captures approximately one quarter of all searches for both groups of travellers, followed by spring and winter. 40% 39% 30% 21% 23% 23% 25% 20% 14% 10% 9% Graph compares share of traffic per season, per traveller group. It does not represent a comparison of the overall share of traffic between domestic and international travellers (see page 4 for this information). 0% Spring Summer Autumn Winter 11

12 When do travellers search for a hotel stay? Avg. number of days searched in advance per destination Bournemouth Bristol Bath 45 Torquay 43 Newquay 51 Weymouth 43 Plymouth 38 Exeter Weston-super-Mare St Ives Cheltenham On average, travellers to destinations in South West England search 41 days in advance. Salisbury Gloucester 4 weeks days average Visitors to St Ives plan their trip eight weeks before their actual trip, whereas visitors to Bristol, Exeter and Gloucester plan only five weeks in advance. 12

13 When do different types of travellers plan their trip? Spring Summer Autumn Winter Holiday travellers search for a summer trip 90 days beforehand, on average While weekend and business/weekday travellers search for a hotel five to six weeks in advance on average, holiday travellers heading to South West England for at least six nights, plan their stays twelve weeks in advance. Regardless of the type of stay, travellers planning stays in summer search for hotels farthest in advance Business/weekend travellers Holiday travellers Weekend travellers 13

14 What are the top 3 filters? Breakfast is the most popular top filter, when searching for a hotel. For 33% of all travellers that use the top filters, the breakfast offer is their first concern, which is 12% less than the National average 5. The Pool and Pet are the second and third most used filters. Within other top used filters, Wifi ranks high for all destinations and Beach filter is popular among travellers searching for locations which boast proximity to the sea, such as Woolacombe, Weston-super-Mare and Newquay. 25% 33% 17% 5 trivago Industry Insights Report: United Kingdom 14

15 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 Customise your content according to what travellers want Get a competitive edge on trivago 15

16 Contact us For further information about the report and webinars please contact Lenka Trckova. Lenka Trckova Industry Manager at trivago +49 (0) Receive expert articles on hotel marketing, hotel technology, and trends in hospitality and travel by subscribing to: trivago Hotel Manager Blog