ISSUE 1, 2017 Global Travel Insights - Sojern 1, 2017 Global Travel Insights. ... sunny visuals...

ISSUE 1, 2017

Global Travel Insights

http://www.sojern.com

SOJERN.COM / [email protected] GLOBAL TRAVEL INSIGHTS: ISSUE 1, 2017 3

Table of Contents

04. Looking Back

06. Outbound Quarterly Search Trends Global Travel TrendsNorth AmericaLatin AmericaEuropeMiddle East & AfricaAsia-Pacific

12. Looking Forward

14. North AmericaSpring Search Trends April Travel Trends

17. Latin AmericaSpring Search Trends April Travel Trends

21. EuropeSpring Search Trends April Travel Trends

24. Middle East & AfricaSpring Search Trends April Travel Trends

28. Asia-PacificSpring Search Trends April Travel Trends

32. Glossary & Methodology

Sojern is the industry’s leading traveler audience engagement platform. Activating insights from 350M traveler profiles, 100K unique audience segments, and billions of travel intent signals including search and booking data across online and mobile channels, we put more heads in beds, travelers in seats, and tourists in towns for our clients worldwide.

Each quarter, Sojern analyzes travel behavior in North America, Latin America, Europe, the Middle East & Africa, and Asia-Pacific to reveal shifting consumer preferences and offer insights to help marketers drive bookings and build brand loyalty with ever-increasing precision.

Interested in working with Sojern to reach, engage, and convert travel audiences? Connect with us: www.sojern.com.


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Looking Back To investigate shifts in global travel behavior for the most recent quarter, we analyzed search and booking data from October to December 2016. Comparing Q4 to Q3 revealed:

An overall increase in family travel this quarter. Every region saw an increase in 3+ travelers this quarter over last, with the exception of the Middle East & Africa, which held steady from last quarter. Given the high number of holidays, many of which are spent with families, this uptick reveals the seasonal differences of Q4.

A number of shifts in top outbound destinations. For example, Palma De Mallorca fell out of the top five destinations for Europe and was replaced by Amsterdam. For Asia-Pacific travelers, London, which was in the top five destinations searched last quarter, was replaced by Taipei in Q4.

A sizeable divergence in share of bookings and searching across the quarter. Typically, the share of booking and searching is spread evenly across each month, with only a percentage difference. This was not the case for Q4. Instead, we saw October dominate in bookings, November see the most searches, and both search and bookings level out in December.




What were the global travel trends for the quarter?

What were the quarterly outbound search trends for North America?

Miami

New York City

Las Vegas

Los Angeles

Chicago

Top 5 Destinations Party Size

Lead Time

Trip Duration

1 TRAVELER

2 TRAVELERS

3+ TRAVELERS72%

20%

8%

0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS

11% 16%32%40%

60+ Days30 to 59 Days22 to 29 Days15 to 21 Days8 to 14 Days0 to 7 Days

21% 29%9% 8%21% 11%

Top 10 Countries Searched and Booked

United States

Spain

United Kingdom

Mexico

Italy

Germany

France

Thailand

Portugal

Russia

Switzerland

Singapore

SEARCHED BOOKED BOTH

DecemberNovemberOctober

Share of Q4 2016 Search and Booking Volumes by Month

SEARCHED BOOKED

35% 33%34% 37% 31% 30%




What were the quarterly outbound search trends for Europe?

What were the quarterly outbound search trends for Latin America?

London

Paris

Barcelona

New York City

Amsterdam


Lead Time

Trip Duration

1 TRAVELER

2 TRAVELERS

3+ TRAVELERS64%

23%

13%


10% 28%24%38%


20% 38%8% 7%17% 10%

Miami

Mexico City

Cancun

Tijuana

New York City


Lead Time

Trip Duration

1 TRAVELER

2 TRAVELERS

3+ TRAVELERS71%

18%

11%


12% 44%19%25%


20% 45%7% 6%15% 8%




What were the quarterly outbound search trends for Asia-Pacific?

What were the quarterly outbound search trends for the Middle East & Africa?

