Q2 2016
Global
Travel Insights
APRIL 2016 TO JUNE 2016
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Table of Contents
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.
Global Travel Trends
4
A Bird’s Eye View
5
North America: Q2 Search Trends
6
Latin America: Q2 Search Trends
7
Europe: Q2 Search Trends
8
Middle East & Africa: Q2 Search Trends
9
Asia-Pacific: Q2 Search Trends
Q2 2016 Travel Events
10
North America: Copa Games
11
Latin America: Colombia Visa Restrictions Lifted
12
Europe: Euro Cup Update
13
Middle East & Africa: Ramadan Update
14
Asia-Pacific: Golden Week
Looking Forward
16
North America
16
Q3 Search Trends
18
Travel Changes Throughout the Summer
19
Latin America
19
Q3 Search Trends
21
Updated Olympic Outlook
22
Europe
22
Q3 Search Trends
24
City Search Patterns Compared
25
Middle East & Africa
25
Q3 Search Trends
27
Tourism Trends in Middle East & Africa
28
Asia-Pacific
28
Q3 Search Trends
30
Singapore Formula One Grand Prix Preview
Appendix
31
Glossary
31
Regional Coverage
31
Methodology
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Q2 2016 GLOBAL TRAVEL INSIGHTS
Global Travel Trends
What were the quarterly outbound search trends for North America?
A Bird’s Eye View
Top 5 Destinations
Top 10 Countries Searched and Booked
Party Size
New York City
8%
Miami
1 TRAVELER
18%
Las Vegas
France
Russia
Los Angeles
Germany
Spain
Chicago
Greece
Thailand
Italy
US
Mexico
UK
Netherlands
Switzerland
2 TRAVELERS
74%
3+ TRAVELERS
Lead Time
Portugal
SEARCHED
BOOKED
BOTH
Share of Q2 Search and Booking Volumes by Month
17%
10%
9%
9%
23%
33%
0 to 7 Days
8 to 14 Days
15 to 21 Days
22 to 29 Days
30 to 59 Days
60+ Days
Trip Duration
33%
33%
April
34%
34%
May
SEARCHED
34%
33%
0 to 3 Days
43%
4 to 7 Days
32%
8 to 11 Days
11%
12+ Days
14%
June
BOOKED
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SOJERN.COM / [email protected]
Q2 2016 GLOBAL TRAVEL INSIGHTS
What were the quarterly outbound search trends for Latin America?
Top 5 Destinations
Party Size
Miami
What were the quarterly outbound search trends for Europe?
Top 5 Destinations
London
12%
New York City
17%
Madrid
71%
Orlando
Party Size
1 TRAVELER
Barcelona
2 TRAVELERS
Palma de Mallorca
3+ TRAVELERS
Lisbon
Los Angeles
14%
1 TRAVELER
23%
63%
2 TRAVELERS
3+ TRAVELERS
Paris/New York City (tied)
Lead Time
Lead Time
15%
8%
7%
7%
20%
43%
15%
8%
7%
7%
21%
42%
0 to 7 Days
8 to 14 Days
15 to 21 Days
22 to 29 Days
30 to 59 Days
60+ Days
0 to 7 Days
8 to 14 Days
15 to 21 Days
22 to 29 Days
30 to 59 Days
60+ Days
Trip Duration
Trip Duration
0 to 3 Days
27%
0 to 3 Days
38%
4 to 7 Days
24%
4 to 7 Days
25%
8 to 11 Days
15%
8 to 11 Days
11%
12+ Days
34%
12+ Days
26%
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SOJERN.COM / [email protected]
Q2 2016 GLOBAL TRAVEL INSIGHTS
What were the quarterly outbound search trends for the Middle East & Africa?
Top 5 Destinations
Party Size
London
What were the quarterly outbound search trends for Asia-Pacific?
