1、Issue 3 2018 G L O B A L T R A V E L Insights Inside This Issue Profiles of the heaviest travel planners for this quarter Regions focused on solo travel searches vs group travel searches Key takeaways to help boost your travel marketing efforts Table of Contents 3. Global Travel Trends 4. North Amer

2、ica Travel Trends 9. Latin America Travel Trends 14. Europe Travel Trends 19. Middle East and Africa Travel Trends 24. Asia-PacificTravelTrends 29. Glossary and Methodology With more than a decade of expertise analyzing the complete traveler path to purchase, Sojern drives travelers from dream to de

3、stination. The company recently celebrated delivering $13B in direct bookings for its clients by activating branding and performance advertising on the Sojern Traveler Platform. Each quarter, Sojern analyzes travel behavior in North America, Latin America, Europe, the Middle East and Africa, and Asi

4、a-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 3, 2018

5、 2 WWW.SOJERN.COM / CONTACT US JuneMayApril SEARCHEDBOOKED Share of Q2 2018 Search and Booking Volumes by Month 34% 35%35% 36% 31% 30% Top Countries Searched and Booked France Germany Greece Italy Mexico Netherlands Portugal Spain Switzerland Thailand United Kingdom United States SEARCHEDBOOKEDBOTH

6、Global Travel Trends What were the outbound global trends for the quarter? GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 3 WWW.SOJERN.COM / CONTACT US 4 WWW.SOJERN.COM / SOLUTIONSSOJERN.COM Looking Back We looked at travel planning for the region during April, May, and June to see travel search behavior as

7、travelers ended the school year and prepared for the summer. Highlights include: 80% of North American travelers searched for trips of seven days or lessenjoying short trips for the first of summer holidays. 51% of travel searches were done at least one month in advanceNorth American travelers were

8、early planners in Q2. 28% of Q2 travel searches came from mobilehighlighting an opportunity for travel marketers to get in front of planners on their mobile devices. Looking Forward As Summer vacation heats up, travelers are focused on planning trips with their family and friends. To see how travel

9、is shaping up for Q3 2018, we looked at searches for July, August, and September. Highlights include: One in three travel searches in September are for groups of twohighlighting an opportunity for marketers to target couples-based activities. 82% of short haul travelers are searching for trips of se

10、ven days or lesstravelers are looking to enjoy short trips as we move into the fall. North America Travel Trends Looking Back and Forward for the Whole Picture GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 4 WWW.SOJERN.COM / CONTACT US North America What were the outbound search trends for AprilJune? Device

11、 Usage Top 5 Destinations Miami New York City Las Vegas Chicago Los Angeles Searches on Mobile Party Size Lead Time Trip Duration 1 TRAVELER 2 TRAVELERS 3+ TRAVELERS 28% 0 TO 3 DAYS4 TO 7 DAYS8 TO 11 DAYS12+ DAYS 69% 21% 10% 60+ Days 30 to 59 Days 22 to 29 Days 15 to 21 Days 8 to 14 Days 0 to 7 Days

12、20% 11% 9% 9% 21% 30% 11%9%47% 33% GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 5 WWW.SOJERN.COM / CONTACT US North America What are the search trends for JulySeptember? 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

13、to 7 Days0 to 3 Days 12% 15% 24% 27% 9% 18% 8% 29% 38%38% 64% 58% 44% 15% Miami New York City Las Vegas Chicago Los Angeles Cancun London Montego Bay Punta Cana San Juan Top 5 DestinationsSHORT HAULLONG HAUL SHORT HAULLONG HAUL SHORT HAULLONG HAUL GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 6 WWW.SOJERN.C

14、OM / CONTACT US North America What are the search trends for JulySeptember? Share of Weekday Travel DeparturesSHORT HAULLONG HAUL 0% 5% 10% 15% 20% SaturdayFridayThursdayWednesdayTuesdayMondaySunday 12% 13% 11% 13% 12%12% 13% 14% 15% 19% 16% 14% 20% 16% Share of Weekday Searches 0% 5% 10% 15% 20% Sa

15、turdayFridayThursdayWednesdayTuesdayMondaySunday 11% 12% 15%15% 11% 17% 16% 17% 16% 15%15% 12% 14%14% SHORT HAULLONG HAUL GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 7 WWW.SOJERN.COM / CONTACT US As Fall approaches, North American travelers are looking for quick getaways within the regionwith 44% looking

16、for trips of 3 days or less and 38% for trips of 4-7 days during the month of September. One in three travelers are also looking to travel with one other person, regardless if they are traveling in region or outside of the region. September is the perfect time for travel marketers to target couples

17、who are looking for a romantic getaway or a fun trip with a friend. Key Takeaways With travelers looking for couple-based trips in September, travel marketers can draw a direct line from them searching to booking by combining search marketing tactics and hyper-personalized ads targeted in real-time.

