2016 North America
Travel Trends Report
Sojern’s Macro Travel Trends for US & Canada
JUNE 2016Travelers from US and Canada
report that they’re looking to spend
$6,400 and $8,400, respectively
on travel this year—both beating
out the global average of $5,100.
In order to successfully tap into
these markets and their spending
power, it’s important to understand
North American searching and
booking travel trends.
Sojern’s newest report analyzes travel from January
2015 through April 2016 in order to understand the
behavior of US and Canada travelers, including:
ranking
including who searches frst and last
With these insights, travel marketers can plan more
strategic and timely campaigns. Getting in front of
the right traveler, at the right time, with the right
message is key to conversion.North America Timing: Trip Search and Trip Duration Trends
TRIP DURATION SEARCHED BY STATE AND PROVINCESEARCH LEAD TIME BY STATE AND PROVINCEWhile the average US trip duration is
seven days, planning all of your marketing
campaigns with the average in mind
isn’t the most effective tactic. The more
granular you can get with your insights,
the more impactful your campaigns.
Looking at a state-by-state view, like
in the below chart, offers even greater
precision in your marketing campaigns.
California plans 65 days
in advance, while New
York averages 59
days—a 6 day difference
in planning patterns.
Understanding the difference between
the latest planners and the earliest
guarantees your ads reach the right
traveler at the right times.
RankShortest Lead TimeLongest Lead Time
1GeorgiaDelaware
2FloridaAlaska
3NevadaIowa
4District of ColumbiaSouth Dakota
5TexasMaine
RankShortest Trip DurationLongest Trip Duration
1District of ColumbiaHawaii
2TexasAlaska
3LouisianaDelaware
4IllinoisCalifornia
5MinnesotaOregon / Washington
AVERAGE US
TRIP DURATION
7 days
11 days
AVERAGE CANADA
TRIP DURATION
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