Member Article

New Global Travel Insights Report Uncovers Latest Trends

Sojern, the world’s leading performance marketing platform for travel brands, has released its Q2 Global Travel Insights Report based on the rigorous analysis of more than a billion traveller intent data points across the globe.

Compared with the previous two quarters, travellers across studied regions searched for more local destinations, favouring domestic and regional trips over long haul travel. Globally, the most searched destinations during the second quarter of the year were USA, Spain, Italy, the United Kingdom, Germany, France, Portugal, Turkey, Greece and Russia. Russia re-entered the list after its absence from the list in Q1, replacing Thailand. In Europe, London was the most popular city, while Spain remained the king for national searches.

The Rise of Cuba in Western Europe

Aside from the top ten, several other destinations have caught the eye in traveller interest over the last 12 months. For example, Cuba has become increasingly attractive to Western Europeans largely thanks to its détente with the USA. Cuba also showed increasing popularity on the list of most popular Caribbean destinations for Americans – climbing to 14th ahead of Antigua & Barbuda, Grenada and St. Kitts & Nevis.

Greece suffers through referendum but shows early signs of bouncing back

Greece has remained a popular destination globally, despite a dip following the announcement of the referendum. It also remained in the top 10 most popular destinations for Europeans, although the latter had dropped by four places to eighth in the last quarter. Daily travel intent volumes for Greece had been developing in a similar fashion to its four closest competitors around the Mediterranean (Croatia, Italy, Spain and Turkey) up until mid-June. Following the referendum announcement, travel intent numbers to Greece fell by around 23% globally, leading to it falling behind its neighbours.

However, by mid-July Sojern was witnessing shoots of recovery and that traveller interest in Greece was growing once again. Although Greece still lags behind its Mediterranean counterparts, it is steadily making up ground.

London is still a heavy favourite with American travellers

London remained America’s favourite international destination for this year’s 4th July celebrations. This was certainly helped by the tennis tournament at Wimbledon which took place during the two weeks either side of it (29th June – 12th July). Other popular destinations for American travel included Cancun, Mexico and San Juan, Puerto Rico.

UK travellers are planning holidays to Spain towards the end of 2015

According to travel intent searches over the last three months, UK travellers looking for some time away in the latter part of 2015 have been most commonly searching for trips to Spain and Italy - with the top three cities for the next quarter listed as Malaga, Alicante and Barcelona. The data suggests that in Q4 UK travellers are planning to head to Spain, United States and Portugal.

Those seeking some sunshine are planning to visit Australia, which comes 5th in the most popular countries for UK travellers in Q4. The three most popularly search cities for UK travellers in Q4 2015 are currently Alicante, Tenerife and Malaga, whereas New York City is currently listed as the 8th most popular city for Q4 breaks for UK travellers.

Download the full Global Travel Insights Report and infographic.

For more information, please visit www.sojern.com.

About Sojern

Sojern is travel’s leading data-driven performance marketing engine. Through its Sojern Traveller Platform and billions of traveller intent signals across online and mobile channels, Sojern puts more heads in beds and travellers in town for its clients worldwide. Currently one of the fastest growing travel tech companies, Sojern works with top travel brands and independent hotels in North America, Latin America, Europe, MEA and APAC. The company is headquartered in San Francisco, with key offices in Dubai, London, New York, Omaha and Singapore. For more information, please visit www.sojern.com.

This was posted in Bdaily's Members' News section by Sojern .