1、Issue 4 2018 G L O B A L T R A V E L Insights Inside This Issue Length of stay searched Mobile usage for travel searches Key departure dates during the holidays Table of Contents 3. Global Travel Trends 4. North America Travel Trends 9. Latin America Travel Trends 14. Europe Travel Trends 19. Middle

2、 East and Africa Travel Trends 24. Asia-PacificTravelTrends 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,

3、 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

4、today. GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 2 WWW.SOJERN.COM / CONTACT US SeptemberAugustJuly SEARCHEDBOOKED Share of Q3 2018 Search and Booking Volumes by Month 32% 33% 37% 34% 31% 34% Top Countries Searched and Booked France Germany India Italy Mexico Netherlands Portugal Spain Switzerland Thaila

5、nd United Kingdom United States SEARCHEDBOOKEDBOTH Global Travel Trends What were the outbound global trends for the quarter? GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 3 WWW.SOJERN.COM / CONTACT US 4 WWW.SOJERN.COM / SOLUTIONSSOJERN.COM Looking Back We looked at travel planning for the region during Jul

6、y, 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 searche

7、d for short duration trips79% of searches were for a week or less. Looking Forward As 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 i

8、nclude: 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

9、for seven days or less. North America Travel Trends Looking Back and Forward for the Whole Picture GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 4 WWW.SOJERN.COM / CONTACT US North America What were the outbound search trends for JulySeptember? Device Usage Top 5 Destinations New York City Miami Las Vegas L

10、os Angeles Chicago Searches on Mobile Party Size Lead Time Trip Duration 1 TRAVELER 2 TRAVELERS 3+ TRAVELERS 31% 0 TO 3 DAYS4 TO 7 DAYS8 TO 11 DAYS12+ DAYS 72% 19% 9% 60+ Days 30 to 59 Days 22 to 29 Days 15 to 21 Days 8 to 14 Days 0 to 7 Days20% 10% 9% 8% 20% 33% 12%10%48% 31% GLOBAL TRAVEL INSIGHTS

11、: ISSUE 4, 2018 5 WWW.SOJERN.COM / CONTACT US North America What are the search trends for OctoberDecember? 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Party Size Trip Duration 3+ Travelers2 Travelers1 Traveler 0.0 0.8 12+ Days8 to 11 Days4 to 7 Days0 to 3 Days 10%11% 24% 27% 9% 19% 7% 26% 37% 4

12、0% 66% 62% 48% 15% Miami New York City Las Vegas Orlando Los Angeles Cancun London San Juan Montego Bay Punta Cana Top 5 DestinationsSHORT HAULLONG HAUL SHORT HAULLONG HAUL SHORT HAULLONG HAUL GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 6 WWW.SOJERN.COM / CONTACT US Share of Weekday Travel DeparturesSHORT

13、 HAULLONG HAUL 0% 5% 10% 15% 20% 25% SaturdayFridayThursdayWednesdayTuesdayMondaySunday 8% 10% 9% 11% 13% 11%11% 15%15% 21% 18% 17% 23% 18% Share of Weekday Searches 0% 5% 10% 15% 20% SaturdayFridayThursdayWednesdayTuesdayMondaySunday 12% 13% 17% 16% 10% 19% 18% 15%15% 14%14% 11% 12% 13% SHORT HAULL

14、ONG HAUL North America What are the search trends for OctoberDecember? GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 7 WWW.SOJERN.COM / CONTACT US The 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 mor

15、e 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 t

16、han 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 pla

17、nning 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 traveler

18、s 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 Days 39% 40% 32% 16% 19% 27% 9% Trip Duration Searched SHORT HAULLONG HAUL 17% North America Spotlight December Travel Trends 1. December 22 2. December 21 3. December 20 Top

19、 Departure Dates Searched GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 8 WWW.SOJERN.COM / CONTACT US Looking Back For 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-Pac

20、ific 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 Forward As the holiday season begins, travelers are focused on planning trips wi

21、th 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 Europethreeofthetopfivedestinationsforlong-haulLatin American travel searches are for Euro

22、pe. 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 Picture GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 9 WWW.SOJERN.COM

23、 / CONTACT US Latin America What were the outbound search trends for JulySeptember? Device Usage Top 5 Destinations Miami New York City Lisbon So Paulo Madrid Searches on Mobile Party Size Lead Time Trip Duration 71% 17% 12% 1 TRAVELER 2 TRAVELERS 3+ TRAVELERS 40% 0 TO 3 DAYS4 TO 7 DAYS8 TO 11 DAYS1

