2016-q1-global-travel-insights-report-sojern-en (1)
TRANSCRIPT
January to March 2016
Q1 2016
GLOBAL TRAVEL
INSIGHTS
SOJERN.COM / [email protected] 3 2
Table of ContentsGlobal Travel Trends
A Bird’s Eye View
North America: Outbound Quarterly Search Trends
Latin America: Outbound Quarterly Search Trends
Europe: Outbound Quarterly Search Trends
Middle East & Africa: Outbound Quarterly Search Trends
Asia-Pacific: Outbound Quarterly Search Trends
Q1 2016 Travel Events
North America: The Super Bowl
Latin America: Semana Santa
Europe: Valentine Weekend
Middle East & Africa: Dubai Shopping Festival
Asia-Pacific: Lunar New Year
Looking Forward: Summer Travel Trends
North America
Summer Music Festival Spotlight
Copa America Comes to the US
Latin America
Olympics Outlook
Europe
Impact of the Pound & Alternative Destinations
Euro Cup Spotlight
Middle East & Africa
Ramadan Travel Spotlight
Asia-Pacific
Winter Getaways and End of Ramadan
Appendix
Glossary
Regional Coverage
Methodology
5
5
6
7
8
9
10
11
11
12
12
13
13
14
15
16
17
18
19
21
22
23
24
25
26
27
28
28
29
29
Sojern is the travel industry’s leading performance marketing
engine. Through our Sojern Traveler Platform and billions
of traveler intent signals across online and mobile channels, we
put more heads in beds, travelers in seats and tourists in towns for
our clients worldwide.
Q1 2016 GLOBAL TRAVEL INSIGHTS 5 4 SOJERN.COM / [email protected]
Global Travel Trends
A Bird’s Eye ViewThe first quarter of 2016—January, February, and March—is filled with holidays, winter getaways, and loads of travel. In the first half of the report, we examined big-picture trends: who’s flying where, when, and for how long during Q1. Here, we’ve compiled the top 10 global destinations, in addition to looking at each specific region in order to understand the global travel patterns for the beginning of 2016.
FRANCE
UNITED KINGDOM
ITALY
GREECE
SWITZERLAND
GERMANY
SPAIN
BOTHTOP 10 COUNTRIES BOOKED
TOP 10 COUNTRIES SEARCHED
RUSSIA
THAILAND
UNITED STATES
CANADA
MEXICO
PORTUGAL
SHARE OF Q1 SEARCH AND BOOKING VOLUMES BY MONTH
34% 34% 32% 32% 34% 34%
MARCHFEBRUARYJANUARY
BOOKEDSEARCHED
For this report, Sojern analyzed travel behavior worldwide in five regions: North America, Latin America, Europe, Middle East & Africa and Asia-Pacific, in order to understand travel intent within the first quarter of 2016 and beyond. The first half of the report offers an overview of the global travel trends for the major regions, as well as specific travel events during the quarter.
The second half of the report looks forward to travel beyond the quarter. Using data based on search and booking behavior provided
by major airlines, online travel agencies (OTAs), meta-search, and other travel service providers, we look at travel intent into the summer of 2016. This includes an overview of larger travel trends as well as spotlights on major events specific to each region.
Looking ahead and knowing where, when, and how people are already planning their travel, allows marketers to better understand their markets and strategize effective, targeted campaigns.
Whether you’re a marketer, a reporter, or a travel lover, the Q1 2016 Global Travel
Insights Report holds a wealth of data necessary to understand and inspire travel
during this quarter and beyond.
SOJERN.COM / [email protected] Q1 2016 GLOBAL TRAVEL INSIGHTS 7 6
What were the outbound quarterly search trends for Latin America?
1 TRAVELER
2 TRAVELERS
3+ TRAVELERS74%
9%
17%
0 TO 3 DAYS
4 TO 7 DAYS
8 TO 11 DAYS
12+ DAYS
47%
18%
6%7%8%14%
60+ DAYS30 TO 59 DAYS22 TO 29 DAYS15 TO 21 DAYS8 TO 14 DAYS0 TO 7 DAYS
19%
25%
15%
42%
MIAMI
NEW YORK CITY
MADRID
ORLANDO
LISBON
TOP 5 DESTINATIONS
LEAD TIME
TRIP DURATION
PARTY SIZE
What were the outbound quarterly search trends for North America?
