All-inclusive holiday searches jump 25%

Searches for all-inclusive holidays have increased 25% year-on-year according to figures from Hitwise.


According to director of research Robin Goad there were more than 5,500 variations on the term with ‘all inclusive holidays’ accounting for 25% of searches, ‘cheap all inclusive holidays’ almost 9% of searches and ‘all inclusive holidays 2009’ for 1.41%.


Goad, who was speaking at the TTI Spring Conference, added that for the term ‘all-inclusive holidays’ there was a 50/50 split between the searches that ended up on a website from paid search versus organic.


Across the entire travel industry in the past 12 months the percentage of paid search clicks is declining.  In March 09 paid clicks for all travel categories were 21.7% compared to 26.4% in March 08.


The travel agency sector reported the biggest decline with the percentage of paid search clicks dropping from 50.2% in March 08 to 37.9% in March 09.


In terms of flight search patterns Hitwise figures show the Eurozone was still the most popular area although volume has dropped a little with a slight increase on UK flight searches.


Meanwhile, the share of searches for flights to the rest of the world has increased in the past year with Eurozone dipping from 47.8% in 2008 to 44.5% in 2009 while the rest of the world increased more than five percentage points to 35.9%.


Searches for flights to destinations including Turkey, Australia, New Zealand and India all saw gains.


Google UK industry manager for travel Robin Devlin also revealed 34% of British consumers commit a day to trying to find the best holiday deal while 20% spend eight hours trawling the internet for bargains.


Devin added that search queries were up 11% for the first quarter of 2009 year-on-year while March 09 was up 17% compared with March 08.


Among the top 20 most searched for destinations to date on Google UK in 2009 are London, Manchester and New York, in that order, followed by Liverpool, Edinburgh and Dublin.

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