paciﬁc for hoteliers series: a focus on asia sojern's ...€¦ · complete traveller path to...

1Confidential & ProprietaryConfidential & Proprietary

Sojern's COVID-19 Webinar Series: A Focus on Asia Pacific for Hoteliers

2Confidential & Proprietary

Speakers

Lina AngGM - APAC

Jason ChiaManager of Customer Success


Who We Are

$13BBookings

10,000+Global Customers

350MIn-MarketTravellers

Empowering travel marketers through data.

Built on a decade of expertise analysing the

complete traveller path to purchase, Sojern drives

travellers from dream to destination.

Sojern works across airline, hotel, cruise,

transportation, tourism, and more.


COVID-19 - Travel InsightsWhat is the current trend?


Poll Question #1


Regions YTD index in Searches

Source: Sojern Flight Data

Jakarta movement Order (10 Apr) Phuket airport close (10 Apr)Singapore Circuit breaker (7 Apr)

Visaya Lockdown (26 Mar)Vietnam allowing certain Flights (28 Mar)

Luzon lockdown (15 Mar) Malaysia Lockdown (18 Mar)Australia restriction (18 Mar)

Hubei Lockdown (23 Jan)

APAC experienced about 40% decrease in search from March onwards

Global Pandemic (12 Mar)


Flight Searches and Bookings to Sub Region

Source: Sojern Flight Data, Flight Searches and Bookings - Jan 1 to April 19, 2020 vs Jan 1 to April 19, 2019

Southeast Asia was the hardest hit with a drop of 84% in bookings volume compared to East Asia and Oceania

(18 Mar) The increase in Search and Booking volume is due to Chinese/Hong Kong student from Europe heading home as the infection cases increases

(17 Mar) Australian government encourage Australian to come home as other countries are closing their borders


Flight Searches and Bookings to Australia, Hong Kong and Singapore

Source: Sojern Flight Data, Flight Searches and Bookings - Jan 1 to April 19, 2020 vs Jan 1 to April 19, 2019

Singapore has the lowest Search and Booking Flight volume till date with the decrease of 78% and 90% respectively

(16 Mar) Malaysia implementing lockdown


Hotel Searches and Bookings in Sub RegionOceania and Southeast Asia have experienced a decrease of 90% booking volume from late Mar onwards

Jakarta movement Order (10 Apr) Phuket airport close (10 Apr)Singapore Circuit breaker (7 Apr)

Visaya Lockdown (26 Mar)Vietnam allowing certain Flights (28 Mar)

Malaysia Lockdown (18 Mar)Australia restriction (18 Mar)

Source: Sojern Hotel Data, Hotel Searches and Booking - Jan 1 to April 19, 2020 vs Jan 1 to April 19, 2019


Hotel Searches and Bookings in Australia, Hong Kong and Singapore

Source: Sojern Hotel Data, Hotel Searches and Booking - Jan 1 to April 19, 2020 vs Jan 1 to April 19, 2019

Bookings has decreased by 90% in April onwards

(18 Mar) Australia Restriction

(16 Mar) Malaysia implementing lockdown

(25 Jan) Hong Kong government declared the viral outbreak as an "emergency", the highest warning tier. The city's largest amusement parks, Hong Kong Disneyland Resort, Ocean Park Hong Kong, and Madame Tussauds Hong Kong are closed


COVID-19 - Travel InsightsWhat are we seeing in the coming month?


Future Flight Departure Date Searches to Sub Region

Source: Sojern Flight Data, flight search conducted the last 28 days

Feb 2021 has the highest search volume in the last 28 days across all sub region


Future Flight Departure Date Searches to Australia, Hong Kong and Singapore

Source: Sojern Flight Data, flight search conducted the last 28 days

Search volume from Sep 20 onwards are on an upwards trend


Future Hotel Date Searches in Sub Region

Source: Sojern Hotel Data, Hotel search conducted the last 28 days

East Asia do see a spike in search for Oct 2020 as this could be due to domestic travel during golden week


Future Hotel Date Searches in Australia, Hong Kong and Singapore

Source: Sojern Hotel Data, Hotel search conducted the last 28 days

An upward trend for all 3 countries. Hong Kong and Singapore has a slightly flatter uptick curve compared to Australia


Domestic Demands for Jan 20 vs Apr 20 East Asia and Southeast Asia experienced an increase in domestic search and booking by 17% from Jan to Apr

Source: Sojern Hotel Data, hotel searches and bookings, January 2020 vs April 2020


Hotel Searches and Booking Lead time in Australia, Hong Kong and Singapore50% of Searches and Booking lead time are on 0-1 day and 2-7 days

Source: Sojern Hotel Data, hotel searches and bookings, January 2020 vs April 2020


Recovery & Strategy


Monitor the following to identify early signs of recovery:

Active cases and death rates

Easing of lockdown restrictions and social distancing measures

Government issued travel policies

Airlines reinstating suspended flights

Early Signs of Recovery


Incentivise Postponing

Change your dates and get a 10% discounton your future booking

Promote Flexible Cancellation Policy

Customers who booked non-flexible rates can rebook up to 6 months from the original

check-in date

Promote Flexible Reservation Policy


Website Optimization

Optimize website design and functionality

Make it easy to navigate

Provide updated and accurate information

Desirable images to convey brand’s offer

Make it easy to Book!

Website Page Speed

Page load in < 3 seconds

Use Google speed test tool


Create a webpage and highlight the measures you are taking to ensure the well-being of your customers, staff and

local community.

Explain your approach to an effective hygiene and cleaning programme for staff, rooms, public spaces and staff-only areas.

Reassure future guests planning on staying with you

COVID-19 Information Page


Cleanliness Program Introduced Amid COVID-19


Strategy


Poll Question #2


Here are some tips to keep your potential customers engaged and ready to book:

Reach Domestic, Regional, and International Travellers

Choose Your Audience

Get Ahead of the Staycation Trend

Use Remarketing


Why are social media platforms like Facebook

and Instagram important?

Set the Toneuse softer call-to-action (CTA)

Inspire Dreamers


Use Metasearch to Get in Front of Travel Planners


Poll Question #3


Q&A


Lina AngGM, Asia [email protected]

THANK YOU

Jason ChiaManager of Customer [email protected]

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

mailto:[email protected]

mailto:[email protected]

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

paciﬁc for hoteliers series: a focus on asia sojern's ...€¦ · complete traveller path to...

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