Q1 2016 GLOBAL TRAVEL INSIGHTS January to March 2016
2 SOJERN.COM / SOLUTIONS@SOJERN.COM 3 Table of Contents 5 5 6 7 8 9 10 Global Travel Trends A Bird s Eye View North America: Outbound Quarterly Search Trends Latin America: Outbound Quarterly Search Trends Europe: Outbound Quarterly Search Trends Middle East & Africa: Outbound Quarterly Search Trends Asia-Pacific: Outbound Quarterly Search Trends Sojern is the travel industry s leading performance marketing engine. Through our Sojern Traveler Platform and billions of traveler intent signals across online and mobile channels, we put more heads in beds, travelers in seats and tourists in towns for our clients worldwide. 11 11 12 12 13 13 14 15 16 17 18 19 21 22 23 24 25 26 27 28 28 29 29 Q1 2016 Travel Events North America: The Super Bowl Latin America: Semana Santa Europe: Valentine Weekend Middle East & Africa: Dubai Shopping Festival Asia-Pacific: Lunar New Year Looking Forward: Summer Travel Trends North America Summer Music Festival Spotlight Copa America Comes to the US Latin America Olympics Outlook Europe Impact of the Pound & Alternative Destinations Euro Cup Spotlight Middle East & Africa Ramadan Travel Spotlight Asia-Pacific Winter Getaways and End of Ramadan Appendix Glossary Regional Coverage Methodology
4 SOJERN.COM / SOLUTIONS@SOJERN.COM Q1 2016 GLOBAL TRAVEL INSIGHTS 5 For this report, Sojern analyzed travel behavior worldwide in five regions: North America, Latin America, Europe, Middle East & Africa and Asia-Pacific, in order to understand travel intent within the first quarter of 2016 and beyond. The first half of the report offers an overview of the global travel trends for the major regions, as well as specific travel events during the quarter. The second half of the report looks forward to travel beyond the quarter. Using data based on search and booking behavior provided by major airlines, online travel agencies (OTAs), meta-search, and other travel service providers, we look at travel intent into the summer of 2016. This includes an overview of larger travel trends as well as spotlights on major events specific to each region. Looking ahead and knowing where, when, and how people are already planning their travel, allows marketers to better understand their markets and strategize effective, targeted campaigns. Whether you re a marketer, a reporter, or a travel lover, the Q1 2016 Global Travel Insights Report holds a wealth of data necessary to understand and inspire travel during this quarter and beyond. Global Travel Trends A Bird s Eye View The first quarter of 2016 January, February, and March is filled with holidays, winter getaways, and loads of travel. In the first half of the report, we examined big-picture trends: who s flying where, when, and for how long during Q1. Here, we ve compiled the top 10 global destinations, in addition to looking at each specific region in order to understand the global travel patterns for the beginning of 2016. CANADA UNITED STATES MEXICO UNITED KINGDOM FRANCE SPAIN PORTUGAL TOP 10 COUNTRIES BOOKED BOTH GERMANY SWITZERLAND TOP 10 COUNTRIES SEARCHED ITALY GREECE SHARE OF Q1 SEARCH AND BOOKING VOLUMES BY MONTH RUSSIA THAILAND 34% 34% 32% 32% 34% 34% JANUARY FEBRUARY MARCH SEARCHED BOOKED
6 SOJERN.COM / SOLUTIONS@SOJERN.COM Q1 2016 GLOBAL TRAVEL INSIGHTS 7 What were the outbound quarterly search trends for North America? What were the outbound quarterly search trends for Latin America? MIAMI LAS VEGAS 1 MIAMI MADRID 17% LOS ANGELES 74% ORLANDO 74% ORLANDO LISBON LEAD TIME 40% LEAD TIME 47% 16% 7% 21% 14% 7% 6% 1 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 0 TO 3 DAYS 37% 0 TO 3 DAYS 1 4 TO 7 DAYS 36% 4 TO 7 DAYS 25% 15% 14% 42%
8 SOJERN.COM / SOLUTIONS@SOJERN.COM Q1 2016 GLOBAL TRAVEL INSIGHTS 9 What were the outbound quarterly search trends for Europe? What were the outbound quarterly search trends for Middle East & Africa? BARCELONA PARIS 22% 14% 64% ISTANBUL PARIS IZMIR 75% LISBON & ROME AMSTERDAM LEAD TIME 50% LEAD TIME 3 7% 6% 6% 1 1 6% 17% 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 0 TO 3 DAYS 35% 0 TO 3 DAYS 34% 4 TO 7 DAYS 27% 4 TO 7 DAYS 24% 11% 27% 2
