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How Attractions Can Prepare for Recovery

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Speakers

Cat Origitano, PhDDirector, SMB & Tourism

Sojern

Scott ZimmermanCEOXola

Aline HilsabeckStaff Data Analyst, Travel

InsightsSojern

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$13BBookings

10,000Global Customers

350MIn-MarketTravelers

Sojern works for hotels, attractions

tourism, and more.

We know travelers—and move them

from dream to destination.

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COVID-19 UpdateInsights & Learnings from EU Attractions

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Focus On Europe

*United Nations World Tourism Organization

Europe is the most visited continent in the world. In 2019, Europe had 12 of the 20 most-visited countries.

Europe has a wealth of history, culinary experiences, and cultural diversity, spanning from Portugal to Ukraine.

Europe is in the midst of "flattening the curve," further along than the Americas but behind APAC, and other regions look to them as they slowly remove restrictions.

6Confidential & ProprietarySource: Sojern Data, 2019 vs 2020

YOY Comparison in Attraction Search Volume from Jan 1st to Mar 21st

Major European Attraction

7Confidential & ProprietarySource: Sojern Data, January 1- March 21, 2020

Travel restrictions are pushing attractions to focus on domestic markets.

Comparing Pre-COVID and Present for EuropeFrom What Parts Of The World Are Travelers Searching?

8Confidential & ProprietarySource: Sojern Data, January 1- March 21, 2020

Three out of four travelers are likely to plan within a shorter time window for major attractions as long-distance travels are reduced.

Comparing Pre-COVID and Present

Travel Lead Time For Major Attractions

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Pre-COVID, globally, we saw

85%of travelers search for attractions

an average of

78 days before their trip.

Source: Sojern Data, Jan 2019 -Dec 2019

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First Booking

Large attractions have the shortest average number of search steps as tourists are already aware what they’re looking for prior to visiting the site. Tourists seeking

in-market attractions might take longer to decide.

Source: Sojern Data, June 1, 2019 - December 31, 2019

Global: Attraction WebsitesAverage Number of Search Steps Leading up to a Booking

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How to Start Preparing For Recovery

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boost in responses to retargeting ads, making it one of the most effective tools for

advertising.

400%Adobe, 2017

Utilize remarketing.1

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Consider a Co-Op.2

If you don’t have a great connection with others in your industry, start now.

Co-Ops can have lots of different flavors, but typically, your Destination Marketing Organisation has funds that

can be used to advertise on behalf of your specific attraction — not just the destination. While usually there’s strong relationships and co-ops with hotels,

attractions can and should get involved.

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Use this time to think.3

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Analyze the data and be prepared to reallocate your budget and creatives.

Some of our customers are shifting spend to target travelers who are showing stronger intent, others are

targeting different markets, and others are shifting to a local strategy—finding creative ways to serve the needs

of their local customers and communities.

Let the data be your guide.4

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Please use the questions box to submit your questions to the presenters.

Additional Resourceshttps://www.sojern.com/blog/category/covid-19-travel-industry

ANY QUESTIONS?