Consumers in the UK who choose to log online to look for hotel rooms are three times more likely to search for sites in the UK rather than rooms overseas, according to new research by marketing agency Greenlight.
Analysing searches made on Google UK in August, there were 3.1 million for hotels around the world; 1.8 million (58 per cent) of which were in the UK. Furthermore, 382,610 (12 per cent) of them were for short-haul destinations, while 236,710 (eight per cent) were further afield.
Dissecting the data further, London was responsible for 13 per cent of all searches, while ‘Hotels in London’, ‘London hotels’ and ‘Cheap hotels in London’ were the three most popular search terms in the month. Brighton followed in at second, at four per cent of UK searches, while Manchester, York and Blackpool hotel searches also made it close to the top.
Out of the engines available, Laterooms was the most popular, represnting 22 per cent of visibility in organic listings, while Booking.com topped the list in the paid listings.
All of this is suggesting that the internet may be playing an active part in driving the recent 'staycation' trend, rather than simply just the recession causing many to stay put. Hotels can take advantage of the internet to advertise their services, which in turn could result in more business and a boost to hospitality recruitment for the local area.
Isabella Glendinning, vice-president of sales and marketing Europe at AppyHotel.com, the new app platform, said: “It’s a clear indication that technology is not only providing hotel guests with a variety of platforms to express their views to management, but is also becoming an integral part of a hotel’s customer service offering."
Berkeley Scott is a specialist recruitment agency providing hotel management solutions.