Australians and New Zealanders will be searching and booking in January for travel during Easter and even for the winter next year reveals Sojern, and urges travel marketers to have campaigns running by 15 December in order to take full advantage of this spike.
This marketing tip is one of several offered to travel retailers by data-driven marketing specialists Sojern on the search and booking trends of Australia, New Zealand and Singapore travellers.
Reporting on travel trends Down Under, Sojern said there was a noticeable “steep decline in travel search and booking behaviour through the summer. But by January, searches and bookings come back stronger than before”.
It said AU/NZ travellers are searching and booking in January for travel during Easter and winter, and 48% of travellers are searching for trips more than 91 days out.
For travel-addicted Singaporeans, popular departure date such as Chinese New Year and Singapore National Day are already generating huge interest, so campaigns need to be running by mid-December to optimise in time to fully take advantage of this.
“As holidays are in full swing, we see a decline in travel search and booking behaviour through Q4. Notably in January, we see Singapore travellers searching and booking early for Chinese New Year and National Day. Some 32% of Singapore travellers are searching for more than 91+ days ahead and 46% are booking for trips within the same month – so prepare for your Chinese New Year and National Day travellers now,” said Sojern’s report.
And what about trends in booking platforms? Interestingly, Sojern has noted a drop in users on mobile as they move from search to booking, which, according to Sojern, “demonstrates that travellers usually use mobile primarily for research when they are higher up in the travel funnel”.
“These travellers are likely to move cross-device, from mobile to desktop, as they come closer to their travel purchases,” it said.
The top 10 booked destination cities for these groups of travellers, Bangkok ranked top followed by Hong Kong, Kuala Lumpur, Taipei, Denpasar, Jakarta, Manila, Ho Chi Minh City, Penang and Phuket.
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