Qing Wu, Senior Economist September, 2014
Uncovering Tourism Insights using Google Search Trends
Google Trends: Vodka and Hangover
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Google trends mirror human behavior
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Search Trend for Hotels at Caribbean Des=na=ons
normalized search trend seasonality
Vaca=on Loca=ons by Seasonality
• Summer • Winter • Both
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Vaca=on Des=na=ons based on Distance
Hotels for Caribbean des=na=ons Hotels for Hawaii des=na=ons
Honeymoon Trends to Caribbean Des=na=ons
US virgin islands
St Lucia
Bahamas
Jamaica
Puerto Rico An=gua
Bermuda Cayman
Barbados
US Honeymoon Trends to Other Foreign Des=na=ons
Caribbean
Bora Bora
Fiji Maldives
Bali Cancun
Belize
Tahi= Costa Rica
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Weather’s Impact on Searches for Beaches and Islands
March, if weather is colder August, if weather is colder
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Impact of Economy: US Air Traffic
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Impact of Events: French Cruises and Charters
Cruise accident Costa Concodia
Searches dropped in 2013
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Impact of Events: Kenya safari
Mall aXack in Nairobi
Ebola outbreak
Takeaway: Use big data and Google trends to get consumer insights!
THANK YOU
Google Confidential & Proprietary 12