Asia-Pacific travellers are the heaviest planners of all global regions, according to Sojern, with 45 per cent of travel searches starting more than 60 days out from the departure date.
Sojern’s Third Global Travel Insights Report of 2018 covers searches looking back at 2Q2018 and looking forward at 3Q2018.
It further shows that 65 per cent of travel searches in Asia-Pacific start more than 30 days in advance of the departure date. In comparison, 63 per cent of travel searches in Europe and 61 per cent in Latin America started more than 30 days in advance of the departure date, while in the Middle East and Africa it was 43 per cent.
Another highlight is the finding that while mobile devices are abundant, global consumers are still using desktop for the majority of their searches while planning travel. In North America, 72 per cent of travel searches happened on desktop during Q2. For Asia-Pacific, it was 67 per cent and in Latin America it was 64 per cent.
Mobile search is “king” in two regions – Europe, with 53 per cent of European travel searches happening on mobile and 52 per cent in the Middle East and Africa.
“Even with mobile devices nearing global saturation, we continue to see that travel planning search volume remains desktop-heavy,” said Jackie Lamping, vice president of marketing at Sojern. “While there’s clear evidence that mobile is playing an increasing role in the dreaming and inspiration phases of trip planning – mostly driven through social sharing on Facebook and Instagram – travellers still come back to their desktop in order to research options in more detail, compare prices, and ultimately arrive at a confident decision.”
He explained that many consumers still feel that price comparison is better done on desktop—whether that’s due to faster website load times, access to more content, or the ability to open multiple browsing windows simultaneously.