Great interest in luxury and ecotourism

Let us underline this issue without making any distinction between nations:

Luxury and ecotourism are attracting significant interest. Türkiye initially faltered in this area, but is now recovering. Russian and German tourists, as in the past, are still determined to visit Türkiye. All eyes are now on Far Eastern countries to expand their reach.

Commenting on the research revealing holiday booking habits in Türkiye, Nejla Bilge Atila, Yandex Ads Turkey, Middle East, and South Asia Agency Partnerships Lead, said, "The future of tourism will belong to those who can anticipate tourist demands with a data-driven approach. At Yandex Ads, we offer an approach that includes smart strategies and personalized recommendations."

According to the research, 53% of Turkish audiences prefer to travel for a maximum of seven days, while 47% prefer to travel for more than 10 days. In 2023-2024, 51% of Yandex Search users focused on hotel brand searches, an 11% increase compared to the previous year. Searches for "Hotel" and "Holiday Packages" accounted for 73% of total searches, while 27% of audiences searched for "Resort Hotels," 23% for "Park Hotels," and 21% for "SPA Hotels."

Atila, noting that searches for vacation packages have increased by 39 percent compared to the previous year, said, "We're seeing that users are mostly looking for five-star hotels. Winter and early spring are excellent times to start promoting tourism services to the target audience. According to our research, interest in the Aegean Region has increased by 78 percent. There's also a 16 percent increase in searches for ecological hotels. We've also observed a 20 percent year-over-year increase in searches for the Lycian Way."

Atila emphasized the importance of capturing the target audience with an approach that incorporates smart strategies and personalized recommendations, saying, “Industry representatives who don't understand their target audience well, their characteristics, and their current demands now face the risk of being left out of the game. The future of tourism will belong to those who can anticipate tourist demands with a data-driven approach. At Yandex Ads, we offer an approach that incorporates smart strategies and personalized recommendations.”

Atila made the following recommendations to brands in the sector:

1- Set up a separate early booking campaign and keep it open at all times.

2- Sell shorter trips as quick, hassle-free packages, while longer trips should include immersive excursions, meals, and full-experience packages.

3- Combine branded ads with package deals and create special sections for branded package deals on the website.

4- Strengthen ecotourism promotion.

5- Considering the increasing interest of the target audience, emphasize your region.