q2 2016 asia-pacific travel insights...intent signals across online and mobile channels, we put more...
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SOJERN.COM / [email protected] Q2 2016 GLOBAL TRAVEL INSIGHTS 3 2
Sojern is travel's leading performance marketing engine. Through the Sojern Travel 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.
GLOBAL TRAVEL INSIGHTS
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 for Q2 and looking forward into Q3 and beyond.
Using data based on search and booking behavior provided by major airlines, online travel agents (OTAs), meta-search and other travel service providers, we provide travel marketers with insights to help plan more strategic and effective campaigns.
Interested in learning more about your market’s travel trends? Connect with us.
What were the quarterly outbound search trends for Asia-Pacific?
60+ Days30 to 59 Days22 to 29 Days15 to 21 Days8 to 14 Days0 to 7 Days
Bangkok
Tokyo
Singapore
Hong Kong
London
Top 5 Destinations Party Size
Lead Time
19% 44%7% 7%15% 8%
1 TRAVELER
2 TRAVELERS
3+ TRAVELERS68%
19%
12%
12+ Days
8 to 11 Days
4 to 7 Days
0 to 3 Days
Trip Duration
37%
29%
12%
22%
SOJERN.COM / [email protected] Q2 2016 GLOBAL TRAVEL INSIGHTS 5 4
Asia-Pacific: Golden WeekIn Japan, Golden Week consists of four national holidays within seven days from April 29 through May 5. This year, for the first time since 2011, Golden Week didn’t include a weekend. In order to see how changes to the season impact travel, we compared travel trends from 2015 to 2016:
A few other interesting travel trends emerged, including the fact that more group travel occurs during Golden Week than outside of it, and that most travelers book their trips roughly two months in advance.
Time your campaigns accordingly and know that offers for group travel will be more effective. Keep in mind that year over year trends are not static. Next year, Golden Week falls on a weekend, so trends are sure to shift again.
3+ Travelers2 Travelers1 Traveler
77% 70% 20% 24% 3% 6%
Traveling Party Size for Golden Week
2015 2016
12+ Days
8 to 11 Days
6 to 7 Days
4 to 5 Days
2 to 3 Days
0 to 1 Days
5%
-48%
-19%
-18%
17%
41%
Change in Trip Duration for Golden Week 2015 to 2016
What are the Q3 search trends for Asia-Pacific?
Singapore
Tokyo
Bangkok
Taipei
Osaka
London
Paris
New York City
Los Angeles
Honolulu
Top 5 Destinations
Party Size
Trip Duration
SHORT-HAUL LONG-HAUL
12+ Days
8 to 11 Days
4 to 7 Days
0 to 3 Days34%
18%
38%
22%
12%
17%
16%
43%
3+ Travelers2 Travelers1 Traveler
17% 12%22% 20%61% 68%
SOJERN.COM / [email protected] Q2 2016 GLOBAL TRAVEL INSIGHTS 7 6
What are the Q3 search trends for Asia-Pacific?
Share of Weekday Travel Departure
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
SHORT-HAUL 13% 9% 12% 16% 24% 17% 10%
LONG-HAUL 14% 10% 12% 15% 22% 16% 10%
Share of Weekday Searches
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
SHORT-HAUL 16% 17% 16% 17% 13% 10% 11%
LONG-HAUL 16% 16% 15% 15% 13% 12% 13%
HIGH LOW
Singapore Formula One Grand Prix PreviewThe Singapore Grand Prix runs September 16-18 and an estimated 40,000 international tourists will pour into Singapore for the event.2 In order to preview travel for the Grand Prix, we compared travel trends from the week of the race with the previous week. We see an increase in travel intent to Singapore during the event for most regions:
Additional changes to Singapore travel trends include:
• A decline in Middle Eastern travelers of 63%. The Islamic Festival of Sacrifice (Eid al-Adha) occurs in early September this year and many Middle Eastern travelers are headed to Singapore then. The decrease in intent for the Grand Prix is only because there were so many travelers visiting earlier.
• Although typically Singapore weekend travelers arrive on Friday and Saturday, for the Grand Prix, the most popular date of arrival is Thursday.
• Trip duration also changes with travelers looking for more 4-5 day trips, perhaps to see the race and the qualifying:
Marketing to Grand Prix tourists means knowing how their behavior differs. Consider offering more ‘5th night free’ deals in order to capitalize on travelers looking for a long weekend. Also, knowing that the UK is your biggest international destination market means honing in your ad spend to the region.
+19%Western Europe
+104%East Asia
+46%Oceania
+41%UK
Comparison of Travel Intent for the Week Leading Up to the Singapore Grand Prix to the Week Before
Change in Trip Duration Race Week vs Week Before
12+ Days
8 to 11 Days
6 to 7 Days
4 to 5 Days
2 to 3 Days
0 to 1 Days
-38%
-32%
-13%
65%
34%
-12%
2 Balfour, Andrew. (July 19, 2015).“Race Facts—Singapore Grand Prix.” F1 Destinations.
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Sojern’s 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.