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The power of TV
The influence of television over holiday bookings has been demonstrated again.
Hurtigruten has reported a "phenomenal response" to the BBC Stargazing Live TV programmes broadcast last week, when presenter Liz Bonnin searched for the Northern Lights in Tromso, Northern Norway.
The company said it has seen an increase of more than 50% in bookings to date during January and a 76% increase in web hits over two days when the programme aired, compared to the same time last year.
Its website had the highest ever number of web hits around 8pm when the show was broadcasting.
The largest growth was from users of mobile devices – 283% up for tablets and 670% for mobile phones, versus same period last year.
In total, 40% of all people accessing the website were using a tablet or mobile.
"This clearly illustrates just how much technology has changed the way we are choosing a holiday," said MD Kathryn Beadle.
"While the programme was on-air, twitter was alive with comments about the Northern Lights and consumers were researching different ways to see them while still sat in front of the television.
"It shows that holidays can be an impulsive purchase if the proposition excites them enough."
The cruise operator has added more capacity to its ‘two voyages for the price of one’ offer to cater for the current demand.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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