Downfall in UK flight Searches

Thu 8 January 2009 17:30, Editors

UK searches for flights have fallen by 42% over the last year. Numbers Hitwise has released show a big decrease of searches when the financial crisis started kicking in.

Normally there is an increase in searches in the weeks just after Christmas but this year they were down 42% compared to last year. Travel-websites saw a decline of traffic of 16% in the same period.

According to Hitwise the weak pound is part of the reason why people are searching less and different. Searches to all popular European holiday destinations went down. Only Norway, Brazil, Cuba, Denmark and Morocco saw a growth.

Hitwise also said UK searchers are becoming more efficient when it comes to using search terms. They are more and more searching for specific towns and resorts.

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:

Norway: +30.9%
Denmark: +20.3%
Brazil: +19.5%
Morocco: +2.1%
Cuba: +1.2%
Kenya: -7.8%
India: -12.7%
China : -12.8%
Hungary: -13.7%
Singapore: -14.6%

Source: Hitwise

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