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.
Discussioncomments powered by Disqus
More from #DTTT
In July we present:What if we scrapped the DMO?
“What if we scrapped the DMO, would anybody notice?”. This is a favourite topic at debates and one that often comes up in my experience of circling the globe talking at destination conferences, one that I occasionally indulge in but at the same time never really buy into. Others, however, are deadly serious when they […]#destination #Development #dmo #marketing
In June we present:How we Champion Remote Design
Here at the #DTTT, we used the last year to slowly change the way we work with our #DTTT Experts and destinations by embracing remote design as an integral part of how we deliver ideation workshops, audits, plans and frameworks across a range of topics. For many destinations, the remote design concept is fairly new, so […]#remote design #remote #collaboration #Destinations #workshop
In May we present:Snapchat Spectacles: The Verdict for Tourism
In the run up to Content | Campus we managed to get our hands on a pair of Spectacles, the latest ‘must have’ piece of wearable tech from Snapchat, currently only available in the US. First of all just to clarify, ‘must have’ refers to agencies and opportune eBay resellers to whom we paid over […]#snapchat spectacles #Snapchat #social media #social media marketing
In May we present:Destination Marketing in a Climate of Fear
Between looming travel bans, terrorist attacks and passengers forcibly being removed from planes, destination marketing has become increasingly difficult. “There is a fear factor of travelling,” says Peter Greenberg, CBS News Travel Editor. Travellers are more anxious than ever before to travel. What does this mean for the industry? How do you as a DMO […]#crisis management #communication #crisis #destination #destination marketing #partners #social
In May we present:Why Nuuk Holds the Key to Greenland’s Tourism Industry
In the world of entrepreneurship, founders are regarded as role models, leaders, ambitious, successful, highly driven and uniquely adept at identifying opportunities overlooked by others. This admiration is well deserved, considering 90% of start-ups fail within the first year, but a recent visit from to Nuuk reveals a richer side to earning a living as […]#Nuuk #tourism development #training #business #destination #Greenland #SME
In April we present:13 Tips for Forging Successful Tourism Marketing Partnerships
As part of this year’s Content | Campus in Copenhagen, a group of tourism marketers gathered in the chic offices of Visit Denmark to discuss fruitful content partnerships. On Day 2 of the Content | Campus, we were buzzing with the ideas from the previous day’s sessions and excited to begin the Content Partnerships Workshop. […]#brand collaboration #content partnerships #brand #content #tourism marketing