Sojern’s Spring & Summer
Understanding & Marketing to the North American Traveler
SOJERN / SOLUTIONS@SOJERN2
When the weather warms up, so too does travel. Starting early in the
spring, 65.1 million Americans look to travel for Spring Break.1
In the summer, travel continues to climb: 21% of US travelers report
that they take trips for vacation or sightseeing. During the rest of the
year, that number drops to a mere 12%.2 And, planning for spring
and summer travel starts earlier than you might think: 39% of Q1
searches are for Spring and Summer travel.
Our Spring & Summer Travel
Insights examine seasonal
travel trends while offering
expert advice on what you can
do to ensure your marketing
campaigns are ready to capture
warm weather travelers.
Backed by our rich 350 million traveler audience profles, billions
of travel intent signals and insights from industry-leading travel
marketers—you can be sure your brand is top of mind during
spring and summer travel shopping.
SOJERN / SOLUTIONS@SOJERN3
SOJERN / SOLUTIONS@SOJERN4
As soon as the snow thaws, travelers—up to 65 million—take fight and enjoy Spring Break
getaways. Whether you’re a tourist board, hotelier, airline, or any member of the travel
industry, understanding Spring Break travel trends allows you to plan the most strategic
campaigns and get travelers thinking about your brand before they book. Let’s take the
Caribbean—a classic Spring Break spot—as an example.
We looked at searches from the US to the Caribbean in order to to see which locations pull a
high percentage of families, couples, or solo travelers.
WHERE ARE THEY GOING
While all Caribbean destinations offer lots of sun and surf, they attract different types of travelers:
Aruba, Sint Maarten, and St. Lucia; each see nearly a third of fights coming from couples.
up one quarter of fight searches for both destinations.
60% 22% 18%
of fights are
for a party of one
during Spring Break.
of Spring Break
searches are made up
of Spring Break trips
to the Caribbean are
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