Top 5 Destinations
Bangkok
13%
New York City
72%
Istanbul
12%
Tokyo
1 TRAVELER
14%
Paris
Party Size
2 TRAVELERS
Singapore
3+ TRAVELERS
Hong Kong
Dubai
1 TRAVELER
19%
2 TRAVELERS
68%
3+ TRAVELERS
London
Lead Time
Lead Time
18%
10%
8%
8%
20%
36%
15%
8%
7%
7%
19%
44%
0 to 7 Days
8 to 14 Days
15 to 21 Days
22 to 29 Days
30 to 59 Days
60+ Days
0 to 7 Days
8 to 14 Days
15 to 21 Days
22 to 29 Days
30 to 59 Days
60+ Days
Trip Duration
Trip Duration
0 to 3 Days
27%
0 to 3 Days
37%
4 to 7 Days
26%
4 to 7 Days
29%
8 to 11 Days
14%
8 to 11 Days
12%
12+ Days
33%
12+ Days
22%
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Q2 2016 GLOBAL TRAVEL INSIGHTS
Q2 2016 Travel Events
Latin America: Colombia Visa Restrictions Lifted
On 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:
North America: Copa Games
The US hosted the Copa America tournament for the first time in the games’ 100 year history on June 3-26. Cities including
Seattle, San Francisco, and Orlando played host to soccer teams and fans from all over North and South America.
+131%
In our Q1 2016 report, travel intent revealed that Dallas, Chicago, and Boston were the top cities searching to go to the
tournament. We’ve updated our look to include top originations booking flights to Copa cities during Q1 and Q2:
Increase in the share of
searches for European destinations
in May 2016 compared to May 2015
Top Origination for Copa Games Q1 Compared to Q2
Rank
Top Booked in Q1
Top Booked in Q2
Rank Change
1
San Francisco
New York City
+1
2
New York City
San Francisco
-1
3
Chicago
Chicago
-
4
Dallas
Los Angeles
5
Miami
Miami
-
6
Los Angeles
Dallas
-2
7
Phoenix
Phoenix
-
8
Philadelphia
Philadelphia
-
9
Houston
Houston
-
10
San Diego
Washington, DC
+
Incremental Increase in Bookings Year-Over-Year During Copa Dates
for Seattle
+28%
for Orlando
Year-over-year increase in
volume of bookings from
Colombia to Europe
Indexed Bookings From Colombia to Europe
100 = Monthly Average Bookings from May 2015 to May 2016
200
+2
Knowing the origin markets headed to your city is important for any travel marketer, so too is knowing the magnitude of
events like Copa for drawing travelers. With host cities seeing a sizeable increase in travelers during the Copa games, travel
marketers need to take note and market to event-based travelers.
+29%
+42%
+21%
for San Francisco
150
VISA WAIVER AGREEMENT SIGNED
100
50
0
May '15 Jun
Jul
Aug
Sep
Oct
Nov
Dec Jan '16 Feb
Mar
Apr
May
BOOKINGS TO EUROPE
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.
1 Bendavid, Naftali. (June 10, 2015) “EU Signs Visa Pact With Colombia and Peru.” The Wall Street Journal.
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Q2 2016 GLOBAL TRAVEL INSIGHTS
Europe: Euro Cup Update
Middle East and Africa: Ramadan Update
TRAVEL INTENT CHANGES Q1 TO Q2
In our Q1 2016 report, we looked forward to early travel trends surrounding the big travel season post-Ramadan. For Q2, we
refreshed the look in order to determine how last-minute bookers have shifted trends.
In our Q1 2016 Global Travel Trends report, we looked at interest to this year’s UEFA European Championship tournament.
Newcomers to the tournament, such as Albania and Slovakia, dominated in week-over-week travel intent from June 10
compared to the previous week. Our updated view shows that these newcomers continue to lead in travel intent:
Top Football Nations:
Q1 vs Q2 Look
Newcomers to the Tournament:
Q1 vs Q2 Look
As we moved closer to the holiday, the ranking of popular destinations changed. Turkey, which was in third in Q1 dropped to
two positions in Q2, but India remained the most popular across both quarters.
