Businesses in the travel industry rely increasingly on actionable insights to make better-informed decisions.
Google/Bain found that “47% of people surveyed say they didn’t make a booking online when they intended to because it didn’t meet their needs.” Insights about travel can shed light on the motivation and process behind booking trips, as the path to purchase can be rather complex.
In this article, we’ll cover what Google Travel Insights is, how it can benefit your business, and how you can use it to make data-driven decisions and capitalize on the changes in travel demand impacting the tourism industry.
What is Google Travel Insights?
Google Travel Insights is a specialized product that provides in-depth data and analytics on travel-related search and behavior trends.
It’s a free tool designed for tourism boards, travel agencies, hotels, and other players in the travel industry to gain deep insights into destination, booking, and travel demand changes.
The Benefits of Using Google Travel Insights
Various factors influence travelers’ decisions when planning a trip. As a result, businesses in the tourism industry encounter difficulties in accurately predicting travel demand.
Travel insights with Google offer users the ability to:
- Access up-to-date data on destination insights, hotel insights, and travel analytics
- Understand target audience better and tailor marketing efforts accordingly
- Identify emerging trends, habits, and preferences
- Conduct market and competitor analysis
- Pinpoint areas for improvement in the travel industry
- Gain actionable insights for smarter decision making
- Optimize business operations and improve bottom-line performance
With online sales expected to account for 74% of online sales by 2027 for the Travel & Tourism industry, tools like Google Travel Insights become more and more crucial.
B2B players can take advantage of market opportunities, identify potential risks, and plan for the future.
How Does it Differ from Other Travel Data Tools
What sets Google Travel Insights apart is that Google is a large company with access to large amounts of user search and behavior data. This results in more precise and thorough insights than other tools that rely on limited data sources.
Google Travel Insights shares this information freely with users providing real-time analytics and enabling businesses to adapt quickly to changes in consumer trends and stay ahead of their competitors.
Google Travel Insights allows businesses to customize the insights they receive to identify patterns and trends in demand, pinpoint areas where demand is increasing or decreasing, and make necessary adjustments to their overall strategy.
How to Get Started with it
1. Go to Travel Insights With Google
2. Select the tool you want to use (Destination Insights, Hotel Insights, or Travel Analytics Center)
3. Apply a filter to narrow down the region or country you want to investigate
4. Analyze and compare the data to uncover trends in customer behavior, insights about the demand for specific destinations or hotels, and potential opportunities for growth
6. Use the insights to adjust marketing strategies, pricing, and product offerings
7. Track performance over time to measure the impact of the changes you make and adjust your strategy if needed
Features and Capabilities
Google Travel Insights utilizes Google search data and provides a wide range of features and capabilities to empower the tourism industry.
It specifically provides insights into 3 main categories:
- Destination Insights
- Hotel Insights
- Google Travel Analytics Center
1. Destination Insights
Destination Insights offers both present and past data on the popularity of both domestic and international travel destinations.
This feature offers tourism boards, travel agencies, and other players in the travel Industry a comprehensive understanding of travel demand for a specific location to facilitate the planning of tourism activities and improve business performance.
For example, if you operate a travel company in Greece, you can select Greece to view the primary sources of incoming travelers, the most popular cities for domestic and international travelers, and demand growth.
You can also see where travelers are going, the top cities in demand, and demand growth for those destinations.
In addition, you can see the most popular destinations worldwide and their growth rates.
With this tool, companies can gauge the demand for their destination, compare that demand against other destinations, and make more informed decisions regarding their business.
2. Hotel Insights
Hotel Insights offers insights into accommodation search data. Hoteliers, property owners, and accommodation providers can discover who is searching to stay in their area, when they are looking to book, and why.
With Hotel Insights, businesses can gain actionable insights into changing search interests for a chosen area.
This feature also allows them to compare the search interest for domestic and international markets.
Users can easily identify their target market, demand patterns, and booking behaviors. They can also plan for high and low periods and develop marketing strategies specific to each segment.
You can identify who your target market is and where they are coming from to make more informed decisions about meeting their needs.
3. Google Travel Analytics Center
Google Travel Analytics Center is only available to Google’s travel commercial partners. It offers users access to performance and demand metrics.
This feature provides users with travel demand insights where users can receive actionable insights on travel demand and destination trends.
It also provides marketing performance data that helps users understand the impact of marketing campaigns over time through benchmark metrics.
They also offer flight performance data, giving users a comprehensive view of customer journeys to monitor customer satisfaction and product performance.
The Google Travel Analytics Center is a valuable tool since it enables users to combine their data with Google’s data. This makes decision-making more efficient, reliable, and actionable.
Understanding the Data Provided by Google Travel Insights
Google Travel Insights is a valuable tool that offers information and analysis on traveler behavior and trends. Travel businesses can use this information to understand their customer base better, identify areas to improve and innovate, and ultimately make informed decisions.
Key Metrics and Insights
Google Travel Insights offers various metrics and insights. These include:
- Destination Insights: Data about the destinations travelers currently search for and book the most.
- Accommodation Insights: Data about the types of accommodations in those destinations travelers are looking at booking.
- Travel Demand Insights: Data into the demand for travel by region, time of year, and type of traveler.
- Search Insights: Data on how travelers are researching, planning, and booking trips, including what channels or devices they use.
- Competitive Insights: Data into the competition in the travel market and how businesses can differentiate themselves.
