European travel shoppers are spending more money on holiday packages in the UK after the UK’s 23 June vote to leave the European Union, data from ContentSquare suggests. It’s looking like the UK, already the Continent’s third most popular tourist destination for Europeans, can expect to see more foreign visitors in the near future.
The purchase to UK destinations rose by 38%
We examined the ecommerce activity of OTAs during the months of June and July 2016. ContentSquare found that the average value of purchases to UK destinations rose by 38%, and online searches for UK destinations rose by 10%, after the 23 June vote to leave the EU.
Between a normal Thursday and Friday, UK traffic to travel sites drops by around 9%. Between Thursday 23 June, the day of the vote, and Friday 24 June, when the result was announced, traffic from UK shoppers to online travel sites fell dramatically by 23%.
UK shoppers are less hesitant and more impulsive than other nationalities when purchasing travel packages online
Online travel agents will be sorry to see UK customers go: according to ContentSquare data UK shoppers are less hesitant and more impulsive than other nationalities when purchasing travel packages online, spending 25% less time than average between hovering over a button and clicking it.
Duncan Keene, UK managing director of ContentSquare, said of the findings: “The past few months have been full of uncertainty for businesses, and the travel sector is no exception. While the weak pound has likely influenced the trends we’ve uncovered, the data also highlights the need for OTAs to review their online purchase funnels to ensure that all opportunities are being leveraged to their fullest extent.”