Google has launched the Travel Insights with Google platform designed to provide insights into travel demand to drive data-driven decisions.
The platform is built around three new tools: Destination Insights, Hotel Insights and The Travel Analytics Centre.
The Destination Insights tool gives travel businesses, governments and tourism boards information on the top sources of demand for a destination, and the destinations within their countries that travellers are most interested in visiting. This helps them map out a possible resumption of travel on specific routes and make choices about where to communicate with potential future travellers.
Meanwhile, the Hotel Insights tool is designed to provide hotels of all sizes, especially small and independent properties, with extensive insights about demand for hotel bookings from Google searches daily. This allows them to understand where demand for their property may be coming from for more effective target marketing as they plan their recovery.
Available to Google’s commercial partners in the travel sector, the Travel Analytics Centre will enable organisations to combine their own Google account data with broader Google demand data and insights, giving them a clearer picture of how to manage their operations and find opportunities to reach potential visitors.
Lynette Pang, assistant chief executive, marketing group, STB, said: “The Destination Insights Tool will be an easy and useful tool for tourism stakeholders to better understand travel trends and consumer demands in a timely manner. We hope that this will empower more data-driven business decisions and fuel innovation, so as to enable businesses to reimagine their offerings and emerge stronger.”