With a summer of holidaymaking promised after two years of pandemic-impacted travel, millions of Brits turned to Ozone’s publisher premium content to drive record weekly engagement for the category this year. And with ‘passport renewal day’ looming, consumption of content related to Travel Preparation & Advice increased by +62% week on week.
Travel has enjoyed a record 2022 post-Easter and Spring Bank Holiday boost as millions of Brits turn their attention to planning shorter breaks over the Queen’s Platinum Jubilee Weekend and longer holidays over the summer. And despite the ‘cost of living crisis’, industry experts at last week’s ABTA Travel Marketing Conference expect consumers to ring fence their travel spending and cut back on non-essentials as they navigate rising household costs.
Summer prep propels Travel take off
73.5m Travel Page Views in April was a monthly engagement record for 2022. Growing +9% on March, April Page Views were a massive +55% higher than the same month in 2021 when Covid travel restrictions in the UK began to loosen.
Last week’s 20.7m Travel Page Views was +41% higher than the weekly average for the year as ‘passport renewal day’ loomed for millions of would-be overseas holidaymakers (those missing out face a 10-week delay for an up-to-date passport).
While Travel engagement has built consistently in the lead up to key holiday periods, growth to the summer has accelerated significantly, with PVs last week +10% higher than the week before Easter and more than double (+131%) the week of Half Term and Valentine’s Day.
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While last year was an unusual one for Travel due to the pandemic, monthly Page Views from April to June grew by almost a quarter on average - and we are expecting further strong growth between now and the beginning of the school summer break in July.
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Reading the Nation will connect you to our broadcast-scale audience - who we see across the Ozone platform in their millions day-in-day-out - to unearth insights into their habits and behaviours when topics start to trend or big stories break.
