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Report trivago Industry Insights: Yorkshire and the Humber Discover key findings about traveller search behaviour
Metasearch users’ behaviour in
Yorkshire and the Humber
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 Yorkshire and the Humber and user behaviour data
from 2016-20172, revealing:
• where do travellers to destinations in Yorkshire and the Humber come from
• what types of travellers visit Yorkshire and the Humber
• who are visitors from the key markets
• how long do they stay & how much do they spend
• how seasonality affects the average clicked price Over 400,000 hoteliers trust us
• how much travellers plan to spend per season to help them secure more bookings.
• what are the most popular destinations
• what is the seasonal traffic share of domestic & international travellers
Here’s why:
• when do travellers search for a hotel trivago is comparing deals from
• which filters do they use approximately 1.8 milion of hotels,
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 Yorkshire
and the Humber 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.
2Key findings & insights
Travellers: where 7% of all international
travellers coming to
do they come from? the UK, search for
destinations in Yorkshire
and the Humber.
96% Netherlands
of traffic to destinations 7%
Norway
in Yorkshire and the Humber Canada
3%
6%
comes from domestic Ireland
14% Germany Hong Kong
travellers USA
8% 3%
Spain Italy
17%
5% 4%
Based on search volume, 76% of all
international searches for destinations in
Yorkshire and the Humber come from just ten
countries: The US, Ireland, Australia, Germany,
the Netherlands, Canada, Spain, Italy, Norway
and Hong Kong.
Australia
9%
4What kind of guests travel to Yorkshire and
the Humber?
Weekend travellers account for the largest
group of guests
Based on the analysed data, trivago identifies three types
of travellers and their search behaviour.
35%
Business/weekday travellers
63%
Weekend travellers
2%
Holiday travellers
are those who look for stays of less than six are those who search for travel dates at are those who stay at least six days,
days with the majority of stays on weekdays. the weekend. They are interested in a great and they plan and book their travel
They most frequently apply the filters for breakfast, pool, 24-hour check in and on weekends. They seek free Wifi,
free Wifi, breakfast and gym, suggesting other services that can add value and complimentary breakfast and
that they seek hotel features that offer them convenience to their stay. swimming pool.
routine and home comforts.
5Who 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 64% of domestic travellers search for
weekend stays and more than half of visitors taking
80%
long-haul flights from Australia, Hong Kong and
Canada search for visits during the week.
60%
Visitors from Germany, Italy, and Hong Kong, stand
out from other markets with a higher number of
searches for stays of at least six nights. Similar to UK
40%
residents, travellers from Ireland have the lowest
number of searches for holiday stays
and prefer weekend visits. 20%
0%
AU CA DE ES HK IE IT NL NO UK US
6What are travellers willing to pay The average clicked price
and how long do they stay?
per night decreased
by 3% 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 £98 per night
£120
on average and search for stays
of 2 to 3 nights.
Avg. £98
£90 £98 £102 £101 £99 Travellers from Hong Kong can be considered
£93 £93
as the biggest spenders, choosing prices 36%
£84 £87 £86
£83 higher, on average, than travellers from Canada.
£75 Visitors from Norway and domestic residents are the
£60
next biggest spenders.
The average duration of stay reveals that visitors from
£30 the key markets search for stays of three nights on
average, whereas travellers from Ireland and the UK
search for the shortest stay of two nights, on average.
£0
3
3 3 3 3 3 2 3 3 3 2 3 The average YoY price growth was calculated for all 55 trivago
markets between following time periods: 1 December 2015 - 30
AU CA DE ES HK IE IT NL NO UK US November 2016 and 1 December 2016 – 30 November 2017.
7How do seasons affect the average clicked prices?
The average clicked price in summer Min. clicked price Max. clicked price Avg. clicked price for key markets
is 7% higher than in winter 4. £120
The average searched price reaches its peak for all key £101
£97 £99
markets in summer, with the exception of travellers from £94
the Netherlands who spend more in spring.