1 TRAVELER
2 TRAVELERS
3+ TRAVELERS74%
9%
18%
60+ DAYS30 TO 59 DAYS22 TO 29 DAYS15 TO 21 DAYS8 TO 14 DAYS0 TO 7 DAYS
0 TO 3 DAYS
4 TO 7 DAYS
8 TO 11 DAYS
12+ DAYS
40%
21%
7%8%9%
16%
37%
36%
12%
14%
MIAMI
NEW YORK CITY
LAS VEGAS
LOS ANGELES
ORLANDO
TOP 5 DESTINATIONS
LEAD TIME
TRIP DURATION
PARTY SIZE
SOJERN.COM / [email protected] Q1 2016 GLOBAL TRAVEL INSIGHTS 9 8
What were the outbound quarterly search trends for Middle East & Africa?
1 TRAVELER
2 TRAVELERS
3+ TRAVELERS75%
12%
13%
0 TO 3 DAYS
4 TO 7 DAYS
8 TO 11 DAYS
12+ DAYS
39%
17%
8% 6%10%
19%
34%
24%
12%
29%
60+ DAYS30 TO 59 DAYS22 TO 29 DAYS15 TO 21 DAYS8 TO 14 DAYS0 TO 7 DAYS
LONDON
ISTANBUL
PARIS
IZMIR
AMSTERDAM
TOP 5 DESTINATIONS
LEAD TIME
TRIP DURATION
PARTY SIZE
What were the outbound quarterly search trends for Europe?
1 TRAVELER
2 TRAVELERS
3+ TRAVELERS64%
14%
22%
0 TO 3 DAYS
4 TO 7 DAYS
8 TO 11 DAYS
12+ DAYS
50%
18%
6% 6%7%12%
35%
27%
11%
27%
60+ DAYS30 TO 59 DAYS22 TO 29 DAYS15 TO 21 DAYS8 TO 14 DAYS0 TO 7 DAYS
LONDON
BARCELONA
PARIS
NEW YORK CITY
LISBON & ROME
TOP 5 DESTINATIONS
LEAD TIME
TRIP DURATION
PARTY SIZE
SOJERN.COM / [email protected] Q1 2016 GLOBAL TRAVEL INSIGHTS 11 10
Q1 2016 Travel EventsBeyond general trends, Sojern also analyzed specific events throughout the world in order to see how, when, and where people traveled during the quarter.
North America: The Super BowlMore than half the population of the US—approximately 167 million viewers—tuned in to watch Super Bowl 50, hosted this year in the San Francisco Bay area.1 Recent data shows that 1.2 million passengers traveled through the San Francisco International Airport alone.2
DALLAS
CHARLOTTELOS ANGELES 1
2
CHICAGO3
4
DENVER5
USUS
OAKLAND1
2SANTA CLARA
4SAN FRANCISCO
SAN JOSE3
PALO ALTO5
San Francisco Bay Area
San Francisco Bay Area
Which fans looked to book first?Sojern looked at flight searches for fans after the final two teams were announced. Even though Denver won the Super Bowl, they only took fifth place in the top origin markets for flights booked after January 24.
Where did fans look to stay?Sojern also looked at the top hotel searches in the area just after January 24. San Francisco was the top spot for fans to rest their heads—even though Santa Clara hosted the game.
As it turns out, on February 6, hotel occupancy in San Francisco peaked at 90.7%, an increase of 14% over last year according to the Super Bowl Committee.3
1 Harden, Mark. February 11, 2016. Denver Business Journal. “Big Super Bowl 50 numbers. 2 Super Bowl 50 Host Committee. March 7, 2016. “SFO Releases Super Bowl 50 Statistics, Economic Impact.”3 Super Bowl 50 Host Committee. March 3. 2016. “Super Bowl 50 to Set Hotel Record in San Francisco.”
What were the outbound quarterly search trends for Asia-Pacific?
