Comparison websites intermediating in the purchase of the holiday

Wakacje.pl

One of the most popular comparison websites in Poland, intermediating in the purchase of trips organized by travel agencies, in July 2021 recorded over 2 million real users. The average time spent on the portal (ATS) was over 16 minutes. The largest number of people visited the Wakacje.pl website on July 12 (almost 160 thousand). Women visited the website much more often - they constituted over 60% of all visitors.

Source: Mediapanel, Wakacje.pl, July 2021, Real Users, Media Type: ALL, TG: ALL

Source: Mediapanel, Wakacje.pl, July 2021, Demography, Media Type: ALL, TG: ALL

Travelplanet.pl

The website operating on similar principles as the Wakacje.pl had over 1.5 million real users in July 2021. When analyzing the data in the chart below, it can be noticed that Poles most often visited the Travelplanet.pl website at weekends and at the beginning of the week. As in the case of Wakacje.pl, women were more often interested in booking trips - they constituted almost 70% of all visitors.

Source: Mediapanel, Travelplanet.pl, July 2021, Real Users, Media Type: ALL, TG: ALL

Source: Mediapanel, Travelplanet.pl, July 2021, Demography, Media Type: ALL, TG:ALL

Travel agencies

Rainbow

In July 2021, one of the most popular travel agencies in Poland – Rainbow - recorded over 2 million real users on its website r.pl. The average time spent on the website (ATS) was over 7 minutes. Analyzing the data for this entity, one can also notice an increased interest of recipients around the weekends and the beginning of the week. In the case of the Rainbow travel agency's website, women also constituted the majority of visitors (over 66%).

Source: Mediapanel, r.pl, July 2021 , Real Users, Media Type: ALL, TG:ALL

Source: Mediapanel, r.pl, July 2021, Demography, Media Type: ALL, TG:ALL

TUI

The situation is very similar in the case of the polish branch of German travel agency - TUI - and the website tui.pl. In July 2021 website was visited by almost 1.5 million real Users. The average time spent on it (ATS) was over 7 minutes. Most people visited the website at the end of the month - July 28 (almost 230 thousand people). Again, women were the most likely visitors to the website (over 65%).

Source: Mediapanel, tui.pl, July 2021 , Real Users, Media Type: ALL, TG:ALL

Source: Mediapanel, tui.pl, July 2021, Demography, Media Type: ALL, TG:ALL

Itaka

The itaka.pl website was visited by over 1.5 million real users in July 2021. The average time spent on the site was over 6 minutes. Traditionally, women were the most frequent visitors to the portal (over 64% of all users).

Source: Mediapanel, itaka.pl, July 2021 , Real Users, Media Type: ALL, TG:ALL

Source: Mediapanel, itaka.pl, July 2021, Demography, Media Type: ALL, TG:ALL

When analyzing the data on visits to the websites of intermediaries in holiday and foreign travels of Poles for July 2021, their high repeatability is noticeable. Both the number of people who visited the analyzed websites and their gender are shaped in a very similar style. A similar trend throughout the month (popularity at the beginning of the weeks and at weekends) is noticeable. Among the analyzed entities, two of them took the lead - Wakacje.pl and the Rainbow travel agency. In each of the analyzed entities, most of the visitors (always over 60%) are women. This allows to make a thesis that they are the ones who are most interested in foreign trips, also dealing with their selection and booking. The second conclusion is the one regarding consumer behavior - despite the epidemic situation, Poles do not give up foreign trips, willingly browsing the pages devoted to their organization and booking.

About Mediapanel Research

Mediapanel is the first cross-media study in Poland based on a single source. The study combines site-centric measurement (measurement scripts at the site and application level) and user-centric measurement (panelists' behavior). In the production of data, we use proprietary, internationally recognized methodologies and algorithms. The Mediapanel study provides a complete and reliable picture of the Polish online market. It offers the possibility of analyzing and comparing the viewership of websites, applications and streaming materials on various types of devices, optimization of advertising budgets, comparison of traffic on desktops and laptops at home (PC-home) and at work (PC-work), as well as determining the position of the entity and its competition.

You can read more about the Mediapanel here.