Shapps O’Clock now busiest time in working week for holiday searches


Weekly Government announcements are prompting a huge spike in holidaymakers searching for a quick getaway and Thursdays from 9-10pm is now the busiest hour of the working week, according to new data from Thomas Cook.

Eager jetsetters have been flocking to the online travel company’s website every Thursday following the tea-time travel corridor updates from Government transport secretary Grant Shapps – causing the highest weekday spike and leading it to be dubbed ‘Shapps O’Clock’ by industry insiders.

Data crunched since the online travel company relaunched a month ago shows that the Thursday evening traffic peak increases by 87% compared to the same 9-10pm slot for the rest of the working week.

Boris Johnson’s national address on Monday evening also triggered a surge in online visitors as Brits headed to the Thomas Cook website to look at last-minute getaways.

The data also revealed holidaymakers’ online behaviour has changed significantly this year. Pre-pandemic, holiday searches would rise significantly in the weekday evenings after work, from 6pm until late evening.

However, now that many people are spending more time at home, there is no evening spike – the volume of Brits now browsing for breaks is largely the same from 10am through to 10pm

The new data also shows the majority of Brits are looking to jet off in the next couple of weeks – with Christmas also proving popular as many consider celebrating the festive break abroad.

Emma King, Head of Commercial Product, said: “The new lockdown restrictions and tiering system introduced this week has been difficult for many. After a tumultuous year, it’s no wonder people are dreaming of sandy beaches and blue skies.

“Brits are now browsing online holidays right throughout the day as people’s routines shift and many find themselves working from home.

“People are clearly keeping an eye on the latest travel announcements, with over 21% of all weekly visitors searching for holidays on Thursdays. The 60-minute slot between 9-10pm is the single busiest period of the working week and this behavioural trend is now so consistent it’s becoming known as ‘Shapps O’Clock’.

“Speaking to customers, it’s clear people want a sunny break and are keen to splash out more with high-end hotels getting snapped up and some great deals still available even during the half term.”

The top 3 busiest hours of the working week for holiday searches:

1. Thursday , 9-10pm: 1.32% of weekly web visits

2. Thursday , 8-9pm: 1.31% of weekly web visits

3. Thursday , 5-6pm: 1.26% of weekly web visits

The top 3 busiest hours of the whole week for holiday searches:

4. Sunday , 12-1pm: 1.54% of weekly web visits

5. Sunday , 3-4pm: 1.53% weekly web visits

6. Thursday , 9-10pm: 1.32% of weekly web visits





Source link

Leave a Reply

Your email address will not be published. Required fields are marked *