COVID-19 Trends – Florida Hotels

Recommendations and analysis updated June 22, 2020.

Regional Updates: Stay-At-Home/Shelter-In-Place Orders

• Florida entered Phase 2 of their reopening as of June 5, which includes the return of bars and movie theaters in most counties.
• Travel trends in Florida show people are staying closer to home, which is a positive sign for tourism.
• Florida’s COVID-19 cases are still on the rise, though this could be tied to the state’s effort for widespread testing.
• Naples voted to reopen beaches, but with limited hours.
• Gyms have re-opened around Miami.
• It’s too soon to tell whether or not Memorial Day Weekend antics will cause a surge in new coronavirus cases in the state.
• Follow The New York Times to track each state’s reopening status.

Google Trends for Top Terms in Florida

• Search your own terms here.
• Learn how to search and interpret terms with our Google Trends Guide.

Paid Media Trends – CPCs for Travel Terms for Florida

• • CPCs for Google Ads are as low as they have been in recent memory.
  • The average CPC in the U.S. for travel is $1.66, though it varies by state.
  • Florida’s all-industry CPC is $2.82, close behind the nationwide high of $3.18 in Texas.
  • Florida’s travel industry CPC of $0.97 is also higher than many other regions.
  • Paid media turned off? Still running at a low level? Optimize with our paid media recommendations.
  • Consider adapting your strategy to the new needs of COVID-19.

Auction Insights for Florida

• One benefit of continuing to bid in Google Ads is that you’ll unlock Auction Insights.
• We recommend running your Google Ads at even just $1 per day so you can take advantage of these learnings.
• Learn more about how OTAs are responding to COVID-19 paid media trends.

 

Need insights specific to your hotel or resort?