Despite airport staff shortages and flight disruptions, the UK travel bookings are still on the rise, according to data from global affiliate marketing platform, Awin.
As pandemic restrictions lifted and more vaccinations and boosters were rolled out at the start of the year, confidence in travel began to increase. Data from the platform shows a steady incline in performance throughout the first few months, instead of the usual January peak. By the end of Q1, international travel was accounting for 57% of all bookings made year-to-date (YTD), up 43% from the same period last year.
Despite airlines announcing that hundreds of flights would be cancelled throughout the summer, travel bookings have continued an upwards trajectory. Comparing Q2 to Q1, travel browsing has increased 10%, bookings by 13% and revenue by 15%. Meanwhile, average order value (AOV) is up 2% to £265, while the conversion rate on the affiliate platform is 8% and ROI reaches £39.
However, amid the flight disruption, other modes of travel are on the rise. Coaches and cruises saw the greatest increase in bookings, up 102% and 100% quarter on quarter (QoQ) respectively. Trains saw the greatest uplift in revenue, up 120% QoQ. Airline bookings were comparatively lower but still up QoQ by 30%, with revenue up 29%. Meanwhile, online travel agencies have seen bookings drop by 1% QoQ, and revenue increase slightly by 2%.
Joelle Hillman, travel client partner at Awin, commented, “With so many consumers missing out on holiday and travel plans over the last couple of years, many are planning to get away and treating their holiday as a priority expense amid the cost of living crisis.
“While staffing shortages, airport disruption, and flight cancellations are undoubtedly impacting consumer confidence, many Brits are not giving up on their hopes to travel abroad this year. However, throughout Q3, the potential is that we’ll see an increase in last-minute trip bookings from consumers still eager to get away to warmer climes with greater certainty that their flight will go ahead.”