Nothing says the Easter break like a 99 Flake as Brits nationwide got ready for the year’s first getaway.

Engagement with our Travel category grew to its highest weekly level since last August as the Easter holidays began, with topics including last-minute locations, road and rail travel, and travelling with children all driving growth.

Travel soars on school break and Easter hols

• 21.2m Travel page views in the past seven days: The school term ended last week and the holidays began to boost Travel page views by +10%. Throughout Q1 there’s been similar growth patterns for the category at key times including 2023 travel planning, half-term and the build up to Easter.

• 4.8x growth in page views for the Travelling with Kids topic: Unsurprisingly with no school for the next fortnight, the biggest topic for growth within the category was Travelling with Kids. Page views were 4.8 times higher, increasing by +378%. With families looking to save, there was also growth for Budget Travel, +35%. 

• +16% frequency growth vs. the Q1 average: With greater getaway opportunities around the Easter break, our Travel audience increased the frequency of page views being read. Reader Attention last week – at 4.4 page views per reader – increased by +16% compared to the Q1 average.

Take Action

• Easter may be over from a planning point of view but there’s still a chance to activate campaigns to our Travel audience of 29m readers. Looking ahead to the summer months, from June to August we expect engagement with the category to grow by as much as +28% as Brits seek a longer sunny breaks.

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