2017全球旅游洞察，第4期（英文版）_17页-6mb

报告摘要

2017 Q4 Global Travel Insights Summary

Core Content Overview

This report from Sojern provides an analysis of global travel trends for Q3 2017 and winter search trends for Q4 2017, focusing on North America, Latin America, Europe, Middle East & Africa (MEA), and Asia-Pacific (APAC). The report highlights shifting consumer preferences, early planning behaviors, and insights for travel marketers to drive bookings and build brand loyalty.

Main Points

Q3 2017 Travel Trends

Middle East & Africa: More local travel, with Dubai and Cairo among the top 5 destinations searched. Long-haul travel decreased compared to last year.
Family Travel: Europe and Latin America saw a shift from solo travel to family and couple travel. 23% of European travelers searched for couple travel this quarter.
Trip Duration: 47% of North American travelers searched for short trips (0-3 days), while 32% of Latin American travelers did the same. Trip durations varied across regions.

Winter Search Trends (October–December 2017)

North America:
- Top Destinations: New York City, Miami, Las Vegas, Los Angeles, Chicago.
- Party Size: 50% of searches were for 1 traveler, 38% for 2 travelers, and 12% for 3+ travelers.
- Trip Duration: 50% of long-haul travel is for 12+ days, 17% for short-haul travel is for 12+ days, and 38% for short-haul travel is for 4–7 days.
- Departure Dates: December 22, 23, and 21 were the most searched departure dates. Christmas (December 25) and New Year's (December 31) were key dates for family and couple travel.
Latin America:
- Top Destinations: Sao Paulo, Cancun, Mexico City, Rio de Janeiro, Buenos Aires.
- Party Size: 68% of searches were for 1 traveler, 72% for 2 travelers, and 19% for 3+ travelers.
- Trip Duration: 63% of long-haul travel and 40% of short-haul travel are for 12+ days. 26% of short-haul travel is for 4–7 days.
- Departure Dates: December 22, 26, and 21 were the top dates searched. Long trips are popular for both short and long-haul destinations.
Europe:
- Top Destinations: London, Paris, Barcelona, Amsterdam, Palma de Mallorca.
- Party Size: 48% of short-haul and 40% of long-haul trips are for groups of 2 or more.
- Trip Duration: 53% of short-haul and 60% of long-haul travel is for 12+ days. 28% of short-haul and 22% of long-haul travel is for 4–7 days.
- Departure Dates: December 22 and 23 were the top dates searched. Early planners are open to both short and long-haul travel.
Middle East & Africa:
- Top Destinations: London, Dubai, Paris, Cairo, Bangkok.
- Party Size: 45% of long-haul and 42% of short-haul travel are for 12+ days. 21% of short-haul travel is for 4–7 days.
- Trip Duration: 45% of long-haul and 42% of short-haul travel are for 12+ days.
- Departure Dates: December 22 and 21 were the top dates searched. Travelers are planning for extended trips, with a focus on destinations that offer activities and attractions.
Asia-Pacific:
- Top Destinations: Denpasar, Melbourne, Brisbane, Sydney, Phuket.
- Party Size: 52% of long-haul and 31% of short-haul travel are for 12+ days. 32% of short-haul travel is for 4–7 days.
- Trip Duration: 52% of long-haul and 31% of short-haul travel are for 12+ days.
- Departure Dates: December 22, 23, and 1 were the top dates searched. APAC travelers are looking for warmer destinations, with many searching for summer locations in December.

Key Insights for Marketers

Family and Couple Travel: Increased in Europe and Latin America during December.
Lead Time: Early planning for December holidays is underway, with travelers searching as early as a Thursday for departures on a Monday.
Trip Duration: Long-haul travel tends to be longer, with 50–63% of searches for 12+ days.
Weekday Searches: A significant share of searches and departures occur on weekdays, especially in Europe and APAC.
Marketing Recommendations:
- Use Facebook Dynamic Ads for travel to engage indecisive travelers with real-time pricing.
- Consider Carousel ads to showcase diverse offerings to families.
- Use video content to inspire travel decisions, especially for family and couple travel.
- Use native ads to blend content into high-intent traveler websites.

Glossary

Lead Time: Time between a search or booking and the departure date.
Last-Minute Booker: Books within seven days of travel.
Short-Haul & Long-Haul Trip: Short-haul is regional, long-haul is inter-regional.
Beach Destination: Popular for relaxation and leisure.
Metropolitan Destination: Major, highly populated cities.
Sightseeing/Recreational Destination: Known for landmarks and activities.

Methodology

Sojern's insights are based on over a billion traveler intent data points from its partnerships with global travel brands. The data reflects trends and behaviors but is not a complete view of all global travel activity.