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Online flight searches plummet
Monday, 08 Jan, 2009
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UK internet searches for flights have plunged by 42% over the last 12 months, according to latest Hitwise figures.
The economic downturn means that consumers are being more cautious when booking flights abroad this year, acording to the organisation.
As a result of the weak pound, people are switching from holidays in the eurozone or US and considering cheaper destinations such as Turkey and North Africa, or considering taking their holidays at home.
Online searches for flights increased by 58% between the weeks ending December 27 and January 3.
But they were down by 42.4% when compared with the equivalent post-Christmas week last year – the week ending January 5, 2008. Hitwise said.
Flights to the US suffered the biggest annual fall in searches of 52.2%.
Searches for flights to countries that use the euro fell by 44.8%.
Meanwhile searches for flights to the UK and the rest of the world also fell, but at a smaller rate.
There have been big falls in searches for flights to all of the most popular European holiday destinations over the last 12 months: France is down 45.4%, Spain 42.8%, Portugal 41.7% and Italy 41.2%.
Australia remains the most popular non-euro/dollar destination, accounting for almost a quarter of all searches for flights to destinations outside of the UK, US and eurozone.
Searches for flights to Australia have fallen by 32.85% over the last 12 months, but this is at a lower rate than for many other destinations.
Only five destinations saw an increase in flight searches over the last 12 months: Norway, Denmark, Brazil, Morocco and Cuba.
Hitwise head of research Robin Goad said: "It looks like the weak pound is putting people off flying to the Eurozone and the USA, and they are looking at destinations with more favourable exchange rates instead."
Turkey saw the smallest decline in flight searches over the last 12 months – a fall of 24.6% compared with an average of 42.4% for all destinations.
Turkey also overtook Canada and Thailand to become the second most popular non-euro/dollar destination for British tourists.
Goad added: "UK internet users are becoming more sophisticated in the way they search for Turkish holidays.
“Increasingly they are searching for particular towns and resorts, such as Dalaman, Bodrum and Antalya, rather than generic terms like ‘flights to Turkey’ or ‘Turkish holidays’.
“This is similar to the way people search for Spanish or Portuguese holidays, and illustrates how Turkey has become a mainstream destination for British holiday makers".
He said: "The two areas that have benefitted most from the pound falling against the euro are Scandinavia and the cheaper sunshine destinations.
“The Scandinavian countries may still be expensive by global standards, but in relative terms their cost for UK consumers has fallen compared with other European countries.
“In terms of warmer destinations, the weak pound is encouraging people to look further afield for bargains, with places such as Brazil, Morocco, Cuba, Kenya and India all moving up the rankings over the last 12 months.”
*Change in UK Internet searches for flights to popular destinations between 05/01/08 and 03/01/09:
• Turkey: -24.6%
• Dubai: -27.1%
• Thailand: -32.2%
• Australia: -32.8%
• South Africa: -32.9%
• Caribbean: -34.6%
• Italy: -41.2%
• Portugal: -41.7%
• Spain: -42.8%
• France: -45.4%
*Destinations with the biggest increase (or smallest decrease) in flight searches between 05/01/08 and 03/01/09:
1. Norway +30.9%
2. Denmark +20.3%
3. Brazil +19.5%
4. Morocco +2.1%
5. Cuba +1.2%
6. Kenya -7.8%
7. India -12.7%
8. China -12.8%
9. Hungary -13.7%
10. Singapore -14.6%
2. Denmark +20.3%
3. Brazil +19.5%
4. Morocco +2.1%
5. Cuba +1.2%
6. Kenya -7.8%
7. India -12.7%
8. China -12.8%
9. Hungary -13.7%
10. Singapore -14.6%
by Phil Davies
Phil Davies
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