Following tests in the Asia Pacific region that began in December 2020, Google has now announced the launch of Travel Insights with Google in the US, in partnership with DMO/CVB trade group Destinations International and Hospitality Sales and Marketing Association International (HSMAI).
The new initiative is intended to facilitate the recovery of travel and tourism from the COVID-19 pandemic by providing destinations and hotels with insights into real-time travel demand based on Google search data.
Two free tools offered are:
- Destinations Insights to help travel businesses, governments and DMOs understand where strongest demand for their destination exists, so they may adjust marketing accordingly
- Hotel Insights to help hoteliers understand locations where interest is strongest and attract new guests via enhanced digital presence
Based on earlier tests, Google is incorporating "more actionable features" in the Destination Insights tools, including "Focusing Facts" - quick, key insights based on the previous 12 weeks of data, and a "Demand Sizing Tool" that can compare inbound and outbound interest between countries.
Google is also rolling out localized versions of Travel Insights in Spain, Greece, France, Italy, Croatia, China, India, Indonesia, Japan, Korea, Malaysia, the Philippines, Thailand and Vietnam.