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What's Captifying the travel industry? Captify & Forward's guide to travel trends

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Ad Tech Consumer Behaviour Search
Ad Tech Consumer Behaviour Search

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This year is set to mark the long-awaited 'take off' for the global travel industry, but what trends can brands and publishers expect? Captify and Forward have partnered to explore

Captify and Forward (the media and marketing arm of lastminute.com, the European Travel-Tech leader in dynamic holiday packages) have partnered to combine their unique data sets of onsite search and transactional booking data. This reveals shifts in traveller behaviours across the UK and Europe and the emerging audiences that will shape the future of travel. 

Key trends include:

  • 152 million average monthly sustainable travel searches - seeking more information on key sustainable travel topics such as eco-travel, zero waste travel and carbon offsetting
  • 56 million average monthly wellness travel searches - seeking more information on key wellness topics including spa retreats, self-care, healing retreats, detox and holistic experiences
  • In the UK, wellness seekers and sustainable travellers are surging, up 10.7X and 8.4X, respectively 
  • In 2021, 42% of flight bookings in Europe were made less than two weeks in advance - with changing restrictions and reduced flexibility triggering an increase in last-minute trips
  • Extended trips between 3 weeks and 3 months increased by 40% in 2021 vs the previous year

Download this research to explore more market-changing travel trends and how to capitalise on pent-up travel demand.

Forward x Captify Travel Trends

By Alice Brampton, Global Head of Content

Captify

Captify

Captify is the largest independent holder of search data outside of the walled gardens, connecting the real-time searches of over 2 billion people globally. Its Search Intelligence technology powers omni-channel programmatic advertising and real-time insights for the world’s biggest brands, such as Lexus, Disney, Bose, American Express and Microsoft—without reliance on third-party cookies. Captify brings brands more customers, publishers greater yield and consumers the most relevant digital experiences.

Forward

We are Forward, (the media and marketing arm of lastminute.com, the European Travel-Tech leader in dynamic holiday packages). We are a team of award winning marketers that partner with forward thinking businesses to super power their digital know how, technology and marketing activations. Forward’s mission is to help businesses move forward by unlocking new opportunities to make their marketing activity more efficient, intelligent and relevant.

Posted on: Tuesday 19 April 2022