Unlocking UK Travel Trends with Multi-Source Analysis

Utilising multiple Gener8’s datasets, connected together via a persistent user ID, unlocks novel methods of UK travel behaviour analysis 

Days are shorter. Nights are longer. The mind starts to wander towards the last sunny getaway, and a dream of the next sun-soaked vacation arises. If this describes you, know that you are not alone. Indeed, it's no surprise that travel bookings in the UK typically see a noticeable spike in January, driven by months of early, dark evenings and seasonal promotions. 

Seeking to explore the travel sector data, we examined Gener8’s Pageview and App Usage datasets in conjunction with running a bespoke travel-centric Gener8 survey. While each of our datasets are incredibly powerful on their own, combining datasets through a persistent user ID unlocks even greater research potential. So, what are the key multi-source analysis use cases for travel?

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Reveal meaningful audience insights with custom data cohorts

How can we understand the makeup of a travel-propensity audience before running a dedicated survey? With Gener8’s passive datasets, we can glance into historical search, web browsing, purchase and app usage activity and create a bespoke cohort of users that have showcased travel intent. 

For instance, by looking within the Pageview dataset and focusing on specific holiday-related searches and website visits we were able to create a 'travel cohort' of Gener8 users. This cohort then served as a foundation for comprehensive cross-data source analysis.

Looking through the prism of demographic data, we can then quickly establish the make-up of this travel audience and set the foundations for further data exploration. 

Our research showed that over the past 12 months, individuals who engaged in holiday-related web activity were more likely to belong to Gen X and Baby Boomer groups, a trend that is likely driven by factors such as them having more available time and a focus on fulfilling bucket list ambitions.

Additionally, these holidaymakers were more likely than the general Gener8 UK population to have higher education levels, and tended to fall into higher income brackets, reflecting increased levels of disposable income.

Creating bespoke cohorts based on historical passive user behaviour is clearly useful when wanting to understand a snapshot of the audience, but what can we uncover if we dive deeper?

Sub-dividing our travel user cohort by those who made summer and winter holiday-related web web journeys helped to uncover an additional layer of insight.

For instance, we found that those who have made winter-related holiday web journeys over the past 12 months index higher with having a higher income, with the gap between the winter and summer cohorts growing as the income levels increase. This is likely because winter holidays tend to be more expensive due to holiday markups and peak season pricing, so those earning more are more likely to afford them.

The ability to create custom audience cohorts and sub-cohorts for analysis from Gener8’s passive data is both a powerful and malleable tool for those looking to uncover meaningful insights from validated audience behaviours, fast.

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Explore target audience behaviours through a multitude of data connections 

Once your target audience cohort is created, it’s possible to go far beyond the core demographic lens with Gener8’s Pageview, eReceipt, App Usage and Survey data.

For example, with the Gener8’s Pageview data we can zoom into the top travel websites visited by the cohort.

Our results showed that Booking.com indexed as the top travel brand in terms of website visits over the past year. This perhaps isn’t too surprising, as Booking.com is an industry leader that has a 69% market share in Europe’s online travel agency market. But why is Booking.com so popular? 

When searching for the ‘why’, utilising Gener8’s Survey responses becomes an invaluable truth set.

By running a bespoke survey across the travel cohort, we discovered that 75% of UK holidaymakers have a favourable impression of Booking.com, with 67% likely to book through the brand in the future. 

Furthermore, deeper insights can be unlocked when utilising Gener8’s Pageview and Survey data in conjunction.

For instance, we discovered that 86% of respondents who said that they were ‘likely/ very likely’ to book a holiday through Booking.com had visited the Booking.com website in the last year, a rate much higher than other top travel brands.

With Gener8’s App Usage data we are also able to look at travel provider popularity from an entirely different angle.

In our research we found that 52% of survey respondents who have also connected app data have used the Booking.com app in the last 6 months, highlighting the popularity of the platform in the UK across both web browsing behaviour and app usage.

And by looking at Gener8’s App Usage and Survey data in conjunction, we were able to confirm that app instals positively impact survey respondent’s likelihood of booking through that travel brand in the future.

Respondents who have used the Booking.com holiday app in the last 6 months were 13% more likely to say that they were ‘likely/ very likely’ to book through Booking.com in the future than the baseline. The likelihood uplift percentages were even higher for TUI and Jet2holidays, as having the app installed meant that the respondents were definitely already familiar with the holiday provider.

Gener8's innovative multi-data-source solution, seamlessly linked through a persistent user ID, unlocks advanced audience analysis capabilities. This empowers deeper insights into your industry, competitors, and brand behaviours, elevating your understanding to new heights.

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How can I access this data?

We utilised Gener8's Demographic, Pageview and App Usage datasets alongside a bespoke travel-centric Gener8 survey to uncover deep insights into UK’s travel behaviours.

Gener8 Labs’ complete data and insights solution empowers media and marketing businesses to find actionable consumer and market insights, using our unique, consented, first party panel data sets that are all connected around one user ID.

Discover how you can power your decisions and gain a competitive edge from our behavioural truth set by contacting us today!