Trivago Industry Insights: Wales - Report

Page created by Bonnie Moreno
 
CONTINUE READING
Trivago Industry Insights: Wales - Report
Report
trivago Industry Insights:
Wales
Discover key findings about traveller
search behaviour
Metasearch users’ behaviour in
Wales
For 68% of UK travellers1, the online booking journey starts on
metasearch. Not only that, two out of three guests are searching for
a hotel online, and they are leaving behind a huge data footprint.

trivago presents this travel trends report compiled from all
searches to destinations in Wales and user behaviour
data from 2016-2017 2, revealing:

•    where do travellers to destinations in Wales come from
•    what types of travellers visit Wales
•    who are visitors from the key markets
•    how long do they stay & how much do they spend                                   Over 400,000 hoteliers trust us
•    how seasonality affects the average clicked price                                to help them secure more bookings.
•    how much travellers plan to spend per season
•    what are the most popular destinations
                                                                                      Here’s why:
•    what is the seasonal traffic share of domestic & international travellers        trivago is comparing deals from
•    when do travellers search for a hotel                                            approximately 1.8 milion of hotels,
•    which filters do they use                                                        on more than 400 booking sites.
                                                                                      We receive milions of visits per month
                                                                                      from travellers looking for their ideal
1
    Source: Phocuswright (June 2015): Search, Shop, Buy: The New Digital Funnel”
                                                                                      hotel for the best price.
2
    About the data: the data is collated from all trivago searches to destinations
    in Wales between 1 December 2015 – 30 November 2017, for hotel stays during the
    period of 1 December 2016 – 30 November 2017. All prices shown are the weighted
    average clicked prices selected by trivago users for a standard double room.
                                                                                                                                2
Key findings & insights
Travellers: where                                                                                           4% of all international

do they come from?
                                                                                                            travellers coming to
                                                                                                            the UK, search for
                                                                                                            destinations in Wales.

                                                                      Denmark
                                                                      4%
94%                                                             Ireland
                                               Canada           20%
of traffic to destinations in                  5%                                  Germany
Wales comes from domestic                               Netherlands
                                                                                   11%
                                                                                             Poland
travellers.                                    USA      5%                                   2%
                                               13%          Spain                  Italy
                                                            8%                     6%
Based on search volume, 80% of all
international searches for destinations in                                France
                                                                          3%
Wales come from just ten countries: Ireland,
the US, Germany, Spain, Australia, Italy,
Canada, the Netherlands, France and Poland.

                                                                                                      Australia
                                                                                                      7%

                                                                                                                                      4
What kind of guests travel to Wales?

Weekend travellers account for the largest
group of guests.
Based on the analysed data, trivago identifies three types
of travellers and their search behaviour.

       36%
Business/weekday travellers
                                                                    61%
                                                             Weekend travellers
                                                                                                                   3%
                                                                                                        Holiday travellers

are those who look for stays of less than six                are those who search for travel dates      are those who stay at least six days,
days with the majority of stays on weekdays.                 at the weekend. They are interested        and they plan and book their travel
They most frequently apply the filters for                   in a great breakfast, pool, 24-hour        on weekends. They seek free Wifi,
free Wifi, breakfast and gym, suggesting                     check in and other services that can       complimentary breakfast and
that they seek hotel features that offer them                add value and convenience to their stay.   swimming pool.
routine and home comforts.

                                                                                                                                                5
Who are the guests from the key markets?

The majority of visitors from the key                              Business/weekday travellers        Holiday travellers        Weekend travellers

markets are weekend and business/
weekday travellers.
                                                           100%

Data shows that six out of ten travellers from Spain,
Italy and the UK search for weekend stays and more
                                                           80%
than half of visitors from Australia search for visits
during the week.
                                                           60%
Visitors from Germany, Poland, and Australia
stand out from other markets with a higher number
of searches for stays of at least six nights. Similar to
                                                           40%
UK residents, travellers from Ireland have the lowest
number of searches for holiday stays and prefer
weekend visits.                                            20%

                                                            0%
                                                                  AU     CA       DE       ES    FR       IE        IT     NL   PL     UK       US

                                                                                                                                                     6
What are travellers willing to pay                                                                                                                         The average clicked

and how long do they stay?
                                                                                                                                                           price per night increased
                                                                                                                                                           by 2% over the previous
                                                                                                                                                                       3
                                                                                                                                                           12 months.

