Adara, the leader in predictive intelligence for optimal consumer engagement, is today revealing the top ten holiday destinations for Brits post-lockdown. In a study of bookings and searches from 1st April to 14th April, the data shows that the US is the number one destination for UK travellers looking to go abroad.
With the government confirming earlier this month that foreign travel will reopen under a traffic light system in the summer, ADARA has analysed searches and bookings to international locations. The study found that the most popular destination for UK travellers is the US (18% share of all bookings), followed by India (7% of all bookings) and Spain (6% share of all bookings). This is likely impacted by discussions of a UK / USA travel corridor in the media.
ADARA’s top 10 destinations for UK travellers from highest to lowest:
- USA – 18% of all bookings / 19% of all searches
- India – 7% of all bookings / 3% of all searches
- Spain – 6% of all bookings / 7% of all searches
- Turkey – 4% of all bookings / 3% of all searches
- Thailand – 4% of all bookings / 2% of all searches
- Pakistan – 3% of all bookings / 3.5% of all searches
- Australia – 3% of all bookings / 2% of all searches
- Portugal – 3% of all bookings / 4% of all searches
- United Arab Emirates – 3% of all bookings / 3% of all searches
- Greece – 3% of all bookings / 3% of all searches
The journey is less common the other way, however. ADARA’s research also looked into top destinations for US travellers. It found that the three top holiday destinations for US holidaymakers are Mexico (22% of all bookings), Puerto Rico (8% of all bookings) and the Dominican Republic (5% of all bookings). The UK was the eighth-highest ranked country for US travellers, with bookings reaching a mere 2%.
The research looked into the increase in domestic travel during the pandemic. With concerns around international travel still dominating headlines, ADARA has found that domestic searches and bookings represent 18.9% and 24% of the UK travel market, respectively.
Carolyn Corda, CMO of ADARA, said: “While the full details around the UK’s traffic light system remain under wraps, it is clear that consumers are searching for and booking holidays abroad. Our data shows that people are seeking out travel to countries with a successful vaccination programme such as the US or places with limited restrictions like the UAE.
“Consumers are listening closely to news updates and responding with both searches and bookings to any positive news. After a tough year, UK travellers are more than ready to get going on holiday – good news for the travel sector. With the rollout of the vaccine in North America, Europe and APAC in full swing, travel companies need to start to prepare for a big surge in bookings when the traffic light system begins in earnest. People are eager to travel and brands that tailor their messaging and targeting now to attract this first wave of holidaymakers will reap the rewards.”