Popularity of Travel Websites

New research and analysis from Jupiter MMXI reveals that four and a half million Britons logged on to the net to find a flight or book a holiday in June. Travel is, therefore, proving to be one of the most popular online categories in the UK, attracting 30% of the net audience.

Detail from Jupiter's weekly measurement data shows that online travel sites have been consistently popular throughout June and July, with a peak of a 2.3 million users in the week ending 15th July. Almost two million users logged on in the weeks following this, i.e. those ending 15th and 29th July.

The high volume of traffic measured means that travel is easily one of the most-visited site categories. Analysis shows that two distinct types of site exist; those offering airline and train information and bookings such as Britishairways.com, Easyjet.com, bookryanair.com, go-fly.com and thetrainline.com; and sites providing package or customised holidays, such as Thomascook.co.uk, Expedia.co.uk and Ebookers.com.

Further analysis also shows the main socio-demographics of those going to sites. More women go to websites selling just flights - favouring Cheapflights.com, Easyjet.com and Ryanair.com. Men do not seem to have a preference. Researching and booking holidays online is popular with people from all income brackets, but proves the most popular with those in the highest sector, earning over £45,000 per year.

According to Mari Kim Coleman, senior vp of measurement at Jupiter MMXI, "The UK travel category continues to be one of the most competitive in the UK, with traditional British brands like Thomascook.co.uk and Britishairways.com competing successfully with global online brands like Expedia.co.uk and Ebookers.com, and Internet only brands, like Lastminute.com. This summer we have seen the sector really increase in popularity, and our weekly reports give web owners and advertisers the ability to understand which sites are the most popular, and how to attract even more travel customers to their site throughout this key season."

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.