Google is releasing free tools designed to help travel marketers make more informed decisions based on hotel and destination search data.
Google reports that global search volumes for “Where to Travel”, “I Can Travel” and “New Coronavirus Travel Limits” are close to the highest levels in history.
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To ensure that travel companies and travel officials have the information they need to recover from the pandemic, Google has created a set of tools that can provide information about travel needs in real time.
Google began testing these travel information tools in the Asia-Pacific region in December last year. Now, Google Travel Insights is launched in the United States.
Travel Insights with Google includes four tools in total:
- Destination Insights
- Hotel Insights
- Focusing Facts
- Demand Sizing
Hotel Insights analyzes search trends, helps travel marketers understand where their interest is coming from, and attracts new guests by creating a stronger digital image.
Just enter the destination to learn about recent search trends.
Here is an example of statistics provided for the state of Nevada: Since Google began testing these tools last year, they have helped government travel officials in places such as Singapore and Indonesia answer key questions when making decisions to reopen their borders.
As part of Google’s ongoing global expansion, it recently launched localized versions of Travel Insights with Google in Asian and European countries, including Spain, Greece, France, Italy, Croatia, China, India, Indonesia, Japan, South Korea, Malaysia , Philippines, Thailand and Vietnam.
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Destination Insights provides a clear picture of the main sources of demand broken down by destination.
The tool allows you to enter the original country/region, destination country/region, and date range, and view data related to the travel needs of that destination.
For example, if you set the country of origin to “Global” and the country of destination to “United States”, you can understand where the demand comes from and which cities they want to go to.
In this case, the highest demand for travel to the United States comes from search engines within North America.
The cities with the highest demand include Las Vegas, New York, Miami and Los Angeles.
This data can help marketers understand where potential travelers may come from and adjust marketing activities accordingly.
Demand Sizing Tool
Demand adjustment tools are also provided in Destination Insights.
Allows you to apply different filters to compare incoming and outgoing interests between a major country and up to ten compared countries.
Focusing Facts is a tool nested in the Destination Insights tool, which can quickly display a set of information, such as “the fastest growing destination in the world”, “the country with the highest interest” and “the city with the highest demand.”
Focusing Facts provides a comprehensive view based on data from the past 84 days.