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Peak travel season on Skyscanner isn’t defined by a single day or campaign, it’s a sequence of high-intent moments where traveller interest spikes, competition intensifies, and the right message at the right time can make all the difference. From mid-October through to the end of March, Skyscanner experiences a sustained surge in searches, sessions, and bookings. These aren’t just seasonal upticks they are performance triggers, and for advertisers, they represent one of the most commercially valuable stretches of the year. These periods are predictable, measurable, and proven to deliver incremental returns. In 2024, Skyscanner saw up to +135% YoY growth in spend duringCyber Week, with strong increases across sessions, clicks, and redirects. 

Background

Winter travel campaigns traditionally involve predictable visuals of snowy landscapes or sun-kissed beaches, presented at peak booking periods. But when London City Airport partnered with Skyscanner Ads, we saw an opportunity to rewrite the rules. By combining precise audience insights with innovative storytelling and smart creative, we didn’t just follow the seasonal travel calendar; we reshaped it entirely. 

London City Airport set out with a clear goal: inspire travellers to dream of winter escapes and book their trips through LCY. The campaign aimed to put a spotlight on winter routes, targeting UK travellers ready to take action. Instead of simply promoting destinations, we crafted a campaign that made each getaway feel reachable, immediate, and packed with possibilities. The goal was not only to increase destination visibility but to position LCY as the ideal gateway for hassle-free winter escapes.