LONDON -- Through a rigorous analysis of more than a billion travel intent data points, Sojern, the world's leading performance marketing platform for travel brands, released its quarterly report of global travel insights.
A range of data and insights are shared in the report, from how the weakened pound impacted UK travel to the US, traveller trends around the UEFA Euro 2016, to post-Ramadan travel. The report also focuses on big-picture global travel patterns and looks forward to summer 2016 travel pinpointing the top destinations for European travellers this year.
The top five short haul destinations for European travellers this summer (June to August 2016) are currently London, Barcelona, Palma de Mallorca, Paris and Lisbon, with 26 percent of travellers choosing to stay for 12 days or more. New York City is the top long haul destination for European travellers, followed by Bangkok, Los Angeles, Miami and San Francisco. It's no surprise that the majority of European families planning short-haul summer holidays are heading to Palma De Mallorca with Malaga in fourth position. For families looking to venture further afield, New York City is still in the top position, followed by Orlando in second place.
A growing risk of Britain leaving the European Union has sent the British pound tumbling and since July 2014 the pound has been in decline. In February 2016, it fell below $1.4, the lowest rate since the mid-1980s. The weaker pound hasn't had a great impact on the top destinations for UK travellers yet however, one trend Sojern has observed is around trip duration. We see a steady decline in the year-on-year share of long trip durations from the UK to the US over recent months. From July 2015 until March 2016, we see a steady decrease in the share of trips from the UK to the US lasting 12 days or more. This hit its lowest point with a decrease of 16 percent in February 2016 when the pound plummeted.
The end of summer brings the ultimate in sporting events—the 2016 Summer Olympic Games, hosted in Rio de Janeiro, Brazil. Travellers from Hungary are already showing a 460 percent increase in travel intent during the Olympic period. Italy isn't far behind with a 404 percent increase in travel intent, followed by Greece (371 percent) with UK coming in fifth place with 287 percent increase. Japan shows the highest increase in travel intent with 716 percent change. Sojern data shows that 66 percent of UK travellers are looking to maximise their stay and spend 12 days or more at the Olympics, the highest percentage globally. With the games spanning 16 days, it seems that UK travellers are looking to cheer on their team for much of the duration of the event.
The 2016 UEFA European Championship football tournament is scheduled to be held in France from 10th June until 10th July 2016. Looking at the top footballing nations, Portuguese football fans are the most eager to get to France for the UEFA Euro Cup with a week-on-week increase in travel intent of 188 percent. UK travellers follow closely with an increase in week-on-week travel intent of 111 percent, followed by Germany, Italy and Spain. For some nations this is their first ever year to participate in the UEFA Euro and travellers are certainly excited about their entrance in the Cup. Albanian travellers show a week-on-week increase of 3600 percent and travellers from Slovakia show a week-on-week increase of 805 percent with Icelandic travellers not far behind with a week-on-week increase of 784 percent. Netherlands, which didn't qualify for the tournament this time, has a loss in travel intent possibly as a result. Spanish travellers seem to be very confident in their team's chances of winning group D as their peak travel date is for the first knockout stage game on 24th June.
For more travel insights for this quarter and beyond, download the full Q1 2016 Global Travel Insights report and infographic.
Sojern is a leading travel marketing platform designed to boost growth and profitability for the travel industry. The Sojern Travel Marketing Platform is a set of easy-to-use software and services that delivers unrivaled traveler insight, intelligent audiences, multichannel activation and optimization, and a connected guest experience—all in one place. More than 10,000 travel marketers rely on our platform annually to find, attract, convert and engage travelers. Founded in 2007, Sojern is headquartered in San Francisco, California with teams in the Americas, Europe, Middle East and Africa, and Asia Pacific.
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