Online travel agents could be in for a winter booking windfall this weekend as research shows holiday searches go up when the clocks go back.
Lastminute.com says searches for its international flights shot up by 22% overnight when the time changed last Autumn.
Searches to New York rose by 43%, while there was an increase in people looking into travelling to Milan, Amsterdam, Barcelona and Las Vegas.
Visits to lastminute.com’s spa page also jumped by a quarter when the extra hour was added.
The data also found that people tended to look into holidays when the weather is bad. On the day of Storm Clodagh, the third biggest storm in the UK last year, searches for international flights rose 42%, with searches for Barcelona and Rome soaring by over 70%.
Alessandra Di Lorenzo, chief commercial officer of advertising and partnerships at lastminute.com group, said: “With less than nine weeks to go until Christmas, all eyes are on festive campaigns in the run up to peak season. However this data shows big opportunities for brands both in and out of the travel sector, as people react to external factors like the weather and the onset of the darker evenings. That’s why we help marketers target consumers based on weather triggers, to improve the performance of their advertising campaigns.
“Catching consumers in the right mindset is key – when it comes to travel they are ready and willing to treat themselves on experiences – and everything they need to make it a good one, whether that’s a new pair of shoes, a new camera or an excursion when they’re there. Building flexibility and creativity into campaigns is key to capitalise on these triggers and help connect people with their passions.”