9
11/23
12/23
01/24
02/24
03/24
04/24
05/24
06/24
07/24
50
08/24
60
11/24
70
09/240
90
10/24
100
80
2024 | UK DOMESTIC ACCOMMODATION DEMAND HAS DECREASED SIGNIFICANTLY IN H2 2024, WITH
CONSUMERS PREFERRING TO STAY HOME AND REDUCING NUMBER OF TRIPS TO SAVE MONEY
UK DOMESTIC ACCOMMODATION DEMAND1 (RELATIVE DEMAND; NOV 2023 - OCT 2024) KEY INSIGHTS
Accommodation Demand:
• H1 of LTM domestic accommodation demand was
consistent compared to last year
• From June '24 onwards, domestic accommodation
witnessed significant drop in demand. It can be
attributed to cost of living crisis and preference to
stay at home to save money during holidays
Airline Demand:
• Other than a few fluctuations, Domestic airline in
demand has been consistent this year vs. last year
Overall trend for domestic travel demand appears
negative due to the significant drop in domestic
accommodation demand in H2 2024
UK DOMESTIC FLIGHT DEMAND1 (RELATIVE DEMAND; NOV 2023 - OCT 2024) 08/24
11/23
12/23
10/24
01/24
11/24
02/240
03/24
40
04/24
60
05/24
80
06/24
100
07/24
09/24
Current year market queries
Last year market queries
LOOKBACK ON 2024
Note 1: Demand is based on search volume on Google's travel products from customers in the UK for accommodation and flights in the UK, rather than actual bookings, and is indexed to 100,
where the day of highest search demand is "100", and all other days in the period have an index score based on their search volumes relative to the day with the highest search demand
Source: Google Travel Insights, AlixPartners Analysis
Demand since late July 2024 (green
line) has decreased significantly vs. the
same period last year (grey dotted line)