Digital Demand Tracker: Travel sector spikes as Covid traffic light system ends
The lifting of pandemic-related travel restrictions sparked a huge uplift for the Travel and holiday industry, coinciding with the autumn half-term break. It’s a mixed bag for the Beauty sector with some success stories but an overall downturn while Christmas may have come early for the Fashion industry.
Performance Marketing World, in partnership with MediaVision, brings you our regular Digital Demand Tracker – a source of data around search trends online.
Here’s what the data shows for the week commencing 11th October 2021…
Market Demand by Sector
Tech and Goods
All roads lead to Travel. Swimsuits are up by 37%; Paris city breaks hit a whopping 5967% increase with the Canary Islands up by 253%. But it’s not holidays or min-breaks: searches for villas in Spain up 202% as people imagine relocating to warmer weather. The same goes for villas in Menorca with 911% increase. And for the Supermarkets, searches for travel insurance were up by 88%.
Brand Demand by Sector
Tech and Goods
In Beauty, Lookfantastic was up 62% following huge press around their advent calendar because of ‘golden tickets’. Last year’s advent sold out during pre-order. Space NK ramped up with a 12% increase, helped also by their excellent advent calendar.
Big anticipation for Matalan’s Christmas pyjamas brought them a 59% while Shein, with a 95% increase, was the fastest riser in fast Fashion.
In the Travel sector, Skyscanner was, unsurprisingly, a huge beneficiary of the lifting of restrictions with a 89% surge while travel operator Tui. saw a 108% increase in searches.
Adam Freeman, Managing Partner of MediaVision, explained: “It’s no surprise that travel is on everyone’s minds with the dropping of the traffic light system. It’s notable that Christmas-related searches are appearing earlier and earlier each year. Some brands are getting ahead of the curve with advent calendar launches, though the challenge for them is to keep up the brand demand all the way to Christmas which is more than two months away.”
All data was sourced from MediaVision’s Digital Demand Tracker, which can be found here.