Each quarter, we analyze billions of traveler intent data signals, obtained through our unique partnerships with some of the world’s most renowned travel brands, to produce our Global Travel Insights report.
This quarter, we looked back at traveler searches for Q2—April, May, and June, and looked forward to what they are searching for in Q3—July, August, and September. While some of the data points are predictable based on the time of year and region, we found some interesting details that travel marketers can use over the next few months to maximize their ROAS and reach the right customer at the perfect time during their travel journey.
Three interesting travel trends for this edition of the report:
Trend #1: Traveling Solo Tops the Charts for Q2
One is no longer the loneliest number. According to our travel intent research, many were searching for solo trips during the months of April, May, and June.
- 71% of Middle East and African travel searches were for solo trips.
- 69% of North American travel searches were for solo trips.
- 67% of Latin American travel searches were for solo trips.
- 63% of Asia-Pacific travel searches were for solo trips.
- 53% of European travel searches were for solo trips.
However, when we look at upcoming travel planning searches for July, August, and September, couple travel is on the rise. Our data shows an increase in couples travel primarily for North America and Latin America. Europeans, in particular, are searching for more couple trips when traveling regionally versus outside of their region. Whereas, people in the Middle East and Africa are searching for group travel of three or more during July through September travel dates.
Astute travel marketers will capitalize on the trends referenced above—targeting your top of funnel awareness campaigns to couples in Q3, especially for North America and Latin American travel searches. Then, retarget these individuals with Facebook Dynamic Ads for Travel (DAT) to give a boost to your bookings.
Trend #2: Not Everyone is Searching for Last-Minute Travel
We all get those last minute travel deal emails. However, our data tells us that a different marketing tactic is needed—one for those who plan months in advance. According to our travel intent research, the majority of travel searches for people in the Asia Pacific, Europe, and Latin America started more than 30 days in advance of the departure date during April, May, and June.
- 65% of Asia Pacific travel searches started more than 30 days out.
- 63% of European travel searches started more than 30 days out.
- 61% of Latin American travel searches started more than 30 days out.
Further, only 31% of the Middle East and Africa travel searches started within a week of the departure date, with 43% searching more than 30 days out.
Today’s consumers are increasingly connected and more likely to turn to media during the heavy planning stage—looking for inspiration. In this stage, travelers are usually still destination or brand agnostic, meaning they are more receptive to messaging from travel brands able to anticipate their needs and make an impact early on. Travel marketers can capture the attention of these forward-looking travelers using video while they’re searching for their next trip.
For example, an in-banner video ad offers the personalized elements of dynamic creative and can be targeted directly to those travelers in the planning stages. Marketers can create a single video asset, then use dynamic overlays to deliver tailored messages and inspire dreamers to book.
Trend #3: Desktop Remains Primary Search Venue, But Mobile Gaining Speed
Even though mobile devices are everywhere you turn, our latest insights report found that the majority of travelers are still using desktop computers to search for travel offerings.
- 72% of North American travel searches happened on desktop during Q2.
- 67% of Asian-Pacific travel searches happened on desktop during Q2.
- 64% of Latin American travel searches happened on desktop during Q2.
This could be happening for a number of reasons, including that many marketers have not optimized their travel advertising for mobile. However, mobile search is king in two of the regions we looked at for Q2 travel searches.
- 53% of European travel searches happened on mobile during Q2.
- 52% of Middle East and African Europe travel searches happened on mobile during Q2.
This travel trend highlights an opportunity for travel marketers to get in front of these planners on their mobile devices.
The data here only begins to touch the surface of all the travel insights we can gather through our in-depth analysis of more than a billion traveler intent data points. To see more of our travel insights from April through June, and learn about search trends for July, August, and September, download our latest Global Travel Insights report.