Taboola has reviewed readership patterns across its UK media publisher network in recent weeks to determine the destinations that are garnering the most interest from Brits as the peak travel season approaches.
According to Taboola’s data:
- Views of Staycation-related articles had increased over 1,800%in the last 45 days.
- Articles related to UK beaches were by far the most read about of any destination – generating 17m viewsover the last month.
- Articles related toEngland as a holiday destination were read about more than any other country over the last month.
- Article traffic around UK cities was up 34%over the last month, while article traffic around road trips was also up 26%.
- When looking abroad, article traffic related to the Greek Islands surged 55%over the last month, faster than any other foreign destination and generating over 1m page views.
Taboola also analysed the UK’s ten most popular travel destinations (according to Sykes Holiday Cottages) to see which were read about the most in recent weeks. The most read were:
- Devon – 8.5m page views
- Yorkshire – 6.6m page views
- Cornwall – 6m page views
- North Wales – 3.8m page views
- Northumberland – 1.8m page views
- Dorset – 958k page views
- Cumbria – 801k page views
- Scottish Highlands – 555k page views
- Isle of Wight – 135k page views
- Scottish Borders – 50k page views
Taboola’s analysis also revealed that Brits are already planning their winter holidays, with a significant increase in readership for articles about Sydney and Miami, which rose by 15% and 14% respectively in the last 30 days.
Cost remains a critical factor in holiday planning, as evidenced by research from Legal and General, which shows that trip expenses are the largest obstacle to travel, with 42% citing it as the main deterrent in booking a family holiday. Additionally, news articles related to budgeting, the cost of living crisis, and money-saving strategies have been viewed 13.8 million times in the UK over the past 90 days.
Dave Struzzi, Communications Lead, Taboola said: “Inflation in the UK may have crept down, but many Brits are still feeling the pinch – and with the nation’s news readers flocking towards UK destination stories, a summer of staycations seems on the cards. For those lucky enough to jet off this winter, the warm waters of Sydney and Miami are top of the list.”
“Readership data is critical to understanding this summer’s favourite destinations, as it provides an authentic gauge of the destinations people actually want to visit – whereas platforms such as social media tends to get distorted by influencer activity and other factors.”
Tags:Dave Struzzi, Taboola