10 SOJERN.COM / SOLUTIONS@SOJERN.COM Q1 2016 GLOBAL TRAVEL INSIGHTS 11 What were the outbound quarterly search trends for Asia-Pacific? Q1 2016 Travel Events Beyond general trends, Sojern also analyzed specific events throughout the world in order to see how, when, and where people traveled during the quarter. BANGKOK TOKYO 17% North America: The Super Bowl More than half the population of the US approximately 167 million viewers tuned in to watch Super Bowl 50, hosted this year in the San Francisco Bay area. 1 Recent data shows that 1.2 million passengers traveled through the San Francisco International Airport alone. 2 OSAKA SINGAPORE LEAD TIME 73% 45% 4 5 DENVER LOS ANGELES 1 2 3 DALLAS US CHICAGO CHARLOTTE Which fans looked to book first? Sojern looked at flight searches for fans after the final two teams were announced. Even though Denver won the Super Bowl, they only took fifth place in the top origin markets for flights booked after January 24. 14% 7% 6% 1 0 TO 7 DAYS 8 TO 14 DAYS 15 TO 21 DAYS 22 TO 29 DAYS 30 TO 59 DAYS 60+ DAYS Where did fans look to stay? 1 SAN FRANCISCO 4 OAKLAND 0 TO 3 DAYS 4 TO 7 DAYS 34% 2 26% Sojern also looked at the top hotel searches in the area just after January 24. San Francisco was the top spot for fans to rest their heads even though Santa Clara hosted the game. As it turns out, on February 6, hotel occupancy in San Francisco peaked at 90.7%, an increase of 14% over last year according to the Super Bowl Committee. 3 5 PALO ALTO SANTA CLARA 2 3 SAN JOSE San Francisco Bay Area 1 Harden, Mark. February 11, 2016. Denver Business Journal. Big Super Bowl 50 numbers. 2 Super Bowl 50 Host Committee. March 7, 2016. SFO Releases Super Bowl 50 Statistics, Economic Impact. 3 Super Bowl 50 Host Committee. March 3. 2016. Super Bowl 50 to Set Hotel Record in San Francisco.
12 SOJERN.COM / SOLUTIONS@SOJERN.COM Q1 2016 GLOBAL TRAVEL INSIGHTS 13 Latin America: Semana Santa When were Semana Santa travelers looking to book? Semana Santa, also known as Holy Week, is the week leading up to Easter (March 27). It s a huge period of celebration for much of Latin America. Most schools and businesses in Mexico, for instance, close for the two weeks surrounding Easter and many take advantage of this time off to travel. 4 For the top four origin markets, an abundance of travelers looked for their Semana Santa flights in February. More interestingly, November is a big search month for Argentina and Brazil, but not Mexico or Colombia those countries prefer to look for flights more last minute, as their numbers rise closer to the start of the celebrations. PERCENTAGE OF FLIGHT SEARCHES MADE FOR SEMANA SANTA BY MONTH 50 Middle East: Dubai Shopping Festival What impact did the Shopping Festival have on origin markets? Attracting more than four million people to Dubai, the Dubai Shopping Festival is a month-long event (January 1-February 1) where retail reigns and people bring their platinum cards to the City of Gold. 5 While the UK remains the top origin market during and before the festival, Russian and Saudi Arabian travelers move up from spot seven and six, respectively, in December to take positions in the top five for the festival. TOP 5 ORIGIN MARKETS IN DECEMBER VS. JANUARY (DURING THE DUBAI SHOPPING MONTH) Rank December 2015 January 2016 1 United Kingdom United Kingdom 2 Italy India 3 India Saudi Arabia 4 United States Russia 40 30 Asia-Pacific: Lunar New Year 5 Germany Germany 20 Where were the top spots for Lunar New Year celebrations? 