Travel Insights is a platform for tourism marketing. Built in partnership with HSMAI and Destinations International and launched by the search engine giant globally in 2021 to help tourism marketing professionals get more information about what consumers are looking for and to help make informed and timely decisions in response to current travel demand.
Tourism has always been a complex industry and made more so with the COVID pandemic and numerous travel restrictions because of this complexity, being able to predict travel demand is the holy grail for travel marketers and somewhat of a challenge. For anyone interested in discovering the change in demand for travel and to better understand which periods are of more interest and from which market visitors are coming it is extremely useful to use travel analytic tools.
Like Google’s previous solution the data shared in Travel Insights comes from Google searches. But instead of flight searches, the focus is the intention of traveling to a certain location and the sourcing of finding a hotel/resort accommodation.
Billed as a way to ”help the travel industry reach travelers, everywhere” in its full version, Travel Insights with Google includes three tools:
Destination Insights
Hotel Insights
Travel Analytics Center (for the exclusive use of travel business partners)
Destination Insights
The Destination Insights With Google tool compares this year’s travel data with last year’s to explore how demand is changing.
This feature provides relevant data needed to obtain a broad overview of tourism in a certain location in order to plan the tourism activity in the region. It shows which countries are currently on top of traveler's lists to visit and where the opportunity might lie within those in terms of more specific geographical areas.
Using the travel insights with Google tool, it is possible to filter data by the origin and destination country, trip type (international or domestic), demand category (air, accommodation, or both), and date range.
For travel providers, this tool could be beneficial to gauge demand for a destination on your books or to help with planning a new one. By checking the data, it’s possible to determine whether there is an increase or decrease in interest compared with previous years.
Hotel Insights
Hotel Insights is Google’s second travel recovery tool and contains a chart of the changing search interest for places to stay in the chosen area.
After selecting a market, Hotel Insights presents a list of helpful items, such as;
Overall domestic versus international demand
Search interest for both domestic and international markets
The top five inbound markets by the share of searches and their year-over-year change
Searches from around the world that allow advertisers to see interest from country to country.
This makes great data for accommodation providers to better understand visitor demands, analyze search trends and plan their marketing and accommodation pricing strategies, create a stronger digital presence, and to acquire new guests based on insights.
Travel Analytics Center
The 3rd and final tool Travel Analytics Center is available exclusively to Google’s trading partners operating in the travel industry.
It allows the opportunity for companies to combine their own Google account data with broader Google demand data with the information obtained cross-referenced with Google Analytics data and all other internal data of the accommodation it allows for more personalized insights and to have a clearer and broader picture for their properties. Such insights would assist in better managing facilities, improving operations, enhancing strategic decision-making, and in finding opportunities to reach potential visitors and travelers.
In Conclusion
Global travelers are eager to get back on the road as travel restrictions ease, but the travel and tourism sector can be unsure of how to customize communications to reach not only the greatest number of people but also the greatest number of individuals who intend to travel to their location.
Although Google has a financial incentive for providing this set of goods, the free tools provide an interesting and extremely valuable look into current travel demand trends and will aid businesses in more efficiently allocating resources to increase occupancy rates.
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