Singapore

Bangkok

Tokyo

Hong Kong

Taipei


Lead Time

Trip Duration

1 TRAVELER

2 TRAVELERS

3+ TRAVELERS69%

18%

12%


11% 23%31%35%


22% 41%7% 6%15% 8%

Paris

London

Istanbul

Jeddah

Riyadh/Dubai


Lead Time

Trip Duration

1 TRAVELER

2 TRAVELERS

3+ TRAVELERS74%

14%

12%


12% 27%23%38%


17% 25%9% 7%30% 12%




Looking Forward In our Look Forward section, we analyze searches made in Q1 2017 and beyond in order to understand travel in the New Year, including:

• What days of the week see the most travel searches by region

• The top destinations searched by destination type

• A spotlight on April travel for each region




What were the Spring search trends for North America?

What were the Spring search trends for North America?

Miami

Las Vegas

Orlando

New York City

Los Angeles

Cancun

London

San Juan

Paris

Bangkok

Top 5 Destinations

Party Size

Trip Duration

SHORT-HAUL LONG-HAUL

0.8

3+ Travelers2 Travelers1 Traveler

9% 13%23% 19%68% 69%

0%

10%

20%

30%

40%

50%

60%

12+ Days8 to 11 Days4 to 7 Days0 to 3 Days

Share of Weekday Travel Departures


0%

5%

10%

15%

20%

SaturdayFridayThursdayWednesdayTuesdayMondaySunday

Share of Weekday Searches

0%

5%

10%

15%

20%





North America Spotlight: April Travel TrendsBecause the United States doesn't have a national holiday around Easter like many other regions, there’s divergence in departure dates from the rest of the world, preferring early in the month. This is likely due to Spring Break searches as North Americans enjoy their Spring Breaks, generally, from March to April.

What destinations, besides yours, are your target traveler audiences searching for? For example, one segment may have decided they want a beach vacation but not yet settled on a location and are actively researching destination options across a variety of websites, social media platforms, and video and mobile content.

Tailor your ads to this unique segment while they’re still in discovery mode with sunny visuals across display, mobile, search, and video.

1 7 8Top Three Departure Dates Searched

Top Destinations Searched for in April

Rank Beach Metropolitan Sightseeing/Recreational

1 Miami London Orlando

2 Cancun New York City Las Vegas

3 Honolulu Los Angeles Boston

4 Fort Myers Paris Denver

5 San Juan Phoenix New Orleans

46%of short-haul travel

is for 4 to 7 days

39%of long-haul travel

is for 4 to 7 days


is for 0 to 3 days

Trip Duration

Cancun

Mexico City

Sao Paulo

Tijuana

Rio de Janeiro

Miami

New York City

Madrid

Lisbon

Orlando

Top 5 Destinations

Party Size

Trip Duration


0.8


13% 12%20% 17%67% 71%

0%

10%

20%

30%

40%

50%

60%


What are the Spring search trends for Latin America?






0%

5%

10%

15%

20%



0%

5%

10%

15%

20%


What are the Spring search trends for Latin America?

Latin America Spotlight: April Travel TrendsWe know that Semana Santa is a big travel time for many Latin Americans and by looking this early at searches, we are able to see the decision-making process for early planners.

For example, the top departure dates are, right now, the week before Easter and the week of Easter. Because many take two weeks off for Semana Santa, we see travelers looking at what prices and timing work best for their breaks.

When are you target travel audiences shopping? What kind of decisions are they weighing? Knowing that a unique segment is actively searching for specific departure and return dates allows you to bid differently for those users across multiple channels and tailor more effective lower-funnel messages to drive bookings now for a specific travel window.


Top Destinations Searched

Rank Beach Metropolitan Sightseeing/Recreational

1 Miami New York City Madrid

2 Cancun Mexico City Lisbon

3 Barcelona Paris Orlando

4 Rio de Janeiro Tijuana Las Vegas

5 Havana Buenos Aires Guadalajara

Trip Duration

Long-Haul

Short-Haul 25%

14% 20% 23% 43%

33% 19% 23%





London

Paris

Amsterdam

Barcelona

Rome

Bangkok

New York City

Dubai

Phuket

Miami

Top 5 Destinations

Party Size

Trip Duration


0.8


10% 13%24% 18%66% 69%

0%

10%

20%

30%

40%

50%

60%


What are the Spring search trends for Europe?







