Study Reveals British Travelers' Changing Destination Preferences
The Editorial Team
Posted on 03/08/2017
Tourists can be a fickle bunch, a popular destination one year can be left out in the cold the next, but what have been the trends on this merry go round of holiday partiality? A recent survey has been investigating the question for the past four years and here are its findings.
What's in vogue this summer?
A study of travel related Google searches carried out by Brits over the past four years has shown the shifting trends in destination preference.
It seems UK holiday makers simply can't get enough of Barcelona, with the city being the most searched between 2013 and 2017. The Catalan capital received an average of 522,800 searches per month and also saw the biggest increase in searches since 2013 back when it was still Briton's second favorite destination.
The study has also shown that more and more travelers are willing to make a trip afar with interest rising sharply in long haul destinations rising sharply in interest. For example the beach and jungle filled island of Bali has seen a significant jump in 'searches' with an increase of 179% in queries per month since 2013.
Nearby European cities which can be classed as 'outside the mainstream' seem to have retained their appeal, with destinations like Reykjavik, Budapest and Dubrovnik shooting up in popularity.
This seems to be skimming off the numbers of more traditional favorites, for example Amsterdam, has seen a 15% drop in searches, the largest dip recorded and long established British haunt Magaluf has seen a fall of 4%.
Barcelona remains a firm favourite
Where you're from doesn't seem to affect preferences though, across the five major cities surveyed (London, Manchester, Leeds, Birmingham and Cardiff) Barcelona was consistently the top performer.
The research was conducted by UK agent Bolsover Cruise Club. "We didn't expect Barcelona to receive as many searches per month as it did, but it's clear that with its beach close to the city center, people are wanting the best of both worlds," said Michael Wilson, Managing Director of Bolsover Cruise Club.
"The research reflects the changing trends for UK travellers and proves that people are always looking for new places to visit. It is interesting to think that a go-to destination one year could be a ghost town the next."
The 10 most Googled holiday destinations for 2017 so far, according to the research, were Barcelona, Cape Verde, Amsterdam, Malta, Dubai, Budapest, the Maldives, Santorini, Bali and Ibiza.
The ten most Googled holiday destinations by Britons in 2013 were Amsterdam, Barcelona, Dubai, Cape Verde, Malta, Ibiza, Maldives, Las Vegas, Budapest and Canada.