Google launches Hotel Insights to help hotels

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Summer is approaching and many hotels are considering reopening after suffering a debacle in 2020 with losses for the sector estimated at 40 billion Euros in the summer of 2020 alone. To the question of whether this has caused profound changes in the search, booking and purchasing behaviour of the consumer level, the answer is clear: yes, without a doubt. This means that hospitality professionals need, today more than ever, more and more precise information about the online behaviour of their customers.

The Google Accommodation EU Qualitative Research Study conducted by Google Market Insights in conjunction with Pattern in October 2020 provides vital information for the sector. It confirms that, at a local level, 52% of Spanish hoteliers need more information about potential travellers, almost 30% do not know how to or feel capable of developing a digital advertising campaign and 20%, despite korea telegram data managing advertising campaigns, believe that they are not doing it as they should.

Given the strategic importance of the sector in economic and social terms, Google has just launched Google Hotel Insights , which helps hotels to detect potential clients and find out the search trends for their hotel or location. This allows us to find out what interest our location arouses among potential tourists by nationality and when they search. Information that is free, updated daily and extracted directly from searches on the Google search engine.

Google Hotel Insights also offers a large volume of information of interest to hoteliers and provides a range of tools and advice to improve hotels' online marketing or digital marketing strategy and maximize sales.


A practical case for a hotel in Barcelona
We have tested the tool with a client of ours: the Gracia Garden hotel in Barcelona. The tool focuses its analysis on Barcelona. According to Google, in the last 12 weeks searches and interest in this area have increased between 50% and 75% when compared to the same period last year. Thus, on May 7, searches are multiplied by 3.4 compared to 2020.