Trivago, a leading global hotel metasearch, has published a series of reports detailing incoming and domestic travel behaviour in the UK: “Trivago Industry Insights.” The reports aim to give hoteliers and tourism operators actionable insights into guest preferences to inform their marketing activities.
The national report, and the first in the series reveals that 80% of searches to UK destinations come from domestic travellers. Of all searches from international countries, 75% come from across Europe. 59% of travellers search for weekend getaways and just 4% of travellers search for stays of longer than six days. In terms of hotel prices, the study reveals a 12% increase in the average clicked price per night over the last two years.
At a regional level, the study explores traveller behaviour in more depth across the top source markets, as well as seasonal breakdowns. This is the first time Trivago has compiled detailed traveller trends for Scotland, Wales, Northern Ireland and regions across England.
Lenka Trckova, Industry Manager UK, Advertiser Relations adds: “We see a lot of trend reports at a national level, but our goal with this project is to share data that is more actionable for hoteliers, which can only be achieved by looking at trends on a more granular level.”
Findings from the reports will be presented in a series of free webinars beginning in March, through May. Hoteliers and tourism operators across the whole UK can already sign up for a webinar tailored to their area and to get an exclusive chance to download the full regional report including a seasonal data and further statistics for free.
To download the full national report and register for the webinar, visit the trivago Hotel Manager Blog.