There is no doubt that it has been a turbulent few years for the travel industry. However, despite concerns over inflation, cancelled or disrupted trips, UK consumers are still eager to escape – they want to get away, and are willing to do the leg work to make sure it is worth their while. In fact, our recent research found that 70% of holidaymakers have booked travel because of a deal or promotion they have found online.
This is just one of the insights that we uncovered in our recent travel trends report. We surveyed more than 500 UK consumers to uncover how they are planning and booking travel and how the affiliate channel cam support this growth.
Here are some of the highlights and how the affiliate channel is more important than ever for travel brands:
Travellers are Eager to Escape
Despite an uncertain economy, the desire to travel is still strong. Over 90% of consumers are planning to spend more or the same on travel than they did in 2021. Immediate travel is a priority, with many respondents looking to get away within the next six months. These consumers don’t want to cut back on holidays and travel and plan to spend £1000 – £5000 on travel.
Travel brands can take advantage of this increased appetite by offering last-minute deals and publisher-unique incentives, to attract these valuable customer segments who are looking to get away.
UK Consumers Are Deal Savvy
Whilst the desire to travel is still strong, there is no doubt that travellers are becoming more deal-savvy and looking to get the most out of their hard-earned pounds. As overall costs increase, 71% of travellers say price is the most important factor when booking a holiday. Savings, debit and credit cards are the main payment methods for travel. However, our data showed a huge opportunity to partner with buy-now-pay-later publishers to offer an alternative and flexible payment plan to fund trips.
With 70% of travellers booking travel because of a deal or promotion they have found online. having core content publisher relationships in-place and leveraging a diverse publisher mix can help incentivise a wide-variety of consumers to purchase.
Social media influences generations differently.
Influencer marketing continues to be a powerful form of advertising and travel brands are uniquely positioned to reach target audiences on social platforms. Influencers are the biggest source of inspiration for generation Z and millennials. Our data also showed influencers were having an impact on younger males. Partnering with relevant creators and focusing on specific channels per demographic can help build loyalty with key audiences.
To learn more about how travellers are booking trips this year and beyond, download our latest insights report.