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Sojern and Google Collaborate on Search & Booking Travel Data

Sojern announced that the global market leader in search, and travel’s leading performance marketing engine, have partnered together to produce in-depth analysis of traveler search and booking behavior in the latest Think with Google release.

Sojern combined anonymous data from billions of searches on Google with search and booking data from Sojern’s 350 million traveler profiles to deliver rich insights and highlight marketing moments. The result of this collaboration, the first of its kind, is an unprecedented look into the traveler customer journey based on intent signals across online, mobile and video channels.

Key takeaways include:

This year’s hot spots: We’ve spoken about Iceland’s growth in popularity among travelers, and it shows no sign of slowing down. Reykjavik finds itself atop the fastest-rising searches from the first half of this year. Other emerging hot spots include Havana, Toronto, Mexico City, and Tokyo.

YouTube influences trip planning: Travelers aren’t just using YouTube for destination inspiration, they’re finding ‘travel hacks’ there too, including advice and tips for every stage of travel planning, booking, and trip preparation.

Desktop for booking, mobile for searching: For travel advertisers, mobile messaging is crucial during the dreaming phases of travel, to remain top of mind when users book. Most users then book via desktop, with Tuesday being the top day for bookings.

Mobile allows for spontaneity: Both in the planning phase and while in-destination, mobile allows travelers to be more spur-of-the-moment than ever before. A mobile-intensive marketing plan allows for brands to stay in the minds of top of funnel traveler activity.

Looking for more insights from the leaders in travel and technology? Check out the full report here.

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