LONDON - Hotel searches to warm destinations increased by up to 60 per cent on Monday 19th January, according to data from hotel search website trivago.co.uk.
‘Blue Monday’ falls on the Monday of the last full week in January and is deemed the most depressing day of the year, due to a combination of weather conditions, debt level, low motivational levels and time elapsed since the Christmas and New Year period. This supposedly prompts travellers to book their next holiday.
Ten Popular Destinations with the Highest Increase in Travel Interest
Palma de Majorca
United Arab Emirates
* Percentage increase when searches made on Monday 19th January were compared to searches made on Monday 12th January, for a hotel stay during the following three months (19th January – 19th April and 12th January – 12th April, respectively).
When the most popular destinations among UK travellers this January were analysed, a significant increase in travel interest was found to warmer destinations. Searches made on Monday 19th January were compared to searches made on Monday 12th January, for a hotel stay during the following three months.
The largest increase in travel interest was to Bangkok (average of 27°C during January), where searches increased by 60 per cent compared to the previous Monday. Next was Nice (44 per cent increase, average of 9°C during January), Las Vegas (39 per cent increase, average of 9°C during January) and Miami Beach (33 per cent increase, average of 20°C during January).
Travel interest to destinations with cooler temperatures typically stayed around the same or even decreased over the same period. For example, searches to Budapest decreased by 21 per cent (average of -1°C during January), Venice decreased by 19 per cent (average of 3°C during January), Berlin decreased by 12 per cent (average of -1°C during January) and Amsterdam decreased by 10 per cent (average of -1°C during January).
Denise Bartlett, UK Public Relations said: “Although ‘Blue Monday’ has been criticised for being a marketing ploy, these figures suggest there is some truth behind the theory. Our data shows a clear and simultaneous decrease in searches to colder destinations and increase in searches to warmer destinations.
Although only one week has elapsed since the original searches were made, the change in user behaviour suggest that UK holidaymaers have tired of the cold weather and are planning their next sunny getaway. The threat of cold temperatures in the UK this week may also have played a part, with people keen to escape to warmer climates in the future.” - See more at: http://www.traveldailynews.com/news/article/64286/blue-monday-travel-interest-to#.dpuf
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