Академический Документы
Профессиональный Документы
Культура Документы
Travel Insights
July 2016 to September 2016
Table of Contents
22. Europe
Q4 Search Trends
December Travel Preview
28. Asia-Pacific
Q4 Search Trends
December Travel Preview
SOJERN.COM / SOLUTIONS@SOJERN.COM
Looking Back
To understand global travel patterns for July,
August, and September we looked back at Q3
search and booking data. Summer travel had a few
surprises in store, including:
Greece fell off the list of top 10 searched countries
in Q4. The destination made the list in Q3 but not
Q4, perhaps due to summer vacationers heading to
alternative spots, like Mexico.
July has more searching than booking. Being
the middle of summer, many travelers might be
enjoying their vacations, or planning fall getaways,
rather than booking.
For Latin American travelers, Mexico City is new
to the list of top searched destinations.1 Replacing
Los Angeles, which was on the list in Q2 but not
Q3, Latin American travelers looked to stay more
locally this summer.
Europeans looked for more last-minute travel.
There was a notable shift in lead time for European
travelers. Last quarter, for instance, 42% of
European travelers looked 60+ days out, but this
quarter only 31% did the same. Trips of 0 to 7 days
jumped up from 15% to 20% this quarter.
1 Google. Travel Trends 2016: Data Reveals Hot Spots and New Consumer Insights
SOJERN.COM / SOLUTIONS@SOJERN.COM
Party Size
Top 5 Destinations
7%
Miami
SEARCHED
BOOKED
United States
France
Spain
Portugal
Italy
Russia
United Kingdom
Thailand
Mexico
Switzerland
Germany
Netherlands
18%
1 TRAVELER
Las Vegas
2 TRAVELERS
74%
Los Angeles
3+ TRAVELERS
Chicago
Lead Time
BOTH
21%
11%
9%
7%
20%
33%
0 to 7 Days
8 to 14 Days
15 to 21 Days
22 to 29 Days
30 to 59 Days
60+ Days
Trip Duration
34%
32%
July
33%
34%
August
SEARCHED
SOJERN.COM / SOLUTIONS@SOJERN.COM
33%
43%
4 to 7 Days
32%
8 to 11 Days
10%
12+ Days
14%
34%
September
BOOKED
0 to 3 Days
Party Size
Top 5 Destinations
Miami
London
8%
Mexico City
19%
Cancun
73%
Party Size
Top 5 Destinations
1 TRAVELER
Barcelona
2 TRAVELERS
Paris
3+ TRAVELERS
Madrid
12%
1 TRAVELER
22%
66%
2 TRAVELERS
3+ TRAVELERS
Palma De Mallorca
Lead Time
Lead Time
15%
8%
7%
6%
17%
48%
20%
11%
9%
8%
21%
31%
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
Trip Duration
Trip Duration
0 to 3 Days
24%
0 to 3 Days
37%
4 to 7 Days
19%
4 to 7 Days
27%
8 to 11 Days
12%
8 to 11 Days
11%
12+ Days
45%
12+ Days
26%
SOJERN.COM / SOLUTIONS@SOJERN.COM
Party Size
Top 5 Destinations
London
Bangkok
12%
Istanbul
14%
Paris
75%
Amsterdam
Party Size
Top 5 Destinations
1 TRAVELER
Singapore
2 TRAVELERS
Tokyo
3+ TRAVELERS
London
10%
1 TRAVELER
18%
2 TRAVELERS
72%
3+ TRAVELERS
Hong Kong
Lead Time
Lead Time
28%
14%
10%
7%
19%
21%
17%
10%
8%
6%
18%
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
Trip Duration
Trip Duration
0 to 3 Days
27%
0 to 3 Days
35%
4 to 7 Days
27%
4 to 7 Days
27%
8 to 11 Days
14%
8 to 11 Days
12%
12+ Days
32%
12+ Days
26%
SOJERN.COM / SOLUTIONS@SOJERN.COM
11
Looking
Forward
Q4 is traditionally one of the busiest times for the
travel industry, with people taking to the skies
to visit families or enjoy vacations. In our Look
Forward section, we analyze searches made by
region for the month of December to understand
how early planners are beginning to shape this
holiday season, including:
W
hat destinations are European families
searching for long-haul getaways
H
ow much farther North Americans are
traveling in December
Which days look to be the busiest for departures
SOJERN.COM / SOLUTIONS@SOJERN.COM
13
LONG-HAUL
HIGH
Top 5 Destinations
LOW
Las Vegas
Cancun
Miami
London
Paris
