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Trends in travel searches: Week ending 1 May 2020



By
13 May 2020

Searches for destinations and attractions have been up year-on-year every week since 6 March


New research on travel searches from Microsoft show that although search numbers have been down year-on-year since the week ending 20 March:

  • Except for the week of 28 February when numbers were flat with the corresponding week in 2019, searches for destinations and attractions have been up by double-digit percentages throughout 2020 to date.
  • Search numbers for air travel may have hit bottom in the week ending 10 April.
  • Search numbers for accommodations, cruises and transportation/tours may have hit bottom in the week ending 17 April.
  • Travel search ads' average cost-per-click were down approximately 60% yoy across travel categories in the week ending 1 May 2020.
  • Clicks on travel ads in the week ending 1 May were down similarly - around 90% yoy - across major country markets: France, Germany, Italy, the Netherlands, Spain, the UK and USA.
  • Except for an occasional, temporary upturn, numbers of travel search ads per page trended down across travel categories from 1 March through 28 April. But ads per page for air travel and transportation/tours have trended up since 26 April.

Travel categories with largest week-on-week increase in click numbers in the week ending 1 May were (top 3):

  1. Accommodations
  2. Transportation/tours
  3. Booking services

Destinations with largest week-on-week increase in click numbers in the week ending 1 May were:

  1. China +24%
  2. Italy +21%
  3. Orlando FL +12%
  4. Ireland +12%
  5. Washington DC +12%
  6. Tampa FL +10%
  7. Houston TX +4%
  8. San Diego CA +3%
  9. Spain +2%

Are those destinations with click increases the ones who are keeping their marketing always-on during COVID-19? I'll bet they are.


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David Boggs    - David
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External Article: https://advertiseonbing-blob.azureedge.net/blob/bingads/media/insight/co/may11/microsoft-advertising-insights-travel-update-global.pdf



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