Google Trends Tips to Stay Ahead of COVID-19
- Posted by Brett Perry
- On March 27, 2020
It can be hard to digest what’s happening in the hospitality industry amid the endless breaking news stories surrounding the spread of COVID-19. As hoteliers and marketers, there is a need for information that highlights demand trends in our market. But it can be difficult to plan out marketing efforts when it seems like users aren’t even looking to travel.
One way to determine search demand for travel is by using Google Trends.
What is Google Trends?
The Google Trends tool often flies under the radar as it is a free service, but isn’t directly tied to your property. However, it has a breadth of knowledge that can’t be found in many other places. Best of all, it comes straight from the source that people are using the most. Start by navigating to trends.google.com and typing in a query of your choice in the “Enter a search term or topic” box.
When analyzing a specific search term, Google Trends will show the “search interest,” which is on a scale of 0-100 and highlights the popularity of that term. The site offers many filters to break it down such as location, date, and the type of search (web, image, etc.)
One way to determine market demand is by simply searching for a high-volume, non-brand term for a specific market. For example:
You can even add comparisons to know which cities are receiving more interest. You may add up to four.
Not only does Google Trends show the popularity of a search term or topic, but it also provides location data and related queries to help you break down your analysis even further.
The examples above showcase the prowess of Google Trends and what kind of information you can find regarding a specific query or market. Studying the patterns shown in Google Trends is a great way to find out when the demand in a market is about to shift. If there is a clear increase in Search Interest for a specific term, it may be time to get all marketing efforts up and running.
Pro Tip: Utilize this API to help keep tabs on specific terms in Google Data Studio instead of doing a new search every time.