ranked as UK’s largest package holiday comparison site

Mark Johnson's picture
by Mark Johnson

Package holiday website,, said it is now officially the UK’s biggest package holiday comparison destination after the release of data from competitive intelligence and research company, Hitwise. 

The comparison site said that, despite challenging market conditions widely reported across the package holidays sector, it has achieved visits growth versus other brands in the category. 

Hitwise reported that the ‘travel agency’ category was down 16% versus the same period last year across the first five months of 2019. 

Biggest increase recorded the biggest quarter on quarter increase in visits across Q1 2019, growing +101% and significantly outperforming the market average growth of +30% for period.  

The site also grew visits +3% in May versus the same period last year, outperforming the market average of -16% and between -25% to -50% for other travel brands in the study.

The research also looked specifically at the visitors researching package holidays to determine not only the size of the audience, but also the quality of booking leads generated by the respective travel brands in the study.  

A ‘Visitors’ segment included 2.8m visitors that viewed a flight and hotel in the same user session during the 13 weeks prior to 1 June 2019. 

Hitwise also created a ‘Bookers’ audience segment that included 318,000 visits that had subsequently booked a flight and hotel package. 

The research highlighted:

  • had the largest share of package holiday visitors across all brands, highlighting that users prefer icelolly above other brands when comparing package holidays.
  • The site also attracts the largest share of package holidays bookers, highlighting that not only is it driving the largest share of visitors but also the highest quality of visitors, determined by subsequent bookings delivered.
  • Awareness of the brand now stands at 40% – an increase of +5% since the turn of the year – reflecting the company’s ambition of becoming one of the UK’s favourite holiday brands.

“ has undergone transformational change in the last few years”, said Ross Matthews, Chief Marketing Officer. 

“We’re immensely proud of our business and our recent award wins, including Travel Marketing Awards ‘Travel Brand of the Year 2019 (<£25m)’.”

“This new independent research confirms what we’ve already been discussing with our partners including the UK’s largest tour operators, OTA’s, travel agents and cruise lines with whom we have forged strong relationships: is the number one holiday price comparison. 

Lisa Luu, Global Head of Insights, Hitwise, said: “At Hitwise, we combine the largest daily panel of online behaviour with market-leading consumer survey data to deliver in-depth actionable insights.  

“For this particular research project we’ve been able to establish’s growing market share relative to other travel brands whilst also demonstrating the quality of their ‘booking’ audience”.

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