The Tui-owned mainstream holiday brand will be all-inclusive only as of 2012, but data shows a 31% year-on-year decrease in all-inclusive holiday search volume.
While First Choice found a marked increase in all-inclusive bookings in its own sales, Experian Hitwise argues this could be a growing percentage of a shrinking market. The search specialist’s data shows lagging search numbers for all-inclusive holidays.
The Experian Hitwise report says: “This decrease in overall searches has had an effect on First Choice traffic. In January 2010 First Choice received 7% of all of its traffic from searches for all-inclusive holidays. A year later that number had fallen to 5.5%.”
Despite the decline in interest, First Choice is not the only company pushing all inclusive holidays. In fact it ranks fifth in terms of all inclusive search ranking, behind Thomson, Thomas Cook, directline holidays and lowcostholidays.com.
According to the report: “The decision to move all First Choice holidays to the all-inclusive market will surely help to focus the company’s efforts and targeting online, the issue will be whether First Choice can capture enough of a declining all-inclusive market in order to make their new niche specialism worthwhile.”