Short break holiday surge: Brits flock to spa breaks to beat winter blues

14/02/2017

Britain’s love of a mini-break is growing as UK consumers search for more me-time moments, according to new research.

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In its Spring Travel Insights report, released today, Bing has found that Brits are increasingly looking for quick escapes with loved ones with searches for short breaks up by nearly a fifth (18%) year-on-year.

The research report reveals:

- Brits love a mini-break! - searches for short breaks are up nearly a fifth
- Relaxation and romance are front of mind, with spa breaks making up 23% of searches
o And nearly half of these searches are under 35 years old
- Mobile is key, with over a third (31%) of mini-break search volume coming from a smartphone or tablet
• Brits spring into action to book short breaks ahead of Valentine’s Day
• Searches for short breaks up nearly a fifth year-on-year

Bing’s report reveals January to April as prime time for short break related searches in Britain with spikes driven by Valentine’s Day and approaching spring bank holidays.

Spa breaks were found to make up nearly a quarter (23%) of total search volume relating to short breaks or holidays, suggesting Brits are looking to combine relaxation and romance to escape new year stresses. Spa mini-breaks were found to be most popular amongst millennial audiences with almost half (46%) of searches coming from Brits under 35.

As the digital transformation of the UK travel industry continues, Bing’s report also reveals spa breaks are the getaway most searched for on mobile devices accounting for over a third (31%) of mini-break search volume across smartphones and tablets. This follows findings from the Association of British Travel Agents which revealed online bookings accounted for a majority of all travel bookings in 2016.

Thom Arkestål, EMEA Insights Lead at Bing Ads says: “The propensity of Brits to search for a quick spa break on their mobile devices suggests those often on the go are most in need of a relaxing getaway, or perhaps a last-minute surprise for loved ones. With the average number of holidays taken by Britons on the rise[2], the British mini-break is seeing a surge and spa resorts are feeling the love, particularly in the run up to Valentine’s Day.

“At Bing we understand the importance for brands to truly understand the nuances of the audiences they are looking to reach. By understanding when and where consumers are looking for information, marketers can best tailor their digital experiences to provide the right information, in right place and at the right time.”

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