Orlando
San Juan
Los Angeles
Bangkok
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
SHORT-HAUL
9%
9%
11%
14%
20%
23%
15%
LONG-HAUL
10%
11%
12%
14%
17%
18%
18%
Party Size
68%
71%
1 Traveler
23%
19%
2 Travelers
10%
10%
3+ Travelers
Trip Duration
0 to 3 Days
4 to 7 Days
8 to 11 Days
12+ Days
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
SHORT-HAUL
11%
16%
18%
18%
14%
13%
10%
LONG-HAUL
11%
16%
18%
17%
15%
13%
10%
43%
14%
39%
30%
10%
19%
8%
37%
SOJERN.COM / SOLUTIONS@SOJERN.COM
15
23, 26, 22
23, 22, 26
Canada
Breaking down searches by destination type reveals nuances not seen in a top 10 look. For instance, Denver, Vail, Aspen, and
Bozeman are already dominating the 2016 ski season search. Another popular activity is taking in the Northern Lights, which
contributes to Iceland and Alaskas place on the list.
United States
This time last year, the most popular days searched for December departures in North America were,
in order, December 23, 19, and 18. This year, the most popular searched dates are later in December.
Travel marketers should note these later departure dates, and if interested in getting travelers in
earlier, start holiday campaigns sooner.
Rank
Beach
Outdoor/Recreation
Urban
Miami
Orlando
Las Vegas
Cancun
Denver
Honolulu
Los Angeles
San Juan
Reykjavik
London
Montego Bay
Vail
Mumbai
Bangkok
Reno
Paris
Punta Cana
Calgary
Delhi
Fort Myers
Anchorage
Chicago
Tampa
Aspen
San Francisco
10
Kahului
Bozeman
Manila
2015
2016
Rank Change
Miami
Miami
Cancun
Las Vegas
Orlando
Orlando
Las Vegas
Cancun
-2
Los Angeles
Los Angeles
Honolulu
Honolulu
San Juan
London
+1
London
San Juan
-1
10
Mumbai
Mumbai
While it generally holds that trips planned further ahead tend to be trips to far destinations, the holiday season is still special.
For example, in August 2016, the US searched for flights averaging 2,000 miles, but in December that average jumps to 3,177
miles, an increase of 59%.
+2
FUTURE DEPARTURES
4000
3000
2000
1000
0
Aug 16
Sep 16
Oct 16
CANADA
Nov 16
Dec 16
UNITED STATES
Departures after December are for shorter distances, despite being further in the future. For March 2017, the average distance
of searched flights for early planners is 2,925 miles, some 250 miles shorter than December. For marketers, this means
travelers are willing to travel further for the holidays.
SOJERN.COM / SOLUTIONS@SOJERN.COM
17
LONG-HAUL
HIGH
Top 5 Destinations
LOW
Cancun
Miami
Mexico City
New York
Santiago
Orlando
Bogota
Madrid
Sao Paulo
Los Angeles
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
SHORT-HAUL
9%
12%
13%
12%
18%
19%
18%
LONG-HAUL
10%
13%
14%
13%
18%
16%
16%
Party Size
69%
67%
1 Traveler
18%
19%
2 Travelers
13%
14%
3+ Travelers
Trip Duration
0 to 3 Days
4 to 7 Days
8 to 11 Days
12+ Days
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
SHORT-HAUL
11%
17%
17%
17%
14%
13%
10%
LONG-HAUL
12%
17%
17%
16%
14%
14%
10%
28%
15%
29%
23%
15%
19%
29%
44%
SOJERN.COM / SOLUTIONS@SOJERN.COM
19
In particular, we analyzed the different planning patterns based on two of the most popular destinations: beach destinations
and Pueblos Mgicos. According to Mexicos Secretariat of Tourism, Pueblos Mgicos, or Magic Villages, are areas recognized
for their history, culture, and legends, including cities like Tapalpa, Tlaxo and Jala.2
9, 8, 1
9, 8, 7
Beach Destinations
29%
33%
0 to 3 Days
Pueblos Mgicos
37%
18%
4 to 7 Days
BEACH
9%
7%
8 to 11 Days
24%
43%
12+ Days
Beach destinations are seeing more mid-length trips at 4-7 days. Pueblos Mgicos, on the other hand, has a split in interest:
43% of travelers are looking for trips of 12 or more days and 33% are looking for travel for 0-3 days.