24、2+ DAYS 12%29%24%35% 60+ Days 30 to 59 Days 22 to 29 Days 15 to 21 Days 8 to 14 Days 0 to 7 Days20% 9% 7% 7% 17% 40% GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 10 WWW.SOJERN.COM / CONTACT US Latin America What are the search trends for OctoberDecember? 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% 12+

25、Days8 to 11 Days4 to 7 Days0 to 3 Days Party Size Trip Duration 3+ Travelers2 Travelers1 Traveler 22% 66% Cancun Buenos Aires Mexico City So Paulo Santiago Miami Lisbon New York City Orlando Madrid Top 5 Destinations SHORT HAULLONG HAUL 17% 14% 20% 62% 15% 18%35% 41% 28% 24% 22% 17% SHORT HAULLONG H

26、AUL SHORT HAULLONG HAUL GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 11 WWW.SOJERN.COM / CONTACT US GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 12 WWW.SOJERN.COM / CONTACT US Latin America What are the search trends for OctoberDecember? Share of Weekday Travel DeparturesSHORT HAULLONG HAUL 0% 5% 10% 15% 20% Satu

27、rdayFridayThursdayWednesdayTuesdayMondaySunday 10%10% 13% 14% 16% 11% 13%13% 15% 17%17% 14% 20% 17% Share of Weekday Searches 0% 5% 10% 15% 20% SaturdayFridayThursdayWednesdayTuesdayMondaySunday 12% 13% 17%17% 11% 18%18% 15%15% 14%14% 11% 13%13% SHORT HAULLONG HAUL Latin America Spotlight December T

28、ravel Trends 0% 10% 20% 30% 40% 50% 60% 12+ Days8 to 11 Days4 to 7 Days0 to 3 Days 59% 19% 15%15% 16% 11% 10% Trip Duration Searched SHORT HAULLONG HAUL 56% Key Takeaways For December, Latin Americans are searching for long group trips. Engage now with the travel planners who have not visited your s

29、ite by using Facebook Flight Ads for Prospectingperfect for airlines, OTAs, and metasearch engines looking to acquire new customers. Up until now, in order to reach travelers who were not directly looking at your brand, advertisers had to rely on broad awareness ads with limited ability to personali

30、ze. But with Facebooks new dynamic prospecting capabilities, airlines can personalize the route information, including custom images and pricing to popular December destinations like Miamigiving you the ability to target travelers early with a precise offer, before they book elsewhere. For the month

31、 of December, over 56% of Latin Americans are looking to get away for a long duration trip of 12 or more days, regardless of the distance they need to travel. Travelers are looking for trips with their family and friends around the holidaystwo out of five searches are for two or more people. Party S

32、ize 1 TRAVELER2 TRAVELERS3 TRAVELERS Long Haul Short Haul 23%19%58% 23%19%58% GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 13 WWW.SOJERN.COM / CONTACT US Looking Back We looked at travel planning for the region during July, August, and September to understand shifting trends. Highlights include: European s

33、earchers were looking to spend time with their friends or significant others40% of searches were for parties of two or more. Last quarter, there were as many travelers searching on mobile as there were on desktop. Looking Forward To see how travel is shaping up for Q4 2018, we looked at searches for

34、 October, November, and December. Highlights include: Group travel is popular for short haul travel53% of European searches are for two or more people. Instead of looking to leave on a Friday or weekend, many Europeans are searching for the unique departure dates of Monday and Thursday, regardless o

35、f how far way they are looking to travel. Europe Travel Trends Looking Back and Forward for the Whole Picture GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 14 WWW.SOJERN.COM / CONTACT US GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 15 WWW.SOJERN.COM / CONTACT US Device Usage Top 5 Destinations Paris London Barcelo

36、na Lisbon New York City Searches on Mobile Party Size Lead Time Trip Duration 60%24% 16% 1 TRAVELER 2 TRAVELERS 3+ TRAVELERS 51% 0 TO 3 DAYS4 TO 7 DAYS8 TO 11 DAYS12+ DAYS 10%25%30%35% 60+ Days 30 to 59 Days 22 to 29 Days 15 to 21 Days 8 to 14 Days 0 to 7 Days18% 10% 8% 8% 20% 36% Europe What were t

