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Sojern Releases Q2 Travel Trend Report Based on 400MM Traveler Data Points

July 27, 2013 Statistics & Trends No Comments Email Email

Sojern, the world’s leading data-driven traveler engagement platform, today released the top U.S. consumer travel trends from the second quarter of the year, including most visited destinations, most searched destinations, average trip length, and more.

Sojern’s quarterly trend reports are based on the rigorous analysis of more than 400 million traveler intent data points, obtained through Sojern’s exclusive partnerships with the world’s most renowned travel brands. The report provides actionable insights on consumer behaviors and emerging trends, enabling marketers to optimally engage travelers.

In the second quarter of this year, Sojern uncovered a number of trends around consumer travel behavior. One key trend throughout the report was the upswing in leisure travel — up almost 10% in the second quarter of the year (52% in Q2 vs. 43% in Q1). The planning and booking of spring and summer breaks contributed to the overall increase in leisure travel. Most travelers (71%) searched for airline tickets more than 30 days in advance of the date they planned to travel, a practice common in leisure travel planning. The report also found that travelers stayed at their destinations longer in Q2. In fact, 81% stayed for three days or longer compared to 39% in Q1, another characteristic indicative of leisure travel.

The report also revealed which U.S. cities were the most popular travel and hotel booking destinations. New York City, the most frequented city for both leisure and business travel, was the most popular overall travel destination in Q2, followed by Los Angeles, Las Vegas, San Francisco and Chicago. NYC was also the most popular city for actual hotel bookings. Interestingly, travelers searched for hotel rooms in Las Vegas more than any other city, although Las Vegas was not one of the top five cities for actual hotel bookings. This indicates that travelers likely engaged in more hotel deal shopping than usual when planning a trip to Las Vegas, due to the mass of hotel options within close proximity of the Strip.

Other notable highlights from the report include:

  • NYCLos Angeles, Las VegasSan Francisco and Chicago were the top five most searched destinations, followed byWashington D.C., Orlando, Boston, Fort Lauderdale and Denver. Top searched destinations typically indicate where people would most like to travel, despite the fact that the list differs from top actual travel destinations.
  • NYC, Chicago, Houston, Atlanta and San Diego were the most popular destinations for hotel bookings, followed byDallas, Las Vegas, San Antonio, Orlando and Austin.
  • Males still travel more than females. In Q2, 41% of travelers were female, while 59% were male. These figures were nearly identical to Q1.
  • First class travel was down in Q2. Only 1% of travelers booked first class in Q2, compared to 5% in Q1. This is likely associated with the decrease in business-related travel.
  • Many travelers booked airline tickets more than 30 days in advance (24%). Of those traveling ‘last minute’, 19% booked 3-7 days in advance of their intended travel date. Only 5% of travelers booked airline tickets the same day they flew.

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