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Published on Thursday, July 4, 2019

Google reveals top travel search trends for summer 2019




Summer 2019 is all about getting back to nature - appreciating it, wallowing in it, exploring it and perhaps saving it, says Becky Power, director of travel for Google UK. Here, she takes a look at what holidaymakers are searching for this summer...

Visiting Dinosaur parks is just one of the attractions growing in popularity, according to Google's Travel Trends Research, with a 55% increase in bookings in the first quarter of 2019, compared to last year. Now, we're not suggesting that a Jurassic Park-type franchise is next around the corner, but there's certainly a growing trend into 2019 for consumers ready to walk in the footsteps of our giant lizard predecessors.

Ecotourism often conjures up hiking trips through rainforests or staying under canvas on the veldt but consumers are taking the sustainable message even more to heart this year and questioning their travel footprints. Many are reviving the mini-break, travelling shorter distances to go on weekend holidays (up 85% in the UK) or wellness weekends (up 60% in Germany). Premium camping is up a staggering 450% in Germany while Forest Holidays and Nature Reserves see a modest increase of 55% and 40% respectively.

These trends would suggest that consumers are trying to make the most of their available leisure time. They are keen to wring every possible experience (Theme park visits are up 205%) from their time off, and maximise the amount of money they have to do it.

As a result, searching for detailed holiday information and particularly searching via mobile continues to rise. Google found that over two-thirds of holiday destination research takes place on a mobile, indicating that users are taking every opportunity to explore their options when they're away from their desks.

And, as schools start to prepare for the long break in mid-July, those searches spike, although it's worth noting that people looking for cheaper deals by being the early bird is also rising - searches for 'Early Booking' are up 115% on last year.

Potential travel customers are getting wise to holiday companies' tactics for ancillary revenues.
There has been a 55% increase in searches for Luggage Cost while travellers looking for information on Baggage Policy is up 115%. But, travel companies that put their best deals front and centre are most likely to capture browsing holidaymakers, as searches for Cheap Flights have risen by 140% and Travel Deals 45%.

Even when budgets are tightening, travellers are open to new ideas and taking time out - as long as the price is right. Tap into the trend for environmentally sensitive travel, micro-trips and entertainment and travel companies will have found the right mix to attract 2019's prospective holidaymakers.

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