Taboola’s data reveals that British holidaymakers favor Australia as the top winter destination, despite growing interest in staycations and European Christmas markets due to the cost-of-living crisis.
British holidaymakers seeking winter sun are set to flock to Australia this year, according to new readership data from Taboola, global leader in powering recommendations for the open web.
Taboola analysed readership trends across its network of UK media publishers from recent weeks, to identify which warm weather destinations are being read about as summer ends and British holidaymakers start planning their winter breaks.
Taboola’s data shows that:
- Australia is the most read about winter holiday destination, and almost twice as popular as South Africa – despite being almost double the distance from the UK.
- Views of articles related to Sydney have increased over 35% over the last 45 days.
- Despite not being a warm weather destination, Tokyo is also increasing in popularity – with views of Tokyo articles increasing 127% in the last 45 days.
- Views of articles related to UK tourism also increased in popularity by 250% over the last 45 days – suggesting many Brits may also be planning a winter staycation.
- Views of articles related to Christmas markets have also increased over 600% in the last 45 days, suggesting traditional European Christmas market destinations will also be popular once again.
- The ongoing popularity of staycation and short haul winter holiday destinations may be partially driven by the ongoing cost-of-living crisis: news articles around budgeting, money saving and the cost-of-living crisis were viewed 9.3m times in the last 45 days.
According to Taboola’s readership data from the last 45 days, the top 10 warm weather winter holiday destinations for Brits this year are:
- Australia – 3.9m page views
- The Caribbean – 2.4m page views
- South Africa – 2.1m page views
- Egypt – 1.8m page views
- Mexico – 1.7m page views
- Dubai – 1.2m page views
- Thailand – 850k page views
- Miami – 800k page views
- Tenerife – 594k page views
- Morocco – 386k page views
Dave Struzzi, Communications Lead, Taboola said: “Readership data provides a unique insight into Brits’ likely travel plans this winter and tells two very different tales. On one hand, interest in warm weather destinations like Australia, The Caribbean and South Africa is spiking, highlighting strong demand for long haul trips this winter. Simultaneously, readership of articles around staycations, Christmas markets and traditional European winter destinations such as Germany are also on the rise, suggesting many Brits will stay closer to home.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
