Travel spikes in January for ANZ and Singapore markets: Sojern

Australian and New Zealand travellers are searching and booking in January for travel during the Easter and even Winter break next year, said Sojern, calling on travel marketers to kick-start their campaigns by December 15 to leverage on the demand spike.

Nearly one in two Australia and New Zealand travellers (48 per cent) are searching for trips more than 91 days out, according to data from the travel marketing engine.

Sojern reports a spike in travel bookings in January for Australia, New Zealand and Singapore markets

Likewise, Sojern’s data also revealed that Singapore travellers are searching and booking in January for holidays over the Chinese New Year and National Day periods, urging travel retailers to start launching their campaigns from December 15 to ride the demand wave.

Some 32 per cent of Singapore travellers are searching for more than 91 days ahead and 46 per cent are booking for trips within the same month, according to Sojern.

In response to a question posed by TTG Asia as to why December 15 has been singled out as the optimal date for kick-starting campaigns targeting these two markets, Sojern replied: “Algorithms can take up to three, four weeks to learn the data before it gets into the stable state. Hence, December 15 is what we consider the latest date to start a campaign (for optimal results) in January.”

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