TakeABreak.com.au

Fast Facts

The TakeABreak.com.au website

• Began in 2003 to fill a gap for travellers in finding accommodation at the boutique end of the market

• Currently lists over 11,000 properties – B&Bs, guest houses, farm stays, even houseboats

• More than 50% of accommodation listed on TakeABreak.com.au is not found on popular last minute and hotel websites

• The site attracts over 3 Million unique visitors annually and averages 20,000 enquiries per month.

• It has been in the Hitwise Top 10 consistently since 2005

• TakeABreak.com.au contributed around $15M in accommodation bookings to the industry in the last financial year

• Approximately 90% of users consistently say they would refer the site to their friends
  

Visitor patterns to the site

• 75% female (consistent with travel research and booking patterns across the industry)

• Skews strongly for 25 – 54yrs with greatest reach at 35 – 44yrs

• Victoria and NSW provide the highest visitation numbers to the site – nearly 2/3 of visitors

• 50% are families with children at home

• Nearly 60% are frequent/sometimes magazine readers

• High internet usage

• Nearly 50% are middle/senior managers and professionals

• Nearly 25% earn $100,000k or more

• Top experiences that visitors are searching for – pet-friendly, family-friendly and beach account for 65% of all special interest searches

• Average booking lead time is around two months except in November/December where more last minute Christmas bookings are made

• The busiest booking hours are between 12 and 2pm on weekdays. There is also a peak again after 7pm in the evening particularly around 9pm when it is believed parents are going online to do their holiday research and bookings

• The busiest booking day of the week is a Monday – it is 22% busier than the rest of the week. Weekend travel supplements build desire to travel – and people start dreaming about their next holiday when they hit the reality of work on a Monday. The quietest day is Saturday when people are probably involved in shopping or sporting activities.