10 0 ARGENTINA BRAZIL COLOMBIA MEXICO SEP-15 5% 3% 4% OCT-15 11% 5% 6% NOV-15 DEC-15 14% JAN-16 25% 25% 31% 3 FEB-16 2 37% 44% 2 Approximately one-fifth of the world s population celebrates the Lunar New Year, and for the Year of the Monkey, we looked at the top destinations for countries that observe the holiday in Asia-Pacific. In our Q4 2015 report, we saw that Tokyo would likely take the top spot and Bangkok would likely be second. However, last-minute travelers had enough of an influence to switch the rankings. LOOKING BACK TOP DESTINATIONS: DEPARTURES FEB 1-6 CHINA HONG KONG Europe: Valentine Weekend SINGAPORE 1 BANGKOK 2 MANILA 3 SINGAPORE 1 BANGKOK 2 TOKYO 3 Where did UK couples spend their Valentine Weekend? Love was in the air in Europe and the UK during the 2016 Valentine Weekend though couples weren t necessarily inspired to take flight too far. Only New York City broke the top 10 list for global destinations for UK travelers. 10 6 EDINBURGH COPENHAGEN 3 DUBLIN 1 AMSTERDAM 7 4 PRAGUE PARIS 8 VENICE 9 5 BARCELONA 2 ROME OBSERVING COUNTRIES OVERALL BANGKOK 1 TOKYO 2 OSAKA 3 MALAYSIA SINGAPORE SINGAPORE 1 KUALA LUMPUR 2 DENPASAR 3 BANGKOK 1 KUALA LUMPUR 2 MANILA 3 4 Journey Mexico. March 29, 2015. Easter in Mexico - Semana Santa and Pascua. 5 Duncan, Jillian. January 4, 2013. The National Business. "Dubai Shopping Festival starts with a bang." 6 Van Hinsbergh, Gavin. February 15, 2016. China Highlights. "10 Interesting Facts about Chinese New Year."
14 SOJERN.COM / SOLUTIONS@SOJERN.COM Q1 2016 GLOBAL TRAVEL INSIGHTS 15 Looking Forward: Summer Travel Trends While the first half of our report looks back at the major travel trends and events that took place in the first quarter of the year, the second section projects forward into summer. For each of the major regions, Sojern took an early look at the overall summer travel trends to see the hot spots and top trends for summer travel so far. We then focused on a few key events and spotlights in order to examine their draw on travelers. What are the summer search trends for North America? SHORT-HAUL LONG-HAUL Because we re looking in advance, the report does not capture last-minute travel trends. However, the report does offer previews into the travel trends for certain events, thereby revealing places for travel marketers to step in and offer influence. From Ramadan in the Middle East to the Olympics in Brazil, this summer s travel scene is already heating up! LAS VEGAS MIAMI ORLANDO LOS ANGELES PARIS CANCUN ROME SAN JUAN 62% 62% 23% 22% 16% 16% 0 TO 1 DAYS 2 TO 3 DAYS 4 TO 5 DAYS 6 TO 7 DAYS 7% 21% 4% 23% 22% 1 15% 1 44%
16 SOJERN.COM / SOLUTIONS@SOJERN.COM Q1 2016 GLOBAL TRAVEL INSIGHTS 17 Summer Music Festival Spotlight A whopping 32 million people attend at least one US music festival every year. 7 Unsurprisingly, the summer is jam packed full of them. Sojern focused on flights to three of the biggest music fests to determine the origin cities of attendees. We first looked at cities with the highest volume of searches for a fest, and then looked at top indexing cities cities that show a sizeable jump in travel intent for the week of the fest compared with the previous week. LOS ANGELES SAN FRANCISCO LAS VEGAS PHOENIX TOP-SEARCHING CITIES TOP-INDEXING CITIES BOTH DENVER DALLAS CHICAGO MIAMI TORONTO ORLANDO Who s headed to The Governors Ball? Running June 3-5 on New York City s Randall s Island, The Governors Ball has an eclectic lineup. From Kanye to The Killers, there's something for everyone. Despite the East Coast location of the fest, The Governors Ball is pulling a lot of West Coast and Midwest travelers. Those in the region, most likely, can drive in. Copa America Comes to the US Which US markets are looking to travel to Copa? When you think of soccer fans, the US isn t necessarily the first market to come to mind. However, at the 2014 FIFA World Cup, the US had the second highest ticket purchases, following only the host country, Brazil. 