Keep It Usable’s independent research into the UK travel market provides insights into the current UK travel consumer and the opportunities that exist for travel companies to increase their success in 2016.

1. UK Travel Report 2016

2. 264 travellers, 20 to 70 years old
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Conducted in the UK by
Keep It Usable, multi award-winning international UX agency

3. 90% go on holiday abroad at
least once a year

4. 65% take multiple holidays abroad each year
More than 2-3 times a year 2-3 times a year Once a year Once every two years Less often Never
2
5
2
25
45
20%
%
%
%
%
%

5. 18% go on holiday
in the UK and Ireland

6. European holidays dominate
28%
72%
Europe
Outside Europe

7. Spain is by far the most popular
holiday destination (68%)

8. 72% holiday in Europe
Spain
France
Germany
Italy
The most popular destinations are:

9. Spain France Germany Italy Turkey UK & Ireland Holland Greece Belgium Portugal Croatia Northern EU
345
7
1516
18192021
37
63%
%
% % % % % %
%
% % %
Most popular destinations in Europe

10. USA Africa Asia South America Canada Australia
55
12
14
23
26%
%
%
%
% %
Most popular destinations outside Europe

11. Who do people go on holiday with?

12. 68% go on holiday with family

13. 63% go on holiday
with friends

14. 56% go on holiday
with their partner

15. The majority tend to go on holiday with family and
friends…but there is also a significant number that love
to go on holiday alone

16. The solo traveller is a growing market
20% have holidayed alone

17. Family Friends Partner On my own Organised group
6
20
56
63
68%
%
%
%
%
Who do people go on holiday with?

18. Business travellers
12% also travel abroad with work

19. How do people book their flights?

20. Most popular travel sites for flights

21. Expedia EasyJet Ryanair Lastminute Skyscanner TravelSupermarket Monarch Flybe BMI Baby Cheapflights ebookers Flight Centre
10
23
27
29
33
39
41
59
62
6566
68% % %
%
%
%
%
%
% %
%
%
Most popular travel sites for flights

22. People prefer to book their flights direct with the airline
33%
67%
Direct
Third party

23. 45% search for flights
from their laptop

24. Desktop dominates
27%
28%
45%
Desktop
Tablet
Mobile

25. EasyJet, Ryanair, British Airways and
Monarch are the most popular airlines

26. Easyjet Ryanair British Airways Monarch Jet2 Flybe Air France KLM
1212
23
32
3536
58
60%
%
% %
%
%
% %
Most popular airlines

27. What will travel look like in 2016?

28. Solo travel market
will continue to grow

29. Travel companies will need to differentiate
on experiences, price won’t be enough

30. Mobile = your biggest opportunity
Targeting mobile platforms effectively will be an absolutely central facet of your
digital marketing strategy in 2016. It is vital for travel companies to truly
understand customer behaviour to effectively optimise conversion.

31. “I never used to buy anything on my mobile but I do more
and more these days. It’s just like my mini computer.
I haven’t even turned my laptop on in the last 6 months!’

32. Email us now hello@keepitusable.com
We increase your conversion with deep consumer
insights and improved digital user experiences