Change in Destination Ranking Q1 to Q2
Departures: June 30 to July 6
+3600%
Rank
Q1 Origin Region
Q2 Origin Region
+418%
1
India
India
-
+840%
2
US
Saudi Arabia
+
3
Turkey
US
-1
4
UK
Egypt
+2
5
Germany
Turkey
-2
6
Egypt
UK
-2
7
France
France
-
8
Philippines
Germany
-3
OPTIMISTIC FANS LOOKING EARLY
9
Italy
Jordan
+
On June 20, we looked at inbound travel intent to France in order to see who had the most optimistic fans moving into the next
round—that is, those fans already looking for travel to the final games before their teams qualified:
10
Canada
Pakistan
+
Portugal
Germany
Italy
+188%
Albania
+85%
+38%
Wales
+28%
+387%
+150%
Northern
+36%
Ireland
+5%
Q1
+227%
Q2
In our Q1 look, Qatar, Saudi Arabia, Kuwait and Jordan showed the biggest increase in post-Ramadan travel intent. There’s a
bit of a shift in which country is feeling the biggest impact, with the following making up the top five list:
Percent Increase in Intent from Group Stages to Games of Last 16
+108% +69%
Turkey
France
+45%
UK
Rank Change
+58%
Germany
Travel intent, as we see here for Euro Cup, is not only exciting for the teams and countries that support them, it also translates
into huge opportunities for travel marketers. Knowing which markets are flocking to your location allows you to target ads to
them and upsell. If they’re coming in for the games, consider running a special that encourages them to extend their stay.
Travel marketers should take note of this event and try to capitalize on others like it—reaching out to event-based travelers is
an ideal opportunity to offer additional experiences and upgrades while they are in destination.
Percentage Growth in Travel Intent from June 30 and July 1 Compared to the Week
Before (June 23-24)
+188% +164% +148% +132% +131%
Bahrain
Qatar
Iraq
Kuwait
United Arab
Emirates
Further:
• Trips of 12 days or more remain the most popular for post-Ramadan travel at 39% of all travel;
• Regional trips increased from 15% to 25% of all travel after Ramadan; and
• June 20 and July 1 remain the most popular departure dates.
Understanding when and where Middle Eastern travelers search and book around such a major period of travel allows travel
marketers to adapt to changing preferences and shift marketing strategies along with the traveler’s path to purchase.
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Q2 2016 GLOBAL TRAVEL INSIGHTS
Asia-Pacific: Golden Week
In Japan, Golden Week consists of four national holidays within seven days from April 29 through May 5. This year, for the first
time since 2011, Golden Week didn’t include a weekend. In order to see how changes to the season impact travel, we compared
travel trends from 2015 to 2016:
Traveling Party Size for Golden Week
77%
70%
1 Traveler
20%
24%
2 Travelers
2015
3%
6%
3+ Travelers
2016
Change in Trip Duration for Golden Week 2015 to 2016
0 to 1 Days
-48%
2 to 3 Days
5%
4 to 5 Days
17%
6 to 7 Days
41%
8 to 11 Days
-19%
12+ Days
-18%
A few other interesting travel trends emerged, including the fact that more group travel occurs during Golden Week than
outside of it, and that most travelers book their trips roughly two months in advance.
Time your campaigns accordingly and know that offers for group travel will be more effective. Keep in mind that year over year
trends are not static. Next year, Golden Week falls on a weekend, so trends are sure to shift again.
Looking
Forward
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Q2 2016 GLOBAL TRAVEL INSIGHTS
What are the Q3 search trends for North America?
SHORT-HAUL
What are the Q3 search trends for North America?
LONG-HAUL
HIGH
Top 5 Destinations
LOW
Share of Weekday Travel Departure
Las Vegas
London
New York City
Cancun
Miami
Paris
Los Angeles
San Juan
San Francisco
Dublin
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
SHORT-HAUL
9%
10%
12%
19%
26%
15%
9%
LONG-HAUL
13%
12%
13%
16%
21%
15%
10%
Party Size
68%
70%
1 Traveler
20%
19%
2 Travelers
12%
11%
3+ Travelers
Share of Weekday Searches
Trip Duration
0 to 3 Days
4 to 7 Days
8 to 11 Days
12+ Days
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
SHORT-HAUL
16%
18%
18%
16%
12%
9%
10%
LONG-HAUL
16%
17%
17%
16%
13%
10%
11%
40%
15%
38%
26%
12%
19%
9%
39%
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Q2 2016 GLOBAL TRAVEL INSIGHTS
Travel Changes Throughout the Summer
What are the Q3 search trends for Latin America?
