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 February we present:
    Shaping Vienna – A New Visitor Economy Strategy for the Vienna Tourist Board

    Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its […]

    #Visitor Economy Strategy #sustainable tourism #add value #Vienna Tourist Board
  • In February we present:
    Travel Oregon – Rethinking Content Styles

    For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]

    #rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
  • In January we present:
    #ClientStories Visit Brussels | Full Digital Transformation

    The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities.  Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]

    #digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
  • In January we present:
    Visit California – The Pivotal Brand Touchpoint

    Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round.   Visit California understands the importance of […]

    #brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
  • In January we present:
    Digitising a Destination with Tourisme Bretagne

    Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved.  The Federation of Breton Tourist […]

    #Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
  • In January we present:
    How Destination Canada evolved from a Destination Brand to a Passion Brand

    For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand?  Here is an extract of Destination Canada’s talk about brand transformation.  We have highlighted the key messages.  The full […]

    #brand journey #transformational travel #passion brand #Brand evolution #destination canada #strategy
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge