Spanish destinations continue to dominate the beach holiday market, according to data in Sojern’s latest quarterly report.
_w=800_h=533.png?v=20230522122229)
Sojern analysis predicts Spanish beaches will be top spring destinations
Spanish destinations continue to dominate the beach holiday market, according to data in Sojern’s latest quarterly report.
Top destinations for European travellers included Barcelona, Palme de Mallorca, Malaga and Alicante – which all feature in the top five searched beach destinations for this spring.
Miami completed the top five, and there was no room for Greek beaches, a traditionally strong performer.
Traveller audience engagement platform Sojern – which helped travel companies earn $3billion in direct booking revenue last year – also found that the most commonly searches dates for travel fall around the Easter break.
April 1 was the top searched-for departure date in the first quarter of 2017 followed by April 8 and April 14.
Analysts put it down to travellers making the most of the time off over the bank holiday weekend.
Sojern’s quarterly reports are based on travel intent data from 350 million traveller profiles pulled from 100,000 unique audience segments and travel intent signals such as search and booking data from online and mobile channels.
The latest report also looked back at the last quarter of 2016, and noticed an increase in family travel (three or more travellers).
In terms of destinations, Palma de Mallorca fell out of the top position for European holidaymakers, replaced by Amsterdam.
London was replaced by Taipei as the top destination for Asian travellers.
Another shift that analysts noticed was in the share of search and bookings. Generally, Sojern said, the share of booking and searching is spread evenly across each month with only a percentage difference. But in 2016 Q4 the data shows October dominated in bookings, November had the most searches before search and bookings levelled-out in December.
