COVID-19: Flight Insights & Discussing the Future With American Airlines [Webinar]
Airlines including American Airlines, are prioritizing health and safety.
With our access to real-time traveler audiences and unmatched visibility into global travel demand, we are in a unique position to share current travel trends at the forefront of marketers’ minds. In this series we take a look at the data in order to aid travel marketers in their assessment of this worldwide event. Marketers can use these trends to inform their strategies during this period and be prepared for the recovery once the situation stabilizes.
Travel has been severely impacted by the COVID-19 crisis. Many airlines including American Airlines, have intensified aircraft cleaning, using electrostatic sprayers and other measures to help travelers feel safe. Some have introduced curbside check-in/ticket counters, new boarding procedures, and are blocking middle seats to promote social distancing. Other policies have been put in place to give travelers more peace of mind when booking in advance, like offering a rebooking for a later date without a change fee.
Despite the virus, our flight booking data indicates that people are still itching to travel. The most growth is evident in North America where travel restrictions are being relaxed consistently, especially across the US. Many states are moving into phase 2 of recovery plans, with the governors of Illinois, Indiana, Kentucky, Michigan, Minnesota, Ohio and Wisconsin announcing that they will work in close coordination to safely reopen Midwestern states.
Though the Caribbean remains off limits to travelers, which has resulted in a low number of cases, there was a spike in bookings in early May. We believe this increase in bookings could be driven by people going home to visit friends and family for the first time since the quarantine began. It’s speculated that as restrictions start to ease and travel is permitted, people will begin arriving on the islands as early as June with a surge predicted in July. Saint Lucia announced plans for the first phase of reopening on June 4. Face masks will be required and intense cleaning measures will be put in place to ensure safety for travelers.
We’ve indexed our data back to April 5, 2020, the lowest point the globe saw for travel searches and bookings.
We also looked at the current top 10% of flight searches from major hubs where we see the biggest change. The graph shows the fastest growing routes when comparing the prior two weeks to two weeks before that (May 3 – 16 compared with April 19 – May 2) to identify strong signals from our national and regional airline partners.
In a conversation with American Airlines VP of Digital Customer Experience, John Gustafson, we discuss how COVID-19 has impacted the airline industry and how the crisis will shape its future. We share global flight booking and search data and gain first-person insights into American Airlines’ response to the pandemic. Learn how they are rethinking their approach to marketing and the future of air travel in general.
For real-time insights specific to your region or country, check out our insights dashboard.
Align your digital marketing strategies with eco-conscious efforts.
Sojern partner, PUSHTech, discusses hospitality marketing following HITEC
“Working with Sojern, it’s not just a cookie-cutter solution, as Sojern listens to our needs and recommends what’s best for our hotel. We have someone to bounce ideas off of, and Sojern gives us a higher-level perspective on how we can get the best value for our investment.”
“We love the simplicity of the solution and how clearly we can see results. The technology works so well that it leaves us to do our other day-to-day jobs. We are seeing increased interest in our superior and deluxe rooms as a result, which is improving the overall average booking value. I think we will be long-time customers for as long as Sojern continues to perform the way it does today!”
"Sojern and Roiback have a great relationship and work together to maximise our direct bookings. We have regular check-ins to review performance, and both Sojern and Roiback give us insights and recommendations for improvement. And the results speak for themselves! Their collaboration has been very helpful for us."
"I’ve definitely seen increased bookings. In fact, January through March is usually a quiet period for us, but this year, leisure bookings are double what we normally see, and this is due to Sojern. As a small hotel, I really value the relationship we've built with the Sojern team. You can tell when someone is genuine and willing to work with you, and I feel that with Sojern."
"I worked with Sojern at a previous hotel and had a great experience, so I knew I wanted to partner with them when I joined Ticino Hotels Group. Their Pay on the Stay package gives us a cleaner, more reliable business model to help with our direct booking strategy, and we’ve seen the results. To anyone considering Sojern for their digital marketing needs—I say go for it!"
Looking to learn more about Connected TV to meet your branding goals? Interested in metasearch and direct booking strategies to help your independent hotel? We’ve got detailed reports that address your every marketing need.