Today you will learn... 1 Why you should pursue the lucrative staycation market 2 To tap into staycations all year around 3 How to win the staycation conversion 4 To focus on top staycation destinations

1. The Staycation
Nation
MICROSOFT ADVERTISING
Microsoft Advertising. Intelligent Connections.

2. Today you will learn...
To tap into staycations all year around
How to win the staycation conversion
To focus on top staycation destinations
Why you should pursue the lucrative
staycation market
1.
2.
3.
4.

3. Pursuing the
lucrative
staycation
market
*Staycations in this study are defined as overnight leisure trips in the UK by UK residents.
Average staycation holiday length is 8 days
1.

4. In 2018 there were…
Great British Tourism Survey (Jan – Dec 2018), VisitBritain. Domestic holidays are defined as
overnight leisure trips that took place in the UK
Over
58MDomestic Holidays
Over
£14B
Billion Spend

5. Travelodge holiday index survey published in June 2019 & ABTA UK consumer survey published in August 2018
40%of the British population
exclusively holidayed at
home last year

6. Travelodge holiday index survey published in June 2019 &
ABTA UK consumer survey published in August 2018
11% 11% 13% 12% 13% 15% 15% 17%
35%
41%
65%
74%
70%
67%
55% 57%
69%
2011 2012 2013 2014 2015 2016 2017 2018 2019
Share Of Britons Taking Holidays By
Type
Abroad Holidays Domestic Holidays
Overall, over
half of the
nation
has been taking domestic
holidays since 2013.
VS less than 20% taking
abroad holidays.

7. Avg. domestic holiday
spend has increased by
106%
in the last 9 years,
Beating avg. abroad holiday
spend notably in 2016 and 2018
Travelodge holiday index survey published in June 2019 & Office of national statistics,
travel trends report 2011 – 2018
£627 £630 £651 £660 £655
£706 £711
£738
£423 £433
£399
£430
£501
£730
£600
£823
£874
2011 2012 2013 2014 2015 2016 2017 2018 2019
Avg. Holiday Spend By Type
Abroad Holidays Domestic Holidays

8. Domestic holidaymakers
spend heavily on
accommodation and
traditional British
activities and
experiences
The Great British staycation report, Barclays Corporate Banking, 2019. Examples of
traditional British activities include afternoon tea, visiting British heritage sites,
eating fish and chips
17%
17%
25%
25%
0% 5% 10% 15% 20% 25% 30%
Food & Drink
Transportation
Traditional British Activities & Experiences
Accommodation
Top Domestic Holiday Spend
Categories

9. “range of beautiful destinations
the UK has to offer
“it’s less stressful”
“it’s cheaper”
“not on the top of my list”
“the weather is too unreliable”
“there is not much to do”
pull push
The rise of domestic holidays (in avg. spend and per capita) is driven by
convenience and the range of beautiful destinations in the UK, but
aspirations to travel elsewhere and unreliable weather remain key deterrents
Sykes staycation index 2019 and BDRC continental survey 2018

10. Brexit concerns are
also encouraging
domestic tourism as
consumer confidence
remains low
25%
of British consumers say Brexit has
encouraged them to staycation in 2019
-16
-14
-12
-10
-8
-6
-4
-2
0
Jan-18
Feb-18
Mar-18
Apr-18
May-18
Jun-18
Jul-18
Aug-18
Sep-18
Oct-18
Nov-18
Dec-18
Jan-19
Feb-19
Mar-19
Apr-19
May-19
Jun-19
UK Consumer Confidence
Sykes staycation index 2019 and UK consumer confidence data courtesy of
GFK, Jan 2018 – Jun 2019

11. 20%
of British consumers want
to book more sustainable
holidays in 2019
Sykes staycation index 2019
The rise of ecotourism
is likely to further
drive staycation
growth in the future

12. Tap into
staycations all
year round
*Staycations in this study are defined as overnight leisure trips in the UK by UK residents. Average
staycation holiday length is 8 days
2.

13. 0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
0
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Trips
Spend
Overnight Domestic Holiday Trips and Spend in the UK
by Month (2018)
Spend Trips
Tap into the
staycation market all
year round as over
Great British Tourism Survey (Jan – Dec 2018), VisitBritain.
£5 billion
was spent on domestic
holidays outside of the
peak periods of Easter
- Summer

14. Capitalise on peak periods, such as bank holidays, by
influencing staycationers as they search for bank holidays and
develop their travel plans
34%
67%
0%
10%
20%
30%
40%
50%
60%
70%
80%
2018 2019
% of Population That Took A Domestic
Holiday During the 2019 Easter Bank
Holidays 613,000+
bank holiday
searches occurred
between
Jan – May 2019
Travelodge holiday report published in March 2019 and Microsoft Internal Data based on searches related to bank holidays across all devices on Bing, Yahoo & AOL properties

15. Win the
staycation
conversion
*Staycations in this study are defined as overnight leisure trips in the UK by UK residents.
Average staycation holiday length is 8 days
3.