37、he outbound search trends for JulySeptember? Europe What are the search trends for OctoberDecember? 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% 12+ Days8 to 11 Days4 to 7 Days0 to 3 Days Party Size Trip Duration 3+ Travelers2 Travelers1 Traveler 31% 61% Paris London Lisbon Amsterdam Barcelona Ne

38、w York City Marrakech Miami Istanbul Bangkok Top 5 Destinations SHORT HAULLONG HAUL 22% 16% 24% 47% 8% 15% 17% 43% 37% 29% 38% 13% SHORT HAULLONG HAUL SHORT HAULLONG HAUL GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 16 WWW.SOJERN.COM / CONTACT US Europe What are the search trends for OctoberDecember? Share

39、 of Weekday Travel DeparturesSHORT HAULLONG HAUL 0% 5% 10% 15% 20% SaturdayFridayThursdayWednesdayTuesdayMondaySunday 9%9% 12% 15% 10% 8% 10% 12% 13% 18% 16% 13%13% 17% Share of Weekday Searches 0% 5% 10% 15% 20% SaturdayFridayThursdayWednesdayTuesdayMondaySunday 15% 14% 17% 15% 10% 17% 16% 14%14% 1

40、3% 14% 12%12%12% SHORT HAULLONG HAUL GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 17 WWW.SOJERN.COM / CONTACT US Key Takeaways Europeans search for travel on mobile almost as much as they do on desktop51% of searches happened on mobile during Q3. And with the long travel durations for December, capturing m

41、obile searches is key. When optimizing your mobile campaigns, think of how a person consumes the contenton a small screen and with limited attention. Make sure to have a mobile-responsive website that quickly loads on mobile. Grab a travelers intent by describing what you do bestsharing only what a

42、traveler needs to make a decision. What makes it stand out? For example, Savoy Berlin attracted foodies by showcasing images of their restaurant on mobile adsresulting in over 38K in direct booking revenue in only nine months. For the month of December, Europeans are looking for very long trips. One

43、 out of three short haul searches and three out of five long haul searches are for trips of 12 or more days. Another interesting data point is that European travelers are searching to depart the day after Christmas, on December 26th. This likely means that they are looking for a holiday after Christ

44、mas through the New Year. Europe Spotlight December Travel Trends 0% 10% 20% 30% 40% 50% 60% 12+ Days8 to 11 Days4 to 7 Days0 to 3 Days 57% 34% 22% 10% 16% 23% 5% Trip Duration Searched SHORT HAULLONG HAUL 33% 1. December 22 2. December 21 3. December 26 Top Departure Dates Searched GLOBAL TRAVEL IN

45、SIGHTS: ISSUE 4, 2018 18 WWW.SOJERN.COM / CONTACT US Looking Back Search behavior for the Middle East and African regions during July, August, and September revealed some interesting traveler insights. Highlights include: From July to September, traveling alone was the trendthree out of four travel

46、searches were for solo trips. Mobile and last minute searches trended during Q3 as wellnearly 50% looked for trips two weeks before the departure date and 53% of all searches were on mobile. Looking Forward To see how travel is shaping up for Q4 2018, we looked at searches for October, November, and

47、 December. Highlights include: For the last three months of the year, searches are for short haul destinations. More than 70% of Q4 travel searches are for solo travel, regardless of the destination. Unique to Q4 of this year, Monday is the top departure day for short haul trips. Middle East and Afr

48、ica Travel Trends Looking Back and Forward for the Whole Picture GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 19 WWW.SOJERN.COM / CONTACT USGLOBAL TRAVEL INSIGHTS: ISSUE 2, 2018 Middle East and Africa What were the outbound search trends for JulySeptember? Device Usage Top 5 Destinations Istanbul Cairo Dub

49、ai Jeddah London Party Size Lead Time Trip Duration 74% 14% 12% 1 TRAVELER 2 TRAVELERS 3+ TRAVELERS 53% 0 TO 3 DAYS4 TO 7 DAYS8 TO 11 DAYS12+ DAYS 14%31%26%28% Searches on Mobile 60+ Days 30 to 59 Days 22 to 29 Days 15 to 21 Days 8 to 14 Days 0 to 7 Days30% 14% 10% 9% 17% 20% GLOBAL TRAVEL INSIGHTS: ISSUE 4, 2018 20 WWW.SOJERN.COM / CONTACT US Middle East and Africa What are the