Trends in U.K. Holiday Planning and Booking Process Displays Robust Growth Due to Rising Smartphone Penetration

Published on : Jun 27, 2017

Albany, New York, June 27, 2017: Looking for a perfect destination for holidaying is overwhelming when there are so many tempting options. Nowadays, the trend is to opt for holidays and these are gaining ground in the holiday market. In U.K., consumer plans to book a holiday within the next three months and they also spend more time in looking for deals for the best experience, this, as a result, creates lucrative opportunities for the leading players to enhance their business by offering attractive services as per the consumer needs. Market Research Hub (MRH) has recently published a fresh study to its enormous database, which mainly explores the current trends in holiday planning and booking process, with a prime focus on U.K. market, and titled as “Holiday Planning and Booking Process - UK - May 2017”.

This study is well updated in 2017 which identifies the industry structure, development, size, share, segmentation, regional outlook, market drivers, holidays taken and Brexit attitudes etc. This clearly illustrated study provides historic, current and forecast market values spanning a 10 year period of 2011 to 2021. The research finds that around four million U.K. Brits travel to the U.S. every year and most head for popular resorts such as Vegas and Florida, or for the bright lights of New York. This holiday behavior following the Brexit vote in March 2017 analyzes, a third will holiday in the U.K. instead of abroad, over a half book 1-4 months before departure, older consumers prefer human contact but this will change over time.

As per the findings, in the holiday planning and booking process market, the number of domestic trips stagnated in 2016, while strong growth in overseas trips in 2016. Nowadays, customers are savvy and have a choice when it comes to their travel needs and they put more effort to get deals and discounts. Many Brits traveling to the States have been caught on the hop because they were totally unaware of the added charge when they booked their trip. They claim the charges cover extras such as the use of the swimming pool, the gym, coffee, Wi-Fi or newspapers. Due to these factors, mobile bookings are on the increase and this mobile use continues to trend upwards in the coming years also.

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More holidaymakers feel comfortable using their smartphone due to larger screen sizes and travel brands improving their app and mobile web functionality. In addition, bookings on smartphones continue to increase as brands develop more mobile friendly websites and payment systems. Currently, Google leverages its position as the dominant search engine to serve travelers. Google launches its travel planning app Trips for the best services. The growing trend of new dynamic Ads for travel could boost social media engagement. In terms of market share, TUI and Jet2holidays see double-digit growth in the year to January 2017 and Travel app Lola raises $15 million from investors.

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