New data from lastminute.com has revealed a lucrative opportunity for brands to capitalise on the winter woes this weekend, with the clock change expected to trigger a boost in leisure and travel spend.
Searches for international flights on lastminute.com shot up by a fifth (22%) overnight when the clocks went back in 2015, as people looked to treat themselves to city breaks and holidays.
Topping the list of destinations was New York with a 43% rise in searches, followed by Milan, Amsterdam, Barcelona and Las Vegas.
And it’s not just jet-setting that is on the agenda – as the dark nights returned last winter, visits to lastminute.com’s spa page also increased by a quarter overnight.
As well as the clock change putting consumers in an indulgent mood, lastminute.com’s data highlights the need for brands to keep a close eye on other external factors like the weather, with last winter’s storms also boosting the nation’s need for an escape. On the day of Storm Clodagh, the third biggest storm to tear the UK apart last year, searches for international flights shot up by 42%, with searches for Barcelona and Rome soaring by over 70%.
“With less than nine weeks to go until Christmas, all eyes are on festive campaigns in the run up to peak season. However this data shows big opportunities for brands both in and out of the travel sector, as people react to external factors like the weather and the onset of the darker evenings. That’s why we help marketers target consumers based on weather triggers, to improve the performance of their advertising campaigns” says Alessandra Di Lorenzo, Chief Commercial Officer, Advertising and Partnerships, at lastminute.com group.
“Catching consumers in the right mindset is key – when it comes to travel they are ready and willing to treat themselves on experiences – and everything they need to make it a good one, whether that’s a new pair of shoes, a new camera or an excursion when they’re there. Building flexibility and creativity into campaigns is key to capitalise on these triggers and help connect people with their passions.”