18、 This ensures travelers will become aware of your offerings at the precise moment theyre planning. One success story is Boone Tavern Hotel, who partnered with Sojern to increase their direct bookings. With RevDirect, Sojerns commission-based online advertising offering that influences travelers to b

19、ook direct, the hotel drove over $40K in incremental bookings, they also helped increase Boone Tavern Hotels ADR and overall RevPar. Party Size 1 TRAVELER2 TRAVELERS3 TRAVELERS Long Haul Short Haul9%32%59% 6%33%61% 0% 10% 20% 30% 40% 50% 12+ Days8 to 11 Days4 to 7 Days0 to 3 Days 27% 38% 37% 11% 23%

20、 44% 13% Trip Duration Searched SHORT HAULLONG HAUL 8% North America Spotlight September Travel Trends GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 8 WWW.SOJERN.COM / CONTACT US Looking Back As the region prepared for holiday demand in the North and colder weather in the South, we looked at travel planning

21、 for the region during April, May, and June. Highlights include: Latin American travelers were heavy planners42% searched at least two months in advance of their travel. 53% of Latin Americans searched for trips with durations longer than a weekrepresenting the highest share across the region. Looki

22、ng Forward To see how travel is shaping up for Q3 2018, we looked at searches for July, August, and September. Highlights include: Many Latin Americans are searching for trips over 12 dayswith 35% of searches being for short haul trips and 49% of searches for long haul trips over 12 days as Summer d

23、raws to an end. Summer holidays are the perfect time to travel with friends and familytwooutoffiveLatinAmericansare searching for group travel. Latin America Travel Trends Looking Back and Forward for the Whole Picture GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 9 WWW.SOJERN.COM / CONTACT US Latin America

24、 What were the outbound search trends for AprilJune? Device Usage Top 5 Destinations Miami New York City Lisbon Orlando Madrid Searches on Mobile Party Size Lead Time Trip Duration 67% 19% 14% 1 TRAVELER 2 TRAVELERS 3+ TRAVELERS 36% 0 TO 3 DAYS4 TO 7 DAYS8 TO 11 DAYS12+ DAYS 14%39%23%24% 60+ Days 30

25、 to 59 Days 22 to 29 Days 15 to 21 Days 8 to 14 Days 0 to 7 Days15% 9% 8% 7% 19% 42% GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 10 WWW.SOJERN.COM / CONTACT US Latin America What are the search trends for JulySeptember? 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% 12+ Days8 to 11 Days4 to 7 Days0 to 3

26、Days Party Size Trip Duration 3+ Travelers2 Travelers1 Traveler 22% 64% Cancun Buenos Aires So Paulo Mexico City Santiago Miami New York City Lisbon Madrid Orlando Top 5 Destinations SHORT HAULLONG HAUL 20% 16% 20% 59% 14% 16%35% 49% 28% 19% 23% 16% SHORT HAULLONG HAUL SHORT HAULLONG HAUL GLOBAL TRA

27、VEL INSIGHTS: ISSUE 3, 2018 11 WWW.SOJERN.COM / CONTACT US GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 12 WWW.SOJERN.COM / CONTACT US Latin America What are the search trends for JulySeptember? Share of Weekday Travel DeparturesSHORT HAULLONG HAUL 0% 5% 10% 15% 20% SaturdayFridayThursdayWednesdayTuesdayMo

28、ndaySunday 13%13% 15% 14% 15% 12% 14% 13% 15% 14% 15% 13% 18% 16% Share of Weekday Searches 0% 5% 10% 15% 20% SaturdayFridayThursdayWednesdayTuesdayMondaySunday 11% 12% 15% 16% 12% 16%16%16%16% 15%15% 12% 14%14% SHORT HAULLONG HAUL Latin America Spotlight September Travel Trends 0% 10% 20% 30% 40% 5

29、0% 12+ Days8 to 11 Days4 to 7 Days0 to 3 Days 50% 28% 19% 16% 19% 20% 12% Trip Duration Searched SHORT HAULLONG HAUL 36% Key Takeaways Travelers are people firstand their unique travel planning habits are direct indicators of their behaviors and preferences for travel and non-travel brands alike. Kn

30、owing how travelers are searching for trip options is important. But these insights become even more powerful when combined with the Sojern Traveler Platform, where billions of real-time search and booking signals are automatically optimized to create bespoke audiences tailored to each individual cl

31、ients needs. Mindshare, one of the worlds largest advertising agencies, reaffirmed this when selecting Sojern to support digital advertising needs for their luxury brands. “Sojern differentiates itself in its audience targeting and service provided. Without Sojern I could not reach all the audiences

32、 I need.” - Alma Eugenia Crcamo Gutirrez, Digital Manager, Mindshare Latin Americans are already planning trips for September, especially with some major holidays coming up, including Mexicos Independence Day on September 16. Our traveler insights show a very high demand for long tripswith 50% of lo

33、ng haul searches for 12+ days in duration. 1. September 1 2. September 7 3. September 14 Top Departure Dates Searched GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 13 WWW.SOJERN.COM / CONTACT US Looking Back The World Cup isnt the only thing that happened in Europe lately; a lot of travelers were also plann