1 TRAVELER
2 TRAVELERS
3+ TRAVELERS73%
10%
17%
0 TO 3 DAYS
4 TO 7 DAYS
8 TO 11 DAYS
12+ DAYS
45%
19%
7% 6%8%14%
34%
29%
12%
26%
60+ DAYS30 TO 59 DAYS22 TO 29 DAYS15 TO 21 DAYS8 TO 14 DAYS0 TO 7 DAYS
BANGKOK
TOKYO
LONDON
OSAKA
SINGAPORE
TOP 5 DESTINATIONS
LEAD TIME
TRIP DURATION
PARTY SIZE
SOJERN.COM / [email protected] Q1 2016 GLOBAL TRAVEL INSIGHTS 13 12
What impact did the Shopping Festival have on origin markets?Attracting more than four million people to Dubai, the Dubai Shopping Festival is a month-long event (January 1-February 1) where retail reigns and people bring their platinum cards to the City of Gold.5
While the UK remains the top origin market during and before the festival, Russian and Saudi Arabian travelers move up from spot seven and six, respectively, in December to take positions in the top five for the festival.
Rank December 2015 January 2016
1 United Kingdom United Kingdom
2 Italy India
3 India Saudi Arabia
4 United States Russia
5 Germany Germany
TOP 5 ORIGIN MARKETS IN DECEMBER VS. JANUARY (DURING THE DUBAI SHOPPING MONTH)
Middle East: Dubai Shopping Festival
Asia-Pacific: Lunar New Year
Where were the top spots for Lunar New Year celebrations? Approximately one-fifth of the world’s population celebrates the Lunar New Year, and for the Year of the Monkey, we looked at the top destinations for countries that observe the holiday in Asia-Pacific. In our Q4 2015 report, we saw that Tokyo would likely take the top spot and Bangkok would likely be second. However, last-minute travelers had enough of an influence to switch the rankings.
LOOKING BACK TOP DESTINATIONS: DEPARTURES FEB 1-6
SINGAPORE 1 BANGKOK 2 MANILA 3
CHINA
SINGAPORE 1 BANGKOK 2 TOKYO 3
HONG KONG
BANGKOK 1 TOKYO 2 OSAKA 3
OBSERVING COUNTRIES OVERALL
SINGAPORE 1 KUALA LUMPUR 2 DENPASAR 3
MALAYSIA
BANGKOK 1 KUALA LUMPUR 2 MANILA 3
SINGAPORE
Europe: Valentine Weekend
1
2
3
4
5
6
7
10
8
9NEW YORK CITY
AMSTERDAM
ROME
DUBLIN
PARIS
BARCELONA
PRAGUE
VENICE
EDINBURGHCOPENHAGEN
Where did UK couples spend their Valentine Weekend?Love was in the air in Europe and the UK during the 2016 Valentine Weekend—though couples weren’t necessarily inspired to take flight too far. Only New York City broke the top 10 list for global destinations for UK travelers.
4 Journey Mexico. March 29, 2015. “Easter in Mexico - Semana Santa and Pascua.”
Latin America: Semana Santa
When were Semana Santa travelers looking to book? Semana Santa, also known as Holy Week, is the week leading up to Easter (March 27). It’s a huge period of celebration for much of Latin America. Most schools and businesses in Mexico, for instance, close for the two weeks surrounding Easter and many take advantage of this time off to travel.4
For the top four origin markets, an abundance of travelers looked for their Semana Santa flights in February. More interestingly, November is a big search month for Argentina and Brazil, but not Mexico or Colombia—those countries prefer to look for flights more last minute, as their numbers rise closer to the start of the celebrations.
PERCENTAGE OF FLIGHT SEARCHES MADE FOR SEMANA SANTA BY MONTH
0
10
20
30
40
50
FEB-16JAN-16DEC-15NOV-15OCT-15SEP-15
ARGENTINABRAZILCOLOMBIAMEXICO
8%5%3%4%
11%8%5%6%
13%13%8%
10%
14%12%9%
13%
25%25%31%38%
29%37%44%28%
5 Duncan, Jillian. January 4, 2013. The National Business. "Dubai Shopping Festival starts with a bang."6 Van Hinsbergh, Gavin. February 15, 2016. China Highlights. "10 Interesting Facts about Chinese New Year."
Q1 2016 GLOBAL TRAVEL INSIGHTS 15 SOJERN.COM / [email protected] 14
What are the summer search trends for North America?
