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Google launches free Search Insights tools for travel marketers

Google launches free Search Insights tools for travel marketers

Google launches free tools designed to help travel marketers make more informed decisions based on search and destination search data.

Global searches for “where to travel”, “can I travel” and “covide travel restrictions” are almost all-time highs, Google reports.

To ensure that travel companies and tourism officials have the information they need to recover from the pandemic, Google has created a set of tools that provide real-time insight into travel needs.

Google began testing these travel insight tools in December in Asia-Pacific. Travel Insights is now being launched with Google in the United States.

“Today we launch Travel Insights with Google in the United States in partnership with Destinations International and Hospitality Sales and Marketing Association International (HSMAI). Together, we will bring these tools to the travel industry in the United States and around the world with educational materials specifically tailored to destination organizations and hospitality marketers. ”

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Travel Insights with Google includes four tools in total: the following tools:

Destination Insights Hotel Insights Focus Facts Size Demand

Here’s more about each of these tools and what they can do for marketers.

Destination insight

Destination Insights provides a clear picture of the largest sources of demand per. Destination.

The tool allows you to enter an original country, destination country and date range and view data related to the travel needs of that destination.

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For example, if you Setting the country of origin to “Worldwide” and the country of destination to “United States”, you can find out where the demand is coming from and which cities they want to visit.

In this case, the greatest demand for travel in the United States comes from seekers within North America, and the most sought-after cities include Las Vegas, New York, Miami, and Los Angeles.

This data can help marketers understand where potential travelers can come from and adapt
campaigns accordingly.

Focusing facts

Focus Facts is a tool embedded in the Destination Insights tool that displays a set of quick insights such as “Fastest Growing Destination Globally”, “Country with the Most Inbound Interest” and “Topby in Demand.”

Focusing facts are based on the previous 84 days of data, providing a well-rounded vantage point.

This data is displayed at the top of the Destination Insights tool. Here is an example of what it looks like at the time of release:

Demand size tool

The Demand Size tool is also available in Destination Insights. It allows you to apply different filters to compare incoming and outgoing interest between a primary country and up to ten comparison countries.

Hotel insight

Hotel Insights analyzes search trends to help travel marketers understand where the interest is coming from and attract new guests by creating a stronger digital presence.

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Just enter a destination and get an overview of the latest search trends. Here is an example of the insight provided to Nevada, USA:

Since Google began testing these tools last year, they have helped government tourism officials in places like Singapore and Indonesia answer critical questions as they make decisions about border reopening.

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As part of Google’s ongoing global expansion, it recently launched localized versions of Travel Insights with Google in countries throughout Asia and Europe, including Spain, Greece, France, Italy, Croatia, China, India, Indonesia, Japan, Korea, Malaysia, The Philippines, Thailand and Vietnam.

Sources: Travel Insights with Google, Google Ads & Commerce Blog

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