UK Travel Report 2016 - Keep It Usable
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Transcript of UK Travel Report 2016 - Keep It Usable
![Page 1: UK Travel Report 2016 - Keep It Usable](https://reader031.fdocuments.in/reader031/viewer/2022030317/586f7b8b1a28ab10258b77fb/html5/thumbnails/1.jpg)
UK Travel Report 2016
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264 travellers, 20 to 70 years old
Conducted in the UK by Keep It Usable, multi award-winning international UX agency
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90% go on holiday abroad at least once a year
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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
25
2
25
45
20%
%
%
%%
%
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18% go on holiday in the UK and Ireland
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European holidays dominate
28%
72%
EuropeOutside Europe
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Spain is by far the most popular holiday destination (68%)
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72% holiday in Europe
SpainFranceGermanyItaly
The most popular destinations are:
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Spain France Germany Italy Turkey UK & Ireland Holland Greece Belgium Portugal Croatia Northern EU
3457
151618192021
37
63%
%
% % % % % %
% % % %
Most popular destinations in Europe
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USA Africa Asia South America Canada Australia
55
1214
2326%
%
%%
% %
Most popular destinations outside Europe
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Who do people go on holiday with?
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68% go on holiday with family
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63% go on holiday with friends
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56% go on holiday with their partner
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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
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The solo traveller is a growing market
20% have holidayed alone
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Family Friends Partner On my own Organised group
6
20
5663
68 %%
%
%
%
Who do people go on holiday with?
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Business travellers
12% also travel abroad with work
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How do people book their flights?
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Most popular travel sites for flights
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Expedia EasyJet Ryanair Lastminute Skyscanner TravelSupermarket Monarch Flybe BMI Baby Cheapflights ebookers Flight Centre
10
232729
333941
5962
656668% % % % %
% %%
% %%
%
Most popular travel sites for flights
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People prefer to book their flights direct with the airline
33%
67%
DirectThird party
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45% search for flights from their laptop
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Desktop dominates
27%
28%
45%DesktopTabletMobile
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EasyJet, Ryanair, British Airways and Monarch are the most popular airlines
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Easyjet Ryanair British Airways Monarch Jet2 Flybe Air France KLM
1212
23
323536
5860% %
% %%
%
% %
Most popular airlines
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What will travel look like in 2016?
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Solo travel market will continue to grow
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Travel companies will need to differentiate on experiences, price won’t be enough
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Mobile = your biggest opportunityTargeting 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.
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“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!’
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