0%

5%

10%

15%

20%



0%

5%

10%

15%

20%


Europe Spotlight: April Travel TrendsGood Friday is a national holiday for countries like the United Kingdom, Spain, and Germany. Therefore, many Europeans are looking to extend their trips and make it a four-day weekend, which is why we see April 14 show up as a top departure date for the month.


is for 0 to 3 days


is for 4 to 7 days


is for 0 to 3 days

Trip Duration


Many travelers are currently researching, but haven’t yet booked April getaways, presenting a prime opportunity to reach new customers and engage with your brand. Target these audience segments with a combination of upper-funnel brand messaging and mid-funnel engagement campaigns to introduce them to your offering. Then use retargeting to drive them through to booking and other package upsells.


Overall Beach

New York City Barcelona

London Palma de Mallorca

Paris Malaga

Barcelona Miami

Lisbon Alicante





Istanbul

Jeddah

Dubai

Cairo

Riyadh

London

Paris

Amsterdam

Bangkok

New York City

Top 5 Destinations

Party Size

Trip Duration


0.8


13% 9%12% 15%76% 76%

0%

10%

20%

30%

40%

50%

60%


What are the Spring search trends for Middle East & Africa?

What are the Spring search trends for Middle East & Africa?



0%

5%

10%

15%

20%



0%

5%

10%

15%

20%





Middle East & Africa Spotlight: April Travel TrendsFor the month of April, European destinations make up half of the top 10 destinations searched by Middle East & African travelers. Tel Aviv also cracks the top five list—perhaps drawing Easter travelers.

Managing targeted campaigns across multiple audience segments in various stages of the funnel is made significantly easier with dynamic creative. Outline your target segment behaviors, identify which creative messages should be tailored to them, and let your dynamic ads automatically optimize campaign delivery to reach your campaign goals.


Trip Duration

Long-Haul

Short-Haul 32%

23% 32% 18% 27%

28% 16% 24%



Beach Metropolitan Sightseeing/Recreational

Tel Aviv London Bangkok

Barcelona Amsterdam Tel Aviv

Dubai New York City Madrid

Miami Paris Rome

Bali Istanbul Berlin




What are the Spring search trends for Asia-Pacific?

Singapore

Bangkok

Tokyo

Taipei

Osaka

London

Los Angeles

Paris

New York City

Dubai

Top 5 Destinations

Party Size

Trip Duration


0.8


14% 9%19% 17%67% 74%

0%

10%

20%

30%

40%

50%

60%




0%

5%

10%

15%

20%



0%

5%

10%

15%

20%


What are the Spring search trends for Asia-Pacific?




Asia-Pacific: April Travel TrendsAsia-Pacific countries, like Singapore, observe Good Friday (April 14) as a public holiday. With the Friday off, we see the 13th, the Thursday before Easter, as one of the most popular dates searched for departures. Also, April 29 kicks off Golden Week in Japan and we’re already seeing so many searches that the date cracks the top three for departures.


Beach Metropolitan Sightseeing/Recreational

Singapore Tokyo Osaka

Bali Singapore Bangkok

Sydney Seoul Sydney

Melbourne Taipei Auckland

Barcelona London Nagoya


is for 4 to 7 days


is for 12+ days

19%of short-haul trips are for 3+ people

Trip Duration

Glossary Lead Time (Search or Booking) The length of time between a search or booking and departure date.

Last-Minute Booker A traveler that books a trip with seven days or less to travel.

Short-Haul & Long-Haul Trip Short-haul is usually regional, while long-haul is usually inter-regional.

Regional CoverageSojern breaks down the world into the following regions and subregions:

MethodologySojern’s quarterly insights reports are based on the rigorous analysis of more than a billion traveler intent data points, obtained through Sojern’s unique partnerships with some of the world’s largest travel brands, including airlines, hotels, OTAs, metasearch companies, and more. The data provided here is not a complete view of all global traveler information.

Caribbean

South America

Oceania

Southeast Asia

East Asia

South Asia

Middle East

North America

Europe

Central America

Latin America

Asia-Pacific

Eastern Europe

Central Asia

Sub-Saharan Africa

North Africa

Middle East & Africa

Western Europe


It’s never too early to start your campaigns and win bookings from competing brands or destinations. When planning this far in advance, ensure your targeting strategy focuses on travelers with a long advance planning window and that your campaign flights over several weeks or months to nurture them through the funnel.



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ISSUE 1, 2017 Global Travel Insights - Sojern 1, 2017 Global Travel Insights. ... sunny visuals...

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Transcript of ISSUE 1, 2017 Global Travel Insights - Sojern 1, 2017 Global Travel Insights. ... sunny visuals...