The summer of sport in the UK is one that will be talked about for years to come – especially with our golden performance at the Olympics. However, the spirit overall seems to have been dampened a tad with the bad weather as it’s turned out that more Brits have looked to get away from the UK this summer than in previous years. Looking at the number of clicks, impressions and spend for advertisers in the travel industry across Google, Yahoo and Bing, there has been a significant YoY uplift in all metrics in the second half of July. Within the travel industry, clicks in are up by 20%, impressions are up by 52% and spend has increased 17% compared to this time last year. This increased activity in the travel sector highlights that more Britons have been looking for a getaway this summer than ever before.
Of course at this time of year, we typically see more people looking for a last-minute online holiday deal. However, the stats actually compare activity directly with last year and they’ve still seen a combination of search clicks and Impressions shooting up. It really paints a picture we haven’t seen previously. We’re putting the significant increase in the travel sector’s search activity mainly down to the terrible summer weather, but it could also have been the initial fear the Olympics would cause chaos. We’re still looking into the situation, but clearly the two together have forced more Brits than usual to try and flee to sunnier climes.
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