Sojern2018年Q3全球旅游趋势报告英文2018930页

Issue3•2018GLOBALTRAVELInsightsInsideThisIssueProfilesoftheheaviesttravelplannersforthisquarterRegionsfocusedonsolotravelsearchesvsgrouptravelsearchesKeytakeawaystohelpboostyourtravelmarketingeffortsTableofContents3.GlobalTravelTrends4.NorthAmericaTravelTrends9.LatinAmericaTravelTrends14.EuropeTravelTrends19.MiddleEastandAfricaTravelTrends 24. Asia-Pacific Travel Trends 29.GlossaryandMethodologyWithmorethanadecadeofexpertiseanalyzingthecompletetravelerpathtopurchase,Sojerndrivestravelersfromdreamtodestination.Thecompanyrecentlycelebrateddelivering$13BindirectbookingsforitsclientsbyactivatingbrandingandperformanceadvertisingontheSojernTravelerPlatform.Eachquarter,SojernanalyzestravelbehaviorinNorthAmerica,LatinAmerica,Europe,theMiddleEastandAfrica,andAsia-Pacifictorevealshiftingconsumerpreferencesandofferinsightstohelpmarketersdrivebookingsandbuildbrandloyaltywithever-increasingprecision.InterestedinworkingwithSojerntoreach,engage,andconverttravelaudiences?Connectwithustoday.GLOBALTRAVELINSIGHTS:ISSUE3,20182:ISSUE3,[e-mail]travelplanningfortheregionduringApril,May,andJunetoseetravelsearchbehaviorastravelersendedtheschoolyearandpreparedforthesummer.Highlightsinclude:•80%ofNorthAmericantravelerssearchedfortripsofsevendaysorless—enjoyingshorttripsforthefirstofsummerholidays.•51%oftravelsearchesweredoneatleastonemonthinadvance—NorthAmericantravelerswereearlyplannersinQ2.•28%ofQ2travelsearchescamefrommobile—highlightinganopportunityfortravelmarketerstogetinfrontofplannersontheirmobiledevices.LookingForwardAsSummervacationheatsup,travelersarefocusedonplanningtripswiththeirfamilyandfriends.ToseehowtravelisshapingupforQ32018,welookedatsearchesforJuly,August,andSeptember.Highlightsinclude:•OneinthreetravelsearchesinSeptemberareforgroupsoftwo—highlightinganopportunityformarketerstotargetcouples-basedactivities.•82%ofshorthaultravelersaresearchingfortripsofsevendaysorless—travelersarelookingtoenjoyshorttripsaswemoveintothefall.NorthAmericaTravelTrendsLookingBackandForwardfortheWholePictureGLOBALTRAVELINSIGHTS:ISSUE3,20184–June?DeviceUsageTop5DestinationsMiamiNewYorkCityLasVegasChicagoLosAngelesSearchesonMobilePartySizeLeadTimeTripDuration1TRAVELER2TRAVELERS3+TRAVELERS28%0TO3DAYS4TO7DAYS8TO11DAYS12+DAYS69%21%10%60+Days30to59Days22to29Days15to21Days8to14Days0to7Days20%11%9%9%21%30%11%9%47%33%GLOBALTRAVELINSIGHTS:ISSUE3,20185–September?0%20%40%60%80%100%0%20%40%60%80%100%PartySizeTripDuration3+Travelers2Travelers1Traveler0.00.812+Days8to11Days4to7Days0to3Days12%15%24%27%9%18%8%29%38%38%64%58%44%15%MiamiNewYorkCityLasVegasChicagoLosAngelesCancunLondonMontegoBayPuntaCanaSanJuanTop5DestinationsSHORTHAULLONGHAULSHORTHAULLONGHAULSHORTHAULLONGHAULGLOBALTRAVELINSIGHTS:ISSUE3,20186–September?ShareofWeekdayTravelDeparturesSHORTHAULLONGHAUL0%5%10%15%20%SaturdayFridayThursdayWednesdayTuesdayMondaySunday12%13%11%13%12%12%13%14%15%19%16%14%20%16%ShareofWeekdaySearches0%5%10%15%20%SaturdayFridayThursdayWednesdayTuesdayMondaySunday11%12%15%15%11%17%16%17%16%15%15%12%14%14%SHORTHAULLONGHAULGLOBALTRAVELINSIGHTS:ISSUE3,20187—with44%lookingfortripsof3daysorlessand38%fortripsof4-7daysduringthemonthofSeptember.Oneinthreetravelersarealsolookingtotravelwithoneotherperson,regardlessiftheyaretravelinginregionoroutsideoftheregion.Septemberistheperfecttimefortravelmarketerstotargetcoupleswhoarelookingforaromanticgetawayorafuntripwithafriend.KeyTakeawaysWithtravelerslookingforcouple-basedtripsinSeptember,travelmarketerscandrawadirectlinefromthemsearchingtobookingbycombiningsearchmarketingtacticsandhyper-personalizedadstargetedinreal-time.Thisensurestravelerswillbecomeawareofyourofferingsattheprecisemomentthey’replanning.OnesuccessstoryisBooneTavernHotel,whopartneredwithSojerntoincreasetheirdirectbookings.WithRevDirect™,Sojern’scommission-basedonlineadvertisingofferingthatinfluencestravelerstobookdirect,thehoteldroveover$40Kinincrementalbookings,theyalsohelpedincreaseBooneTavernHotel’sADRandoverallRevPar.PartySize1TRAVELER2TRAVELERS3TRAVELERSLongHaulShortHaul9%32%59%6%33%61%0%10%20%30%40%50%12+Days8to11Days4to7Days0to3Days27%38%37%11%23%44%13%TripDurationSearchedSHORTHAULLONGHAUL8%NorthAmericaSpotlightSeptemberTravelTrendsGLOBALTRAVELINSIGHTS:ISSUE3,20188