   Avg. clicked price value per country   n      Average duration stay        Avg. clicked price for key markets

                                                                                                                   Guests from the key markets
                                                                                                                   choose rooms at £106 per night
                                                                                                                   on average and search for stays
                                                                                                                   of 2 to 3 nights.
£250
                                                             £245
                                                                                                                   Travellers from Italy and Spain can be considered
                                                                                                                   as the biggest spenders, choosing prices 136% and
£200                               £214                                                                            106% higher, on average, than domestic residents,
                                                                                                                   respectively.
                                                                                                                   Visitors from Ireland are the next biggest spenders,
£150                                                                                                               while visitors from Canada select the lowest average
                                                                                                                   price-per-night at £83.
                                                     £133                                             Avg. £106
£100                                      £114                                £112
                          £116
                                                                     £105             £104
                                                                                                                   The average duration of stay reveals that the majority
        £100                                                                                   £102
                                                                                                                   of visitors form the key markets search for stays
                  £83
 £50
                                                                                                                   of three nights on average, whereas visitors from
                                                                                                                   Canada, Ireland and the UK search for the shortest
                                                                                                                   stays of two nights, on average.
  £0
                                                                                                                   3
                                                                                                                       The average YoY price growth was calculated for all 55 trivago
          3        2       3        3      3          2        3         3     3        2        3                     markets between following time periods: 1 December 2015 - 30
                                                                                                                       November 2016 and 1 December 2016 – 30 November 2017.
        AU       CA       DE       ES     FR          IE      IT         NL   PL       UK       US                                                                                      7
How do seasons affect the average clicked prices?

The average clicked price in                                                       Min. clicked price     Max. clicked price               Avg. clicked price for key markets

summer is 18% higher than in
winter.4                                                                    £300

The average searched price reaches its peak
for all key markets in summer, with the exception
of travellers from Ireland who spend more in spring.
With an average clicked price of £104, autumn
is the season with the second highest clicked price,
followed by spring and winter.                                              £150

                                                                                                        £113
                                                                                                                               £104
                                                                                          £101
                                                                                                                                                          £96

4
    The data is collated for hotel stays during the period of 1 December     £0
    2016 – 30 November 2017. The total average clicked price is                              CA    IE     CA   IT               CA    IE                     CA UK
    calculated from all key markets and the seasons are defined as spring                    £76 £161     £97 £313              £73 £125                     £66 £96
    (March, April, May); summer (June, July, August); autumn (September,
    October, November); and winter (December, January, February).                             Spring      Summer                Autumn                          Winter

                                                                                                                                                                           8
How much are visitors to Wales
planning to spend per season?
  Spring                 Summer         Autumn                   Winter

                                                 £831

£800

                                          £737

                                                         £695

                                                                £658                                  Holiday travellers pay up to £831,
                                                                                                      on average, in total for their
£400                                                                                                  summer stay.

                  £236
                                                                                                      Average total basket value reveals how much
                                                                                                      travellers plan to spend for their whole hotel stay
                          £190                                                   £208
           £189
                                                                                        £178
                                                                                                      in Wales. Holiday travellers, who stay more than six
                                                                          £176
                                 £152
                                                                                               £155   nights, capture the highest average total basket
                                                                                                      value per stay.
 £0
                                                                                                      All three types of travellers pay the highest room-
                  Business/weekend                      Holiday                     Weekend           rates in summer, when the total basket value reaches
                  travellers                            travellers                  travellers        its peak.

                                                                                                                                                             9
What are the most                                        Holyhead
                                                                                   Llandudno
                                                                                   4th International
                                                                                   2nd Domestic

popular destinations
                                                         8th International
                                                                                                         Conwy
                                                                                                         10th International

in Wales?
                                                                                                         9th Domestic
                                                                                                                              Betws-y-Coed
                                                                                                                              9th International
                                                      Caernarfon                                                              6th Domestic
                                                      7th International/Domestic

Cardiff ranks as the number one
destination for both domestic &
                                                                                                                Llangollen
international travellers.                                                                                       10th Domestic

Cardiff accounts for 49% of all inbound searches      Aberystwyth
to Wales, but just 30% of searches from domestic      6th International
travellers.                                           8th Domestic

