STR and Google find “strong correlation” between searches and bookings

Higher Google search volumes are “strongly correlated” with higher hotel demand levels analysis from STR and Google has found.

STR and Google looked at data from London and New York City for its regression analysis. The search patterns and hotel performance trends were studied for each market in 2015 and 2016.

Accommodation searches in London rose by 2.1% in 2015 but only 0.8% in 2016. Hotel demand in the UK capital increased 1.7% in both 2015 and 2016.

November and December of 2016 were shown to be strong months for accommodation searches and demand in London, which is attributable to the fall in the value of the British pound.

Robert Bauer, senior analyst at STR, said: “Our study showed a statistically significant relationship between Google search data and the number of roomnights actually sold in the two markets.

“Global markets vary greatly as it relates to seasonality, consumer travel behavior and economic factors, but it is reasonable to project a similar correlation for other established markets in the hotel industry.”

He added: “This is important for hoteliers in assessing interest in a particular destination and measuring how booking patterns evolve around that interest.”