2017春夏旅游洞察_10页-2mb

Sojern's Spring & Summer Travel Insights Summary

Core Content

Sojern's Spring & Summer Travel Insights provide a comprehensive overview of travel trends and marketing strategies tailored to North American travelers. The report highlights the importance of early campaign planning and the use of data-driven marketing to capture the attention of travelers during peak seasons.

Main Points

• Spring Break Travel:

  • 65.1 million Americans plan travel for Spring Break.
  • Planning begins as early as Q1, with 39% of searches for Spring and Summer travel occurring in the first quarter.
  • Spring Break travel is dominated by short trips, typically lasting a week, which aligns with school schedules.
  • Traveler Types:
    • 21% of Spring Break trips are for solo travelers.
    • 39% are for couples.
    • 30% are for families.
  • Destination Preferences:
    • Couples favor romantic destinations like Aruba, Sint Maarten, and St. Lucia.
    • Families prefer The Bahamas and Cayman Islands.
    • Solo travelers dominate searches for Trinidad and Tobago and Haiti.

• Summer Travel Trends:

  • Summer is a high season for travel, with 50% of travelers booking for outdoor/recreational destinations.
  • Major sightseeing and urban destinations also attract significant numbers.
  • Top Short-Haul Destinations: Las Vegas, Miami, New York City, Orlando, and Los Angeles.
  • Top International Destinations: London, Paris, and Rome.
  • Trip Duration:
    • 12% of short-haul summer searches are for trips lasting 12 days or more.
    • 44% of long-haul searches are for trips lasting 12 days or more.

• Summer Events Driving Travel:

  • Music festivals and sporting events significantly influence travel decisions.
  • The 2017 Lunar Eclipse in Wyoming attracted global attention.
  • Copa America and other major events draw travelers from North and South America.

• Marketing Strategy Recommendations:

  • Multi-Platform Approach: Use video, Facebook, YouTube, native ads, and mobile to reach travelers.
  • Early Campaign Launch: Q1 is the ideal time to start marketing for Spring and Summer travel, as there is a surge in searches.
  • Targeted Campaigns: Tailor content to different traveler types (families, couples, solo travelers) and use insights to guide ad spend.

Key Information

• Data Sources: Sojern leverages 350 million traveler profiles and billions of travel intent signals to provide actionable insights.
• Partnerships: Exclusive partnership with Google DoubleClick enhances ad formats and inventory access.
• Traveler Behavior: 20% of travel planners are undecided on their destination at the start of their search.
• Campaign Timing: Launching campaigns in early Q1 helps capture the early surge in travel searches and planning.
• User Engagement: 60% of YouTube users watch travel videos to narrow down their destination or activity choices.

Conclusion

To effectively market to North American travelers during spring and summer, brands should adopt a multi-platform strategy, harness data insights, and launch campaigns early. By understanding traveler preferences and leveraging seasonal events, marketers can position their brands to capture the attention of potential customers and drive conversions throughout the travel planning journey.