issue 1, 2017 global travel insights - sojern 1, 2017 global travel insights. ... sunny visuals...
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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.
SOJERN.COM / [email protected] GLOBAL TRAVEL INSIGHTS: ISSUE 1, 2017 5
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.
SOJERN.COM / [email protected] GLOBAL TRAVEL INSIGHTS: ISSUE 1, 2017 7
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%
SOJERN.COM / [email protected] GLOBAL TRAVEL INSIGHTS: ISSUE 1, 2017 9
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
Top 5 Destinations Party Size
Lead Time
Trip Duration
1 TRAVELER
2 TRAVELERS
3+ TRAVELERS64%
23%
13%
0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS
10% 28%24%38%
60+ Days30 to 59 Days22 to 29 Days15 to 21 Days8 to 14 Days0 to 7 Days
20% 38%8% 7%17% 10%
Miami
Mexico City
Cancun
Tijuana
New York City
Top 5 Destinations Party Size
Lead Time
Trip Duration
1 TRAVELER
2 TRAVELERS
3+ TRAVELERS71%
18%
11%
0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS
12% 44%19%25%
60+ Days30 to 59 Days22 to 29 Days15 to 21 Days8 to 14 Days0 to 7 Days
20% 45%7% 6%15% 8%
SOJERN.COM / [email protected] GLOBAL TRAVEL INSIGHTS: ISSUE 1, 2017 11
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
Top 5 Destinations Party Size
Lead Time
Trip Duration
1 TRAVELER
2 TRAVELERS
3+ TRAVELERS69%
18%
12%
0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS
11% 23%31%35%
60+ Days30 to 59 Days22 to 29 Days15 to 21 Days8 to 14 Days0 to 7 Days
22% 41%7% 6%15% 8%
Paris
London
Istanbul
Jeddah
Riyadh/Dubai
Top 5 Destinations Party Size
Lead Time
Trip Duration
1 TRAVELER
2 TRAVELERS
3+ TRAVELERS74%
14%
12%
0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS
12% 27%23%38%
60+ Days30 to 59 Days22 to 29 Days15 to 21 Days8 to 14 Days0 to 7 Days
17% 25%9% 7%30% 12%
SOJERN.COM / [email protected] GLOBAL TRAVEL INSIGHTS: ISSUE 1, 2017 13
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
SOJERN.COM / [email protected] GLOBAL TRAVEL INSIGHTS: ISSUE 1, 2017 15
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
SHORT-HAUL LONG-HAUL
0%
5%
10%
15%
20%
SaturdayFridayThursdayWednesdayTuesdayMondaySunday
Share of Weekday Searches
0%
5%
10%
15%
20%
SaturdayFridayThursdayWednesdayTuesdayMondaySunday
SOJERN.COM / [email protected] GLOBAL TRAVEL INSIGHTS: ISSUE 1, 2017 17
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
32%of short-haul travel
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
SHORT-HAUL LONG-HAUL
0.8
3+ Travelers2 Travelers1 Traveler
13% 12%20% 17%67% 71%
0%
10%
20%
30%
40%
50%
60%
12+ Days8 to 11 Days4 to 7 Days0 to 3 Days
What are the Spring search trends for Latin America?
SOJERN.COM / [email protected] GLOBAL TRAVEL INSIGHTS: ISSUE 1, 2017 19
Share of Weekday Travel Departures
SHORT-HAUL LONG-HAUL
0%
5%
10%
15%
20%
SaturdayFridayThursdayWednesdayTuesdayMondaySunday
Share of Weekday Searches
0%
5%
10%
15%
20%
SaturdayFridayThursdayWednesdayTuesdayMondaySunday
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.
