As the flags are removed from windows and cars, the nation comes to terms with the fact that England are out of the World Cup after suffering the devastating 4-1 defeat to Germany. However, as the country calls for an inquiry into that missed goal, there is an industry that is quietly celebrating.
Months ago, those working in the travel industry had braced themselves for the expected downturn in bookings during the tournament. Tour operators for South Africa were busy with fans traveling out to watch the matches but the majority of travel agents expected the month of June to be worryingly quiet.
Booking trends show that many Brits suspend their holiday plans until the big football tournaments are over. This year was no different and the start of June remained slow with England fans determined to stay home and venture no further than their local.
Operators responded and slashed prices to tempt football widows to warmer climes and hotels promoted the games they would be showing - in the hope to lure supporters abroad and enjoy the tournament with fellow football fans in the sun.
Propellernet discussed World Cup tactics with clients and implemented a reduction in PPC spend by up to a third. The campaigns were monitored closely and adjustments made throughout the tournament, specifically when England were playing.
Our unique approach to SEO-PR focused on World Cup late offers and deals, such as the World Cup spa breaks from Sovereign Luxury Holidays: http://www.sovereign.com/offers/worldcup.
This activity alone achieved 12 links and editorial coverage on sites such as the 101holidays blog and travel-lists.co.uk.
In addition, the World Cup deals were seen by more than 60 influential online travel media who follow the Propellernet Travel twitter feed.
Few would have predicted how we would struggle through the group stages but after the nil – nil draw against Algeria things were looking up – for the travel industry at least. That weekend operators noticed an upturn in holiday enquiries and lowcostholidays.com reported a 41% increase in bookings compared to the previous weekend.
Even after the victory against Slovenia, securing England entry to the next round, web traffic to travel sites continued to increase and it seemed fans were tempted to start considering their summer holiday requirements. Next up for England were Germany and this would be make or break for the nation, and possibly for the travel industry too!
Sunday’s result brought an end to the dream of repeating ’66 but it’s good news for travel agents and operators. Just an hour after the whistle blew on England’s final game, Lowcostholidays.com reported a sudden surge in web traffic with Spain and Turkey becoming the top two selling destinations.
With Brits wanting to escape the doom and gloom, the next few weeks will be a true test of faith for the travel industry and we expect to see a continued positive turn in numbers. Fingers are crossed that the remainder of summer 2010 good for business.
Tags: Natalie Flynn, SEO PR
