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2016 Travel Report
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Methodology & Findings
Based on analysis of aggregated and anonymous data
• 15+ billion visits to major U.S. travel, airline and hotel sites between ‘14 and ‘16
• 7 of 10 largest airlines use the Adobe Marketing Cloud (by revenue and passengers carried)
• 9 of 10 largest hotel groups use the Adobe Marketing Cloud (by room numbers, MKG Hospitality Database)
• Survey: conducted March 11-14th with 1,000 US consumers.
• Data from different Adobe Marketing Cloud solutions: Adobe Analytics & Adobe Mobile Services
Most comprehensive and accurate report of its kind in industry
• Online US travel spend to grow 5.5% this year, totaling $83 B (even while consumers anticipate spending less this summer)
• While consumers perceive that overall travel costs have increased since last year, they’ve declined for flights
• Consumer concern over gas prices is leading US travelers to focus on domestic travel this year
• US consumers are focusing on car travel this summer, but flying might be the cheaper choice
• 90 days before departure is the best time to book domestic flights, but only the real procrastinators pay a big penalty
• Wondering if you are getting a good price to fly? We have a formula to help you decide!
Top Insights:
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US summer travel spend online to grow 5.5% this year, totaling $83 B
Summer holiday expected spend:
• Memorial Day weekend: $3.05 billion
• July 4 weekend: $3.22 billion
• Labor Day weekend: $2.92 billion
Despite 5.5% growth in online travel bookings in
flights and hotels, consumers in our survey said they
would spend 20% less on overall travel costs this year
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Smartphones taking over as dominant interface
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As consumers spend less, domestic vacations more popular
Planning on spending less, 82% of
consumers report that a domestic trip
will be their primary summer vacation
(vs. 74% in 2015); 60% plan a trip to
another US region
Like last year “Sand & Sea” is the most
appealing vacation type; “Mountains
& Nature” is #2 this year (tied #2 with
“Big city/Museums” last year)
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Domestic flight prices down despite consumer perceptions
Domestic flight prices down 6.6% YoY
(Mar); 1.8% down for int’l
• In the same period, jet fuel costs
decreased 44% (USEIA)
• Bigger domestic decrease shows effect of
low-cost airlines in driving down prices
Domestic hotel prices up 2.9% YoY (Mar);
1.2% up for int’l
81% of consumers think prices have
increased or stayed the same
Recent upswing in gas prices weighing on
traveler’s minds (70% say gas price is Very/
Somewhat important in their travel
decisions)
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Domestic and car travel up, but driving not always cheaper than flying
As consumers travel more
domestically, they are more likely
to travel by car this year: 53% say
they will travel via personal car.
But is the car the cheapest
option?
We crunched the numbers to
tell consumers when it makes
more sense to fly than to drive:
flight cost estimates compared to
AAA driving cost estimates ($.57/
mile)
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Tip to consumers: savings vary when booking in advance
Millennials worry about when to book
vacations: 30% worry that costs will rise if
they wait too long to book their trips
According to our data, 90 days is a good
rule-of-thumb for a 16% discount, but only
the real procrastinators pay a price: 20 days
before sees prices climb 3% each day.
The 90-day rule doesn’t apply to key
summer dates: Memorial Day (80 days
before), July 4 (40), and Labor Day (40)
For hotels, 30-40 days before check-in is
the best bet, but “when you book” has very
little effect on prices.
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Best domestic destinations for procrastinators
Given consumer focus on domestic travel this
year, we can show procrastinators their best
options:
California (SF has a 60% premium on last week
travel, LA a 58%) and Pacific Northwest
destinations also carry a big premium for last-
minute booking (i.e., a week before)
Honolulu and Charlotte, North Carolina have
the lowest premiums for last-minute travel
(13% for Honolulu, 23% for North Carolina)
19% of consumers wait to book their travel a
week or less before departure – and
millennials even more likely to procrastinate
(22%)
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A formula for knowing if you got a good price
An underlying formula for flight
prices in terms of the expected
price to fly a certain distance:
• Domestic roundtrip prices:
Roundtrip miles X $.032 + $230
• International roundtrip
prices:
Roundtrip miles X $.08 + $200
Formulas are a guideline for route
comparisons (above or below the
average price)
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Advice to domestic travelers: higher hotel costs, lower flight costs
The higher the hotel costs, the lower the flight cost
per mile; and vice versa
San Francisco: most expensive average hotel room price/
night ($249), but one of the lowest average cost per mile
($.11)
Honolulu: 3rd highest average hotel room price/night
($232), but the lowest average cost per mile ($.09)
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Rio Olympics
13
Although Brazil has been struggling to sell Olympic tickets, prices
are very attractive for Americans:
• Flight prices to Rio were 28% cheaper YoY in January,
35% in February and 23% in March
• Hotel prices in Rio were down 21% YoY in January, 12%
in February and 13% in March
• Price fluctuations seem to follow currency volatility (R$
has been greatly undervalued)
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Cheapest/Most Expensive Top Destinations, Int’l
14
Lowest flight costs per mile are for Bangkok ($.08), New Delhi ($.
10), Taipei ($.10) and Beijing ($.10) destinations -- Asia
Lowest hotel costs are in Sao Paulo ($ 96), Istanbul ($ 131),
Bangkok ($ 104), Taipei ($ 117) & Seoul ($121)
European destinations almost double the cost of Asian destination
in general, which is explained by exchange rates
In Europe, London, Amsterdam & Paris have highest hotel costs –
Munich has the highest flight per mile cost, followed by
Amsterdam
If you will start a trip in Europe, book flights for Madrid or Rome
airports, as they present cheapest cost per mile for flights
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U.S. Events (non-business)
15
• The Kentucky Derby 2015 saw the highest average increase in
hotel prices for an event, at 136%
• Super Bowl 2015 in Phoenix came in second place, with an
increase of 98%
• As comparison, Supe rBowl 2016 in San Francisco saw an
increase of 61%, hinting at the effect of Airbnb in capping hotels
abilities to increase their prices during major events
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Consumers should also be aware of availability
16
Our analytics shows that consumers plan most
in advance for Christmas and Thanksgiving,
when only 7-10% of flight bookings happen on
the week before departure.
Not surprisingly, 56% of US consumers said that
Christmas tops the list of major US holidays in
terms of requiring the most advanced planning,
followed by Thanksgiving (44%) and July 4th
(35%).
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