2016佛罗里达州旅游趋势报告（英文版）_22页_4mb

Sojern's Destination Report: A Focus on Florida Summary

Core Content Overview

This report provides an in-depth analysis of domestic and international travel trends to Florida, focusing on origin markets, trip durations, lead times, hotel preferences, car rentals, and cruise behaviors. It offers actionable insights for marketers to optimize their campaigns and better target potential travelers.

Domestic Travel to Florida

Top Origin Markets

• The East Coast dominates, with four of the top 10 origin states being from this region.
• In-state travel is prevalent, with Florida residents making up the largest share of searches.
• California is the only West Coast state in the top 10, indicating a unique interest in Florida, possibly for cruises to the Caribbean.

Top 10 Origin States

Airport Outlook

• Fort Lauderdale-Hollywood International Airport is the most searched in Florida.
• Miami International Airport and Orlando International Airport are also highly searched, especially by travelers from nearby states.
• In-state travelers tend to book closer to their travel date compared to out-of-state visitors.

Top Origins for Airport Searches

Trip Duration Timing

• Hawaii and Alaska plan the longest trips (around 7 days).
• Georgia and Washington, DC plan the shortest trips (around 4 days).
• New York, Illinois, and California have the most varied trip durations, with an average of 4.8 to 5.9 days.

Average Trip Duration by State

Lead Time

• Idaho plans trips the earliest (around 60+ days).
• Georgia and Washington, DC are the latest planners.
• Business travelers tend to plan last-minute, while leisure travelers plan further in advance.

Average Lead Time by State

Emerging Origins

• Emerging markets include Las Vegas and St. Louis, despite not being in the top 3 origin states.
• These markets are growing in intent for Florida travel, suggesting potential for increased ad spend.

Florida's Competition

• Tallahassee travelers are heavily focused on Florida, with 6 of their top 10 alternative searches being for other Florida destinations.
• Miami faces competition from New York City, Los Angeles, and San Francisco, which are popular with cultural travelers.

International Travel to Florida

• Top international searching countries include the UK, Mexico, Brazil, and Colombia.
• Latin American countries are a significant market due to their proximity and growing spending power.
• UK travelers are drawn to Florida despite having access to similar destinations like Spain and France.

Hotel Trends

Hotel Lead Time

• In-state travelers book with a shorter lead time than out-of-state visitors.
• Solo travelers are more likely to book last-minute, while groups and families plan further in advance.

In-State vs. Out-of-State Lead Time

Hotel Spend by Origin

• Illinois and Michigan travelers spend 11% above the US average on hotel stays.
• In-state travelers tend to spend more than out-of-state visitors.

Hotel Destination Preferences

• Orlando is the most popular destination for all party sizes (solo, couples, groups).
• Tampa is popular for solo travelers but less so for couples and families.
• Miami Beach and Key West are top choices for couples.

Top Hotel Destinations by Party Size

Car Rentals

Round-trip Rentals

• The top 10 cities for round-trip car rentals are highlighted, with Orlando being a major hub.
• Orlando is the most searched city for round-trip rentals, indicating its popularity as a travel destination.

One-Way Rentals

• The most popular one-way car rental route is Panama City to North Miami Beach, suggesting a long-distance American road trip trend.
• Orlando is also a key origin for one-way rentals, with many destinations including Cape Canaveral, Fort Lauderdale, and Tampa.

Most Popular One-Way Car Rentals

Cruise Trends

Origin Markets

• Florida is the top state for cruise searches, with California and New Jersey also showing strong interest.
• Top metro areas for cruise searches include New York, Los Angeles, San Francisco, and Miami.

Search Behavior

• Mobile searches for Caribbean cruises are 11% higher than for non-Caribbean destinations.
• Weekend mobile searches make up ~20% of all cruise searches, indicating a higher engagement on weekends.

Conclusion

Florida is a highly sought-after destination due to its diverse offerings, beaches, theme parks, and cruise ports. However, this popularity also brings intense competition among travel brands. Understanding traveler behavior, including origin, party size, trip duration, and lead time, allows marketers to target effectively and optimize ad spend. Marketers are encouraged to use data-driven strategies and targeting methodologies to reach the right audience at the right time.