ISSUE 1, 2017 Global Travel Insights

Transcription

1 ISSUE 1, 2017 Global Travel Insights

2 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: Table of Contents 04. Looking Back 06. Outbound Quarterly Search Trends Global Travel Trends North America Latin America Europe Middle East & Africa Asia-Pacific 12. Looking Forward 14. North America Spring Search Trends April Travel Trends 17. Latin America Spring Search Trends April Travel Trends 21. Europe Spring Search Trends April Travel Trends 24. Middle East & Africa Spring Search Trends April Travel Trends 28. Asia-Pacific Spring Search Trends April Travel Trends 32. Glossary & Methodology SOJERN.COM / SOLUTIONS@SOJERN.COM GLOBAL TRAVEL INSIGHTS: ISSUE 1,

3 Looking Back To investigate shifts in global travel behavior for the most recent quarter, we analyzed search and booking data from October to December 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. SOJERN.COM / SOLUTIONS@SOJERN.COM GLOBAL TRAVEL INSIGHTS: ISSUE 1,

4 What were the global travel trends for the quarter? What were the quarterly outbound search trends for North America? Top 10 Countries Searched and Booked Miami 8% United States Spain United Kingdom France Thailand Portugal Las Vegas Los Angeles 72% 1 TRAVELER 2 TRAVELERS 3+ TRAVELERS Mexico Italy Russia Switzerland Chicago Germany Singapore Lead Time SEARCHED BOOKED BOTH Share of Q Search and Booking Volumes by Month 21% 11% 9% 8% 21% 29% 0 to 7 Days 8 to 14 Days 15 to 21 Days 22 to 29 Days 30 to 59 Days 60+ Days 34% 37% 3 33% 31% 3 October November December 4 32% 11% 16% SEARCHED BOOKED 0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS SOJERN.COM / SOLUTIONS@SOJERN.COM GLOBAL TRAVEL INSIGHTS: ISSUE 1,

5 What were the quarterly outbound search trends for Latin America? What were the quarterly outbound search trends for Europe? Miami Mexico City Cancun Tijuana 18% 11% 71% 1 TRAVELER 2 TRAVELERS 3+ TRAVELERS London Paris Barcelona 23% 13% 64% 1 TRAVELER 2 TRAVELERS 3+ TRAVELERS Amsterdam Lead Time Lead Time 1 8% 7% 6% 4 17% 8% 7% 38% 0 to 7 Days 8 to 14 Days 15 to 21 Days 22 to 29 Days 30 to 59 Days 60+ Days 0 to 7 Days 8 to 14 Days 15 to 21 Days 22 to 29 Days 30 to 59 Days 60+ Days 2 19% 12% 44% 38% 24% 28% 0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS 0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS SOJERN.COM / SOLUTIONS@SOJERN.COM GLOBAL TRAVEL INSIGHTS: ISSUE 1,

6 What were the quarterly outbound search trends for the Middle East & Africa? What were the quarterly outbound search trends for Asia-Pacific? Paris London Istanbul Jeddah 14% 12% 74% 1 TRAVELER 2 TRAVELERS 3+ TRAVELERS Singapore Bangkok Tokyo Hong Kong 18% 12% 69% 1 TRAVELER 2 TRAVELERS 3+ TRAVELERS Riyadh/Dubai Taipei Lead Time Lead Time 3 12% 9% 7% 17% 2 1 8% 7% 6% 22% 41% 0 to 7 Days 8 to 14 Days 15 to 21 Days 22 to 29 Days 30 to 59 Days 60+ Days 0 to 7 Days 8 to 14 Days 15 to 21 Days 22 to 29 Days 30 to 59 Days 60+ Days 38% 23% 12% 27% 3 31% 11% 23% 0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS 0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS SOJERN.COM / SOLUTIONS@SOJERN.COM GLOBAL TRAVEL INSIGHTS: ISSUE 1,

7 Looking Forward In our Look Forward section, we analyze searches made in Q 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 SOJERN.COM / SOLUTIONS@SOJERN.COM GLOBAL TRAVEL INSIGHTS: ISSUE 1,

8 What were the Spring search trends for North America? What were the Spring search trends for North America? Share of Weekday Travel Departures Miami Las Vegas Orlando Los Angeles Cancun London San Juan Paris Bangkok 1 Sunday Monday 68% 69% 23% 19% 9% 13% 1 Traveler 2 Travelers 3+ Travelers Share of Weekday Searches to 3 Days 4 to 7 Days 8 to 11 Days 12+ Days Sunday Monday SOJERN.COM / SOLUTIONS@SOJERN.COM GLOBAL TRAVEL INSIGHTS: ISSUE 1,

9 North America Spotlight: April Travel Trends Because 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 are the Spring search trends for Latin America? Top Three Departure Dates Searched Top Destinations Searched for in April Rank Beach Metropolitan Sightseeing/Recreational 1 Miami London Orlando 2 Cancun Las Vegas 3 Honolulu Los Angeles Boston 4 Fort Myers Paris Denver Cancun Mexico City Sao Paulo Tijuana Rio de Janeiro Miami Madrid Lisbon Orlando 5 San Juan Phoenix New Orleans 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. 67% 71% 1 Traveler 17% 2 Travelers 13% 12% 3+ Travelers Tailor your ads to this unique segment while they re still in discovery mode with sunny visuals across display, mobile, search, and video % 39% 32% 4 3 of short-haul travel is for 4 to 7 days of long-haul travel is for 4 to 7 days of short-haul travel is for 0 to 3 days 0 to 3 Days 4 to 7 Days 8 to 11 Days 12+ Days SOJERN.COM / SOLUTIONS@SOJERN.COM GLOBAL TRAVEL INSIGHTS: ISSUE 1,

