Everything You Need to Know in 50 Words or Less
Google has launched a new Travel Analytics Center. The new tool is exclusive to Google’s travel partners and gives insights into Google’s inner information on travel data to scrutinize the market, customer purchase trends, and more.
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Google’s Travel Analytics Center allows partners to access travel demand, marketing reports, and Google Flights Reports information through a brand new portal. Google travel partners will have safe access to analytical reports and dashboards. The three main subjects offered are Travel Demand Explorer, Marking Reports, and Google Flight Reports.
Google Travel Analytics Center dashboards and reports cover a wide range of data regarding flight and travel demands and flight searches on Google.com. It also reports information on travelers that visit your link and competitive pricing information.
Travel Demand Explorer
The goal of the Demand Explorer is to provide the user with insight into the top destinations for users in certain countries, growth opportunities for international vs. domestic flight and hotel demands, and if target markets have sustainable growth. In addition, Google partners with access can see all domestic flights and directionalities based on user searches on Google.com. The data is refreshed nightly after midnight PST.
Google’s Travel Analytics Center allows partners to access travel demand, marketing reports, and Google Flights Reports information through a brand new portal.
The Marketing Reports provide information on performance metrics on generic flight-related searches on Google.com. In addition, the reports capture and analyze data regarding publicly available flight schedule data and demand by search volume for applicable searches for each city-to-city route. This report refreshes daily; however, the system is at least three days behind due to a lag for consolidation and categorization.
Google Flights Reports
The Google Flights Competitive Metrics evaluate the booking links on Google Flights. The dashboard breaks down pricing by comparing it to other Google Flights partners over time.
The metrics report when your link is a Top Impression, meaning it is one of the top three links without further links from the booking page. It will also share when the link is an Absolute Top Impression, which is when your link is the number one link.
Google Flight Competitive Metrics also includes Operating Carrier Performance, which analyzes the position of your link, the impressions, when your link is the cheapest, and the difference between your link and the next cheapest. In addition, the operating carrier performance reports on operating airlines.
Finally, Google Flight Competitive Metrics analyzes Geography by origin and destination airports. The report gives the user’s impression, tells when the link is the cheapest, and the difference between your link and the next cheapest.
Google Partners who want to take advantage of Travel Analytics should contact a Google representative. In addition, Google Partners can suggest improvements or report issues with the Analytics Center by submitting feedback through the Travel Analytics Center.
Newest updates to the Travel Analytics Center include the accommodation booking window and length of stay analytics, now available in Demand Explorer. In addition, Google’s Travel Analytics Center Help will provide the latest updates to the Travel Center and FAQs.
Source: Travel Analytics Center
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