16. Methodology
• We looked at conversion paths for a
selection of conversion tag enabled key
domestic holiday and abroad holiday
providers in the UK market, from Mar –
May 2019
• Through studying conversion paths, we
can understand key metrics such as
length of a path, number of searches,
role of branded vs non-branded
searches, and also unlock the value of
assisted searches

17. 2xmore staycation
conversions than holiday
abroad conversions

18. 16%
6%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Abroad Holidays Domestic Holidays
% of Conversion Paths with Price-Sensitive
Queries
Microsoft Internal Data, March – May 2019
Domestic
holidaymakers
are less price-
sensitive than
abroad
holidaymakers

19. 13%
24%
35%
70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Abroad Holidays Domestic Holidays
% of Searches In Conversions Paths That Are
Branded by First and Last Search
First Search Last Search
Microsoft Internal Data, March – May 2019
Domestic
holidaymakers are
more brand-
conscious throughout
the user journey than
abroad
holidaymakers

20. 25%
12%
0%
5%
10%
15%
20%
25%
30%
Abroad Holidays Domestic Holidays
% of Destination or Point of Interest Name
Searches in Conversion Paths
Microsoft Internal Data, March – May 2019
Abroad
holidaymakers are
more curious
about holiday
destinations than
domestic
holidaymakers

21. 12%
of consumers who booked a
holiday abroad considered a
domestic holiday in their
conversion path
Microsoft Internal Data, March – May 2019

22. Understanding the Distinct Search Personas
of Staycationers in Order to Maximise the
Opportunity

23. The Hotel Chain LoverThe Cottage Traditionalist The Holiday Park
Vacationer
The Search Personas
• 52% Male
• 56% aged 35-64
• 47% convert within 40 days
• 50:50 Male/Female
• 67% aged 35-64
• 47% convert within 40 days
• 57% Male
• 37% aged 50-64
• 42% convert within 20 days
Microsoft Internal Data, March - May 2019. Based on up 1st party conversion data

24. Who is the
cottage
traditionalist?

25. Who is The Cottage Traditionalist?
52% Male
56% aged between 35-64
53%
4% 11%
48% 32%
4–8pm
Microsoft Internal Data, March – May 2019. Based on up 1st party conversion data
9%
24%
11%
29% of conversions are on Brand Terms

26. Who is The
Holiday Park
Vacationer?

27. Microsoft Internal Data, March – May 2019. Based on 1st party conversion data
Who is The Holiday Park Vacationer?
50:50 Male & Female
67% aged between 35-64
59%
4% 12%
42% 34%
4–8pm
22%
9%
44%
27% of conversions are on Brand Terms

28. Who is The
Hotel Chain
Lover?

29. 57% Male
65% aged between 35-64
53%
18% 29%
49% 28%
12pm–4pm
Microsoft Internal Data, March – May 2019. Based on up 1st party conversion data
Who is The Hotel Chain Lover?
25%
46%
38%
87% of conversions are on Brand Terms

30. Persona Summary
The Cottage
Traditionalist
The Holiday Park
Vacationer
The Hotel
Chain Lover
• 52% Male
• 56% aged between 35-64
• 53%
• 4% 11%
• 48% 32%
4–8pm
• 9%
• 24%
• 16%
• 29% of conversions are on Brand Terms
• 50% Male & Female
• 67% aged between 35-64
• 59%
• 4% 12%
• 42% 34%
4–8pm
• 22%
• 9%
• 44%
• 27% of conversions are on Brand Terms
• 57% Male
• 65% aged between 35-64
• 53%
• 18% 29%
• 49% 28%
12pm–4pm
• 25%
• 46%
• 38%
• 87% of conversions are on Brand Terms
Microsoft Internal Data, March – May 2019. Based on up 1st party conversion data

31. Hotel chain lovers are
more brand-led
Cottage traditionalists are more
curious about other
accommodation types
Hotel chain lovers have
greater single day conversions
29% 27%
87%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Cottage
Traditionalist
Holiday Park
Vacationer
Hotel Chains
Lover
% of converting queries that were branded
by persona
16%
8%
1%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Cottage
Traditionalist
Holiday Park
Vacationer
Hotel Chains
Lover
% of assisting queries that relate to other
accommodation types by persona
11%
12%
29%
0% 20% 40%
Cottage Traditionalist
Holiday Park Vacationer
Hotel Chains Lover
% of conversions that were single day by
persona
Microsoft Internal Data, March – May 2019. Based on 1st party conversion data
6 key differences between the staycation personas