8 Clearly, despite outdated stereotypes, the US loves soccer. This year, for the first time in history, and on its 100th anniversary, Copa America will be hosted in the US (June 3-26). The day following the draw when the games were set cities hosting games (e.g., Seattle, San Francisco, Orlando) saw an increase of travel intent of 54% day over day and 3 week over week from US travelers for Copa dates. Though Dallas is the number one market looking for all Copa Games, Boston is the number one market heading to the games in San Francisco. Who in the Americas is looking to come to Copa? Although the US is hosting, the rest of the competing teams are from Latin America their interest and spending power during Copa is sure to have an impact on the cities hosting games. SHARE OF INTERNATIONAL ORIGINS IN THE AMERICAS SEARCHING FOR COPA TRAVEL TOP ORIGINATIONS FOR ALL COPA GAMES Rank Originations 1 Dallas 2 Chicago 3 Boston 4 New York City 5 Los Angeles 6 Miami 7 Philadelphia 8 San Francisco 9 Houston 10 Atlanta Who s headed to Lollapalooza? Hosted in Chicago, IL and taking place July 28-31, Lollapalooza appeals to large crowds though primarily those who love rock. Seattle and Austin have strong music scenes and are looking in large numbers to take in Lollapalooza. SEATTLE LOS ANGELES AUSTIN DALLAS BOSTON PHILADELPHIA 34% PANAMA ORLANDO 7% COLOMBIA 20% BRAZIL 26% BRAZIL SAN FRANCISCO 15% COLOMBIA MEXICO LAS VEGAS CHICAGO LOS ANGELES DALLAS AUSTIN WASHINGTON, DC CHARLOTTE Who s headed to Outside Lands? August 5-7, San Francisco s Golden Gate Park becomes the home of a giant music and food fest. Los Angeles is lower on the list, mostly likely because they can drive in. Also, Austin once again is looking to travel for their music. COSTA RICA CARIBBEAN 2% HAITI NORTH AMERICA CHILE ARGENTINA MEXICO AND CENTRAL AMERICA SOUTH AMERICA Following the announcement of the games, Copa host cities saw an increase in travel of 131% day over day and 74% week over week from Latin American countries. All of this travel, both from within the US and the rest of the Americas, is shaping up to make the tournament one of, if not, the biggest travel events for US this summer. 7 Lynch, Joe. (April 22, 2015). Billboard. Check Out These Surprising Stats about US Music Festivals. 8 Rapp, Timothy. Bleacher Report. United States Buys More World Cup Tickets Than Any Non-Brazilian Nation.
18 SOJERN.COM / SOLUTIONS@SOJERN.COM Q1 2016 GLOBAL TRAVEL INSIGHTS 19 What are the summer search trends for Latin America? SHORT-HAUL LONG-HAUL Olympics Outlook This August 5-21, Rio de Janeiro, Brazil is hosting the Summer Olympics, and travelers eager to experience the games are coming from all corners of the world. We took a look at travel intent data for the Olympics: Which countries are searching the most for Rio Olympics? CANCUN MIAMI Rank North America Latin America Europe Middle East & Africa Asia-Pacific BUENOS AIRES 1 US Brazil United Kingdom Turkey Japan RIO DE JANEIRO MADRID 2 Canada Argentina France Israel Australia LIMA PARIS 3 Colombia Italy Morocco Thailand SAO PAULO LISBON Who s staying to watch the most games? S SEARCHED FOR RIO OLYMPICS 0 TO 1 DAYS 2 TO 3 DAYS 4 TO 5 DAYS 6 TO 7 DAYS 63% 67% 22% 1 15% 15% 2% 5% 1 15% 14% 2 5 80% 70% 60% 50% 40% 30% 20% 0% 0 TO 1 DAYS 15% 11% 2 TO 3 DAYS 4 TO 5 DAYS NORTH AMERICA LATIN AMERICA EUROPE MIDDLE EAST & AFRICA ASIA-PACIFIC For the most part, people are looking to book long trips. Given that the Olympics span 16 days, the popularity of 12 or more days for trip duration makes sense. An interesting difference stands out in duration data those in Latin America are looking for shorter trips. The close proximity means sports lovers can pop in for a few days with greater ease than other regions. Who s traveling solo to the Olympics? 6 TO 7 DAYS Party Size North America Latin America Europe Middle East & Africa Asia-Pacific 1 34% 1 Traveler 76% 67% 72% 82% 84% 2 Travelers 17% 20% 1 11% 3+ Travelers 7% 7% 4% 64%