Summer means vacation season for North America. But, how do vacations change over the course of the summer months? We
looked at the top 10 searched destinations for North American travelers throughout July, August, and September in order to
see changes in travel behavior:
SHORT-HAUL
LONG-HAUL
Top 5 Destinations
Top Destinations for North America Throughout the Summer
Rank
July
August
Septemeber
1
New York City
New York City
New York City
2
Chicago
Chicago
Chicago
3
Los Angeles
Los Angeles
Los Angeles
4
Miami
Miami
Miami
5
Dallas
San Francisco
London
6
Washington, DC
Dallas
Dallas
7
San Francisco
Boston
San Francisco
8
Boston
Washington, DC
Paris
9
Las Vegas
Toronto
Washington, DC
10
Atlanta
London
Boston
New York City
Santiago
Madrid
Mexico City
Orlando
Lima
Paris
68%
1 Traveler
Trip Duration
4 to 7 Days
8 to 11 Days
• W
ashington, DC is most popular in July—US Independence Day may be drawing travelers to the capital for celebrations and
fireworks.
Understanding how trends change over time is important to ensuring that your marketing efforts stay aligned with travelers'
intent throughout every season.
Rio de Janeiro
67%
There’s little shift in the top four positions—they’re each large cities and, traditionally major summer destinations. The further
down the list, though, the more interesting things become:
• S
an Francisco peaks in August, notoriously the hottest month of the summer. Perhaps the city’s cooler temperatures,
similar with Toronto, are the reason for increased interest.
Miami
Party Size
0 to 3 Days
• L
ondon has quite a dramatic rise—from not appearing in July, to tenth spot in August, rising to fifth place in September.
People look for international travel later in the year, hence the rise in London towards the end of the summer. Paris also
pops up in September, supporting this theory.
Cancun
12+ Days
26%
15%
30%
19%
15%
17%
28%
49%
18%
18%
2 Travelers
15%
14%
3+ Travelers
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Q2 2016 GLOBAL TRAVEL INSIGHTS
What are the Q3 search trends for Latin America?
HIGH
Updated Olympic Outlook
In 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:
LOW
Share of Weekday Travel Departure
Monday
SHORT-HAUL
LONG-HAUL
15%
15%
Tuesday
10%
11%
Q2 Increase in Travel Intent to Rio for the Olympics from Q1
Wednesday
11%
13%
Thursday
15%
15%
Friday
25%
22%
Saturday
14%
14%
Sunday
9%
US
18%
Brazil
105%
UK
110%
Italy
13%
Canada
35%
Germany
24%
Australia
48%
Japan
130%
Spain
56%
Netherlands
54%
10%
Change in Travel Intent to Rio January through June 2016 for Olympic Dates
100 = Monthly Average for Each Country
250
Share of Weekday Searches
200
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
150
100
50
SHORT-HAUL
17%
17%
16%
15%
13%
11%
12%
0
Jan '16
Feb '16
US
LONG-HAUL
16%
17%
16%
15%
14%
10%
12%
UK
Mar '16
BRAZIL
Apr '16
ITALY
May '16
GERMANY
Jun '16
JAPAN
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.
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Q2 2016 GLOBAL TRAVEL INSIGHTS
What are the Q3 search trends for Europe?
SHORT-HAUL
What are the Q3 search trends for Europe?
LONG-HAUL
HIGH
Top 5 Destinations
LOW
Share of Weekday Travel Departure
Palma de Mallorca
New York City
Barcelona
Bangkok
London
Los Angeles
Ibiza
Bali
Malaga
Miami
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
SHORT-HAUL
19%
8%
9%
14%
25%
16%
9%
LONG-HAUL
21%
10%
10%
14%
20%
15%
10%
Party Size
52%
59%
1 Traveler
26%
23%
2 Travelers
22%
18%
3+ Travelers
Share of Weekday Searches
Trip Duration
0 to 3 Days
4 to 7 Days
8 to 11 Days
12+ Days
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
SHORT-HAUL
16%
16%
15%
14%
12%
11%
15%
LONG-HAUL
16%
16%
15%
14%
12%
12%
16%
32%
15%
30%
13%
14%
12%
24%
60%
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Q2 2016 GLOBAL TRAVEL INSIGHTS
City Search Patterns Compared: UK Spotlight
What are the Q3 search trends for Middle East & Africa?
