Here’s good news for hotels – preferred hotel properties are getting even smarter. STR, the leading travel industry data provider, recently partnered with Google to study the association between Google searches and hotel demand. This study found there is a strong correlation between Google search trends and hotel bookings.

The STAR report, STR’s leading product for hotels, allows hotels to study their individual property performance and benchmark against their competition. Specifically, the product allows individual hotel properties to follow trends in ADR (average daily rate) and RevPar (revenue per available room) to ensure they are performing well in contrast to their competition.

The study

Using London and New York City as their case study locations, they tried their theory. Both cities are global hubs with existing high traffic. They both also have achieved occupancy levels above 80% for at least the past seven years.

They were able to conclude that higher Google search volumes can be associated with higher STR demand levels. With the positive conclusion of this study, hotel executives can look to Google in combination with STR benchmarking data to make a more accurate prediction on hotel occupancy levels.

Whether you are a hotel executive, travel agent, or vender, this is a sign that if you aren’t promoting on Google, you may be missing out. With this high correlation of hotel rates and Google searches, other travel searches may have similar correlations. Staying relevant and easy to find online is becoming more and more important for businesses.

How to use Google to get more searches and bookings

  • Promote your website on Google or through a booking site.
  • Use all of Google’s available tools to help differentiate. Add your phone number, official website and any positive reviews to Google.
  • Try out Google’s new ‘Plan a Trip’ tab. It easily allows users to plan each step of their trip within Google.

For more information and access the entire study, click here.

 

Allyson Cross

Allyson Cross

Allyson is a Business Development Executive for Christopherson Business Travel and has been in the travel industry for over 15 years. In her free time, she enjoys running and traveling- sometimes both at the same time. Allyson can be found on LinkedIn and Twitter.

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