Travel Tracker

Consumer Behavior Patterns Around the World

October 2020 COVID-19: June 1 – Sept 30, 2020 Travel Tracker

As the COVID-19 pandemic reaches its eighth month, global sentiment towards the virus has shifted depending on a variety of factors. The weather, rises/falls in cases, and regional policies have all impacted the ways people have responded to the pandemic and their behavior as consumers. This past summer, when people around the world typically take their vacations, was a time of reckoning for many. How would people make their escapes while balancing safety and practicality? Hybrid Theory is here to help travel marketers better understand previous consumer trends and where the industry is going. We are constantly analyzing data from online behavior across 18M websites to determine key travel consumption habits. With these insights, we can help travel marketers convert challenges into opportunities. Key Takeaways 1 2 3 4 Americans and Australians Searches for “hotels” in 58% of travelers around Vacation house rentals appear more interested Great Britain saw a the globe plan to take a worldwide are down only than their counterparts significant peak in late domestic trip (either by 6% year-to-date. around the world to travel summer, while interest plane or car) in the by car instead of plane. from other regions remainder of 2020. remained constrained. Hybrid Theory Research Highlights

Road Trip Australians and Americans 350 searched for “Road Trip” this past summer at much higher 300 rates than their counterparts around the world. 250 A possible explanation is that 200 people in countries with large landmasses (like AU and US) 150 might be more interested in traveling by road. 100 In July, 85% of Americans 50 surveyed said they were planning to go on a road trip 0 this summer while in AU, road trips have grown in popularity

11 July 2020 by 125% since COVID-19.* 01 June 202011 June 202021 June 202001 July 2020 21 July 202031 July 2020 10 A ugust 202020 August 302020 August 2020 09 September19 September 2020 29 September2020 2020 *Expedia, Mintel AU DE FR GB SG US Hybrid Theory Research Highlights

Vacation, Holiday, Trip 180 Searches for “vacation/holiday/trip” have 160 seen a steady decline in GB and DE over the past summer, 140 while searches in AU have been on the rise since late 120 July.

100

0 1-Jun 11-Jun 21-Jun 1-Jul 11-Jul 21-Jul 31-Jul 10-A ug 20-Aug 30-Aug 9-Sep 19-Sep 29-Sep

AU DE GB SG US Hybrid Theory Research Highlights

Hotel 300 Searches for “hotels” in GB climbed throughout the summer until peaking in 250 August and early September. This is consistent with the 200 region’s typical holiday schedule and when people 150 may stay in hotels.

100 Interest from other regions remained relatively 50 constrained.

11 July 2020 01 June 202011 June 202021 June 202001 July 2020 21 July 202031 July 2020 10 A ugust 202020 August 302020 August 2020 09 September19 September 2020 29 September2020 2020

AU GB SG US Hybrid Theory Research Highlights

Flight, Airline 160 There has been a relatively large variance in interest in 140 “flights/airlines” over the past summer between these 120 markets in EMEA, NA, and 100 APAC.

80 Searches in the US have been 60 slightly consistently higher than other countries. 40

11 July 2020 01 June 202011 June 202021 June 202001 July 2020 21 July 202031 July 2020 10 A ugust 202020 August 302020 August 2020 09 September19 September 2020 29 September2020 2020

AU GB SG US 3rd-Party Research*

Of travelers around the Global vacation house globe plan to take rentals are down only 6% domestic trips in the year-to-date, a relatively 58% -6% minor decrease considering remainder of 2020 (either by flight or road). the drop in tourism overall.

Countries worldwide Of global travelers cite have eased travel cleanliness and health restrictions, representing measures as a critical 115 53% of all destinations. 69% component of travel This is an increase of 28 brands’ crisis response. countries since mid-July.

*Data provided by: World Travel & Tourism Council and the UN World Tourism Org. Methodology

§ This data was collected from browse, search, and share data from 18 million websites globally within Hybrid Theory's data network

§ The data tracks mentions of key terms in Hybrid Theory’s browse, search, and share logs

§ Over 20 billion log events have been analyzed across 6 countries since January, 2020

§ Data collection range: June 1 – Sept. 30, 2020 About Hybrid Theory

Hybrid Theory is a global programmatic marketing company with offices in New York, Boston, London, Singapore, Sydney, and Hong Kong. We specialize in predicting real-time opportunities when customers are in-market and serving relevant creative to engage new customers with personalized messaging across display, native, and video.

We combine our real-time data and advanced targeting strategies to serve relevant advertising to the right user based on their interest and intent signals. We can also combine our data with creative to display the most personalized message in your ad to deliver incremental success over time. [email protected] London New York Boston Singapore Sydney Hong Kong Barcelona www.hybridtheory.com 25 City Rd 14 E. 4th St 33 Arch St 60 Anson Rd 111 Flinders St 33 Lockhart Rd Gran Via de les London New York, NY Boston, MA Singapore Surry Hills Wanchai Corts Catalanes EC1Y 1AA 10012 02110 079914 Sydney Hong Kong 613, 1a Planta United Kingdom United States United States Singapore NSW 2010 08007 Barcelona Australia