15%
9%
6%
3%
0%
Dec 4
Dec 9
BEACH
Dec 14
Dec 19
Dec 24
Dec 29
Though the top days of departures for each destination are in the beginning of the month, searches for Pueblos Mgicos peak
early, then taper off at the end of the month. Beach destinations, on the other hand, enjoy more prolonged longevity throughout
December compared to Pueblos Mgicos.
Beach
Mexico City
Tijuana
Tijuana
Cancun
Guadalajara
Mexico City
Monterrey
Monterrey
Silao
Guadalajara
These insights reveal that Mexican travelers, more than most, are looking to leave early in December, so
travel marketers should plan campaign spend accordingly.
Whats more, we also see the importance of knowing travelers preference for destinations, with planning
patterns varying depending on the destination. Beach destinations should spread out ad spend throughout
the month of December as intent is sustained even until the end. Pueblos Mgicos, on the other hand,
should note and plan around the spike at the beginning of December.
Similarly, take note of the difference in trip duration for each destination type to plan your packages.
SOJERN.COM / SOLUTIONS@SOJERN.COM
21
LONG-HAUL
HIGH
Top 5 Destinations
LOW
London
Bangkok
Barcelona
Amsterdam
Dubai
Palma de Mallorca
Miami
Madrid
Bali
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
SHORT-HAUL
8%
10%
11%
9%
17%
22%
25%
LONG-HAUL
9%
12%
13%
11%
18%
15%
22%
Party Size
60%
63%
1 Traveler
26%
24%
2 Travelers
15%
14%
3+ Travelers
Trip Duration
0 to 3 Days
4 to 7 Days
8 to 11 Days
12+ Days
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
SHORT-HAUL
14%
17%
17%
16%
14%
12%
10%
LONG-HAUL
12%
16%
17%
16%
14%
13%
11%
49%
15%
31%
19%
9%
16%
11%
50%
SOJERN.COM / SOLUTIONS@SOJERN.COM
23
What are the Q4 search trends for Middle East & Africa?
All European departures in December are, so far, concentrated around Christmas. We then focused in on family travel to reveal
variations in December vacation planning. While Bangkok has, overall, the most searches, some of the countries we looked
at show a strong preference for tourism in former territories.
SHORT-HAUL
Top 5 Destinations
23, 22, 26
23, 26, 22
Eastern Europe
LONG-HAUL
Western Europe
Istanbul
London
Dubai
Bangkok
Tel Aviv
Abu Dhabi
Amsterdam
Cairo
Manila
France Origin
Party Size
Germany Origin
Netherlands Origin
Destinations
1
Bangkok
Orlando
Bangkok
Bangkok
Miami
Denpasar
St. Denis
Dubai
Cape Town
Pointe-a-Pitre
Dubai
Bangkok
Johannesburg
Fort-de-France
Cape Town
Sydney
Willemstad
72%
71%
1 Traveler
17%
19%
2 Travelers
12%
11%
3+ Travelers
Trip Duration
As the Olympics fade into the past, so too does interest in Brazil: the destination falls from third in 2015 to sixth in 2017.
Turkey falls from eight to 17th due in large part to the political instability in the country.
Bangkok remains the top city from 2015 to 2016.
0 to 3 Days
Its no surprise to see warm weather destinations dominating family searches in December. Use this early
planning to your advantage and start serving ads to ensure that family travelers head to your destination
and not a competitor's.
4 to 7 Days
8 to 11 Days
12+ Days
SOJERN.COM / SOLUTIONS@SOJERN.COM
34%
24%
26%
25%
14%
15%
26%
36%
25
What are the Q4 search trends for Middle East & Africa?
