As the leaves start to turn their colours into burnt orange and vivid yellow tones, many hoteliers in summer destinations close their doors, but UK hoteliers can still expect travellers looking for an autumnal getaway. What can make autumn travels this year notably attractive is the promise of a long Indian Summer with glorious sunshine. What better time than now to check out our travel trends for the next season in the United Kingdom.
We looked across all the searches and compiled user behaviour data* to reveal where travellers to the UK are vacationing, where they’re coming from, how long they’re staying and how much they’re spending for accommodation this autumn.
Where do visitors to the UK come from?
According to our data, 64% of total searches to UK destinations have been conducted by UK residents travelling domestically. Enchanting autumn also seduces many visitors from across the globe: travellers from Germany, the US, Ireland, Italy, Spain, Australia, France, the Netherlands, Canada and Denmark together account for more than two-thirds of the international search volume for UK destinations.
What are the most popular destinations this autumn?
The following image reveals how the destinations of choice differ between international and domestic travellers.
Despite consistently being one of the most expensive city in the UK, London remains the most sought-after destination in the UK for both groups of travellers. England’s capital accounts for 67% of all UK searches from the top 10 visiting countries. However, it accounts for only 17% of domestic search inquiries.
Edinburgh takes the second place followed by Liverpool on the third position for the international travellers. Interesting to note, that Blackpool, the third popular destination for Brits, barely makes the top 30 for visitors coming from abroad.
Across all markets combined, it’s clear to see that big cities dominate the list of autumn’s most searched destinations.
In regards to country level preferences, England’s historic cities attract both groups of visitors, with York ranking in the top 10 for travellers from the US, UK, Australia and Denmark. While Oxford appears within the top destinations for France, Denmark and the US, visitors from the UK and Ireland prefer Newcastle upon Tyne.
What are travellers willing to pay and how long they will stay?
We know the struggle of defining a marketing strategy for different types of guests and setting competitive prices, but this data can help hoteliers overcome it.
We looked deep into the search behaviour data for travellers on trivago to reveal how the average length of stay and an average clicked price vary between international and domestic travellers.
While travellers from the UK will take short trips this autumn as they search mostly for two nights, average duration of stays for international travellers is higher, especially for those heading to London, Edinburgh and Brighton. The longest getaway will take visitors from France, Italy and Denmark, searching for four nights on average.
What else does the data reveal? Travellers from the UK to top destinations are willing to pay an average room-night-rate of £121. Across all destinations they are searching on trivago for higher rates than overseas visitors, at an average of £12 per night. Within the top 10 UK cities, London is on average 29% more expensive with domestic travellers spending £156 per night.
When it comes to international travellers, search behaviour significantly varies. Cardiff has overtaken London for the highest average clicked price and promises a solid margin in autumn season. On the contrary, the lowest average clicked price is for Heathrow at £79 per night. Note that from the top visiting countries, only Irish visitors are willing to pay more than Brits for a hotel stay in London, Edinburgh, Manchester and Cardiff.
Does your hotel attract international guests? If so, don’t forget to promote your hotel on trivago in several languages. Eye-catching descriptions in the native tongue will draw attention of overseas visitors and make your profile stand out from the competition. To do this easily, register for a free account on the trivago Hotel Manager. For more advanced analytics which help you to make data-driven strategic decisions, upgrade your profile to PRO.
*data gathered from all trivago.com searches in the UK between 1 June – 2 August 2017, for the period of 1 October – 30 November 2017.