The second and third most searched destinations
for international travellers heading to Wales are
Swansea and Newport, both with a proximity to the
sea. For UK residents, Llandudno follows in second
place, and harbour town Tenby takes third position.
                                                                                                                                Newport
                                                                                                                                3rd International
                                                             Tenby                                                              5th Domestic
                                                             5th International
                                                             3rd Domestic            Swansea             Cardiff
                                                                                     2nd International   1st International/Domestic
                                                                                     4th Domestic
                                                                                                                                                    10
What is the seasonal traffic share of
domestic & international travellers?
Visitors to Wales plan their trips                                                 International travellers               Domestic travellers

preferably in summer.
                                                                           55%
Summer is the most popular season for international
and domestic travellers visiting Wales, accounting
for nearly half of all searches per year for the former,                                                      47%
and more than a third of searches for the latter.                          45%
Autumn and spring account for approximately the                                                                     37%
same share of searches from both traveller groups,
followed by winter.
                                                                                                                                                24%
                                                                           25%         23%
                                                                                 22%                                                    22%

                                                                                                                                                           15%
                                                                           15%

                                                                                                                                                      9%

Graph compares share of traffic per season, per traveller group. It does
not represent a comparison of the overall share of traffic between         0%
domestic and international travellers (see page 4 for this information).         Spring                       Summer                    Autumn        Winter

                                                                                                                                                                 11
When do travellers search for a hotel stay?

               Avg. number of days searched in advance per destination

Aberystwyth                                        33

Betws-y-Coed                                                      40

Caernarfon                                                   38

Cardiff                                                                      50

Conwy                                              34

Holyhead                                                36

Llandudno                                                37

Llangollen                                               37                       On average, travellers to
Newport                                      31                                   destinations in Wales search
Swansea                                       32                                  40 days in advance.
Tenby                                                             40              Visitors to Cardiff plan their trip more than seven
                                                                                  weeks before their actual trip, whereas visitors to
                                                                       40 days    Newport and Swansea plan only four to five weeks
                                                   4 weeks             average    in advance.

                                                                                                                                        12
When do different types of travellers plan
their trip?
                                                                 Spring              Summer              Autumn      Winter

Holiday travellers search for a                       100

summer trip 78 days beforehand,                                                                    78
on average.
                                                                                              65
                                                                                                          63
While weekend and business/weekday travellers
search for a hotel five to six weeks in advance                                                                 51
on average, visitors heading to Wales for at least
                                                      50
six nights, plan their stays ten weeks in advance.
Regardless of the type of stay, travellers planning                 46
                                                                                                                              42      41
                                                                                                                                            37
stays in summer, search for hotels farthest in              34
                                                                          39
                                                                                                                        34
                                                                               33
advance.

                                                       0

                                                                  Business/weekend                      Holiday                    Weekend
                                                                  travellers                            travellers                 travellers

                                                                                                                                                 13
What are the top 3 filters?

Breakfast is the most popular top
filter, when searching for a hotel.
For 36% of all travellers that use the top filters,
the breakfast offer is their first concern, which is
                                      5
9% less than the National average. The Pool and
Pet are the second and third most used filters.

Within other top used filters, Wifi ranks high
                                                             36%
for all destinations and the Beach filter is popular
among travellers searching for locations which
boast proximity to the sea, such as Llandudno,
Tenby or Swansea.
                                                       23%
                                                                   20%

5
    trivago Industry Insights Report: United Kingdom

                                                                         14
Harness the data and take action

            Target guests based on where they
            come from and what type of traveller
            they are

                                                                                          $

                                                                                                    £
                                                                                      ¥

                                                                                              €
                                                   Set attractive & competitive
                                                   prices to appeal to travellers’
                                                   spending preferences

                                                                                     Get a competitive
            Customise your content
            according to what travellers want                                        edge on trivago

                                                                                                         15
Contact us

For further information about the report and webinars
please contact Lenka Trckova.

Lenka Trckova
Industry Manager at trivago
lenka.trckova@trivago.com
+49 (0) 211 387 684 2054

Receive expert articles on hotel marketing,
hotel technology, and trends in hospitality
and travel by subscribing to:

trivago Hotel Manager Blog
You can also read