Adventure Holidays Insights
The latest insights for luxury and adventure travel.
The latest insights for luxury and adventure travel.
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UK <strong>Adventure</strong> Travel insights - 2019<br />
Bing Ads | Seasonal Vertical <strong>Insights</strong>
Consumer confidence declined QoQ consecutively, this has<br />
largely been driven by Brexit uncertainty and concern reaching<br />
new highs<br />
Deloitte Consumer Confidence Tracker<br />
The Deloitte consumer tracker, Q4 2018
However, discretionary spending has risen QoQ, as expected, in the<br />
lead up to Christmas. This has also been aided by falling inflation,<br />
rising wages and unemployment at historic lows<br />
Essentials Vs Discretionary Spending<br />
The Deloitte consumer tracker, Q4 2018
UK consumers are prioritising experiences including travel<br />
when it comes to cutbacks<br />
Consumer spending in the last three months<br />
The Deloitte consumer tracker, Q4 2018
This continued interest in holidays is supported by the holiday<br />
confidence index which revealed that UK consumers have<br />
higher intention to vacation YoY but intend to curb spending<br />
66<br />
67<br />
Holiday Confidence Index<br />
2017<br />
2018<br />
41 40 42<br />
36 36 37 38 39 39 41
Package holidays continue to remain popular with<br />
spending conscious consumers, especially amongst<br />
over 45’s<br />
Likelihood of booking an all inclusive overseas holiday in 2019<br />
8<br />
7<br />
6<br />
5<br />
4<br />
3<br />
2<br />
1<br />
0<br />
+3<br />
YoY percentage point change –<br />
split by age<br />
+1<br />
+3<br />
+1<br />
+7 +7<br />
All 16-24 25-34 35-44 45-54 55+<br />
Source: Kantar TNS, Oct 2018
Brexit concerns are increasingly weighing<br />
on the minds of consumers<br />
3/5<br />
UK outbound holidaymakers<br />
concerned about Brexit<br />
2/5<br />
fear some impact of Brexit on<br />
travel<br />
Source: Kantar TNS, Oct 2018
This concern has been amplified by post Brexit holiday scare<br />
headlines that have adversely affected summer 2019 bookings<br />
Source: headlines taken from the Sunday Times, The Express and The Sun newspaper, published in Dec 2018 and Jan 2019
Younger travellers are more likely to put off booking holidays<br />
because of Brexit concerns due to greater price sensitivity<br />
A poll survey of more than 1,500 people found that:<br />
18% of 18-34<br />
year olds<br />
Vs<br />
6% of Over<br />
55s<br />
Would avoid travelling to Europe this year as a result of the<br />
UK leaving the European Union
35% of click volume from top generic holiday searches on the Bing<br />
Network came from queries that did not feature a destination<br />
Top Generic Holiday Searches – Click Volume (Jan 2019)<br />
35%<br />
65%<br />
Destination Holiday Searches<br />
Non Destination Holiday Searches<br />
Microsoft Internal Data
50% of click volume from top generic holiday searches came from price<br />
sensitive and all inclusive queries<br />
Top Generic Holiday Searches – Click Volume, Split By Category<br />
(Jan 2019)<br />
Singles<br />
Adult Only<br />
Family<br />
Destination Only<br />
35%<br />
Price Sensitive<br />
16%<br />
Skiing<br />
Other<br />
Price Sensitive<br />
All Inclusive<br />
All Inclusive<br />
34%<br />
Destination Only<br />
Cottage<br />
Microsoft Internal Data
Over 43% of click volume from top generic all inclusive and price<br />
sensitive holidays searches came from non destination queries<br />
Price and all inclusive holidays searches click volume, split by<br />
destination inclusion (Jan 2019)<br />
60%<br />
57% 56%<br />
50%<br />
40%<br />
43% 44%<br />
30%<br />
20%<br />
10%<br />
0%<br />
Price Sensitive <strong>Holidays</strong><br />
Non Destinations Searches<br />
All Inclusive <strong>Holidays</strong><br />
Destinations Searches<br />
Microsoft Internal Data
<strong>Adventure</strong> Travel on Bing Ads
UK <strong>Adventure</strong> Travel – Overall Trends<br />
Source: Microsoft Internal Data, UK, 2019. Vertical: <strong>Adventure</strong> Travel
UK <strong>Adventure</strong> Travel – Demographics Trends<br />
Source: Microsoft Internal Data, UK, 2019. Vertical: <strong>Adventure</strong> Travel
UK <strong>Adventure</strong> Travel – Demographics Trends<br />
Source: Microsoft Internal Data, UK, 2019. Vertical: <strong>Adventure</strong> Travel
UK <strong>Adventure</strong> Travel – Devices Trends<br />
Source: Microsoft Internal Data, UK, 2019. Vertical: <strong>Adventure</strong> Travel
UK <strong>Adventure</strong> Travel – Geographical Trends<br />
Source: Microsoft Internal Data, UK, 2019. Vertical: <strong>Adventure</strong> Travel
UK <strong>Adventure</strong> Travel – Past Trends<br />
Source: Microsoft Internal Data, UK, 2019. Vertical: <strong>Adventure</strong> Travel
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