Google has launched the Travel Insights with
Google platform designed to provide insights into travel demand to drive
data-driven decisions.
The
platform is built around three new tools: Destination Insights, Hotel Insights
and The Travel Analytics Centre.
The Destination Insights tool gives travel businesses, governments and tourism boards information on the top sources of demand for a destination, and the destinations within their countries that travellers are most interested in visiting.
This helps them map out a possible resumption of travel on specific
routes and make choices about where to communicate with potential future
travellers.
Meanwhile,
the Hotel Insights tool is designed to provide hotels of all sizes, especially
small and independent properties, with extensive insights about demand for
hotel bookings from Google searches daily. This allows them to understand where
demand for their property may be coming from for more effective target
marketing as they plan their recovery.
Available
to Google’s commercial partners in the travel sector, the Travel Analytics
Centre will enable organisations to combine their own Google account data with
broader Google demand data and insights, giving them a clearer picture of how to
manage their operations and find opportunities to reach potential visitors.
Lynette
Pang, assistant chief executive, marketing group, STB, said: “The Destination
Insights Tool will be an easy and useful tool for tourism stakeholders to
better understand travel trends and consumer demands in a timely manner. We
hope that this will empower more data-driven business decisions and fuel
innovation, so as to enable businesses to reimagine their offerings and emerge
stronger.”
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