One of the key benefits of partnering with Sojern is access to powerful Destination Insights. This report provides valuable data on online travel behavior, from broad industry trends to granular details, helping you understand how, when, and why travelers are planning their trips.
The Destination Insights Report is divided into three key views: Traveler Details, Trip Details, and Volume Trends. Each tab includes filters and visualizations to explore different aspects of travel demand to your destination.
Traveler Details
The Traveler Details tab gives you a snapshot of who is interested in your destination and why they’re traveling.
Start the report by using the available filters:
- Destination: Filter by country, states, or metro areas.
- Origin Country: Choose one or more countries where the travel interest is coming from.
- Vertical: Choose between Flight or Hotel data.
- Date Range: Customize the time frame for the data displayed.
What You’ll See
Number of Travelers (Top Left Chart)
This chart shows how many people are being included in each search. This data will be categorized by:
- Solo travelers
- Couples
- Families
Trip Purpose (Top Right Chart)
This chart breaks down traveler intent by:
- Leisure
- Business
Traveler Origins
A map and ranked list of the top 10 origin countries or states for the selected destination and date range.
Alternative Destinations
This map and chart display other destinations that travelers considered or searched for in addition to your selected destination. This can offer insight into competitive or similar destinations.
Trip Details
The Trip Details tab provides insight into traveler behavior: when they intend to travel, how they plan, how far they travel, and how long they stay.
Start the report by using the available filters:
- Destination: Filter by country, states, or metro areas.
- Origin Country: Choose one or more countries where the travel interest is coming from.
- Vertical: Choose between Flight or Hotel data.
- Date Range: Customize the time frame for the data displayed.
What You’ll See
Lead Time (Top Left Chart)
This chart shows how far in advance people are booking, broken down by time ranges.
Future Travel Dates (Top Right Chart)
This chart displays the months travelers are planning their visit, helping you anticipate future demand.
Trip Duration (Middle Left Chart)
This chart shows how long travelers plan to stay at their destination.
Distance Traveled (Middle Right Chart)
This chart reveals how far travelers are coming from, categorized into distance ranges.
- Tip: Click the title of any of the above charts to view further breakdowns by traveler type, vertical, or time range.
Flight & Hotel Trip Seasonality (Bottom Charts)
These charts show how interest in travel changes throughout the year, comparing monthly search volume to the yearly average.
- Bars above 0% = higher-than-average interest that month
- Bars below 0% = lower-than-average interest that month
They show data for all months in the year (year-to-date for the current year). Use the dropdown menu to select the year for comparison.
Volume Trends
The Volume Trends tab offers a macro-level view of travel demand over time, helping you benchmark performance and track recovery or growth.
Start the report by using the available filters:
- Destination: Choose one or more countries, states, or metro areas.
- Origin Country: Select one or more source countries.
- Event Type: Toggle between Search or Booking events.
- Time Period: View data by Monthly, Quarterly, or Weekly segments.
What You’ll See
Flight & Hotel Volume Index (Line Charts)
These two graphs compare current search and booking activity to a pre-pandemic baseline (January 2019 = 0%). Each line represents a different year (2019–2025).
- Values > 0% = more activity than Jan 2019
- Values < 0% = less activity than Jan 2019
Click the chart title to view detailed breakdowns by traveler type.
Flight & Hotel YOY% Change (Bar Charts)
These charts visualize year-over-year (YOY) changes in travel volume between two selected years.
- Blue bars = increase in bookings/searches that month
- Red bars = decrease in bookings/searches that month