2017全球旅游洞察_第1期（英文版）_15页_5mb

Global Travel Insights Summary (Q4 2016 & Spring 2017)

Core Content Overview

This document provides an analysis of global travel behavior for the fourth quarter of 2016 and spring 2017, focusing on search and booking trends across different regions. It highlights shifts in travel preferences, destination popularity, and the timing of travel decisions.

Key Findings

Q4 2016 Travel Trends

• Family Travel Increase: There was an overall increase in family travel across all regions, except for the Middle East & Africa, which remained steady.
• Destination Shifts:
  • Europe: Palma De Mallorca fell out of the top five destinations, replaced by Amsterdam.
  • Asia-Pacific: London was replaced by Taipei in the top five destinations.
• Booking vs. Search Patterns: October dominated in bookings, November saw the most searches, and both levels off in December.

Regional Outbound Search Trends

North America

• Top 5 Destinations:
  • Short-Haul: Miami, Las Vegas, Orlando, New York City, Los Angeles
  • Long-Haul: Cancun, London, San Juan, Paris, Bangkok
• April Trends:
  • Departure Dates: 1, 7, 8
  • Trip Duration:
    • 46% of short-haul travel is for 4 to 7 days
    • 32% of short-haul travel is for 0 to 3 days
  • Party Size:
    • 19% of short-haul trips are for 3+ people
  • Search and Booking Behavior: The document suggests targeting travelers in discovery mode with sunny visuals across multiple channels to drive bookings.

Latin America

• Top 5 Destinations:
  • Short-Haul: Miami, Cancun, Barcelona, Rio de Janeiro, Havana
  • Long-Haul: New York City, Mexico City, Tijuana, Lisbon, Buenos Aires
• April Trends:
  • Departure Dates: 1, 7, 8
  • Trip Duration:
    • 32% 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
    • 39% of long-haul travel is for 4 to 7 days
  • Party Size:
    • 24% for 1 traveler
    • 18% for 2 travelers
    • 10% for 3+ travelers
  • Search and Booking Behavior: Travelers are planning for Semana Santa, with a focus on departure and return dates. Dynamic ads can be used to optimize campaigns.

Europe

• Top 5 Destinations:
  • Short-Haul: New York City, London, Paris, Barcelona, Lisbon
  • Long-Haul: Bangkok, Malaga, Palma de Mallorca, Miami, Rome
• April Trends:
  • Departure Dates: 1, 8, 14
  • Trip Duration:
    • 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
    • 39% of long-haul travel is for 4 to 7 days
  • Party Size:
    • 24% for 1 traveler
    • 18% for 2 travelers
    • 10% for 3+ travelers
  • Search and Booking Behavior: April 14 (Good Friday) is a top departure date. Travelers are researching but not yet booking, suggesting an opportunity for brand messaging and retargeting.

Middle East & Africa

• Top 5 Destinations:
  • Short-Haul: Istanbul, Jeddah, Dubai, Cairo, Riyadh/Dubai
  • Long-Haul: London, Paris, Amsterdam, Bangkok, New York City
• April Trends:
  • Departure Dates: 1, 7, 6
  • Trip Duration:
    • 32% of short-haul travel is for 0 to 3 days
    • 28% for 4 to 7 days
    • 16% for 8 to 11 days
    • 24% for 12+ days
  • Party Size:
    • 24% for 1 traveler
    • 18% for 2 travelers
    • 10% for 3+ travelers
  • Search and Booking Behavior: European destinations make up half of the top 10 destinations searched. Tel Aviv also appears in the top five, possibly due to Easter travel. Dynamic creative is recommended to manage targeted campaigns across different funnel stages.

Asia-Pacific

• Top 5 Destinations:
  • Short-Haul: Singapore, Bangkok, Bali, Sydney, Melbourne
  • Long-Haul: Tokyo, Osaka, Taipei, Nagoya, London
• April Trends:
  • Departure Dates: 13, 29
  • Trip Duration:
    • 46% of short-haul travel is for 4 to 7 days
    • 33% of long-haul travel is for 12+ days
  • Party Size:
    • 19% of short-haul trips are for 3+ people
  • Search and Booking Behavior: Good Friday (April 14) is a public holiday, and the 13th is a popular search date. Golden Week in Japan (starting April 29) also drives searches. Campaigns should target long-planning travelers.

Looking Forward

• Spring 2017 Trends:
  • North America: Focus on early planning for Spring Break (March to April), with dynamic ads and multi-channel targeting recommended.
  • Latin America: Highlight early planning for Semana Santa, with specific attention to departure and return dates.
  • Europe: Leverage Good Friday (April 14) and the four-day weekend trend. Use upper-funnel and mid-funnel campaigns to engage potential travelers.
  • Middle East & Africa: Emphasize Easter-related travel and the influence of European destinations.
  • Asia-Pacific: Capitalize on Good Friday and Golden Week in Japan. Target travelers with long advance planning windows.

Methodology

• Sojern's quarterly insights are based on over a billion traveler intent data points.
• The data comes from partnerships with major travel brands, including airlines, hotels, OTAs, and metasearch companies.
• The insights are not a complete view of all global traveler information.

Glossary

• Lead Time: The time between a search or booking and the departure date.
• Last-Minute Booker: A traveler who books within seven days of departure.
• Short-Haul & Long-Haul Trip: Short-haul is regional, while long-haul is inter-regional.