Britain’s recent blowy and blustery weather conditions saw Page Views for storm related content more than triple as the impact of Storms Dudley, Eunice and now Franklin – on everything from staying safe and travel planning to half term activities and home care – captured the nation’s attention.
With a reach of over 99% of the UK’s online population, Ozone’s single-user view of content consumption provides unrivalled insights to the stories that matter.
Travel up on half term and Covid easing
Early indications in 2022 suggest that Travel is about to – once again – enjoy its moment in the sunshine (or should that be wind).
With Covid requirements for international holidaying easing and last week’s school half term holidays bolstering both travel brand and consumer confidence, we are seeing growing numbers of readers engaging with the category.
Last week’s 5.0m Travel readers, which grew by +22%, is the highest weekly audience for the category since August 2021 when consumer travel options were still restricted by the
UK government’s guidelines for international travel and testing.Within the category, engagement with the Travel Type topic grew by +53% last week with growth driven Page View increases for Rail (+225%) and Air (+78%) both of which were significantly affected by the UK storms.
With Valentine’s Day and half term last week, related Travel topic engagement has grown, with Page Views for Romantic Getaways (+240%), Day Trips (+60%), Travelling with
Kids (+36%) and City Breaks (+29%) all up in the last two weeks vs. the fortnight before.
Take Action
We expect Travel category audiences and engagement to grow as travel opens up, testing requirements ease and a greater number of holidaying options become available, including long haul destinations like Japan and Australia.
Get weekly Reading the Nation notifications
If you LOVE Reading the Nation you can sign up to receive our weekly notifications here.
About Reading the Nation
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.
