Down the road from our Asia Pacific headquarters, one of the world’s most connected travel hubs—Singapore Changi Airport—is unusually quiet. It’s been this way for months, with global air passenger numbers falling by almost 90 per cent in 2020.
While Asia Pacific is still in the early stages of a potential re-opening, and governments are being as careful as possible, we want to do everything we can to help the travel and tourism industry get ready for what’s next. Today, we’re launching Travel Insights with Google: a website the industry in our region — and ultimately, the rest of the world — can use to understand travel demand and make better-informed decisions. It’s built around three new tools.
One of the key things travel businesses, governments and tourism boards are looking for is information about the destinations travellers are searching for in different places around the world—and domestically.
The Destination Insights tool will give them a clear picture of the top sources of demand for a destination, and the destinations within their countries that travellers are most interested in visiting—helping them map out a possible resumption of travel on specific routes and make choices about where to communicate with potential future travelers.
There are still millions of Google searches for hotels every day, which allows us to generate extensive insights about demand for hotel bookings. We’re now making it easier for small and medium-sized businesses to understand where demand for their property may be coming from by providing them with these insights directly. Hotel Insights is designed to help hotels of all sizes—but especially small and independent hotels—understand how to target their marketing as they plan their recovery.
Travel Analytics Center
The Travel Analytics Center—available to Google’s commercial partners in the travel sector—will enable organizations 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.
The message from tourism organizations is that they want as much information as possible to move quickly when restrictions ease and people begin booking travel. His Excellency Wishnutama Kusubandio, Indonesia’s Tourism Minister, says that “when it comes to tourism recovery, I believe that digital technologies can be part of the solution,” while Singapore’s Minister for National Development, Desmond Lee, says he hopes the Google tools will provide valuable insights into people’s travel aspirations… as we work together to welcome the world to our shores again.”