Marketing

Alpharooms research shows TV shows’ influence on bookings

Posted by Ben Ireland on
Alpharooms research shows TV shows’ influence on bookings

New research from Alpharooms has found that bookings by British holidaymakers is influenced by set locations of their favourite TV shows.

The online travel agent analysed six popular UK reality shows against its own booking data and Google Searches.

It found that 17% of UK holidaymakers have booked a trip due to watching a reality TV show set at that location.

Benidorm and Love Island were the two shows that brought in the most bookings for Alpharooms, the company said.

Alpharooms saw a 73% increase in bookings to Mallorca, where Love Island was set, as the season finale of the 2018 series attracted 3.6 million viewers. Google data corresponded, with searches for Mallorca up 47% between 2014 and 2018. Love Island first hit TV screens in 2015.

Alpharooms’ data also saw a 86% increase in bookings to Benidorm in 2010, the year TV sitcom Benidorm’s ratings skyrocketed. The Spanish resort remains in Alpharooms’ top five most popular destinations.

The OTA found that Marbella garnered a 63% increase in Google searches during the launch of The Only Way is Essex spin-off The Only Way is Marbs, in 2012.

Bookings to Ibiza jumped by 23% in 2017, when Ibiza Weekender aired.

Alpharooms also asked its customers which reality TV shows had the most influence on their travel booking. Benidorm topped the list, chosen by 23% of respondents, ahead of Love Island on 22%. Ibiza Weekender convinced 20% of people to visit the island, Ex On the Beach influenced 11% to book Crete and The Only Way is Marbs persuaded 5% of respondents to look at Marbella.

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