Q1 2015: Get Ready for the Hottest Time for Travel Planning

December 18, 2014

We all know travel planning is half the fun! And, it turns out, the first quarter of the year is red-hot with travel planning fun. So if you’re preparing to capture your audience when they start making vacation plans for next year, now’s the time to get a head start on your campaign.

Valentine’s, Chinese New Year, Spring Break, Oh my…

Out of the entire year, Q1 travelers were responsible for some of the highest clusters of single travel peaks in 2014, thanks to a high number of holidays and breaks, in the US and beyond. What’s more, a considerable 63% of these travelers were looking to travel within that same quarter — the largest percentage of all quarters.

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Smack in the middle of the quarter, Lunar New Year accounts for over 3.6 billion trips worldwide, according to CNN, as Chinese are flocking home to celebrate it with their families. Europeans are also booking fiends this quarter. They’re actually 3.5 times more likely to book their spring and summer getaways than Americans.

To take advantage of these travel peaks, plan on launching your Q1 campaign at the onset of the quarter to reach travelers right when they begin planning.

First Quarter: Bigger Parties and Bigger Budgets

With couples traveling together for Valentine’s Day, and groups booking their spring break vacays, Q1 showed the largest party size for hotel bookings. If you’re a Miami resort or romantic oasis for couples, Q1 is your time to shine.

And Q1 travelers are not only searching for trips more, they’re also spending more. In 2014, Q1 travelers spent on average 30% more than summer travelers, making Q1 an especially profitable time to reach travelers.

Newsflash: Travel Intent is Highest in Q1

After analyzing traveler behavior over the last several years, we found that travel intent is highest during Q1 and expect 2015 to be no different. Every year there’s also a significant increase in the number of Sojern unique users in January, which is a 33% increase over the monthly average.

Many brands postpone their ad campaigns till later in the year and miss out on marketing to travelers when travel intent and purchase within the quarter is highest. Incidentally, the availability of ad exchange inventory also goes up during the first months of the year.

The good news is that you still have time to prepare a new campaign for Q1, so why not get ahead of the game right now?  The new year is here, and so are your travelers! Make sure your campaign is ready to launch right when travelers are ready to plan their Q1 trips so you can take advantage of one of the best times to reach them. In other words – strike it while it’s hot!

To connect to a Sojern rep who can help you plan your campaign, email us right now.


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About Camelia Gendreau

Camelia is Sojern's director of public relations and communications. She loves fruit, the weirder the better, and travel, which comes in handy when working for a travel tech company. Connect with her on Twitter @Cameliacc.

Camelia Gendreau About the author

Camelia is Sojern's director of public relations and communications. She loves fruit, the weirder the better, and travel, which comes in handy when working for a travel tech company. Connect with her on Twitter @Cameliacc.