The Benidorm Effect Sees Searches to Destination Double

CHESTER, England, February 29, 2012 /PRNewswire/ --

• Return of hit TV series, Benidorm sparks renewed interest in the popular destination
• Searches for the Spanish resort up 93 per cent week on week
• 11 per cent of Brits to visit Spain this summer

Friday night saw the return of popular television series ITV1 Benidorm and it inspired a huge surge of interest in tourism to the destination, according to travel comparison website TravelSupermarket. Figures released today revealed that during the premiere of the fifth series (9-10pm on Friday 24 February) searches to the coastal resort were nearly double* their normal levels, showing an increase of 93 per cent. This was compared to searches to the destination at the same time the previous week.

The show is once again proving popular with Brits keen for a bit of sea, sun and scandal. The idea of 'screenspiration' - being inspired to go somewhere after seeing it in a film or TV show - is by no means a new phenomenon. In fact previous TravelSupermarket research** found that one in six British travellers (17 per cent) have been inspired to go to a destination after seeing it on the big screen.

It's not just Benidorm that will be popular in 2012 but Spain as a whole - research by TravelSupermarket has revealed that one in ten Brits*** (11 per cent) will be heading there this year as we fall back in love with the destination which has been a mainstay for British travellers for several decades now.

Bob Atkinson, travel expert from travelsupermarket.com, said:

"Once again we have witnessed the 'Benidorm' effect - a huge boost in searches to the resort whilst the show is on air. Many people have laptops or smart phones so browsing the net whilst watching TV has become quite commonplace. In fact this is a trend we only expect to rise in the coming years.

"However the popularity of the resort in 2012 isn't just down to the show. Spain represents good value to Brits this year as the destination is doing all it can to attract visitors with late deals and offers for booking, and in resort. And when comparing prices online for popular destinations, Spain constantly comes out as a cost effective holiday choice for families, couples, groups and singles alike. This year's 93 per cent spike week-on-week shows that while summer may still be a few months away, we are looking to be inspired by warmer climes."

*Benidorm statistic sourced by TravelSupermarket.com based on holidays searches for Benidorm on 17 February 2012 21.00 - 22.00 vs. 24 February 21.00-22.00

**Taken from research carried out on behalf of TravelSupermarket.com by Opinium in February 2010 among 1,826 adults residing in the UK

***Opinium Research carried out an online survey of 5,187 UK adults, on behalf of TravelSupermarket.com, aged 18+ from 9 to 23 November 2011. Results have been weighted to nationally representative criteria

About travelsupermarket.com

http://www.travelsupermarket.com/ is an online comparison service where customers can find the best value travel options for their needs and purchase over the internet. The website compares flights, car hire, hotels, cruise, package holidays plus dynamic packaging by searching hundreds of travel websites. The information supplied is unbiased and is designed to save the customer time and money.

The site thrives on offering its users accurate real time availability by taking information directly from suppliers such as Opodo, British Airways, Thomas Cook, First Choice, Radisson, Sol Melia, easyCar, Auto-Europe and many more, ensuring users are presented the best possible price at all times. It searches:

• Over 650 scheduled, low cost and charter airlines from 39 individual suppliers
• Over 200,000 individual hotels from over 42 individual hotel suppliers
• Over 200 individual car hire providers from over 21 suppliers
• 1,000s of individual package holidays from over 34 suppliers

Additionally, travelsupermarket.com also compares prices on travel insurance and on airport car parking.

travelsupermarket.com is part of the Moneysupermarket.com Group PLC.

http://www.moneysupermarket.com/ is a website where consumers can compare personal finance products, save money and apply online. The website has several service areas including personal loans, credit cards, mortgages, current accounts, savings accounts, motor insurance, home insurance, travel insurance, health insurance, mobile phones, broadband and shopping.

travelsupermarket.com won 'Best Meta Search/Price Comparison Website' and 'Online Travel Brand of the Year' at the Travolution Awards 2009.

For further press information contact:

Alice Dodge / Chris Bull
3 Monkeys Communications
travelsupermarket@3-monkeys.co.uk
+44(0)20-7009-3100

Emma Morris
travelsupermarket.com
emma.morris@travelsupermarket.com
+44(0)1244-220-671