Sojern's Photo
Sojern

Opinions: 

Travel Tech

Sojern is travel’s leading performance marketing engine. With 350M global traveler profiles and billions of predictive purchase signals including search and booking data from partners across the industry, we deliver billions of dollars in revenue and put more heads in beds and travelers in seats for our clients worldwide. From global enterprise brands to independent hotels, we work with companies around the world in air, hotel, car, cruise, and tourism to drive direct bookings. Sojern is headquartered in San Francisco with teams in Dubai, Dublin, Hong Kong, London, New York, Omaha, Singapore and Sydney.

Global Travel Insights

This Spring, early planners in North America and Europe favor local destinations. US cities are slightly down in European travelers’ top destinations, but Honolulu rises for Asian travelers. Sojern, the world’s leading performance marketing platform for travel brands, released its Q2 Global Travel Insights report, based on travel intent data from 350 million traveler profiles and billions of travel intent signals, including search and bookings from online and mobile channels. Sojern’s latest report examines search patterns for the beginning of summer, revealing a trend for travelers in North America and Europe to look for shorter, more local trips this spring, possibly in response to the current political climate of Brexit and US travel bans.

For Europeans, Marrakech and Bali Replace Miami for Long Haul Travel

Compared to searches for April in our forward look last quarter, this June, European travelers are setting their sights on Middle Eastern and North African destinations (Marrakech and Denpasar) and Miami and Phuket drop off the top five long-haul destinations list. Regional destinations dominate early searches in Europe, especially when it comes to beach travel and European destinations like London, Barcelona, Palma de Mallorca and Lisbon are emerging as favorites for June getaways.

American travel marketers need a solid strategy to engage European travelers and drive the searches and bookings they enjoyed previously. Sojern recommends employing top of the funnel engagement strategies to keep your brand visible during the exploration phase, such as using Facebook ads with striking imagery and video of your destination or travel experience to build brand awareness as well as likes and shares to spread your message.

Unlike Europeans, Asian travelers set their sights on more far-flung destinations this June: Honolulu makes an appearance in the top five most searched beach destinations, replacing Singapore, and Rome makes its way into the top five for sightseeing/recreation, which last quarter was entirely populated by destinations in Asia Pacific.

North America Spring Travel: Staying Local, Planning Early

With most schools letting out in early June for the holidays, the month signals the beginning of summer in North America. The most popular dates for departure follow the trend, with the first days in June making the list. Travelers are already planning their celebrations for June 30, the Friday before the Independence Day weekend.

This spring, Seattle is making an appearance among the top sightseeing destinations. In the long-haul destinations list, Guadalajara in Mexico is making an entry in the top five, replacing Bangkok from last quarter. Sojern recommends that travel marketers in North America use Facebook Dynamic Ads for Travel to retarget high-intent travelers—nurturing them toward a decision that ends with selecting your destination, brand or activity.

Download the entire report.

More from #DTTT

  • In March we present:
    Tourism Industry Weekly Impact Call – Week 2

    The #DTTT were keen to welcome even more new faces and perspectives to our much anticipated second travel industry impact call. We hosted sixty-one industry participants, who joined us in sharing their views, situations, and experiences of how the ongoing COVID-19 crisis is impacting them.  Every Tuesday at 14:00 GMT / 15:00 CET, we will hold […]

    #COVID-19 #collaboration #data #DMOs #industry #tourism
  • In March we present:
    Tourism Industry Weekly Impact Call – Week 1

    At the #DTTT, we are bringing people together across the industry to help steer them through the crisis. In our podcast you will hear a range of industry perspectives, shared experiences and insights into the direct effects and impact of the crisis. Everyone has a different response and everyone is responding in different ways. The […]

    #COVID-19 #collaboration #data #DMOs #impact #industry
  • In March we present:
    International Women’s Day – Celebrating Women who are Transforming the Industry

    Women we know and admire At the #DTTT, we love to celebrate women who have done amazing things in the industry.  These are women that we know and respect. They have added immense value to the industry with their knowledge and contribution and we are especially excited to celebrate them on International Women’s Day. Dr […]

    #International Women's Day #Celebrate #Achievements #Game-Changers #Thought Leaders #industry
  • In March we present:
    #Coronavirus – How is the Industry reacting?

     ⚠️This will be updated daily at 2pm ⚠️ Update: 30/03/2020 The Transportation Security Administration (TSA) has reported that thousands of people are still flying during the pandemic. Their latest figures show 203,858 people were screened at checkpoints across the country on March 26, however, this figure now appears to be decreasing. Thailand’s island resort of Phuket is […]

    #Coronavirus #Perspective #Visit Anchorage #Kyoto Tourism #tourism-australia #DMOs #industry
  • In February we present:
    What is structured data and why is it important for DMOs?

    #TechInsights | What is structured data and why is it important for DMOs?  Structured data may be a term you are already familiar with, one of those terms you have heard but you’re not quite sure what it means or why you need it, or you have absolutely no idea and are yet to explore […]

    #structured data #rich snippet #SEO strategy #schema markup #voice search #content
  • In March we present:
    Delivering an Industry Development Programme

    Delivering an Industry Development Programme Every DMO has a responsibility to their industry, to help them develop, connect the community and keep the destination competitive. Ultimately, this is the key to delivering the best possible visitor experience by being present at valuable touchpoints in the journey, and ensuring all digital activities are aligned to the […]

    #innovation plans #digital maturity assessment #business coaching #industry development #collaboration #DMOs
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge