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Tuesday October 22, 2013 MYT 6:00:00 AM
Tuesday October 22, 2013 MYT 10:45:53 AM
by s.s. yoga
Joachim Holte, Wego chief marketing officer.
What do we do after we come back from a holiday? Is work the first thing on our minds?
I don’t know about you but when I return from a holiday, I feel somehow tired. And the only thing, I find helps me is to actually have another holiday or take a few days off, before heading back to work. And it seems by speaking to many other people, that feeling is mutual. But still how many of us have the luxury of taking that extended break – normally we have to jump in straight right back into the daily grind.
But surprise, surprise. Wego, the leading travel metasearch site in the Asia Pacific and Middle East, recently revealed a study that indicates that the majority of travellers begin searching and booking for their next holiday, within one or two weeks of returning from major holiday periods.
Supporting research by leading psychologist Jessica de Bloom indicating the valid existence of post-holiday blues where holiday euphoria disappears all too quickly; the Wego study showed noted peaks in travel search following major holidays across all its leading markets.
“Before the suitcases are unpacked and the sunscreen put away, it appears that thoughts rapidly turn to the next holiday opportunity,” said Joachim Holte, Wego chief marketing officer.
“Our study of Wego’s foremost markets in the Middle East, Indonesia, Asia, Australia and India, revealed that travel is top of the mind, even more so than prior to major holidays, immediately upon returning to work and regular life.”
Following the major Middle East (Muslim) holiday of Eid (Hari Raya Aidilfitri) in August, flight searches increased by 42%, higher than the average during the eight weeks prior. In the week immediately after Lebaran in Indonesia, flight searches also recorded a 42% increase compared to the two months beforehand.
Around March 10, when Singaporeans return after Chinese New Year, flight searches increased by almost 19%. Similarly following Golden Week, celebrated in China and Hong Kong, flight searches went up by an incredible 59%.
“This study provides an insight into the minds and moods of travellers which is clearly universal and can significantly impact all businesses in the travel industry,” added Holte.
“While the inclination may be to target travellers prior to major holiday periods it’s essential that marketers are aware that travellers also seek more travel opportunities immediately after returning from holiday.”
Following Christmas and New Year in Australia, flight searches are 40% higher than the two month average beforehand. Last year, India’s major celebration of Diwali, which falls in November, registered the majority of post-holiday hotel searches in just two weeks increasing by 111% It should be noted however, that this timing also coincides with end of year school holidays and could account for both post and pre-holiday planning combined.
“We have to agree with Jessica de Bloom; the only answer to post holiday blues is to travel more frequently, and begin planning your next escape while you still retain some of that holiday magic!” Holte concluded.
Tags / Keywords:
Travel, Wego, holiday, post-holiday, search, online, bookings, festivals
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