Sojern-2018年Q4全球旅游洞察报告（英文）-2018.11-30页-16mb

Global Travel Insights Summary

Core Content Overview

This document provides a detailed analysis of travel search and booking trends across six major regions for Q3 and Q4 2018. It highlights key data points such as search volume by month, popular destinations, device usage, trip duration, party size, and departure days. The insights aim to help marketers better understand consumer behavior and optimize their advertising strategies to drive bookings and enhance brand loyalty.

Main Points and Key Information

Global Travel Trends

• Search and Booking Volumes:
  • In Q3 2018, 37% of searches and 34% of bookings were made in July, with a slight decline in August and September.
• Search Behavior:
  • 33% of global searches were for trips of 7 days or less.
  • Mobile usage was significant, with over one-third of searches conducted on mobile devices.
• Key Destinations:
  • The top countries searched and booked included France, Germany, India, Italy, Mexico, Netherlands, Portugal, Spain, Switzerland, Thailand, United Kingdom, and the United States.
• December Trends:
  • A growing number of travelers are planning trips 30+ days in advance.
  • Travelers have a narrow consideration set, often focusing on one or two brands during the planning stage.
  • Brands should use bold imagery and align with traveler intent to convert bookings.

North America Travel Trends

• Q3 Search Trends:
  • 79% of searches were for trips of one week or less.
  • Mobile accounted for 31% of searches.
• Q4 Search Trends:
  • 85% of short haul and 55% of long haul trips were for 7 days or less.
  • Group travel is increasing, with one-third of searches for parties of two or more.
• December Highlights:
  • 33% of short haul searches were for trips of eight days or more.
  • 2 out of 5 long haul searches were for 12+ days.
  • December 22, 21, and 26 were the top departure dates.
  • Travelers are increasingly using mobile for planning and booking.

Latin America Travel Trends

• Q3 Search Trends:
  • 57% of searches were made more than 30 days in advance.
  • 71% of searches were for solo travel.
  • Mobile accounted for 53% of searches.
• Q4 Search Trends:
  • 70% of searches were for solo travel.
  • 55% of searches were for short haul destinations.
  • Monday became the top departure day for short haul trips.
• December Highlights:
  • Over 56% of travelers searched for trips of 12+ days.
  • 27th of December was the most searched departure date.
  • Travelers are looking for regional trips, especially in Africa and India.

Europe Travel Trends

• Q3 Search Trends:
  • 40% of searches were for trips with two or more people.
  • Mobile usage was similar to desktop usage (51%).
• Q4 Search Trends:
  • 53% of searches were for group travel.
  • European travelers are searching for unique departure dates, such as Monday and Thursday.
  • 33% of short haul and 60% of long haul searches were for trips of 12+ days.
• December Highlights:
  • 1 out of 3 short haul searches and 3 out of 5 long haul searches were for 12+ days.
  • Departure dates were primarily on the 22nd, 21st, and 26th of December.
  • Mobile is key for capturing long trips.

Middle East and Africa Travel Trends

• Q3 Search Trends:
  • 37% of searches were made 30+ days in advance.
  • 53% of searches were conducted on mobile.
  • Solo travel was the dominant trend, with 70% of searches for solo trips.
• Q4 Search Trends:
  • 55% of searches were for short haul trips.
  • 62% of searches were for long haul trips.
  • 60% of short haul and 62% of long haul searches were for trips of 12+ days.
• December Highlights:
  • December 27th was the most searched departure date.
  • Travelers are looking for extended stays, with 60% of short haul and 62% of long haul searches for 12+ days.
  • Video ads are becoming more important, with 59% of travelers using YouTube.

Asia-Pacific Travel Trends

• Q3 Search Trends:
  • 42% of searches were made 60+ days in advance.
  • 37% of searches were for trips of 3 days or less.
  • Mobile accounted for 45% of searches.
• Q4 Search Trends:
  • 41% of short haul searches were for trips of less than 7 days.
  • 33% of long haul searches were for 12+ days.
• December Highlights:
  • 48% of short haul and 66% of long haul searches were for trips of more than 7 days.
  • Top destinations included Singapore, Bangkok, and Tokyo.
  • Travelers are increasingly planning trips with extended stays.

Key Takeaways Across All Regions

• Mobile is a dominant search platform, with over 30% of searches conducted on mobile devices across all regions.
• Solo travel is a growing trend, especially in Latin America, Middle East and Africa, and Asia-Pacific.
• Short haul trips dominate in all regions, with most travelers planning for 7 days or less.
• December is a peak travel month, with a significant increase in searches for extended stays and group travel.
• Personalization and intent-based targeting are crucial for conversion, especially on platforms like Facebook.
• Video content is gaining traction, especially in the Middle East and Africa, where YouTube usage increased to 59% in 2018.
• Early engagement with travelers is important, as they begin planning trips months in advance.

Conclusion

The report underscores the importance of understanding regional differences in travel behavior and leveraging data-driven insights to tailor marketing strategies. Marketers should focus on mobile optimization, personalization, and intent-based targeting to effectively reach and convert travelers. The use of dynamic advertising tools and video content is recommended to capture attention and drive bookings.