Gathering market insights from US, Europe, and China of hotel bookings and flight activity seen on a daily basis to help in navigating the uncharted waters of COVID 19, insights highlighting major cities of European regions like Italy, France, Iberia, Baltic, etc and showcasing the new reservation volumes of top cities in the USA using data from RateGain. In this joint webinar, It is emphasized that although times have been tough during this crisis, Current searches for within drive destinations have increased Y-O-Y and future searches for the second half of 2020 has increased as per the research done by Sojern. Hope for a #bettertomorrow with smart distribution and strategize social media marketing for effective communication because the road to recovery will heavily depend on the next big trend that will be seen in the travel and hospitality industry worldwide. To download the research, visit : https://bit.ly/3ayYmOl

1. COVID-19 Virus
Hospitality Impact:
Trends and Recovery
Wednesday, 15 April 2020

2. SPONSORED BY

3. 3
12,000+
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Global HQ and APMEA Hub | Noida, India
• 450+ employees
• R&D & DevOps Centre
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• 210+ employees
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• 20 employees
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ASIA PACIFIC AND AFRICAEUROPEAMERICAS
A Global Business with Access to all Growing and Established Travel Markets

4. NAVIGATING THE UNCHARTED WATER
OF COVID-19
Philippe Garnier
VP - Third Party Distribution
IHG
Noreen Henry
Chief Revenue Officer
Sojern
Chinmai Sharma
President – Americas
RateGain

5. 5
The Current Scenario
MARKET INSIGHTS FROM DIFFERENT GEOS
Insights on Bookings and Cancellations across US, Europe and China
Intra US trends
Signs of recovery

6. Booking Trends: Global
Confidential & ProprietaryRateGain Research Labs
Early recovery signs visible due to flattening of bookings and cancellations – led by some international markets
RateGain Overall Bookings

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Booking Trends: USA (About 4-5 Weeks into COVID 19 Crisis)
Confidential & ProprietaryRateGain Research Labs
USA’s Booking Volume
Regular Days
During COVID 19

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European region have shown a similar pattern as that of the global one.
Gradual decrease in Jan and Feb and then a steep decline in March.
Booking Trends: Europe
Confidential & ProprietaryRateGain Research Labs
Europe: Region Wise Net Bookings

9. 9
Booking Trends: China (Recovery Signs Post 10-11 Weeks)
Confidential & ProprietaryRateGain Research Labs
China’s Booking Volume
Regular Days
During COVID 19
Recovery Phase

10. 10
Reservation Volume: Top Cities
Confidential & ProprietaryRateGain Research Labs
Shift from key leisure and business cities to smaller cities and state capitals (lower volume) – FEMA, Pharma/Medical, Opaque
Jan'2020 Apr'2020 (MTD)
1 Orlando 1 Houston
2 Houston 2 Austin
3 New York 3 Atlanta
4 Atlanta 4 Memphis
5 Austin 5 Columbia
6 San Diego 6 Durham
7 Miami 7 Jacksonville
8 San Antonio 8 Charlotte
9 Dallas 9 Raleigh
10 Los Angeles 10 Tampa
11 Jacksonville 11 St. Louis
12 Phoenix 12 Phoenix
13 Charlotte 13 Aurora
14 Memphis 14 Columbus
15 Tampa 15 Duluth

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COVID-19 New Cases by Country
Confidential & Proprietary

12. 12
Global Commercial Flight Activity – Flightradar 24 Data
Confidential & ProprietaryFlightradar 24 data

13. 13
Learning from the Flights Curve: China vs. USA
Confidential & ProprietaryFlightradar 24 data

14. COVID-19 Virus
Hospitality Impact:
Trends and Recovery
Noreen Henry
CRO, Sojern
April 15, 2020

15. 15
Empowering travel marketers through data.
Built on a decade of expertise analyzing the complete traveler path to purchase,
Sojern drives travelers from dream to destination.
$13B
Bookings
10,000+
Global Customers
350M
In-Market Travelers
Sojern works across airline, hotel, cruise, transportation,
tourism, and more.
We work with 90+ Travel Data Partners and see 6.2 Billion Partner Searches Across 238
Countries and Territories
Confidential & Proprietary