20 SOJERN.COM / SOLUTIONS@SOJERN.COM Q1 2016 GLOBAL TRAVEL INSIGHTS 21 Who has Olympic fever? Beyond the top countries searching for Olympic travel, Sojern also analyzed Olympic fever the countries showing the largest jump in travel intent specifically during the the Olympic time period: What are the summer search trends for Europe? SHORT-HAUL LONG-HAUL North America Latin America Europe Middle East & Africa Asia-Pacific US 577% Colombia 432% Hungary 460% Israel 334% Japan 716% BARCELONA BANGKOK Canada 355% Brazil 375% Italy 404% Qatar 332% Thailand 481% PALMA DE MALLORCA PARIS LOS ANGELES MIAMI Bolivia 333% Greece 371% South Africa 272% Australia 417% LISBON SAN FRANCISCO Peru 256% Argentina 241% Russia 351% (Tied) Finland 351% (Tied) Morocco 225% United Arab Emirates 215% Singapore 393% India 33 4 56% Focus on Latin America 26% 22% 26% 21% Thirty-two competition venues will be spread throughout four regions of the city, meaning there s little escape from the Olympics for Rio residents. Not everyone loves the crowds that the games will bring, so Sojern looked at where Rio residents are running to escape: Where are Rio residents running to during the Olympics? 3 5 2 ORLANDO MIAMI LISBON The Olympics technically take place in Brazil s winter and most residents appear to be setting off for long-haul trips to warmer, northern climates. On the other hand, many in Brazil are taking the opportunity to head to Rio for the game. Sao Paulo, Foz Do Iguacu, Brasilia, Porto Alegre, and Salvador are the top Brazilian cities with Olympic fever. 1 4 PARIS 0 TO 1 DAYS 2 TO 3 DAYS 4 TO 5 DAYS 6 TO 7 DAYS 11% 16% 3% 4% 22% 14% 11% 26% 61%
22 SOJERN.COM / SOLUTIONS@SOJERN.COM Q1 2016 GLOBAL TRAVEL INSIGHTS 23 Impact of Pound & Alternative Destinations How has the decline of the pound impacted UK travel? Since its last peak at $1.70, in July 2014, the British pound has been in decline. In February 2016, it fell below $1.40 the lowest rate since the mid-1980s. The weaker pound hasn t had a great impact on the top destinations for UK travelers yet. However: In July 2014, the US was third in UK destinations. It dropped to fourth place in May 2015 but didn t stay there for very long. As of March 2016, the US is back to its spot as the third top destination for UK travelers. Spain, on the other hand, has never dropped out of its top spot over the past few years. One change we have observed for UK travel trends is trip duration. In recent months, we see a steady decline in the year-onyear share of long trips of 12 or more days, which could be a result of a weaker pound and talk of leaving the European Union or Brexit. SHARE OF TRIPS WITH DURATION (YEAR-ON-YEAR-CHANGE) 20% 15% -5% 0% 5% - -15% -20% Where did European travelers look before booking their final destination? In Q1 2016, London, Paris, and Madrid are the top three destinations, respectively, for European travelers. Sojern looked ahead to see which other destinations travelers look to before booking these top destinations. Alternative Destination City Paris JUL 15 AUG 15 BOOKED Alternative Destination Country United States SEP 15 Alternative Destination City London OCT 15 NOV 15 BOOKED PARIS Alternative Destination Country Spain DEC 15 JAN 16 Alternative Destination City Barcelona FEB 16 BOOKED MADRID Alternative Destination Country Spain MAR 16 Euro Cup Spotlight The European Championships, also called The Euros or Euro Cup, is a pan-european football tournament that runs from June 10 to July 10. France is this year s host and because so many European countries take part in the games, it is a huge travel event for all of Europe. Tickets have already been purchased and are sent out in April, suggesting that the travel trends we see now aren t likely to change very much. Which fans are the most excited about the Euro Cup? June 10 is the first day of the Euro Cup. Sojern analyzed week-on-week changes from June 3 to June 10 to see which countries had the highest jump in travel intent during the games: TOP FOOTBALL NATIONS PORTUGAL GERMANY ITALY SPAIN NETHERLANDS 3 36% 6% -5% 18 Albania 3600% Wales 840% Slovakia 805% Iceland 784% Northern Ireland 150% Newcomers are certainly excited about their entrance in the Cup, and travel intent to France is spiking. Top footballing nations, like Spain who are two-time defending champions, have a small spike in travel trends. Netherlands, which didn t qualify for the tournament this time, has a loss in travel intent possibly as a result. Which matches are the most anticipated? NEWCOMERS TO THE TOURNAMENT The games take place across nine cities and 10 venues in France. Sojern examined the top arrival dates for each of the tournament venues in order to see which matches have the highest interest: LILLE: JUNE 19, SWITZERLAND VS. FRANCE LENS: JUNE 10, ALBANIA VS. SWITZERLAND Amsterdam Manchester New York City United Kingdom Spain Italy Amsterdam Barcelona Rome Italy United States France London Paris Lisbon United States Italy United Kingdom PARIS (ST. DENIS): JUNE 10, FRANCE VS. ROMANIA LYON: JUNE 13, BELGIUM VS. ITALY Barcelona France Madrid United Kingdom Malaga France BORDEAUX: JUNE 10, WALES VS. SLOVAKIA ST. ETIENNE: JUNE 14, PORTUGAL VS. ICELAND Additional interesting trends for alternative destinations: NICE: JUNE 17, SPAIN VS. TURKEY of people who looked to book in London also looked to the US and this is the only time a US city cracks the top alternative destination list. When booking for Madrid, 21% of people searched for other destinations within Spain. For those travelers who looked for alternative destinations before booking, almost 50% of those searches occurred on the day of booking. TOULOUSE: JUNE 17, ITALY VS. SWEDEN MARSEILLE: JUNE 10, ENGLAND VS. RUSSIA
24 SOJERN.COM / SOLUTIONS@SOJERN.COM Q1 2016 GLOBAL TRAVEL INSIGHTS 25 What are the summer search trends for Middle East & Africa? SHORT-HAUL LONG-HAUL Ramadan Travel Spotlight Ramadan is a period of prayer, fasting, charity-giving and self-accountability in the Muslim community. With a large Muslim population in the Middle East, Ramadan is a popular time for travel in the region. Ramadan begins June 6 and ends July 4, and the departures peak for Middle East travelers is June 30 and July 1, the Thursday and Friday before the end of Ramadan. Those dates see a rise in travel intent of 120% and 156%, respectively. ISTANBUL CAIRO PARIS In which country is the travel effect of Ramadan the strongest? WEEK-ON-WEEK CHANGE IN TRAVEL INTENT ANTALYA IZMIR AMSTERDAM 237% 227% 197% 197% 157% JOHANNESBURG MILAN 61% 60% QATAR SAUDI ARABIA BAHRAIN ORIGIN COUNTRY KUWAIT JORDAN 1 16% 21% 25% Where and for how long is the Middle East traveling after Ramadan? With a number of public holidays, many in the Middle East enjoy lots of time off and use it to travel, which is why we see longhaul and long-duration trips becoming popular during this time. TOP 10 DESTINATIONS AND FOR MIDDLE EAST TRAVELERS FOR DEPARTURES JUNE 30-JULY 6 0 TO 1 DAYS 2 TO 3 DAYS 4 TO 5 DAYS 6 TO 7 DAYS 27% 15% 6% 33% 45% 1. INDIA 2. UNITED STATES 3. TURKEY 4. UNITED KINGDOM 5. GERMANY 6. EGYPT 7. FRANCE 8. PHILIPPINES 9. ITALY 10. CANADA 0 TO 3 DAYS 4 TO 7 DAYS 24% 11% 56%
26 SOJERN.COM / SOLUTIONS@SOJERN.COM Q1 2016 GLOBAL TRAVEL INSIGHTS 27 What are the summer search trends for Asia-Pacific? SHORT-HAUL LONG-HAUL TOKYO SINGAPORE PARIS BANGKOK LOS ANGELES OSAKA DENPASAR HONOLULU 60% 6 22% 1 1 Winter Getaways and End of Ramadan What are the hot spots for the cold season in New Zealand and Australia? While other parts of the world are enjoying their summer vacation, Asia-Pacific is looking forward to winter getaways. It s interesting to note that the top searched countries for both locations are all Englishspeaking: Australia, UK, and the US. Additionally, everyone s looking to extend their trips: 61% of New Zealanders and 45% of Australians are looking for vacations spanning 12 days or more. TOP 5 SEARCHED CITIES SINGAPORE How is Southeast Asia traveling for Hari Raya Puasa/End of Ramadan? Following Ramadan, a