Planning for summer holidays is already in full swing, and what better way to prepare for the busy season than to check out summer travel trends for the United Kingdom. We’ve analyzed search behavior data for travelers on trivago to reveal where they’re coming from, what cities they’re going to, how long they’ll stay and how much they’ll pay this summer.

Where do visitors to the UK come from?

Summer in the UK attracts visitors from across the globe. According to our data, travelers from Germany, the US, Australia, Italy, Ireland, Spain, France, Canada, the Netherlands and Sweden together account for more than two-thirds of the international search volume for UK destinations.

What are the top destinations?

London and Edinburgh are the most sought-after destinations in the UK for both groups of travelers, consistent with other seasons throughout the year. Manchester and Glasgow follow on the third and fourth place with Liverpool closing the top five.

 

What does the data reveal about traveler behavior in the most popular summer destinations?

The following graphic shows popular destinations for summer, based on their percentage share of all visitors to the UK, compared to other seasons. We looked deep into the search behavior data for travelers searching for these destinations on trivago to reveal the average length of stay and an average clicked price in the most popular summer destinations.

Newquay is the number one summer destination this year, followed by Skegness and Weymouth. Travelers to these top three destinations stay between four to five nights on average. If you want to target travelers who’re looking for the longest getaways, turn your attention to visitors from Italy and Spain, who search for the longest stays. On the contrary, UK residents and travelers from Ireland search for the shortest stays of two to three nights, on average.

This year, the average searched price of the top summer destinations reaches the level of £122 per night. However, rates significantly vary from city to city. While travelers pay an average of £170 for a night in Brighton, the average clicked price in the second most popular summer destination Skegness is just £84.

Spending behavior reveals that UK residents pay £140, on average, for their summer stay and visitors from Sweden and Spain are the biggest spenders, choosing prices at £169 and £154 per night on average, respectively.

How can you leverage this data and make sure travelers all around the world book with you? Promote your website rates on your hotel profile with Rate Connect and start to generate more direct bookings to your hotel in an easy and efficient way. From the moment of activating Rate Connect, you instantly increase the visibility of your official website rates and open a new channel that leads potential guests from trivago straight to your booking page.

*data gathered from all trivago.com searches in the UK between 1 June 2017 – 26 April 2018, for the period of 1 June 2018 – 31 August 2018. All prices shown are the average clicked prices selected by trivago users for a standard double room.

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Lenka Trckova

Lenka is a member of trivago’s Industry Management team for English-speaking markets. She grew up in a family of entrepreneurs and studied marketing communication and business management in the Czech Republic. She joined trivago to pursue her passion for the hospitality industry and is focused on supporting hoteliers to reach their online potential through marketing and technology.

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