Summer has just started, and in order to prepare, Sojern pulled out our sunscreen, cleaned off the company grill and put our billion data points to work.
We've pulled together our latest Global Travel Insights report, which looks into all of the hottest spots for the summer as well as where travel has cooled since the last quarter. More than just insights, we offer takeaways to ensure that you're ready for a strong and successful summer of travel marketing.
Hot new summer destinations
This spring we saw beach destinations like Miami, Cancun and Fort Myers, Fla., dominate the list for early searches. This summer, however, early North American planners are looking a little more long haul, with Barcelona replacing Fort Myers among top destinations searched.
With the kids out of school, longer trips are easier, and travelers are looking to take full advantage of summer break. Orlando still ranks highly for sightseeing. With all of its amusement parks, the city is gearing up for a long summer tourist season.
While Orlando might not be a surprise, we have a few U.S. cities on the rise. Both Chicago and Seattle make the list of top destinations searched, while neither was on our spring look forward. Large cities will always drive volume, but it's clear that North Americans want to find the next hot spot. Be sure your destination or brand creates content that speaks to travelers dreaming of new and unique destinations higher in the funnel.
Fourth of July planning underway
In addition to the quarterly data, we also spotlighted travel planning in June to get an even finer look at the summer. We see, for example, the top departure dates searched for the month: June 1, 2 and 30. What two of the top dates clustered around the start of the month suggests is that many travelers are looking to get away as soon as school lets out.
June 30 signals something different, most likely Fourth of July planning. This year, the holiday falls on a Tuesday, and June 30 is the Friday before.
People looking to take full advantage of the holiday will enjoy a long five-day "weekend" getaway by leaving on Friday.
Since the trip would be much longer than usual, the planning period is already underway. Be sure your campaigns and packages are up now and take into account the longer stays.