1 7 8Top Three Departure Dates Searched
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%
0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS
SOJERN.COM / [email protected] GLOBAL TRAVEL INSIGHTS: ISSUE 1, 2017 21
London
Paris
Amsterdam
Barcelona
Rome
Bangkok
New York City
Dubai
Phuket
Miami
Top 5 Destinations
Party Size
Trip Duration
SHORT-HAUL LONG-HAUL
0.8
3+ Travelers2 Travelers1 Traveler
10% 13%24% 18%66% 69%
0%
10%
20%
30%
40%
50%
60%
12+ Days8 to 11 Days4 to 7 Days0 to 3 Days
What are the Spring search trends for Europe?
What were the quarterly outbound search trends for Europe?
SOJERN.COM / [email protected] GLOBAL TRAVEL INSIGHTS: ISSUE 1, 2017 23
Share of Weekday Travel Departures
SHORT-HAUL LONG-HAUL
0%
5%
10%
15%
20%
SaturdayFridayThursdayWednesdayTuesdayMondaySunday
Share of Weekday Searches
0%
5%
10%
15%
20%
SaturdayFridayThursdayWednesdayTuesdayMondaySunday
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.
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
Trip Duration
1 8 14Top Three Departure Dates Searched
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.
Top Destinations Searched
Overall Beach
New York City Barcelona
London Palma de Mallorca
Paris Malaga
Barcelona Miami
Lisbon Alicante
What were the quarterly outbound search trends for Europe?
SOJERN.COM / [email protected] GLOBAL TRAVEL INSIGHTS: ISSUE 1, 2017 25
Istanbul
Jeddah
Dubai
Cairo
Riyadh
London
Paris
Amsterdam
Bangkok
New York City
Top 5 Destinations
Party Size
Trip Duration
SHORT-HAUL LONG-HAUL
0.8
3+ Travelers2 Travelers1 Traveler
13% 9%12% 15%76% 76%
0%
10%
20%
30%
40%
50%
60%
12+ Days8 to 11 Days4 to 7 Days0 to 3 Days
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
SHORT-HAUL LONG-HAUL
0%
5%
10%
15%
20%
SaturdayFridayThursdayWednesdayTuesdayMondaySunday
Share of Weekday Searches
0%
5%
10%
15%
20%
SaturdayFridayThursdayWednesdayTuesdayMondaySunday
SOJERN.COM / [email protected] GLOBAL TRAVEL INSIGHTS: ISSUE 1, 2017 27
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.
1 7 6Top Three Departure Dates Searched
Trip Duration
Long-Haul
Short-Haul 32%
23% 32% 18% 27%
28% 16% 24%
0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS
Top Destinations Searched
Beach Metropolitan Sightseeing/Recreational
Tel Aviv London Bangkok
Barcelona Amsterdam Tel Aviv
Dubai New York City Madrid
Miami Paris Rome
Bali Istanbul Berlin
SOJERN.COM / [email protected] GLOBAL TRAVEL INSIGHTS: ISSUE 1, 2017 29
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
SHORT-HAUL LONG-HAUL
0.8
3+ Travelers2 Travelers1 Traveler
14% 9%19% 17%67% 74%
0%
10%
20%
30%
40%
50%
60%
12+ Days8 to 11 Days4 to 7 Days0 to 3 Days
Share of Weekday Travel Departures
SHORT-HAUL LONG-HAUL
0%
5%
10%
15%
20%
SaturdayFridayThursdayWednesdayTuesdayMondaySunday
Share of Weekday Searches
0%
5%
10%
15%
20%
SaturdayFridayThursdayWednesdayTuesdayMondaySunday
What are the Spring search trends for Asia-Pacific?
SOJERN.COM / [email protected] GLOBAL TRAVEL INSIGHTS: ISSUE 1, 2017 31
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.
Top Destinations Searched
Beach Metropolitan Sightseeing/Recreational
Singapore Tokyo Osaka
Bali Singapore Bangkok
Sydney Seoul Sydney
Melbourne Taipei Auckland
Barcelona London Nagoya
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
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
1 29 13Top Three Departure Dates Searched
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.