number of holidays and celebrations begin that celebrate breaking the fast, including Hari Raya Puasa, Eid al-fitr and the Sugar Feast. These celebrations bring lots of travel to Asia-Pacific with June 30 and July 1 (the Thursday and Friday before the end of Ramadan) seeing the biggest spikes in travel intent. So far, 31% of South East travelers are looking to stay within their region and that number should rise as more last-minute travelers look for quick, regional trips. TOP 10 DESTINATIONS & FOR SOUTHEAST ASIA DEPARTING JUNE 30-JULY 6 1 2 1 DENPASAR 2 3 AUSTRALIA NEW ZEALAND BRISBANE 4 SYDNEY 5 5 MELBOURNE 4 LOS ANGELES 3 0 TO 1 DAYS 2 TO 3 DAYS 4 TO 5 DAYS 6 TO 7 DAYS 11% 11% 1 4% 22% 6% 16% 11% 14% 1 55% 1. AUSTRALIA 2. THAILAND 3. TAIWAN 4. FRANCE 5. SINGAPORE 6. INDONESIA 7. JAPAN 8. HONG KONG 9. UNITED KINGDOM 10. UNITED STATES 0 TO 3 DAYS 4 TO 7 DAYS 17% 32% 1 33%
28 SOJERN.COM / SOLUTIONS@SOJERN.COM Q1 2016 GLOBAL TRAVEL INSIGHTS 29 Appendix Glossary Sojern s analysis highlights a number of consumer travel trends, including: Regional Coverage Sojern breaks down the world into regions and subregions as shown in the map below. Regions are shown with a colored background and subregions with a white background. Top Searched Destinations: The destinations potential travelers are searching. EUROPE Top Traveled Destinations: The destinations to which travelers are booking. Western Europe Eastern Europe Origination Cities: The cities people are traveling from. Search Volume: Total number of searches made by travelers. Booking Volume: Total number of bookings made by travelers. NORTH AMERICA Caribbean Central America LATIN AMERICA South America North Africa Sub-Saharan Africa Middle East Central Asia South Asia East Asia Southeast Asia ASIA-PACIFIC Metro Areas: The urban regions served by (a) designated airport(s), as defined by the respective country's government bureau. Trip Type: The reason why people are traveling (business or leisure). Sojern uses an algorithm that analyzes different variables to determine whether a trip is for business or leisure purposes. Trip Duration: The length of a searched or booked trip. Search Lead Time: The length of time between a search and departure date. Booking Lead Time: The length of time between a booking and departure date. Party Size: The number of people traveling on the same reservation. Traveler Intent: The intent to travel as defined by search data. Methodology MIDDLE EAST & AFRICA 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 most renowned travel brands. The insights available through this analysis enable brands to deliver the right messages to the right traveler at the right time through display, video, mobile, and social advertising. Our analysis is based on airport level data which is then aggregated to countries and regions. All of the insights are based on very specific data sets as provided by Sojern's data partners. Sojern s data is rounded to the nearest whole number for readability and therefore not all charts and graphs will add up to 100%. Sojern never shares or distributes personally identifiable information (PII) such as names, emails, or addresses. The data provided is not a complete view of all global traveler information, as different data sources provide additional views of traveler behavior. For more information, please visit sojern.com. Oceania Last-Minute Booker: A traveler that books a trip with seven days or less to travel. Short-Haul Trip: A short-distance trip, usually regional. Long-Haul Trip: A long-distance trip, usually inter-regional. Event to Travel: Lead time (see search lead time or booking lead time, above).
30 SOJERN.COM / SOLUTIONS@SOJERN.COM 800+ Global Clients 350M Traveler Profiles Sojern in a Nutshell $1B in Bookings 1.2M Travelers in Seats 2.2M Heads in Beds 13 Locations 2013, 2014 & 2015 Winner of Deloitte Technology Fast 500
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