Another year, another series of Love Island (and yes, we are already obsessed). We already know that the show will influence our viewing habits for the next eight weeks, but new research from lastminute.com has found that it’s also likely to have a significant impact on our holiday bookings.
Based on data from previous years, the travel site says that reality TV is becoming a major factor in where we choose to take our sunshine breaks, with shows like Ex on the Beach and Made in Chelsea also causing surges in popularity for particular destinations.
Since Love Island first aired in 2015, bookings to Mallorca have increased by an average of 154.2 per cent year on year. When Ex on the Beach shot in Crete in 2017, there were 84 per cent more bookings to the Greek destination than the same period in the previous year; Made in Chelsea, meanwhile, was responsible for a staggering 194 per cent spike in bookings to Ibiza when the cast were filmed holidaying there last year.
So why are these programmes having such an effect on the places we choose to visit? Reigo Eljas, Country Director for lastminute.com explained to YOU: ‘We have seen a rise in holidays to nostalgic beach resorts, such as Majorca and Crete, in the last few years, and the popularity of the hit TV shows like Love Island have certainly contributed to this.’
‘The inspiration to follow in the footsteps of these reality stars on the TV, having fun in the sun, encourages people to search and book similar type holidays to these famous destinations, in a bid to relive their favourite TV shows with their own friends, and make new ones while there.’
‘We know from our booking data that the holiday packages are bang on trend thanks to the flexibility they offer, being able to pick the perfect flight and hotel, to fit in the times and dates you want to travel, taking away much of the stress of planning.’