Adobe Report Predicts Summer Travel Spend to Increase to $65 Billion
May 21 2015 - 6:01AM
Business Wire
One in Every Five Dollars Spent now Coming from Mobile;
Washington, D.C. Tops List of U.S. Travel Destinations
Adobe (Nasdaq:ADBE) today released its annual Digital Index
Travel Report, which reveals the best times to book airfare and
hotels, top destinations, total online travel spend, consumer
buying behaviors across devices and more. The report analyzed more
than 15 billion visits across major U.S. travel, airline and hotel
sites between 2013 and 2015 and more than three million social
media mentions. Consumers are expected to spend $65 billion online
on travel between Memorial Day and Labor Day, seven percent more
than in 2014. Twenty percent of travel bookings are now coming from
smartphones and tablets, over six percent more than last year. The
analysis also shows that Washington D.C. tops the list of U.S.
travel destinations followed by Los Angeles, New York, Las Vegas
and San Francisco.
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Adobe’s annual travel report provides the most comprehensive set
of travel insights in the industry and is based on aggregated and
anonymous data from Adobe Marketing Cloud. Pricing details are
based on booking transactions, which ensures highly accurate
predictions. The report analyzed traffic and sales across major
U.S. travel, airline and hotel sites including seven of the top ten
airlines and eight of the top ten hotel chains. Adobe also
conducted a complementary survey of 1,000 U.S. consumers who plan
to travel this summer.
“Adobe expects summer travel spending to increase to $65 billion
this year,” said Tamara Gaffney, principal analyst, Adobe Digital
Index. “Mobile devices are now the source of 20 percent of online
travel spending. Mobile is hot and so are Washington, D.C., Los
Angeles and New York, the top three U.S. summer travel destinations
of 2015.”
Key report findings include:
- Total spend on travel continues to
increase: U.S. consumers are expected to spend $65 billion
online on summer travel this year. Overall prices for flights
decreased four percent year-over-year (YoY) while hotel prices rose
by five percent on average. Based on survey responses, 32 percent
of consumers anticipate paying more on travel. Respondents expect
to spend $2,788 on average, with 57 percent of that being
online.
- Top destinations: Based on the
number of bookings and social media buzz, Washington, D.C. tops the
list of travel destinations in the U.S. Los Angeles, New York, Las
Vegas and San Francisco round out the top five. London, Paris, and
Rome lead in social buzz for those traveling to Europe. Data shows
that February offers the best deals for flights and hotels in New
York City, while September offers the lowest hotel prices for
Hawaii and Orlando.
- Smartphone travel bookings surpass
tablets: Data shows that travel companies have further
optimized their sites for mobile while more and more consumers use
larger screen smartphones. One in every five dollars spent now
comes from smartphones and tablets, an increase of more than six
percent YoY. And more consumers are booking trips via smartphones
than tablets for the first time.
- Best booking times vary for summer
holidays: Flights for the Fourth of July weekend should be
booked on May 23 for the highest discount of 21 percent, while
budget hotels should be reserved on June 20 to save up to 20
percent. Labor Day offers the least expensive flights and hotels
compared to other summer holidays. Flights should be booked on July
21 for discounts between 17 and 31 percent. Hotels should be
reserved on June 9 for up to 20 percent in savings. Thanksgiving
and Christmas will be the busiest travel days followed by the
Fourth of July weekend.
- Book budget hotels early, wait with
international flights: Consumers can save an average of 15
percent when waiting until 30 days prior to the trip and booking
rooms that are $120 or less per night. For more expensive hotel
rooms, the time of booking is less important as prices only
increase two and a half percent on average. For international
flights, consumers should make reservations 50 days prior to their
flight to save up to 32 percent. Domestic flights should be
purchased earlier for the best deals - 90 days prior to departure.
Prices start to jump significantly 20 days prior to departure with
the average airfare increasing by three percent each day.
Helpful Links
- Adobe Digital Index 2015 Travel
Report
- CMO.com Article
- Video Blog
- Adobe Digital Marketing Blog
- Twitter
- Facebook
About Adobe Digital Index
Adobe Digital Index publishes research on digital marketing and
other topics of interest to senior marketing and e-commerce
executives across industries. Research is based on the analysis of
select, anonymous and aggregated data from over 5,000 major
companies worldwide that use Adobe Marketing Cloud to obtain
actionable data and analysis of activity on their websites.
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2015 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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Adobe Systems IncorporatedStefan Offermann,
408-536-4023sofferma@adobe.comorText100Ashley Levine,
415-593-8434adobe@text100.com
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