10 What are the Spring search trends for Latin America? Latin America Spotlight: April Travel Trends We 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. Share of Weekday Travel Departures Top Three Departure Dates Searched Short-Haul 2 33% 19% 23% Long-Haul 14% 23% 43% 0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS Sunday Monday Share of Weekday Searches 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 1 Rank Beach Metropolitan Sightseeing/Recreational 1 Miami Madrid 2 Cancun Mexico City Lisbon 3 Barcelona Paris Orlando 4 Rio de Janeiro Tijuana Las Vegas 5 Havana Buenos Aires Guadalajara Sunday Monday SOJERN.COM / SOLUTIONS@SOJERN.COM GLOBAL TRAVEL INSIGHTS: ISSUE 1,

11 What are were the the Spring quarterly search outbound trends search for trends Europe? for Europe? London Paris Amsterdam Barcelona Rome Bangkok Dubai Phuket Miami 66% 69% 1 Traveler 24% 18% 2 Travelers 13% 3+ Travelers to 3 Days 4 to 7 Days 8 to 11 Days 12+ Days SOJERN.COM / SOLUTIONS@SOJERN.COM GLOBAL TRAVEL INSIGHTS: ISSUE 1,

12 What were the quarterly outbound search trends for Europe? Europe Spotlight: April Travel Trends Good 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. Top Three Departure Dates Searched Share of Weekday Travel Departures Top Destinations Searched Overall London Paris Barcelona Lisbon Beach Barcelona Palma de Mallorca Malaga Miami Alicante Sunday Monday Share of Weekday Searches 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. 1 39% of short-haul travel is for 0 to 3 days 39% of short-haul travel is for 4 to 7 days 54% of long-haul travel is for 0 to 3 days Sunday Monday SOJERN.COM / SOLUTIONS@SOJERN.COM GLOBAL TRAVEL INSIGHTS: ISSUE 1,

13 What are the Spring search trends for Middle East & Africa? What are the Spring search trends for Middle East & Africa? Share of Weekday Travel Departures Istanbul Jeddah Dubai Cairo Riyadh London Paris Amsterdam Bangkok 1 Sunday Monday 76% 76% 12% 1 13% 9% 1 Traveler 2 Travelers 3+ Travelers Share of Weekday Searches to 3 Days 4 to 7 Days 8 to 11 Days 12+ Days Sunday Monday SOJERN.COM / SOLUTIONS@SOJERN.COM GLOBAL TRAVEL INSIGHTS: ISSUE 1,

14 Middle East & Africa Spotlight: April Travel Trends For 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. Top Three Departure Dates Searched Short-Haul 32% 28% 16% 24% Long-Haul 23% 32% 18% 27% 0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS 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. Top Destinations Searched Beach Metropolitan Sightseeing/Recreational Tel Aviv London Bangkok Barcelona Amsterdam Tel Aviv Dubai Madrid Miami Paris Rome Bali Istanbul Berlin SOJERN.COM / SOLUTIONS@SOJERN.COM GLOBAL TRAVEL INSIGHTS: ISSUE 1,

15 What are the Spring search trends for Asia-Pacific? What are the Spring search trends for Asia-Pacific? Share of Weekday Travel Departures Singapore Bangkok Tokyo Taipei Osaka London Los Angeles Paris Dubai 1 Sunday Monday 67% 74% 19% 17% 14% 9% 1 Traveler 2 Travelers 3+ Travelers Share of Weekday Searches to 3 Days 4 to 7 Days 8 to 11 Days 12+ Days Sunday Monday SOJERN.COM / SOLUTIONS@SOJERN.COM GLOBAL TRAVEL INSIGHTS: ISSUE 1,

16 Asia-Pacific: April Travel Trends Asia-Pacific countries, like Singapore, observe Good (April 14) as a public holiday. With the off, we see the 13th, the 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. Top Three Departure Dates Searched Top Destinations Searched 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 Coverage Sojern breaks down the world into the following regions and subregions: Beach Metropolitan Sightseeing/Recreational Singapore Tokyo Osaka Bali Singapore Bangkok Western Europe Europe Eastern Europe Sydney Seoul Sydney Melbourne Taipei Auckland Barcelona London Nagoya 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. 46% of short-haul travel is for 4 to 7 days 33% of long-haul travel is for 12+ days 19% of short-haul trips are for 3+ people North America Central America Latin America Methodology Caribbean South America North Africa Sub-Saharan Africa Middle East Middle East & Africa Central Asia South Asia East Asia Asia-Pacific Southeast Asia Oceania Sojern 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. SOJERN.COM / SOLUTIONS@SOJERN.COM GLOBAL TRAVEL INSIGHTS: ISSUE 1,

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