With an average clicked price of £99, autumn is the
season with the second highest clicked price, followed
by spring and winter.
£60
£0
4
The data is collated for hotel stays during the period of 1 December CA NO CA HK CA AU/UK CA UK/NO/NL
2016 – 30 November 2017. The total average clicked price is calculated £73 £102 £80 £115 £73 £99 £66 £95
from all key markets and the seasons are defined as spring (March, April,
May); summer (June, July, August); autumn (September, October, Spring Summer Autumn Winter
November); and winter (December, January, February).
8How much are visitors to Yorkshire and the
Humber planning to spend per season?
Spring Summer Autumn Winter
£800
£725
£685 £676 £693
Holiday travellers pay up
to £725, on average, in total
£400 for their summer stay.
Average total basket value reveals how much
£199 £182
£168
£152 £160 £174 £165
£152
travellers plan to spend for their whole hotel stay
in Yorkshire and the Humber. Holiday travellers,
who stay more than six 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.
9What are the most popular Harrogate
6th International/
York Whitby
destinations in Yorkshire
Domestic
1st International/ 7th International
Domestic 4th Domestic
and the Humber? Leeds
2nd International/
Scarborough
4th International
Domestic
3rd Domestic
York and Leeds are the top two
destinations for both domestic &
international travellers
Bridlington
York accounts for 35% of all inbound searches to Bradford
8th Domestic
Yorkshire and the Humber, and 30% of searches 5th International
from domestic travellers. 9th Domestic
The third most searched destination for international
travellers heading to Yorkshire and the Humber is
Sheffield, while locals prefer Scarborough.
Wakefield Kingston-upon-Hull
9th International 8th International
Doncaster
7th Domestic
Sheffield 10th International/
3rd International Domestic
5th Domestic
10What is the seasonal traffic share of
domestic & international travellers?
International travellers Domestic travellers
Visitors to Yorkshire and the Humber
40%
plan their trips preferably in summer.
34%
Summer is the most popular season for international
and domestic travellers visiting Yorkshire and the 31%
Humber, accounting for approximately one third of all 30%
searches per year for both groups of visitors. 26% 26%
Autumn captures 26% of searches per year, closely 24%
23%
followed by spring and winter.
19%
20%
16%
10%
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
11When do travellers search for a hotel stay?
Avg. number of days searched in advance per destination
Bradford 29
Bridlington 35
Doncaster 33
Harrogate 39
Kingston-upon-Hull 33
Leeds 39
Scarborough 39
Sheffield 38
On average, travellers to
Whitby 42
destinations in Yorkshire and the
York 47
Humber search 40 days in advance.
Wakefield 30
Visitors to York plan their trip seven weeks before
their actual trip, whereas visitors to Bradford and
Wakefield plan only four weeks in advance.
40 days
4 weeks average
12When do different types of travellers plan
their trip?
Spring Summer Autumn Winter
80
Holiday travellers search for a 80
summer trip 80 days beforehand,
65
on average. 59
57
While weekend and business/weekday travellers
search for a hotel five to six weeks in advance on 45 44
41
average, holiday travellers heading to Yorkshire and 39
37
38
40 35
the Humber for at least six nights, plan their stays 35
ten weeks in advance. Regardless of the type of stay,
travellers planning stays in summer, search for hotels
farthest in advance.
0
Business/weekend Holiday Weekend
travellers travellers travellers
13What are the top 3 filters?
Breakfast is the most popular top
filter, when searching for a hotel.
For 42% of all travellers that use the top filters, the
breakfast offer is their first concern, which is 3% 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 for
42%
all destinations and Beach filter is popular among
travellers searching for locations which boast
proximity to the sea, such as Bridlington and Filey.
26%
16%
5
trivago Industry Insights Report: United Kingdom
14Harness 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
15Contact 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 Business Blog
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