Market intelligence comes in many forms and James Murray at Hitwise has been playing with how data can be presented.
He has pulled together some interesting stats showing the dominance of destinations within a country as well as how consumers search for the most popular holiday hotspots and less popular destinations.
The infographic shows the top 10 most popular flight destination searches from the UK for the three months to the end of July.
So, Spain accounts for 17% of all flight searches to a destination while Alicante makes up 9.2% of flight searches to Spain.
In pulling the data together Murray also discovered that for the most popular destinations such as Spain, consumers search on the specific destination, e.g. Alicante, while for less popular places, they search for the country.
As the image shows, for Cyprus and Turkey, consumers are conducting searches based on the country rather than a specific location within the country.
However, as he points out, once consumers become more familiar with destinations in a country searches on the country name reduce.
On the less specific searches to Australia, Murray says:
“may have something to do with the distances involved with flying to Australia, and because flights tend to be quite expensive, people are more interested in getting to Australia first.”