A better understanding of passenger demand and needs so that the most appropriate decisions can be taken: this is the stated aim of "Travel insights with Googlewhich is built around three analysis products. They will help destinations, hotels and travel managers to use search data to identify and analyse this demand.
The search engine has thus opened up its services to all companies "Destination Insights and "Hotel Insights. These two tools were previously available only to Google advertisers, who are making no secret of their ambition to attract new customers. There is significant potential among small businesses that are not currently marketing their products through the American company.
"Destination Insights is specifically aimed at tourist offices or company decision-makers. It identifies the issuing markets and the most interesting destinations and attractions.
"Hotel Insights" is based on theaggregation of millions of hotel searches on Google every day. It can be used to generate detailed information on the hotel reservation request. The Google tool gives hotels of all sizes answers to better target their marketing when the recovery takes shape.
The third analysis tool, the "Travel Analytics Center "is the only reserved exclusively for Google partners. It allows users to combine their own data with that of Google and its information. It is based on "Demand Explorer". This Google data tool helps airlines use search data to exploit itinerary possibilities.
Asia-Pacific travel set to recover faster
The decision to launch this new tool in the Asia-Pacific region was a deliberate one. According to Google, the continent should see the fastest recovery in travel in 2021. The recovery in travel is already real, particularly in China.
And so, Hermione Joye, Head of Travel Asia Pacific at Googlestates that " The frustration of no longer travelling exists in the region. One person in two is keen or very keen to travel now. The proof is in the online searches for travel, which reach around 50 % from their pre-covid level" .
Travel Insights with Google already has a number of government sponsors in the region. For more information, visit Wishnutama Kusubandio, Indonesian Minister for Tourism, " when it comes to boosting tourism, I think digital technologies can be part of the solution" .
Le Singapore's Minister for National Development, Desmond Leehopes that the Google tools will provide valuable information on travel aspirations. " This data will make it easier to make decisions. And they will enable us to welcome visitors back to our shores." .
Google says that as demand picks up, other continents will be included in the Travel Insights platform.
