Australia has been ranked as the top winter holiday destination for UK travellers, according to Taboola’s analysis of readership trends.
The open web recommendations platform examined data from the past six weeks to identify which warm weather destinations were in British holidaymakers’ sights.
Australia was the most-read-about winter holiday destination, despite being double the distance from the UK. It notched up a huge 3.9 million page views in the UK market over the past 45 days, while views of articles related to Sydney also increased, growing by 35%.
Taboola data showed Tokyo was also increasing in popularity as a must-do holiday destination, with views of Tokyo articles increasing by 127% over the past six weeks.
The top 10 warm-weather winter holiday destinations for Brits this year are:
1. Australia – 3.9m page views
2. The Caribbean – 2.4m page views
3. South Africa – 2.1m page views
4. Egypt – 1.8m page views
5. Mexico – 1.7m page views
6. Dubai – 1.2m page views
7. Thailand – 850k page views
8. Miami – 800k page views
9. Tenerife – 594k page views
10. Morocco – 386k page views
Like many Australians, a large portion of UK residents are keen to stay closer to home for the holidays, preferring staycations or short-haul winter breaks.
Taboola data showed views of articles related to UK tourism also increased in popularity in recent weeks, growing by a whopping 250%.
The views are likely being driven by the global cost-of-living crisis affecting many households, with people tightening their holiday budgets and doubling down on local stays. According to Taboola insights, UK news articles around budgeting, money saving and the cost-of-living crisis were viewed 9.3 million times in the past 45 days.
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.”
Taboola readership data provides unique insights into a range of topics, including travel plans, providing critical trends for industries, brands and marketers worldwide.