32. Holiday park vacationers have
longer conversion paths
Cottage traditionalists have the
weakest re-marketing exposure
Cottage traditionalists are more
curious about
destinations/points of interest
9%
22%
25%
0%
5%
10%
15%
20%
25%
30%
Cottage TraditionalistHoliday Park VacationerHotel Chains Lover
% of conversions that were exposed to re-
marketing by persona
71%
53%
41%
0% 20% 40% 60% 80%
Hotel Chains Lover
Cottage Traditionalist
Holiday Park Vacationer
% of conversion paths with less than 10
searches by persona
24%
9%
7%
0%
5%
10%
15%
20%
25%
30%
Cottage TraditionalistHoliday Park VacationerHotel Chains Lover
% of assisting searches that were destination
or point of interest names by persona
Microsoft Internal Data, March – May 2019. Based on 1st party conversion data
6 key differences between the staycation personas

33. Influence
Early
The average path length across
staycationers is 46 days.
Leverage re-marketing to keep
consumers interested in your
business, as well as pursuing
assisting queries to entice and
influence consumers across
their purchase journey
Don’t
Underestimate
Generics
Entry points were 76% non-
brand and 30% of converting
queries were generic as well.
Focusing on Non-Brand will
allow you to reach out to brand
agnostic consumers
Target Your
Personas
Use our audience product
offerings along with
campaign settings and
tailored ad copy to maximise
influence on your audience

34. Destinations/Points Of Interest Lodges Caravans Cottages Holiday Parks Hotels
isle of wight lodges with hot tubs caravan holidays holiday cottages holiday parks uk hotels in london
thorpe park lodge holidays caravans for sale cottages trecco bay holiday park london hotels
chatsworth house lodges with hot tubs uk caravan holidays uk holiday cottages uk holiday parks hotels in edinburgh
lake district lake district lodges caravan parks english country cottages vauxhall holiday park alton towers hotel
weymouth aysgarth lodges static caravans for sale dog friendly cottages woolacombe bay holiday park edinburgh hotels
harrogate lodges touring caravans for sale cottages to rent sandford holiday park hotels in york
glencoe scotland lodges in scotland caravans for hire cumbrian cottages vauxhall holiday park great yarmouth blackpool hotels
llandudno loch lomond lodges caravans 4 hire country cottages
grannies heilan hame holiday park
scotland
hotels near wembley stadium
york lodges with hot tubs scotland cheap caravan holidays lake district cottages warmwell holiday park hotels in brighton
derwent reservoir derbyshire 2 night lodge breaks uk uk caravans for hire classic cottages cayton bay holiday park hotels in liverpool
yorkshire holiday lodges uk caravan holidays scotland coastal cottages finlake holiday park hotels in southampton
anglesey luxury lodges with hot tubs caravan parks in cornwall cornwall cottages ruda holiday park hotels london
chester lodges with hot tubs yorkshire caravan club norfolk cottages sundrum castle holiday park glasgow hotels
bournemouth tattershall lakes lodges caravan holidays cornwall cottages with hot tubs ty mawr holiday park hotels in cardiff
Top Queries in Staycation Conversion Paths
(based on no. of appearances)
Microsoft Internal Data, March – May 2019. Top queries in staycation conversion paths by query category

35. Focus on top
staycation
destinations
4.
*Staycations in this study are defined as overnight leisure trips in the UK by UK
residents. Average staycation holiday length is 8 days

36. Microsoft Internal Data, May 2019. Based on holiday destination
searches that occurred on Bing, Yahoo and AOL properties
5/10
top holiday
destinations amongst
UK consumers is
domestic
1. Spain
2. Cornwall
3. Turkey
4. Wales
5. Scotland
6. Devon
7. Greece
8. Tenerife
9. Norfolk
10. Benidorm
Top Holiday
Destinations
(among UK consumers)

37. 5/10
top holiday
destinations amongst
UK consumers is
domestic
Top Domestic
Holiday
Destinations
1. Scotland
2. Cornwall
3. Wales
4. Devon
5. Norfolk
6. Yorkshire
7. London
8. York
9. Lake District
10. Glasgow
Microsoft Internal Data, Mar – May 2019

38. Destinations YoY Increase
Glasgow 24%
Filey 21%
Windermere 14%
Weymouth 14%
Isle Of Man 13%
Yarmouth 13%
Yorkshire 12%
Newquay 12%
Scotland 11%
Doncaster 8%
Destinations by the sea
and in the north of
England show the
greatest YoY search
volume growth
Microsoft Internal Data, Mar – May 2019

39. Summary
The staycation market is
lucrative, with a 14
billion pound+
evaluation last year
alone. It is projected to
grow in the future per
capita and in avg.
holiday spend.
Top tips to tap into the staycation market:
• Advertise to staycationers during off peak and
peak periods as domestic trips are taken all
year round
• Maintain powerful messaging communicating
the pull factors of a staycation
• Utilise re-marketing and exploit assisting
queries to influence consumers throughout
their journey
• Focus on generics to reach brand agnostic
staycationers
• Target staycation personas with campaign
settings and our audience products
• Prioritise popular and fast-growing staycation
destinations

40. Microsoft Advertising. Intelligent Connections.
Thank you