easyJet x Family Holiday Index GEO.
Idea:
Ahead of Easter, we created the Family Holiday Index for easyJet and easyJet holidays, ranking Europe’s best destinations for families around the things parents care about most – from short flights and easy transfers to affordable meals and activities that keep children entertained.
Execution:
We used our GEO proposition C:ited to inform our index, which scored destinations across five weighted criteria: beach and water access, family-friendly activities, travel logistics, everyday holiday costs and airport ease, focusing on destinations within a four-hour flight of the UK.
Palma de Mallorca claimed the top spot, followed by the Algarve and Costa del Sol with Spain securing six places in the top ten. These findings helped us provide families with information to help them plan their Easter holidays, based on what people would be searching for.
Using search data, we packaged the rankings with destination imagery, flight and holiday prices and expert commentary, creating a story that worked across national, regional and consumer media.
The structured rankings and clear methodology also gave search and AI platforms useful information to draw on when answering questions about family-friendly holidays.
Results:
The campaign secured 260 pieces of coverage with a reported reach of over 71.8 million, including three national articles, 250 regional articles, three consumer pieces and two social posts. Highlights included Daily Mirror, Daily Star, OK! and The London Economic, alongside coverage in destination-local titles such as the Majorca Daily Bulletin.
The campaign also delivered strong generative engine optimisation (GEO) results. Campaign checks found the index appearing prominently in ChatGPT and Google responses to family-friendly destination searches, drawing on information from both earned coverage and owned channels. This extended the story’s visibility into the places families turn to for holiday recommendations.
Across coverage, 97% included full brand credit, 97% featured the research and 94% carried the spokesperson quote, keeping easyJet holidays closely connected to the family travel advice.