Not all cities within the same country plan travel in the exact same way, but often travel advertisers take country-level
approach to their marketing strategies. But this misses the nuances of city and region-specific trends, which are important
to reaching the appropriate audience. In order to get more strategic, we looked at a city-level comparison of searches and
bookings from the UK, one of the biggest outbound summer travel groups in Europe:
SHORT-HAUL
LONG-HAUL
Top 5 Destinations
Searching and Booking with Departures Until End of 2016
Cairo
New York City
Dubai
London
60
Amman
Istanbul
40
Tel Aviv
Paris
Beirut
Bangkok
100
80
20
0
64%
54%
54%
53%
51%
58%
53%
London
Birmingham
Manchester
Glasgow
Liverpool
Edinburgh
Other
1 TRAVELER
2 TRAVELERS
3+ TRAVELERS
Party Size
London dominates for single travelers, followed by Edinburgh. Couple travel is biggest in Liverpool, and family travel (three or
more) is most frequent in Birmingham. Understanding how each city travels, including popularity of party sizes, allows you to
target your campaigns accordingly—promoting more family deals to the Birmingham audience, for instance.
DEPARTURE DAYS
LEAD TIME
The biggest day of departure across the UK is Friday—in
London, for instance, 25% of departures take place then.
As the UK is only a couple hours away from other European
hubs, weekend city breaks are commonplace. Offering
specials for these departures dates, or add-ons nearer to
when people are leaving, are two great ways to make the
most out of these timing trends.
Looking very generally at lead times, London and
Birmingham stand out with tendencies towards last-minute
travel, with 14% of their lead times fewer than seven days.
A high population of business travelers in these big cities,
coupled with a high propensity for city breaks, may be
responsible for these standouts.
71%
64%
1 Traveler
Trip Duration
DESTINATIONS
Spain remains the most popular destination for UK travelers, but to varying degrees:
0 to 3 Days
Percentage of Travelers Looking to Destinations in Spain
16%
London
17%
Birmingham
22%
Liverpool
21%
Glasgow
Knowing your strongest markets, and where you are weaker, can help make sure your marketing efforts are strategically
diversified.
4 to 7 Days
8 to 11 Days
12+ Days
19%
15%
22%
22%
13%
17%
46%
46%
11%
15%
2 Travelers
18%
21%
3+ Travelers
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Q2 2016 GLOBAL TRAVEL INSIGHTS
What are the Q3 search trends for Middle East & Africa?
HIGH
Tourism Trends in Middle East & Africa
Turkey, Tunisia, and Egypt have each had terrorist attacks on major tourist destinations this year. We looked at travel trends to
the Middle East and Mediterranean areas to see if travel trends have shifted as a result of the year’s political instability.
LOW
We see that Tunisia, Egypt, and Turkey are down in travel intent from last year, but other areas in the region are experiencing
strong growth:
Share of Weekday Travel Departure
Year-Over-Year Changes in Searches and Bookings for Global Travel
Departure Month: July ‘16
Monday
SHORT-HAUL
LONG-HAUL
14%
14%
Tuesday
12%
11%
Wednesday
13%
13%
Thursday
18%
19%
Friday
21%
21%
Saturday
11%
10%
Sunday
11%
11%
Share of Weekday Searches
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Bulgaria
14%
Crotia
69%
Cyprus
39%
Egypt
-15%
France
64%
Greece
34%
Israel
24%
Italy
39%
Montenegro
36%
Morocco
30%
Portugal
97%
Spain
39%
Tunisia
-9%
Turkey
-14%
Looking at specific origin markets for the month of July gives a more nuanced understanding of the shifts:
• G
ermany, for instance, is showing a 93% increase in travel to Croatia, and a 19% increase for Cyprus. On the other hand,
Germany has a 24% decrease in travel to Tunisia.
• T
he UK is bucking the global trends with an increase of 10% in travel to Tunisia during July. The decline in travel intent to
Egypt is only 3% and the UK is showing great interest in Israel (33%) and Morocco (44%).
SHORT-HAUL
16%
16%
16%
15%
10%
12%
15%
• R
ussia’s weak ruble seems to be leading to a decline in travel across the board. Travelers there are only showing an
increase in travel in five out of the 20 destinations, though Tunisia is one of them, showing a 35% increase.
