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A sneak peek into the minds of travellers ahead of the holiday season

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With the busy travel season soon underway, marketers are looking to reach the millions of holiday planners as they search and book their trips for the festive season.In a region as culturally and linguistically varied as Asia Pacific (APAC), you can be sure that travel preferences are equally as diverse. This can pose a challenge, or, armed with the right data, an incredible opportunity for travel brands to reach in-market travelers with bespoke offerings. Our latest Global Travel Insights Report dives into some of the travel trends as we move into the festive season. If you’re going to make the most of it, here’s what you need to know.When are people looking to travelIt’s not enough to look at the overall trends when it comes to December departures. You’ll miss the nuances of country-specific preferences. For example, our data suggests that Singaporeans are looking to travel earlier in December, while Japanese travelers are interested in departure dates at the very end of the month. What does this mean for your Q4 campaigns? You may want to focus on targeting Singaporean travelers earlier on, maybe in November, shifting focus to Japanese travelers later in the quarter.Understand the differences in trip durationWe see a preference for more long-haul trips from Australian travel planners, especially in comparison to other APAC countries. In fact, 71% of Australian searches for December travel have been for trips of 12 days or longer, compared with Japan and Singapore, where only about 20-24% of searches were for trips of similar length. For hoteliers, this may be a good up-sell opportunity - where you can provide a discount or added incentive if customers book additional days.Learn who is looking to go whereAustralians are searching for longer haul travel, with London and Los Angeles among the top five searched destinations in December. Singaporeans, on the other hand, are staying closer to home this holiday season, with Taipei, Manila, Hong Kong, Tokyo and Seoul topping the list of searched destinations for travel in December. If you’re a tourist board, this is important information - knowing who the competing destinations are may inform the creative you use to target these travellers.Know about weekly fluctuations in behaviourSaturday is the top day for departures searched for Q4, with 21% of short-haul departures, and 19% of long-haul departures occurring on that day. However, most travellers in APAC tend to search over the earlier part of the week, from Monday to Wednesday. Knowing this, you can get strategic about when you’re messaging to these travellers, ensuring that you are reaching them at the right time in order to stay top of mind when it comes times to book.A better understanding how travel preferences and behaviours vary within APAC is crucial to planning better campaigns this holiday season.The authour of the article is Russell Young, managing director, Asia Pacific, Sojern

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