Understanding traveler behavior
Once you have the data you need, the next step is to gain insights from it. With a deeper understanding of traveler behavior, brands can create personalized experiences that keep customers returning.
With 13% of travelers spending time online doing activities related to travel, it’s invaluable to gain insights into their behavior by looking at data points, such as traveler preferences, demographics, and external factors.
Traveler preferences include destination, purchase frequency, booking history, and accommodation preferences, while traveler demographics include age, income, and spending patterns. External factors refer to economic conditions, political instability, and natural disasters.
Using the Data for Business Decisions
Businesses can make informed decisions by analyzing traveler behavior and data from Google Travel Insights. Some examples of how this data can be used include:
Businesses can merge internal and external data sources, such as flight and hotel bookings or customer surveys, to better understand their customers’ travel patterns and adjust marketing campaigns to meet these needs.
Insights can be used to identify high-value customers and offer personalized deals tailored to their preferences. For example, if customers book multiple trips, businesses can provide loyalty rewards to drive more bookings and increase revenue.
Businesses can identify relevant search terms and analyze the data to identify opportunities. For example, a hotel chain may review searches for hotels in specific cities and adjust ad spend or website content to include the most popular terms.
Insights can be used to refine product offerings and customize experiences for travelers. For example, a hotel may review the data and identify additional amenities guests want, such as complimentary breakfast or Wi-Fi access.
Insights can guide businesses when forming strategic partnerships. For example, a flight search engine can identify the best-performing flights or airports and partner with airlines for mutual benefit.
These are just a few examples of how businesses can use Google Travel Insights to make data-driven decisions.
Applications in the Travel Industry
Businesses can use Google Travel Insights to monitor travel trends. This includes information such as in-demand destinations, regular travel seasons, and up-and-coming travel interests. By analyzing this data, businesses can adapt their products and marketing techniques to stay ahead of the curve.
The platform has the feature to track competitors’ performance in the travel industry. Businesses can gain insights into their strengths and weaknesses by analyzing their search and booking patterns. They can identify gaps in the market, take advantage of new opportunities, and adjust their strategies.
Destination and Product Development
Travel businesses can use search data and travel trends analysis to identify emerging interests of travelers, which can help them develop new travel products and destinations that cater to those interests. For example, if sustainable tourism is becoming popular, a travel company may create an eco-tourism package that aligns with this trend.
Customer Engagement and Retention
Businesses can analyze search and booking behavior. By doing so, they can identify their customers’ preferences and needs and personalize their approach. For example, if they determine that a customer frequently books luxury hotels, they could tailor their offers to the customer and provide them with exclusive discounts or loyalty rewards.
Integration with Other Tools and Platforms
Google Travel Insights can be integrated with other tools allowing travel companies to track and analyze the effectiveness of their marketing campaigns across multiple platforms.
The core benefits of integration include enhanced marketing performance, personalized customer experience, streamlined operations, and improved profitability.
By integrating Google Travel Insights into other marketing tools, travel businesses can gain deeper insights into the effectiveness of their campaigns. This helps them optimize and customize their marketing campaigns to drive better results. It also allows travel businesses to track customer behavior and trends to offer more personalized experiences and robust customer engagement.
Managing customer relationships, promotional campaigns, and marketing activities becomes more efficient through integration as businesses streamline operations, resulting in cost savings and higher profit margins.
Examples of Integrations
Integrating Travel Insights with Other Tools
Integration with CRM Platforms
By integrating travel insights with CRM platforms like Salesforce or Hubspot, travel companies can better understand the customer journey and transactions. Marketers can determine which customers make purchases, at what stage in the buying process they make them, what they purchase, and at what price.
They can then use this data to create targeted campaigns and messages tailor-made for their target audience. Additionally, they can use this data to identify opportunities for cross-selling and upselling, allowing them to increase their revenue potential.
Integration with Business Intelligence Tools
Business intelligence tools like Tableau or Microsoft Power BI can provide travel companies with enhanced analytics and reporting capabilities.
Such integrations enable faster decision-making which leads to improved efficiency and growth. Businesses can more accurately measure the success of their campaigns and take corrective actions if needed.
Integration with Revenue Management Systems
Integrating Travel Insights with Revenue Management Systems such as IDeaS, Duetto, or Atomize can allow organizations to optimize their pricing models for maximum revenue potential. This integration will enable businesses to access real-time data to make more informed pricing decisions.
Integration with Destination Management Systems (DMS)
Integrating Travel Insights with Destination Management Systems (DMS) such as TrekkSoft or Rezdy can give businesses more control over their operations.
Businesses can use this data to manage their availability and bookings in real-time. Additionally, they can streamline and modify their booking software to fit their needs and how they communicate with customers and produce marketing materials.
Potential Challenges and Solutions
Integrating Google Travel Insights poses challenges due to the rise of data privacy and security concerns. Companies should store customer data in secure systems and adhere to regulations to address these. The travel industry is intricate and rapidly changing, requiring companies to monitor insights regularly for accuracy and relevance.
Google Travel Insights provides invaluable data and insights to those in the travel industry, allowing them to make more informed decisions and gain better insights about their customers.
By leveraging this tool, travel industry companies can understand customer preferences and consumer trends for a better customer experience. Furthermore, its personalized solutions are designed to help companies in the travel industry provide tailored experiences that will meet the needs of their customers as they change and evolve.
Ultimately data is only valuable when put to use, and Google Travel Insights helps businesses do just that.