With our access to real-time traveller audiences and unmatched visibility into global travel demand, we’re in a unique position to share the current travel trends at the forefront of marketers’ minds. In this blog series, we’ll take a look at the data in order to aid travel marketers in their assessment of this worldwide event. They can use these trends to inform their marketing strategies during this period and be prepared for the recovery once the situation stabilises.
These insights are based on data collected on the 18th May, 2020. We will be reviewing our data on a weekly basis in order to provide a regular view of trends and patterns in consumer behaviour. Sojern’s insights are based on over 350 million traveller profiles and billions of travel intent signals, however it does not capture one hundred percent of the travel market.
Global Flight Searches and Bookings Still Down
Flight searches and bookings remain very much the same as in previous weeks, and until airlines resume more regular operations and borders start to reopen, we expect these trends to continue. A note that we’ve included a view of Scandinavian markets this week, but searches and bookings are similarly down as they are across Europe.
Global Flight Searches to Key European Markets
Global Flight Bookings to Key European Markets
Italy Set to Reopen Borders to Travellers, Expected Intent Increase in the Coming Weeks
One of the more exciting recent developments surrounds Italy. Restaurants, bars, cafes, hairdressers and shops have already been allowed to reopen, with social distancing enforced. In Rome, St. Peter’s Basilica in the Vatican reopened to visitors as well.
Moreover, the government announced that on 3 June, Italy will reopen borders to and from the EU, without requiring any type of quarantine. This could potentially serve as an example for other countries when it comes to reopening their own borders to travel, depending on the outcome. The government has also shared that this includes domestic travel between Italy’s regions, which was previously not allowed.
We only see a very slight uptick in intent in inbound travel to Italy at the moment, but as this data was from last week, and the announcement was made over the weekend, we expect to see a larger uptick in travel intent to and from the country in the coming weeks.
International Flight Searches to Major Cities/Regions in Italy
Sojern’s COVID-19 Webinar Series: A Look at Europe’s Tourism
Last week, Sojern’s own Luca Romozzi, Commercial Director, and Valentina Lazarov, Senior Sales Manager, hosted a webinar to discuss how COVID-19 is impacting European Tourism Boards, and what they can do in preparation for recovery. Watch the replay here:
We will continue to share more insights as we monitor the situation. These forward looking insights will hopefully help travel marketers shape their strategies when the industry starts to recover from this outbreak.
For the rest of the COVID-19 insights series click here.