Global discovery and native advertising platform, Taboola, has reported a huge spike in people seeking out travel-related content between January and April as borders reopen and Australians resume jetting off on international and domestic trips.
Across its network, Taboola saw more than 4.5 million page views for travel and tourism related topics in January and February 2022, an increase of 124 per cent on the previous 45 days. This content did begin to fall away moving into April, as people settled into the new normal.
Unsurprisingly, across Taboola’s network, travel content page views skyrocketed since 21 January, particularly around the time of Premier Mark McGowan’s announcement of Western Australia’s borders reopening.
Page views for tourism-related content reached a peak in the first week of February, with people online specifically looking for information around who will be allowed to travel, and related restrictions for tourists related to vaccinations.
Vaccination related articles also saw a major increase throughout December and January as Australians sought out information around restrictions and requirements for both domestic and international travel. This spiked again during April with a string of media reports about vaccine mandates in Western Australia.
Unsurprisingly, views for airport-related content had a significant spike through early and mid April with an 82 per cent increase in page views across Taboola’s network on the previous 45 days.
This coincided with increased news reports about airports across the country struggling to cope with passenger influx, coupled with staff shortages associated with COVID and isolating procedures in the lead up to the Easter break.
The travel and tourism insights report from Taboola Newsroom uses AI and a large, open web dataset to provide unique insights into a range of trending topic areas.