0 TO 1 DAYS
2 TO 3 DAYS
4 TO 5 DAYS
6 TO 7 DAYS
8 TO 11 DAYS
12+ DAYS
16% 16%23% 22%
62% 62%
3+ TRAVELERS2 TRAVELERS1 TRAVELER
SHORT-HAUL LONG-HAUL
7%9%
4%21%
10%23%
18%22%
18%15%
44%12%
LAS VEGAS
MIAMI
NEW YORK CITY
ORLANDO
LOS ANGELES
LONDON
PARIS
CANCUN
ROME
SAN JUAN
TOP 5 DESTINATIONS
PARTY SIZE
TRIP DURATION
Looking Forward: Summer Travel TrendsWhile the first half of our report looks back at the major travel trends and events that took place in the first quarter of the year, the second section projects forward into summer. For each of the major regions, Sojern took an early look at the overall summer travel trends to see the hot spots and top trends for summer travel so far. We then focused on a few key events and spotlights in order to examine their draw on travelers.
Because we’re looking in advance, the report does not capture last-minute travel trends. However, the report does offer previews into the travel trends for certain events, thereby revealing places for travel marketers to step in and offer influence.
From Ramadan in the Middle East to the Olympics in Brazil, this summer’s travel
scene is already heating up!
SOJERN.COM / [email protected] Q1 2016 GLOBAL TRAVEL INSIGHTS 17 16
SOUTH AMERICAMEXICO AND CENTRAL AMERICANORTH AMERICACARIBBEAN
8%COSTA RICA
7%COLOMBIA
20%BRAZIL
26%BRAZIL
15%COLOMBIA
9%MEXICO
8%ARGENTINA
9%CHILE
34%PANAMA
2%HAITI
8 Rapp, Timothy. Bleacher Report. “United States Buys More World Cup Tickets Than Any Non-Brazilian Nation.”
Copa America Comes to the US
Which US markets are looking to travel to Copa?When you think of soccer fans, the US isn’t necessarily the first market to come to mind. However, at the 2014 FIFA World Cup, the US had the second highest ticket purchases, following only the host country, Brazil.8 Clearly, despite outdated stereotypes, the US loves soccer.
This year, for the first time in history, and on its 100th anniversary, Copa America will be hosted in the US (June 3-26). The day following the draw—when the games were set—cities hosting games (e.g., Seattle, San Francisco, Orlando) saw an increase of travel intent of 54% day over day and 38% week over week from US travelers for Copa dates.
Though Dallas is the number one market looking for all Copa Games, Boston is the number one market heading to the games in San Francisco.
Who in the Americas is looking to come to Copa?Although the US is hosting, the rest of the competing teams are from Latin America—their interest and spending power during Copa is sure to have an impact on the cities hosting games.
Rank Originations
1 Dallas
2 Chicago
3 Boston
4 New York City
5 Los Angeles
6 Miami
7 Philadelphia
8 San Francisco
9 Houston
10 Atlanta
SHARE OF INTERNATIONAL ORIGINS IN THE AMERICAS SEARCHING FOR COPA TRAVEL
Following the announcement of the games, Copa host cities saw an increase in travel of 131% day over day and 74% week over week from Latin American countries. All of this travel, both from within the US and the rest of the Americas, is shaping up to make the tournament one of, if not, the biggest travel events for US this summer.
TOP ORIGINATIONS FOR ALL COPA GAMES
ORLANDO SAN FRANCISCO
Summer Music Festival SpotlightA whopping 32 million people attend at least one US music festival every year.7 Unsurprisingly, the summer is jam packed full of them. Sojern focused on flights to three of the biggest music fests to determine the origin cities of attendees.
We first looked at cities with the highest volume of searches for a fest’, and then looked at top indexing cities—cities that show a sizeable jump in travel intent for the week of the fest’ compared with the previous week.
DALLAS
MIAMI
LOS ANGELES
SAN FRANCISCO
LAS VEGAS
DENVER
PHOENIXORLANDO
TORONTO
CHICAGO
DALLASLOS ANGELES
NEW YORK CITY
SEATTLE BOSTON
AUSTIN
PHILADELPHIA
DALLAS CHARLOTTELOS ANGELES
LAS VEGASWASHINGTON, DC
CHICAGO NEW YORK CITY
AUSTIN
Who’s headed to The Governors Ball? Running June 3-5 on New York City’s Randall’s Island, The Governors Ball has an eclectic lineup. From Kanye to The Killers, there's something for everyone.
Despite the East Coast location of the fest, The Governors Ball is pulling a lot of West Coast and Midwest travelers. Those in the region, most likely, can drive in.
Who’s headed to Lollapalooza?Hosted in Chicago, IL and taking place July 28-31, Lollapalooza appeals to large crowds—though primarily those who love rock.
