资源描述
Issue 4 2018GLOBAL TRAVELInsightsInside This IssueLength of stay searchedMobile usage for travel searchesKey departure dates during the holidaysTable of Contents3. Global Travel Trends4. North America Travel Trends9. Latin America Travel Trends 14. Europe Travel Trends 19. Middle East and Africa Travel Trends 24. Asia-Pacific Travel Trends 29. Glossary and Methodology With over a decade of expertise analyzing the complete traveler path to purchase, Sojern drives travelers from dream to destination. Each quarter, Sojern analyzes travel behavior in North America, Latin America, Europe, the Middle East and 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 today.GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 2 SOJERN / CONTACT USSeptemberAugustJulySEARCHED BOOKEDShare of Q3 2018 Search and Booking Volumes by Month32%33%37%34%31%34%Top Countries Searched and BookedFranceGermanyIndiaItalyMexicoNetherlandsPortugalSpainSwitzerlandThailandUnited KingdomUnited StatesSEARCHED BOOKED BOTHGlobal Travel TrendsWhat were the outbound global trends for the quarter?GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 3 SOJERN / CONTACT US4 SOJERN / SOLUTIONSSOJERNLooking BackWe looked at travel planning for the region during July, August, and September to see travel search behavior during the Summer, and as travelers started the school year. Highlights include: Mobile is used heavily for travel searchesalmost one in every three travel searches happened on mobile. For the late Summer months, North American travelers searched for short duration trips79% of searches were for a week or less. Looking ForwardAs the holiday season begins, travelers are focused on planning trips with their family and friends. To see how travel is shaping up for Q4 2018, we looked at searches for October, November, and December. Highlights include: North Americans are looking to travel with a groupone third of searches are for a party of two or more people. But, unlike other regions, North Americans are looking to only travel for short periods of time, no matter how far they travel85% of short haul trips and 55% of long haul trips are for seven days or less.North America Travel Trends Looking Back and Forward for the Whole PictureGLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 CONTACT USNorth AmericaWhat were the outbound search trends for JulySeptember?Device Usage Top 5 DestinationsNew York CityMiamiLas VegasLos AngelesChicagoSearches on MobileParty SizeLead TimeTrip Duration1 TRAVELER2 TRAVELERS3+ TRAVELERS31% 0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS72%19%9%60+ Days30 to 59 Days22 to 29 Days15 to 21 Days8 to 14 Days0 to 7 Days 20%10%9%8%20%33%12%10%48% 31%GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 5 SOJERN / CONTACT USNorth AmericaWhat are the search trends for OctoberDecember?0%20%40%60%80%100%0%20%40%60%80%100%Party SizeTrip Duration3+ Travelers2 Travelers1 Traveler0.00.812+ Days8 to 11 Days4 to 7 Days0 to 3 Days10%11%24%27%9%19%7%26%37%40%66%62%48%15%MiamiNew York CityLas VegasOrlandoLos AngelesCancunLondonSan JuanMontego BayPunta CanaTop 5 Destinations SHORT HAUL LONG HAULSHORT HAUL LONG HAULSHORT HAUL LONG HAULGLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 6 SOJERN / CONTACT USShare of Weekday Travel Departures SHORT HAUL LONG HAUL0%5%10%15%20%25%SaturdayFridayThursdayWednesdayTuesdayMondaySunday8%10%9%11%13%11% 11%15% 15%21%18%17%23%18%Share of Weekday Searches0%5%10%15%20%SaturdayFridayThursdayWednesdayTuesdayMondaySunday12%13%17%16%10%19%18%15% 15%14% 14%11%12%13%SHORT HAUL LONG HAULNorth AmericaWhat are the search trends for OctoberDecember?GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 7 SOJERN / CONTACT USThe majority of North Americans are looking to stay close to home. And, unlike the rest of the quarter, those who are traveling within the region are looking more at extended stayswith 33% of short haul searches being for eight days or more.Similarly for the long haul, travelers are looking for long trips abroadtwo out of five travel searchers are looking to get away for 12 or more days.Key Takeaways In Q3, one in three of travel searches were done more than 60 days in advance of the departure datemany of which are already searching for December travel. And according to Sojerns 2018 Hotel Insights Report, by the time travelers are actively searching, they have a narrow consideration set68% of hotel searchers consider one or two brands during the planning stage. Make sure your brand is in their consideration set by showcasing bold imagery in your creatives that highlight how your brand can surprise and delightbe it a beach side cocktail in Miami or a warm fireplace in the room to cozy up with a loved one. Then, match the ad campaign to travelers based on their intentbe it a tropical getaway or snowy wonderland.0%10%20%30%40%12+ Days8 to 11 Days4 to 7 Days0 to 3 Days39%40%32%16%19%27%9%Trip Duration SearchedSHORT HAUL LONG HAUL17%North America Spotlight December Travel Trends1. December222. December213. December20Top Departure Dates SearchedGLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 8 SOJERN / CONTACT USLooking BackFor Latin America, we looked back at travel planning for the region during July, August, and September.Highlights include: Latin Americans remain super heavy planners, second only to Asian-Pacific travelers57% of Latin American searches were done more than 30 days out, 40% were done 60 or more days out. During Q3, Latin Americans were looking to travel alone71% of searches were for solo-based travel. Looking ForwardAs the holiday season begins, travelers are focused on planning trips with their family and friends. To see how travel is shaping up for Q4 2018, we looked at searches for October, November, and December. Highlights include: Searches show that there is a strong desire to travel to Europethree of the top five destinations for long-haul Latin American travel searches are for Europe. Regardless of the destination, short or long haul trips, Latin Americans are searching for long duration trips with a third of trips searched lasting 12 or more days.Latin America Travel Trends Looking Back and Forward for the Whole PictureGLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 9 SOJERN / CONTACT USLatin AmericaWhat were the outbound search trends for JulySeptember?Device Usage Top 5 DestinationsMiamiNew York CityLisbonSo PauloMadridSearches on MobileParty SizeLead TimeTrip Duration71%17%12%1 TRAVELER2 TRAVELERS3+ TRAVELERS40% 0 TO 3 DAYS 4 TO 7 DAYS 8 TO 11 DAYS 12+ DAYS12% 29%24%35%60+ Days30 to 59 Days22 to 29 Days15 to 21 Days8 to 14 Days0 to 7 Days 20%9%7%7%17%40%GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 10 SOJERN / CONTACT US
展开阅读全文