Middle East marketers need to take note of the changing shifts in markets. The UK still shows strong travel intent to the
region, so should be marketed to differently than other origins. Though political unrest is impacting year-over-year trends,
some origin markets haven’t been significantly affected. Moreover, the region as a whole isn’t experiencing a ripple effect,
which is good news.
LONG-HAUL
16%
16%
15%
14%
11%
13%
15%
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Q2 2016 GLOBAL TRAVEL INSIGHTS
What are the Q3 search trends for Asia-Pacific?
SHORT-HAUL
What are the Q3 search trends for Asia-Pacific?
LONG-HAUL
HIGH
Top 5 Destinations
LOW
Share of Weekday Travel Departure
Singapore
London
Tokyo
Paris
Bangkok
New York City
Taipei
Los Angeles
Osaka
Honolulu
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
SHORT-HAUL
13%
9%
12%
16%
24%
17%
10%
LONG-HAUL
14%
10%
12%
15%
22%
16%
10%
Party Size
61%
68%
1 Traveler
22%
20%
2 Travelers
17%
12%
3+ Travelers
Share of Weekday Searches
Trip Duration
0 to 3 Days
4 to 7 Days
8 to 11 Days
12+ Days
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
SHORT-HAUL
16%
17%
16%
17%
13%
10%
11%
LONG-HAUL
16%
16%
15%
15%
13%
12%
13%
34%
18%
38%
22%
12%
17%
16%
43%
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Q2 2016 GLOBAL TRAVEL INSIGHTS
Appendix
Singapore Formula One Grand Prix Preview
The Singapore Grand Prix runs September 16-18 and an estimated 40,000 international tourists will pour into Singapore for
the event.2 In order to preview travel for the Grand Prix, we compared travel trends from the week of the race with the previous
week. We see an increase in travel intent to Singapore during the event for most regions:
Comparison of Travel Intent for the Week Leading Up to the Singapore Grand Prix to
the Week Before
+19% +104% +46%
Western Europe
East Asia
Oceania
+41%
UK
Glossary
Lead Time (Search or Booking):
The length of time between a search or booking and departure date.
Last-Minute Booker:
A traveler that books a trip with seven days or less to travel.
Short-Haul & Long-Haul Trip:
Short-haul is usually regional, while long-haul is usually inter-regional.
Regional Coverage
Sojern breaks down the world into regions and subregions as shown in the map below. Regions are shown with a colored
background and subregions with a white background.
Additional changes to Singapore travel trends include:
• A
decline in Middle Eastern travelers of 63%. The Islamic Festival of Sacrifice (Eid al-Adha) occurs in early September this
year and many Middle Eastern travelers are headed to Singapore then. The decrease in intent for the Grand Prix is only
because there were so many travelers visiting earlier.
Europe
• A
lthough typically Singapore weekend travelers arrive on Friday and Saturday, for the Grand Prix, the most popular date of
arrival is Thursday.
• Trip duration also changes with travelers looking for more 4-5 day trips, perhaps to see the race and the qualifying:
North America
Central Asia
Middle East
Change in Trip Duration Race Week vs Week Before
Central America
0 to 1 Days
-12%
Caribbean
4 to 5 Days
65%
6 to 7 Days
-13%
8 to 11 Days
-38%
12+ Days
-32%
Marketing to Grand Prix tourists means knowing how their behavior differs. Consider offering more ‘5th night free’ deals in
order to capitalize on travelers looking for a long weekend. Also, knowing that the UK is your biggest international destination
market means honing in your ad spend to the region.
2 Balfour, Andrew. (July 19, 2015).“Race Facts—Singapore Grand Prix.” F1 Destinations.
South Asia
Asia-Pacific
Southeast Asia
South America
34%
North Africa
East Asia
Sub-Saharan Africa
Latin America
2 to 3 Days
Eastern Europe
Western Europe
Middle East & Africa
Oceania
Methodology
Sojern’s quarterly insights 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. Our analysis is based
on airport level data which is then aggregated to countries and regions. All of the insights are based on very specific data sets
as provided by Sojern's data partners. Sojern’s data is rounded to the nearest whole number for readability and therefore not
all charts and graphs will add up to 100%. Sojern never shares or distributes personally identifiable information (PII) such
as names, emails, or addresses. The data provided is not a complete view of all global traveler information, as different data
sources provide additional views of traveler behavior.
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