Seattle and Austin have strong music scenes and are looking in large numbers to take in Lollapalooza.
Who’s headed to Outside Lands?August 5-7, San Francisco’s Golden Gate Park becomes the home of a giant music and food fest.
Los Angeles is lower on the list, mostly likely because they can drive in. Also, Austin once again is looking to travel for their music.
TOP-SEARCHING CITIES TOP-INDEXING CITIES BOTH
7 Lynch, Joe. (April 22, 2015). Billboard. “Check Out These Surprising Stats about US Music Festivals.”
SOJERN.COM / [email protected] Q1 2016 GLOBAL TRAVEL INSIGHTS 19 18
Olympics OutlookThis August 5-21, Rio de Janeiro, Brazil is hosting the Summer Olympics, and travelers eager to experience the games are coming from all corners of the world. We took a look at travel intent data for the Olympics:
Which countries are searching the most for Rio Olympics?
Who’s staying to watch the most games?TRIP DURATIONS SEARCHED FOR RIO OLYMPICS
For the most part, people are looking to book long trips. Given that the Olympics span 16 days, the popularity of 12 or more days for trip duration makes sense. An interesting difference stands out in duration data—those in Latin America are looking for shorter trips. The close proximity means sports lovers can pop in for a few days with greater ease than other regions.
Who’s traveling solo to the Olympics?
Party Size North America Latin America Europe Middle East & Africa Asia-Pacific
1 Traveler 76% 67% 72% 82% 84%
2 Travelers 17% 20% 18% 11% 12%
3+ Travelers 7% 12% 10% 7% 4%
Rank North America Latin America Europe Middle East & Africa Asia-Pacific
1 US Brazil United Kingdom Turkey Japan
2 Canada Argentina France Israel Australia
3 Colombia Italy Morocco Thailand
NORTH AMERICA LATIN AMERICA EUROPE MIDDLE EAST & AFRICA ASIA-PACIFIC
0%
10%
20%
30%
40%
50%
60%
70%
80%
12+ DAYS8 TO 11 DAYS6 TO 7 DAYS4 TO 5 DAYS2 TO 3 DAYS0 TO 1 DAYS
10% 15% 11%19%
34%
64%
What are the summer search trends for Latin America?
0 TO 1 DAYS
2 TO 3 DAYS
4 TO 5 DAYS
6 TO 7 DAYS
8 TO 11 DAYS
12+ DAYS
15% 15%22% 18%
63% 67%
3+ TRAVELERS2 TRAVELERS1 TRAVELER
SHORT-HAUL LONG-HAUL
9%13%
2%12%
5%13%
10%19%
14%15%
59%29%
CANCUN
BUENOS AIRES
RIO DE JANEIRO
LIMA
SAO PAULO
MIAMI
NEW YORK CITY
MADRID
PARIS
LISBON
TOP 5 DESTINATIONS
PARTY SIZE
TRIP DURATION
SOJERN.COM / [email protected] Q1 2016 GLOBAL TRAVEL INSIGHTS 21 20
What are the summer search trends for Europe?
0 TO 1 DAYS
2 TO 3 DAYS
4 TO 5 DAYS
6 TO 7 DAYS
8 TO 11 DAYS
12+ DAYS
26% 21%26% 22%
48% 56%
3+ TRAVELERS2 TRAVELERS1 TRAVELER
SHORT-HAUL LONG-HAUL
12%11%
3%16%
4%12%
10%22%
11%14%
61%26%
LONDON
BARCELONA
PALMA DE MALLORCA
PARIS
LISBON
NEW YORK CITY
BANGKOK
LOS ANGELES
MIAMI
SAN FRANCISCO
TOP 5 DESTINATIONS
PARTY SIZE
TRIP DURATION
Focus on Latin AmericaThirty-two competition venues will be spread throughout four regions of the city, meaning there’s little escape from the Olympics for Rio residents. Not everyone loves the crowds that the games will bring, so Sojern looked at where Rio residents are running to escape:
Where are Rio residents running to during the Olympics?
The Olympics technically take place in Brazil’s winter and most residents appear to be setting off for long-haul trips to warmer, northern climates. On the other hand, many in Brazil are taking the opportunity to head to Rio for the game. Sao Paulo, Foz Do Iguacu, Brasilia, Porto Alegre, and Salvador are the top Brazilian cities with Olympic fever.
