Travel from the Asia Pacific (APAC) region is still robust in Q3 this year with vacationers favouring both short haul and long haul destinations, with Bangkok and London as most popular respectively – no surprises there.
The other cities in the top five destinations list are Tokyo, Singapore, Taipei and Seoul (short haul) and Paris, Los Angeles, New York and Amsterdam (long haul).
These statistics are from the Q3 Global Travel Insights report by Sojern, travel’s leading data-driven performance marketing engine, which examines early search patterns for the beginning of fall among travellers in APAC and other parts of the world.
Singapore’s iconic landmarks (Image credit: ronniechua/iStock)
The report says travellers are already planning for their autumn travel, and “this presents a prime opportunity for travel marketers to take advantage of such patterns to convert more travellers, to engage new customers and target them with more personalised and customised messages.”
The study is based on travel intent data from 350 million traveller profiles and billions of travel intent signals from APAC, North America, Latin Amercia, Europe and the Middle East & Africa.
Here is a summary of the travel behaviour in APAC:
• New destinations searched: Taipei has risen to the top five destinations searched for Asia Pacific travellers in the latest insights compared to last quarter search trends. Meanwhile, Bangkok, Tokyo, Singapore, Seoul and London remain on the list. (see chart below)
• Trip duration: 33% of short haul travel is for four to seven days while 35 % stay for up to three days, and 43% of long haul is for 12+ days.
• Popular departure dates: Two of the most searched dates fall around Chinese Golden Week (1-7 October) with 30 September as the most popular departure date searched. Sojern’s data indicates early APAC travel planners are already looking to get away for the holiday festivities.
Sojern: Adopt a mobile-first strategy to turn lookers into bookers (Image credit: kitzcorner/iStock)
As most of the traveller taking part in the Chinese Golden Week celebrations are mobile savvy, Sojern recommends a mobile-first strategy to turn lookers into bookers. “It is important travel marketers use ads compatible for mobile with a clear call to action. With this mobile strategy, it’s also important to optimize the site for mobile conversions.”
Solo travellers: These travellers in APAC dominate long-haul travel. Sojern says that from last quarter’s report the majority of long haul travel searches (74%) are for a party of one.
“This trend remains relatively prominent in Asia Pacific, seeing solo searches as a whopping 72% this fall. Across the globe, we see this happening too for Latin American and European travellers,” states the report.
Here’s the full report covering all the markets: Sojern Q3 Global Travel Insights
• Featured image credit: frimagesiStock
