The most popular traveling websites in Poland
How has the situation in the world influenced the holiday plans of Poles? Gemius presents traffic analysis on the most popular websites of travel agencies and intermediaries organizing summer holidays.
Data from the Gemius Mediapanel study was analyzed for the period from June 1 to July 13, 2022. The list includes two of the largest holiday brokers in Poland, offering an overview of offers from various travel agencies on their websites - travelplanet.pl and wakacje.pl. Data for the following travel agencies were also analyzed: Rainbow (r.pl), Coral Travel (coraltravel.pl), TUI (tui.pl) and Itaka (itaka.pl).
Source: Gemius Mediapanel, Overview, June 1 – July 13, 2022; Media Type: ALL, Target Group: ALL, Content type: ALL, Channel type: ALL
Source: Gemius Mediapanel, Trend – Real Users, June 1 – July 13, 2022; Media Type: ALL, Target Group: ALL, Content type: ALL, Channel type: ALL
When booking their foreign holidays, Poles willingly use the help of travel brokers. The most popular in the ranking was the wakacje.pl website, which on June 13 achieved the highest number of Real Users - over 220,000 and over 3.5 million of Real Users in the entire analyzed period. This broker also recorded the longest ATS * - almost 17.5 minutes. Rainbow travel agency was second on the podium (RU = 2.5 million; ATS = 8 min). The podium is closed by the Travel Planet broker, which in the analyzed period recorded over 2 million RU and ATS = over 5 minutes. The analyzed data show that women browsed the websites of travel agencies and brokers much more often than men. It can be concluded that they more often deal with the choice of holiday destinations for the family and the organization and purchase of foreign trips.
*ATS – Average Time Spent; Average duration of exposure to the media of the person in its audience
More people interested in traveling abroad
When analyzing the data for the same entities for the period from June 1 to July 13, 2021, it can be noticed that in the summer of 2022 there is a significant increase in the interest of Poles in organized holidays abroad. The situation in the country and in the world did not stop us from planning a summer vacation with help of travel agencies and brokers. In the analyzed period, in 2022, the websites of travel agencies were used by almost 2 million more people than in 2021. This year, a significant increase in the popularity of brokers is also noticeable, i.e. wakacje.pl (+1 position - to the 1st place in the ranking) and travelplanet.pl (+1 position - to 3rd place).
Source: Gemius Mediapanel, Overview, June 1 – July 13, 2021; Media Type: ALL, Target Group: ALL, Content type: ALL, Channel type: ALL
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.