ISSUE 1, 2017
Global Travel Insights
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SOJERN / SOLUTIONS@SOJERNGLOBAL TRAVEL INSIGHTS: ISSUE 1, 20173
Table of Contents
04. Looking Back
06. Outbound Quarterly Search Trends
Global Travel Trends
North America
Latin America
Europe
Middle East & Africa
Asia-Pacifc
12. Looking Forward
14. North America
Spring Search Trends
April Travel Trends
17. Latin America
Spring Search Trends
April Travel Trends
21. Europe
Spring Search Trends
April Travel Trends
24. Middle East & Africa
Spring Search Trends
April Travel Trends
28. Asia-Pacifc
Spring Search Trends
April Travel Trends
32. Glossary & Methodology
Sojern is the industry’s leading traveler
audience engagement platform.
Activating insights from 350M traveler
profles, 100K unique audience segments,
and billions of travel intent signals
including search and booking data across
online and mobile channels, we put
more heads in beds, travelers in seats,
and tourists in towns for our clients
worldwide.
Each quarter, Sojern analyzes travel
behavior in North America, Latin
America, Europe, the Middle East &
Africa, and Asia-Pacifc to reveal shifting
consumer preferences and offer insights
to help marketers drive bookings and
build brand loyalty with ever-increasing
precision.
Interested in working with Sojern to reach,
engage, and convert travel audiences
Connect with us: sojern.
SOJERN / SOLUTIONS@SOJERNGLOBAL TRAVEL INSIGHTS: ISSUE 1, 20175
Looking Back
To investigate shifts in global travel behavior for
the most recent quarter, we analyzed search and
booking data from October to December 2016.
Comparing Q4 to Q3 revealed:
An overall increase in family travel this quarter.
Every region saw an increase in 3+ travelers this
quarter over last, with the exception of the Middle
East & Africa, which held steady from last quarter.
Given the high number of holidays, many of which
are spent with families, this uptick reveals the
seasonal differences of Q4.
A number of shifts in top outbound destinations.
For example, Palma De Mallorca fell out of the top
fve destinations for Europe and was replaced by
Amsterdam. For Asia-Pacifc travelers, London,
which was in the top fve destinations searched last
quarter, was replaced by Taipei in Q4.
A sizeable divergence in share of bookings and
searching across the quarter. Typically, the share
of booking and searching is spread evenly across
each month, with only a percentage difference. This
was not the case for Q4. Instead, we saw October
dominate in bookings, November see the most
searches, and both search and bookings level out
in December.
SOJERN / SOLUTIONS@SOJERNGLOBAL TRAVEL INSIGHTS: ISSUE 1, 20177
What were the global travel
trends for the quarter
What were the quarterly outbound
search trends for North America
Miami
New York City
Las Vegas
Los Angeles
Chicago
Top 5 DestinationsParty Size
Lead Time
Trip Duration
1 TRAVELER
2 TRAVELERS
3+ TRAVELERS72%
20%
8%
0 TO 3 DAYS4 TO 7 DAYS8 TO 11 DAYS12+ DAYS
11%16%32%40%
60+ Days30 to 59 Days22 to 29 Days15 to 21 Days8 to 14 Days0 to 7 Days
21%29%9%8%21%11%
Top 10 Countries Searched and Booked
United States
Spain
United Kingdom
Mexico
Italy
Germany
France
Thailand
Portugal
Russia
Switzerland
Singapore
SEARCHEDBOOKEDBOTH
DecemberNovemberOctober
Share of Q4 2016 Search and Booking Volumes by Month
SEARCHEDBOOKED
35%33%34%37%31%30%
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