ORLANDOMIAMI
LISBON
35
1
4 PARIS
NEW YORK CITY2
Who has Olympic fever?Beyond the top countries searching for Olympic travel, Sojern also analyzed “Olympic fever”—the countries showing the largest jump in travel intent specifically during the the Olympic time period:
North America Latin America Europe Middle East & Africa Asia-Pacific
US 577%
Colombia 432%
Hungary 460%
Israel 334%
Japan 716%
Canada 355%
Brazil 375%
Italy 404%
Qatar 332%
Thailand 481%
Bolivia 333%
Greece 371%
South Africa 272%
Australia 417%
Peru 256%
Russia 351% (Tied)
Morocco 225%
Singapore 393%
Argentina 241%
Finland 351% (Tied)
United Arab Emirates 215%
India 339%
SOJERN.COM / [email protected] Q1 2016 GLOBAL TRAVEL INSIGHTS 23 22
Albania 3600%
Wales 840%
Slovakia 805%
Iceland 784%
Northern Ireland 150%
Euro Cup SpotlightThe European Championships, also called The Euros or Euro Cup, is a pan-European football tournament that runs from June 10 to July 10. France is this year’s host and because so many European countries take part in the games, it is a huge travel event for all of Europe. Tickets have already been purchased and are sent out in April, suggesting that the travel trends we see now aren’t likely to change very much.
Which fans are the most excited about the Euro Cup?June 10 is the first day of the Euro Cup. Sojern analyzed week-on-week changes from June 3 to June 10 to see which countries had the highest jump in travel intent during the games:
Newcomers are certainly excited about their entrance in the Cup, and travel intent to France is spiking. Top footballing nations, like Spain who are two-time defending champions, have a small spike in travel trends. Netherlands, which didn’t qualify for the tournament this time, has a loss in travel intent possibly as a result.
Which matches are the most anticipated?The games take place across nine cities and 10 venues in France. Sojern examined the top arrival dates for each of the tournament venues in order to see which matches have the highest interest:
TOP FOOTBALL NATIONS NEWCOMERS TO THE TOURNAMENT
PORTUGAL
GERMANYITALY
SPAINNETHERLANDS
188%38%36%
6%-5%
BORDEAUX: JUNE 10, WALES VS. SLOVAKIA
TOULOUSE: JUNE 17, ITALY VS. SWEDEN
PARIS (ST. DENIS): JUNE 10, FRANCE VS. ROMANIA
LENS: JUNE 10, ALBANIA VS. SWITZERLAND
ST. ETIENNE: JUNE 14, PORTUGAL VS. ICELAND
LILLE: JUNE 19, SWITZERLAND VS. FRANCE
LYON: JUNE 13, BELGIUM VS. ITALY
NICE: JUNE 17, SPAIN VS. TURKEY
MARSEILLE: JUNE 10, ENGLAND VS. RUSSIA
Impact of Pound & Alternative Destinations
How has the decline of the pound impacted UK travel?Since its last peak at $1.70, in July 2014, the British pound has been in decline. In February 2016, it fell below $1.40—the lowest rate since the mid-1980s. The weaker pound hasn’t had a great impact on the top destinations for UK travelers yet. However:
• In July 2014, the US was third in UK destinations. It dropped to fourth place in May 2015 but didn’t stay there for very long.
• As of March 2016, the US is back to its spot as the third top destination for UK travelers.
• Spain, on the other hand, has never dropped out of its top spot over the past few years.
One change we have observed for UK travel trends is trip duration. In recent months, we see a steady decline in the year-on-year share of long trips of 12 or more days, which could be a result of a weaker pound and talk of leaving the European Union or “Brexit.”
SHARE OF TRIPS WITH DURATION 12+ DAYS (YEAR-ON-YEAR-CHANGE)
Where did European travelers look before booking their final destination?In Q1 2016, London, Paris, and Madrid are the top three destinations, respectively, for European travelers. Sojern looked ahead to see which other destinations travelers look to before booking these top destinations.
Additional interesting trends for alternative destinations:
• 12% of people who looked to book in London also looked to the US—and this is the only time a US city cracks the top alternative destination list.
• When booking for Madrid, 21% of people searched for other destinations within Spain.
• For those travelers who looked for alternative destinations before booking, almost 50% of those searches occurred on the day of booking.
BOOKED LONDON
Alternative Destination City
Alternative Destination Country
Paris United States
Amsterdam United Kingdom
Manchester Spain
New York City Italy
Barcelona France
BOOKED PARIS
Alternative Destination City
Alternative Destination Country
London Spain
Amsterdam Italy
Barcelona United States
Rome France
Madrid United Kingdom
BOOKED MADRID
Alternative Destination City
Alternative Destination Country
Barcelona Spain
London United States
Paris Italy
Lisbon United Kingdom
Malaga France
-20%-15%-10%
-5%0%5%
10%15%20%
MAR 16FEB 16JAN 16DEC 15NOV 15OCT 15SEP 15AUG 15JUL 15
SOJERN.COM / [email protected] Q1 2016 GLOBAL TRAVEL INSIGHTS 25 24
Ramadan Travel SpotlightRamadan is a period of prayer, fasting, charity-giving and self-accountability in the Muslim community. With a large Muslim population in the Middle East, Ramadan is a popular time for travel in the region.
Ramadan begins June 6 and ends July 4, and the departures peak for Middle East travelers is June 30 and July 1, the Thursday and Friday before the end of Ramadan. Those dates see a rise in travel intent of 120% and 156%, respectively.
In which country is the travel effect of Ramadan the strongest?WEEK-ON-WEEK CHANGE IN TRAVEL INTENT
Where and for how long is the Middle East traveling after Ramadan?With a number of public holidays, many in the Middle East enjoy lots of time off and use it to travel, which is why we see long-haul and long-duration trips becoming popular during this time.
TOP 10 DESTINATIONS AND TRIP DURATION FOR MIDDLE EAST TRAVELERS FOR DEPARTURES JUNE 30-JULY 6
1. INDIA
2. UNITED STATES
3. TURKEY
4. UNITED KINGDOM
5. GERMANY
6. EGYPT
7. FRANCE
8. PHILIPPINES
9. ITALY
10. CANADA
0 TO 3 DAYS
4 TO 7 DAYS
8 TO 11 DAYS
12+ DAYS
24%
11%
9%
56%
QATAR SAUDI ARABIA BAHRAIN
ORIGIN COUNTRY
KUWAIT JORDAN
237% 227%197% 197%
157%
What are the summer search trends for Middle East & Africa?
0 TO 1 DAYS
2 TO 3 DAYS
4 TO 5 DAYS
6 TO 7 DAYS
8 TO 11 DAYS
12+ DAYS
21% 25%18% 16%
61% 60%
3+ TRAVELERS2 TRAVELERS1 TRAVELER
SHORT-HAUL LONG-HAUL
15%27%
6%8%
9%9%
13%13%
13%10%
45%33%
ISTANBUL
CAIRO
ANTALYA
IZMIR
JOHANNESBURG
PARIS
LONDON
AMSTERDAM
NEW YORK CITY
MILAN
TOP 5 DESTINATIONS
PARTY SIZE
TRIP DURATION
SOJERN.COM / [email protected] Q1 2016 GLOBAL TRAVEL INSIGHTS 27 26
Winter Getaways and End of Ramadan
How is Southeast Asia traveling for Hari Raya Puasa/End of Ramadan?Following Ramadan, a number of holidays and celebrations begin that celebrate breaking the fast, including Hari Raya Puasa, Eid al-Fitr and the Sugar Feast.
These celebrations bring lots of travel to Asia-Pacific with June 30 and July 1 (the Thursday and Friday before the end of Ramadan) seeing the biggest spikes in travel intent. So far, 31% of South East travelers are looking to stay within their region and that number should rise as more last-minute travelers look for quick, regional trips.
TOP 10 DESTINATIONS & TRIP DURATION FOR SOUTHEAST ASIA DEPARTING JUNE 30-JULY 6
What are the hot spots for the cold season in New Zealand and Australia?While other parts of the world are enjoying their summer vacation, Asia-Pacific is looking forward to winter getaways.
It’s interesting to note that the top searched countries for both locations are all English-speaking: Australia, UK, and the US. Additionally, everyone’s looking to extend their trips: 61% of New Zealanders and 45% of Australians are looking for vacations spanning 12 days or more.