34、ing trips to reach sunnier horizons. We looked at travel planning for the region during April, May, and June to understand shifting trends. Highlights include: 63% of Europeans searched for trips at least one month in advance, with 43% looking 60+ days outmaking Europeans the second heaviest planner

35、s across the globe after Asia-Pacific travelers. In Europe, more searches were happening on mobile than desktop, 53% of travel searches happened on mobile. Looking Forward As Europe prepares for their late-Summer siestas, we looked at travel searches for July, August, and September. Highlights inclu

36、de: 61% of long-haul European travelers are searching for trips of 12 or more daysEuropeans are looking to get away for long holidays during July, August, and September. 55% of short-haul European travelers are searching for group travel of two or moregroup travel is important to Europeans when trav

37、eling close to home. Europe Travel Trends Looking Back and Forward for the Whole Picture GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 14 WWW.SOJERN.COM / CONTACT US GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 15 WWW.SOJERN.COM / CONTACT US Device Usage Top 5 Destinations Paris London Lisbon Barcelona Palma Searc

38、hes on Mobile Party Size Lead Time Trip Duration 53% 28% 19% 1 TRAVELER 2 TRAVELERS 3+ TRAVELERS 53% 0 TO 3 DAYS4 TO 7 DAYS8 TO 11 DAYS12+ DAYS 9%29%34%28% 60+ Days 30 to 59 Days 22 to 29 Days 15 to 21 Days 8 to 14 Days 0 to 7 Days14% 9% 7% 7% 20% 43% Europe What were the outbound search trends for

39、AprilJune? Europe What are the search trends for JulySeptember? 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% 55% Paris Lisbon London Barcelona Palma New York City Marrakech Algiers Istanbul T

40、unis Top 5 Destinations SHORT HAULLONG HAUL 24%23%23% 44% 11%12%30% 61% 39% 21%21% 7% SHORT HAULLONG HAUL SHORT HAULLONG HAUL GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 16 WWW.SOJERN.COM / CONTACT US Europe What are the search trends for JulySeptember? Share of Weekday Travel DeparturesSHORT HAULLONG HAU

41、L 0% 5% 10% 15% 20% SaturdayFridayThursdayWednesdayTuesdayMondaySunday 12% 13% 19% 18% 16% 11% 12% 11% 14% 13%13% 16% 18% 15% Share of Weekday Searches 0% 5% 10% 15% 20% SaturdayFridayThursdayWednesdayTuesdayMondaySunday 15% 14% 16% 15% 12% 16% 15%15%15% 14% 15% 13%13%13% SHORT HAULLONG HAUL GLOBAL

42、TRAVEL INSIGHTS: ISSUE 3, 2018 17 WWW.SOJERN.COM / CONTACT US Key Takeaways Who doesnt love a quick beach getawayespecially with your best friend or significant other? Europeans arent done with their summer planning just yet. For September travel, they are still searching for that perfect place to s

43、oak up the sun, or surf their worries away. As travelers are looking for their next trip, travel marketers can catch their attention by changing the messaging on their dynamic creative ads with key weather updates. Weather can be unpredictable, but the relevance of your ads doesnt have to be. Becaus

44、e certain temperatures or conditions can make or break travel plans, there isnt much certainty behind the pertinence of weather ads. With the capabilities of using dynamic creative, advertisers are empowered to reach travelers in highly personalized ways by incorporating weather into their advertisi

45、ng strategies. People are planning for those last getaways of the summer, with 70% of Europeans searching for short haul trips of a week or less in September. However, for long haul trips, 47% of Europeans are searching for trips of 12 or more days. The majority of the trips are for two people with

46、one out of three searches being for couples travel, regardless of the destination. Europeans may be looking to get away on a romantic holiday or a friendly adventure excursion. Europe Spotlight September Travel Trends 0% 10% 20% 30% 40% 50% 12+ Days8 to 11 Days4 to 7 Days0 to 3 Days 47% 42% 30% 9% 1

47、6% 28% 8% Trip Duration Searched SHORT HAULLONG HAUL 21% Party Size 1 TRAVELER2 TRAVELERS3 TRAVELERS Long Haul Short Haul18%39%42% 11%31%58% GLOBAL TRAVEL INSIGHTS: ISSUE 3, 2018 18 WWW.SOJERN.COM / CONTACT US Looking Back Search behavior for the Middle East and African regions during April, May, an

48、d June revealed some interesting traveler insights. Highlights include: 71% of Middle East and Africans searched for solo trips during April, May, and June. One out of three travelers were planning last minute31% searching less than a week before their departure date. Looking Forward To see how trav

49、el is shaping up for Q3 2018, we looked at searches for July, August, and September. Highlights include: People are primarily searching for solo trips64% of short haul and 67% of long haul trip searches being for solo travelers. Middle East and Africans prefer to travel for more than a week38% of short haul and 48% of long haul trip searches being for more than a week. Middle East and Africa