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What’s Happened in the Past?
Confidential & Proprietary

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What’s Happening Now?
Year over year change in global flight search, vary by region
Flight searches to China dropped starting January with slight rebound in early Marwhen Chinese residents returned home.
Flight searches to APAC region followed with a steady decline in late January.
EMEA experienced a steep decline starting in mid-February when COVID cases increased.
US/Canada & LATAM experienced small surge in early Mar followed by a dramatic drop off with shelter-at-home restrictions.
Source: Sojern Flight (Airline/OTA/Meta) Data, Flight searches Jan 5 to April 5, 2020 vs Jan 6 to April 5, 2019 Confidential & Proprietary

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Hotel Booking Trends Similar Flights
Year over year decline in hotel bookings per region
Hotel bookings into China dropped starting in January and did not have a corresponding bump in March with flights.
Hotel bookings in APAC and EMEA follow similar pattern as flights with EMEA dropping later but more dramatically.
Again US/Canada and LATAM had a small increase the end of Feb/early March but dropped off suddenly to coincide with air and shelter in home
measure.
Source: Sojern Hotel Data, Hotel searches Jan 5 to April 5, 2020 vs Jan 6 to April 5, 2019 Confidential & Proprietary

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Early Signs of Life?
Domestic China bookings however are on the rebound
Marriott Q1 Results Reports:
→ China occupancy rose 20% in the first week of April with
leisure and regional transient.
→ Qingming holiday weekend (April 4-5) more than 20 hotels in
leisure markets had 60%+ occupancy with 8 hotels sold out.
STR Research:
→ Mainland China occupancy hit 32% on March 28th, up from
7% in early February.
→ ~90% of hotels in mainland China have reopened.
Confidential & Proprietary

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Travelers Increase Searches to Drive Markets
Shopping for destinations that are within drive market increased 12% YoY in March
Source: Sojern searches March 2020 vs March 2019 Confidential & Proprietary

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Future Searches Increase in the Second Half of 2020
There are still travelers who are in-market now looking travel.
This data features US destinations but in general we are
seeing this across the board -- a gradual increase in travel
intent with a focus on the second half of the year.
Many are taking advantage of travel discounts / flexible
cancellation policies.
We are seeing this especially with millennials.
Source: Sojern searches March 2020 Confidential & Proprietary

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Brands have Adjusted their Marketing Message
Tourism messaging - features dreaming and inspiration
Hotel messaging - features promotional rates, flexible terms, worry-free booking.
Source: Creative Ads currently running thru Sojern Confidential & Proprietary

23. 23
The Way Ahead
HOW TO NAVIGATE THE UNCHARTED WATERS OF COVID-19?
Recovery expectation for the travel and hospitality ecosystem
Current behavior and expectations from different market segments
Focus on direct booking vs. third party distribution post crisis
Crisis communication and role of Digital Marketing and Social Media
The next big trend in Travel happening in the next 6-12 months

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Social Media?
Have a plan – Articulate team roles and responsibilities along with an internal and external
communication plan
People turn to Social Media to avoid isolation - Social media brings people closer together.
People are eager to “escape” - they want to dream about what they plan to do once travel
returns.
Build now, win business later - how companies behave now, won’t be forgotten later (think
cancellation policies, loyalty points, CRM)
Travel industry cannot simply abandon marketing - 80% of travelers will turn to social and
digital media when planning
Your competition is silent - the first reaction that many businesses have is to go dark, which
gives you the opportunity to stand out
Save money - fewer running campaigns while more audience, equals lower CPCs, making
paid media cheaper than ever!

25. 25
Question & Answers
POST YOUR QUESTIONS IN THE CHAT BOX.
Our Speakers Would Be Happy To
Answer Your Questions

26. https://bettertomorrow.rategain.com/
https://rategain.com/consulting-for-a-bettertomorrow/
https://www.sojern.com/blog/category/covid-19-travel-industry
26
Useful Links
RESOURCES AND PUBLICATIONS

27. 27
FOR ATTENDING THE WEBINAR
Thank You