0 TO 3 DAYS
4 TO 7 DAYS
8 TO 11 DAYS
12+ DAYS
17%
32%
19%
33%
1. AUSTRALIA
2. THAILAND
3. TAIWAN
4. FRANCE
5. SINGAPORE
6. INDONESIA
7. JAPAN
8. HONG KONG
9. UNITED KINGDOM
10. UNITED STATES
TOP 5 SEARCHED CITIES
SINGAPORE1
DENPASAR 32
MELBOURNE 4SYDNEY
BRISBANE5 54
LONDON21
NEW ZEALAND
AUSTRALIA
LOS ANGELES 3
What are the summer search trends for Asia-Pacific?
0 TO 1 DAYS
2 TO 3 DAYS
4 TO 5 DAYS
6 TO 7 DAYS
8 TO 11 DAYS
12+ DAYS
18% 12%22% 19%
60% 69%
3+ TRAVELERS2 TRAVELERS1 TRAVELER
SHORT-HAUL LONG-HAUL
11%11%
4%18%
6%22%
11%16%
13%14%
55%19%
TOKYO
SINGAPORE
BANGKOK
OSAKA
DENPASAR
LONDON
PARIS
LOS ANGELES
NEW YORK CITY
HONOLULU
TOP 5 DESTINATIONS
PARTY SIZE
TRIP DURATION
SOJERN.COM / [email protected] Q1 2016 GLOBAL TRAVEL INSIGHTS 29 28
Regional CoverageSojern breaks down the world into regions and subregions as shown in the map below. Regions are shown with a colored background and subregions with a white background.
Caribbean
South America
MIDDLE EAST & AFRICA
Oceania
Southeast Asia
ASIA-PACIFIC
Western Europe
East Asia
South AsiaMiddle East
NORTH AMERICA
Central America
LATIN AMERICA
Eastern Europe
EUROPE
Central Asia
Sub-Saharan Africa
North Africa
MethodologySojern’s quarterly insights reports are based on the rigorous analysis of more than a billion traveler intent data points, obtained through Sojern’s unique partnerships with some of the world’s most renowned travel brands. The insights available through this analysis enable brands to deliver the right messages to the right traveler at the right time through display, video, mobile, and social advertising. Our analysis is based on airport level data which is then aggregated to countries and regions. All of the insights are based on very specific data sets as provided by Sojern's data partners. Sojern’s data is rounded to the nearest whole number for readability and therefore not all charts and graphs will add up to 100%.
Sojern never shares or distributes personally identifiable information (PII) such as names, emails, or addresses. The data provided is not a complete view of all global traveler information, as different data sources provide additional views of traveler behavior.
For more information, please visit sojern.com.
Appendix
Glossary Sojern’s analysis highlights a number of consumer travel trends, including:
Top Searched Destinations: The destinations potential travelers are searching.
Top Traveled Destinations: The destinations to which travelers are booking.
Origination Cities: The cities people are traveling from.
Search Volume: Total number of searches made by travelers.
Booking Volume: Total number of bookings made by travelers.
Metro Areas: The urban regions served by (a) designated airport(s), as defined by the respective country's government bureau.
Trip Type: The reason why people are traveling (business or leisure). Sojern uses an algorithm that analyzes different variables to determine whether a trip is for business or leisure purposes.
Trip Duration: The length of a searched or booked trip.
Search Lead Time: The length of time between a search and departure date.
Booking Lead Time: The length of time between a booking and departure date.
Party Size: The number of people traveling on the same reservation.
Traveler Intent: The intent to travel as defined by search data.
Last-Minute Booker: A traveler that books a trip with seven days or less to travel.
Short-Haul Trip: A short-distance trip, usually regional.
Long-Haul Trip: A long-distance trip, usually inter-regional.
Event to Travel: Lead time (see search lead time or booking lead time, above).
SOJERN.COM / [email protected] 30
Sojern in a Nutshell
800+Global Clients
13 Locations
$1Bin Bookings
350MTraveler Profiles
2.2MHeads in Beds
1.2MTravelers in Seats
2013, 2014 & 2015Winner of Deloitte Technology Fast 500™
SAN FRANCISCO 118 2nd St., 3rd Floor San Francisco, CA 94105
NEW YORK135 Grand St., 6th floorNew York, NY 10013
OMAHA810 S. 169th St. Omaha, NE 68118
LONDON18 Soho SquareLondon, W1D 3QL
SINGAPORE
#42-01Six Battery RoadSingapore 049909
DUBAI37th Floor, Jumeirah Business Centre 2Unit 3702-25 JLT, Dubai, UAE
Want to get our next Quarterly Insights Report?
www.sojern.com/mailing-list/