For destination organizations and visitor bureaus at the national, state, and local level, pinning down where people want to travel is the key to efficiently managing budgets and spending. But predicting travel demand has become harder over the past decade, and the Covid-19 pandemic has upended traditional forecasting models that rely on recent historical data.
Google started piloting the Travel Insights tools last December in the Asian Pacific region, where some destinations were already bouncing back early from Covid-19 and looking for directional data to guide where they should spend marketing dollars.
Based on feedback from pilot partners, Google is also introducing new, helpful features within the Destination Insights tool.
Focusing Facts will allow users who visit Destination Insights to view a set of quick insights such as “Fastest growing destination globally,” “Country with the most inbound interest” and “Top city in demand.”
The Demand Sizing Tool is a new section with distinct filters to compare inbound and outbound interest between one primary country and up to ten comparison countries.