What are the most typed searches in 2023 on Google in the hotel sector? What are the behaviors of Internet users and hotel customers? It is essential to know how tourists and business clients find out about hotels and book their rooms. This makes it possible to adapt and respond as precisely as possible to travellers’ habits.
Google Ads regularly studies the searches made on the search engine to analyze and understand consumer trends. The firm’s team compared key hotel queries over the past two years between November and January.
The covid is still very much present and with it, government restrictions. Internet users dream of going to far away places, but in the meantime, they continue to travel close to home. The requests “hotels nearby” have increased by 80% from one year to the next, but also “holiday centres nearby” and “ski resorts nearby”.
While the desire to go away for a weekend or a holiday remains strong, it is accompanied by the important digitalization. Travelers are increasingly booking online and looking for a convenient and intuitive tool to do so: the search for “hotel booking app” has increased by more than 100% in one year.
Local travel is not the only one that has shown a resurgence of interest. The more distant trips to be expected. Queries such as “passport photo” saw a 60% increase between the winters of 2020 and 2021. Hopefully, the world’s hotels will continue to be popular. Here are the most popular luxury hotels on the search engine.
Coach Omnium, the consulting firm specializing in tourism and hotels, regularly conducts customer studies. It shows interesting behavioural trends to know in order to adapt one’s marketing strategy and to perfectly adapt to one’s target.
Hotel guests don’t want to waste time or make mistakes in their booking choices. It is important to know that 9 out of 10 leisure customers browse the web before choosing their accommodation.
The Internet is the primary source of information. ¾ of hotel guests actually rely on reviews. 93% of hoteliers play the game and pay attention to their online reputation.
On the Internet, it is the OTAs that generate the most bookings. Booking is the first. 18% of tourists think they will find the cheapest rates on this type of site. However, some customers prefer to book directly with hoteliers, including 17% of business people and 31% of tourists. An estimated 15% of people find their accommodation on an online platform and then go directly to the hotelier to book.
Location, price and e-reputation are the three criteria to be taken into account for the booking. The number of stars is now essential for only 14% of people, whereas 64% of customers in 2008 paid attention to it.
It should be noted that the most typed definition in 2020 was procrastination. The French love to learn, but you shouldn’t push it…
As a hotelier, you have to adapt to customer behaviour by responding to trends and the most popular searches in Google. Ideally, you should: