Sojern-2018年Q3全球旅游趋势报告（英文）-2018.9-30页-7mb

Global Travel Insights Summary

Core Content

This report provides an in-depth analysis of travel trends across different regions for Q2 and Q3 2018. Sojern, a company with over a decade of experience in analyzing the complete traveler path to purchase, uses data from its Traveler Platform to offer insights and marketing solutions to boost bookings and build brand loyalty. The report includes detailed information on search and booking behavior, trip duration, party size, and device usage, along with key takeaways for travel marketers.

Key Regions and Their Trends

Global Travel Trends

• Top Countries Searched and Booked: France, Germany, Greece, Italy, Mexico, Netherlands, Portugal, Spain, Switzerland, Thailand, United Kingdom, and the United States.
• Search and Booking Volumes: The report includes visual data showing the share of search and booking volumes by month (April, May, June) for the global region.

North America Travel Trends

• Q2 Search Trends:
  • 80% of searches were for trips of 7 days or less.
  • 51% of searches were done at least one month in advance.
  • 28% of searches came from mobile devices.
• Top 5 Destinations: Miami, New York City, Las Vegas, Chicago, Los Angeles.
• Q3 Search Trends:
  • 33% of searches in September were for group trips of two.
  • 82% of short haul travelers searched for trips of 7 days or less.
• Party Size and Trip Duration:
  • Party size distribution and trip duration trends are detailed in visual graphs.

Latin America Travel Trends

• Q2 Search Trends:
  • 42% of searches were done at least two months in advance.
  • 53% of searches were for trips longer than a week.
  • 36% of searches were from mobile devices.
• Top 5 Destinations: Miami, New York City, Lisbon, Orlando, Madrid.
• Q3 Search Trends:
  • 50% of long haul searches were for trips of 12+ days.
  • 35% of searches were for solo trips.
  • 49% of searches were for trips longer than a week.
• Party Size and Trip Duration:
  • There is a strong focus on solo and group travel, with significant interest in European destinations during September.

Europe Travel Trends

• Q2 Search Trends:
  • 63% of searches were done at least one month in advance.
  • 53% of searches were on mobile devices.
• Top 5 Destinations: Paris, London, Lisbon, Barcelona, Palma.
• Q3 Search Trends:
  • 70% of searches were for short haul trips of a week or less.
  • 47% of long haul searches were for trips of 12+ days.
  • 34% of searches were for solo travelers.
• Party Size and Trip Duration:
  • 1 in 3 searches were for couples travel.
  • Visual data shows the share of weekday travel departures and searches.

Middle East and Africa Travel Trends

• Q2 Search Trends:
  • 71% of searches were for solo trips.
  • 31% of searches were last-minute (less than a week before departure).
• Top 5 Destinations: Jeddah, Riyadh, Cairo, Istanbul, Dubai.
• Q3 Search Trends:
  • 64% of short haul and 67% of long haul searches were for solo travelers.
  • 38% of short haul and 48% of long haul searches were for trips longer than a week.
• Party Size and Trip Duration:
  • There's a growing interest in European destinations during September.
  • Visual data includes share of weekday travel departures and searches.

Asia-Pacific Travel Trends

• Q2 Search Trends:
  • 37% of searches were for group trips.
  • 45% of searches were done 60+ days in advance.
• Top 5 Destinations: Singapore, Bangkok, Tokyo, Taipei, Hong Kong.
• Q3 Search Trends:
  • 61% of short haul searches were for solo travel.
  • 67% of long haul searches were for solo travel.
  • 40% of travelers searched for short haul trips (4–7 days).
  • 44% of long haul searches were for trips of 12+ days.
• Party Size and Trip Duration:
  • 1 in 3 searches were for a party of two.
  • Visual data includes the share of weekday travel departures and searches.

Main Takeaways

• Couples Travel: A significant trend in September across multiple regions, with a strong focus on romantic or fun getaways.
• Solo Travel: Dominates search behavior in several regions, especially in the Middle East and Africa, and Asia-Pacific.
• Mobile Searches: Mobile devices are a major source of travel searches, with percentages ranging from 28% to 53% across different regions.
• Early Planning: North America and Europe show a high percentage of travelers planning trips at least a month in advance.
• Dynamic Advertising: Sojern's platform enables travel marketers to use real-time data and dynamic creative ads to target travelers at different stages of the journey, increasing the likelihood of direct bookings.
• Festival and Event-Driven Travel: Marketers can capitalize on events like the Mid-Autumn Festival in Asia-Pacific and Mexico's Independence Day in Latin America.

Key Insights

• Targeting the Right Audience: Understanding the party size and trip duration is crucial for tailoring marketing strategies.
• Utilizing Real-Time Data: Sojern's Traveler Platform provides real-time insights and enables hyper-personalized advertising.
• Leverage Seasonal Trends: September is a peak time for last-minute travel and couple-based trips.
• Combine Search and Booking Data: Integrating search and booking behavior allows for more effective marketing campaigns.
• Mobile Optimization: Mobile usage is high in all regions, making it essential to optimize advertising for mobile users.

Conclusion

Sojern's insights highlight the importance of understanding regional travel patterns and leveraging real-time data to create targeted, personalized marketing campaigns. By focusing on the right audience segments and using dynamic advertising strategies, travel marketers can increase direct bookings and build stronger brand loyalty.