HIGH
LOW
Monday
Tuesday
Wednesday
Thursday
Friday
15, 22, 16
Saturday
15, 16, 22
Middle East
SHORT-HAUL
LONG-HAUL
9%
9%
10%
11%
12%
13%
10%
11%
20%
22%
18%
17%
21%
18%
Sunday
SHORT-HAUL
LONG-HAUL
14%
14%
Monday
16%
16%
SOJERN.COM / SOLUTIONS@SOJERN.COM
Tuesday
16%
16%
Wednesday
16%
16%
Thursday
14%
14%
Friday
12%
12%
Saturday
12%
12%
Rank
Middle East
UAE
Rank
Middle East
UAE
Manila
Manila
Philippines
Philippines
London
London
India
India
Bangkok
Kochi
United Kingdom
United Kingdom
Amsterdam
Mumbai
United States
United States
Paris
Calicut
Germany
Australia
Kochi
Bangkok
Thailand
Thailand
Trivandrum
France
France
Berlin
Dublin
Netherlands
Ireland
Dubai
Davao City
Italy
Germany
10
Mumbai
Paris
10
Turkey
Pakistan
Though theres little divergence for timing between the Middle East as a whole and UAE, knowing their
preference in destinations, such as UAE leaning towards more Asia-Pacific destinations, allows marketers
in those regions to focus in on a specific market.
27
LONG-HAUL
HIGH
Top 5 Destinations
LOW
Tokyo
London
Singapore
Taipei
Los Angeles
Bangkok
Paris
Hong Kong
Honolulu
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
SHORT-HAUL
10%
10%
11%
11%
17%
20%
21%
LONG-HAUL
10%
12%
13%
12%
18%
17%
19%
Party Size
61%
68%
1 Traveler
22%
20%
2 Travelers
17%
12%
3+ Travelers
Trip Duration
0 to 3 Days
4 to 7 Days
8 to 11 Days
12+ Days
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
SHORT-HAUL
12%
17%
17%
17%
14%
13%
11%
LONG-HAUL
13%
16%
17%
16%
14%
12%
11%
31%
17%
34%
23%
14%
17%
21%
43%
SOJERN.COM / SOLUTIONS@SOJERN.COM
29
Glossary
Asian-Pacific travelers show a great deal of divergence when it comes to December departures, with Singapore searching to
leave early on the month and Japan interested in later dates for departure.
Last-Minute Booker
A traveler that books a trip with seven days or less to travel.
Japan
Singapore
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.
Understanding not only the region to which you want to market, but also the nuances within, is key to
creating timely and targeted ads for December marketing campaigns. Time your campaigns to hit the
early planners in Singapore first and then the later planners in Japan, for instance.
Europe
Eastern Europe
Western Europe
North America
Australia Origin
Japan Origin
Singapore Origin
London
Bangkok
Taipei
Singapore
Taipei
Manila
Denpasar
Hong Kong
Hong Kong
Los Angeles
Honolulu
Tokyo
Auckland
Singapore
Seoul
Central Asia
Middle East
Central America
Caribbean
North Africa
East Asia
South Asia
Asia-Pacific
Southeast Asia
Sub-Saharan Africa
Latin America
South America
Methodology
Sojerns quarterly insights reports are based on the rigorous analysis of more than a billion traveler intent data points,
obtained through Sojerns unique partnerships with some of the worlds most renowned travel brands. 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. Sojerns 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.
71%
Japan
26%
Singapore
0%
0 TO 1 DAYS
20%
2 TO 3 DAYS
40%
4 TO 5 DAYS
60%
6 TO 7 DAYS
80%
8 TO 11 DAYS
100%
12+ DAYS
Given that most destinations are long-haul for Australia, we see travelers favoring longer trips, especially in comparison to
Japan and Singapore.
SOJERN.COM / SOLUTIONS@SOJERN.COM
31
SAN FRANCISCO
118 2nd St., 3rd Floor
San Francisco, CA 94105
NEW YORK
240 W. 35th St., Suite 500
New York, NY 10001
OMAHA
810 S. 169th St.
Omaha, NE 68118
LONDON
3rd Floor, 5 St. John's Lane
Farringdon, London
EC1M 4BH
SINGAPORE
#42-01
Six Battery Road
Singapore 049909
DUBAI
37th Floor, Jumeirah Business Centre 2
Unit 3702-25
JLT, Dubai, UAE