Q2 2016 Latin America Travel Insights - Sojern · Q2 2016 Latin America Travel Insights ... In our...
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APRIL 2016 TO JUNE 2016 Q2 2016 Latin America Travel Insights POCKET GUIDE
Transcript of Q2 2016 Latin America Travel Insights - Sojern · Q2 2016 Latin America Travel Insights ... In our...
SOJERN.COM / [email protected] Q2 2016 GLOBAL TRAVEL INSIGHTS 3 2
Sojern is travel's leading performance marketing engine. Through the Sojern Travel Platform and billions of traveler intent signals across online and mobile channels, we put more heads in beds, travelers in seats, and tourists in towns for our clients worldwide.
GLOBAL TRAVEL INSIGHTS
Sojern analyzed travel behavior worldwide in five regions: North America, Latin America, Europe, Middle East & Africa, and Asia-Pacific in order to understand travel intent for Q2 and looking forward into Q3 and beyond.
Using data based on search and booking behavior provided by major airlines, online travel agents (OTAs), meta-search and other travel service providers, we provide travel marketers with insights to help plan more strategic and effective campaigns.
Interested in learning more about your market’s travel trends? Connect with us.
What were the quarterly outbound search trends for Latin America?
60+ Days30 to 59 Days22 to 29 Days15 to 21 Days8 to 14 Days0 to 7 Days
Miami
New York City
Madrid
Orlando
Los Angeles
Top 5 Destinations Party Size
Lead Time
20% 43%7% 7%15% 8%
1 TRAVELER
2 TRAVELERS
3+ TRAVELERS71%
17%
12%
12+ Days
8 to 11 Days
4 to 7 Days
0 to 3 Days
Trip Duration
27%
24%
15%
34%
SOJERN.COM / [email protected] Q2 2016 GLOBAL TRAVEL INSIGHTS 5 4
+131%Increase in the share of
searches for European destinations in May 2016 compared to May 2015
+42%Year-over-year increase in volume of bookings from
Colombia to Europe
1 Bendavid, Naftali. (June 10, 2015) “EU Signs Visa Pact With Colombia and Peru.” The Wall Street Journal.
Latin America: Colombia Visa Restrictions LiftedOn December 2, 2015, Colombia and the European Union (EU) signed a short-stay visa agreement. This allows travel between the two geos without the previously required visas.1 The increase in searches from Colombia to the EU was immediate and dramatic:
Lifting these restrictions has an impact on not only Colombian travelers, but also the global travel industry. If you’re a European travel marketer, knowing that you have access to a group who were previously difficult to reach, gives you a direct avenue for finding new customers.The substantial increase in interest to the EU means that there is a new group of in-market travelers who you can message.
If you’re a travel marketer in Latin America, you too have a new, fresh market in European travelers and should start planning accordingly.
0
50
100
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MayAprMarFebJan '16DecNovOctSepAugJulJunMay '15
VISA WAIVER AGREEMENT SIGNED
BOOKINGS TO EUROPE
Indexed Bookings From Colombia to Europe100 = Monthly Average Bookings from May 2015 to May 2016
What are the Q3 search trends for Latin America?
Cancun
Rio de Janeiro
Santiago
Mexico City
Lima
Miami
New York City
Madrid
Orlando
Paris
Top 5 Destinations
Party Size
Trip Duration
SHORT-HAUL LONG-HAUL
12+ Days
8 to 11 Days
4 to 7 Days
0 to 3 Days26%
15%
30%
19%
15%
17%
28%
49%
3+ Travelers2 Travelers1 Traveler
15% 14%18% 18%67% 68%
SOJERN.COM / [email protected] Q2 2016 GLOBAL TRAVEL INSIGHTS 7 6
What are the Q3 search trends for Latin America?
Share of Weekday Travel Departure
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
SHORT-HAUL 15% 10% 11% 15% 25% 14% 9%
LONG-HAUL 15% 11% 13% 15% 22% 14% 10%
Share of Weekday Searches
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
SHORT-HAUL 17% 17% 16% 15% 13% 11% 12%
LONG-HAUL 16% 17% 16% 15% 14% 10% 12%
HIGH LOW
Updated Olympic OutlookIn our Q1 2016 report, we looked ahead to Olympic travel intent in order to see which countries were most excited for this year’s games. With growing controversy about the games, including Zika, Brazil’s unpreparedness and more, we refreshed our Olympics outlook in order to see any shifts in intent:
Japan, UK, and Brazil continue to show strong intent as we get closer to the game. The US and Italy also show increasing interest, but are the laggards of the group. Seeing which origin markets aren’t shying away from the Olympics should influence who you target for your own campaigns.
Q2 Increase in Travel Intent to Rio for the Olympics from Q1
US
Brazil
UK
Italy
Canada
Germany
Australia
Japan
Spain
Netherlands
18%
105%
110%
13%
35%
24%
48%
130%
56%
54%
US UK BRAZIL ITALY GERMANY JAPAN
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150
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250
Jun '16May '16Apr '16Mar '16Feb '16Jan '16
Change in Travel Intent to Rio January through June 2016 for Olympic Dates100 = Monthly Average for Each Country
SAN FRANCISCO 118 2nd St., 3rd Floor San Francisco, CA 94105
NEW YORK240 West 35th Street, Suite 500New York, NY 10001
OMAHA810 S. 169th St. Omaha, NE 68118
LONDON18 Soho SquareLondon, W1D 3QL
SINGAPORE
#42-01Six Battery RoadSingapore 049909
DUBAI37th Floor, Jumeirah Business Centre 2Unit 3702-25 JLT, Dubai, UAE
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Sojern’s reports are based on the rigorous analysis of more than a billion traveler intent data points, obtained through Sojern’s unique partnerships with some of the world’s most renowned travel brands.
The insights available through this analysis enable brands to deliver the right messages to the right traveler at the right time through display, video, mobile, and social advertising.
