How Consumers Search Travel Online


Google's Jane Butler

Want to know what the top consumer trends are when it comes to searching for travel? We got some great statistics from Jane Butler, Google’s industry director for travel.

Here are some some general trends and percentages that will help you know what your clients are looking for….(we’ll give you a hint, it's deals!)

All statistics reflect a year-over-year change from 2009 to 2010:

Searches for "summer vacations" are up by 5 percent.

Searches for "all inclusive vacations" are up by 20 percent.

Searches for "travel packages" are up by more than 10 percent.

Searches for "train tickets" are up by 10 percent.

Searches for "cheap plane tickets" are up by nearly 10 percent.

Searches for "package deals" are up by nearly 20 percent.

Searches for "last minute flights" are up by 9 percent, year over year -- as are searches for "last minute cruises."

Consumer Research Cycle Data

Research intensity has been increasing steadily. Travelers are consuming more content online before booking a trip.

Google has seen a 15 percent increase in site visits and 30 percent increase in search clicks prior to booking

Over half of business and personal travelers interact with online

travel videos in all stages of their travel planning.

Consumers are booking their trips online closer to the travel date.

The average booking in 2009 took place nearly a week closer to the trip date than in 2008, fueled by the desire to obtain last-

minute deals and promotions

Consumers are now used to are shopping and buying everything on the go.

Consumers are demanding access to information wherever they are, not just when they are on their laptop.

Mobile is playing an increasing role in gathering information and transacting while traveling.

One of every seven minutes of media consumption today is through a mobile


25 percent of business travelers access online travel information from their mobile device (vs. 8 percent of personal travelers and 16 percent of affluent travelers).

Frequent business travelers use a smartphone— 71 percent for business and 62 percent for leisure.

Mobile travel purchases intent effect is five times higher than online travel purchase intent.

Travelers are searching more for local, point-of-interest-based

information around a destination while planning for and during a trip.

70 percent of searches on Google contain a local component.

Travel search terms with a "destination component"  are up 117 percent more than hotel, car rental, and air searchers.

Google has seen a 66 percent growth since 2004 in "Near +" and "Close To +" terms in the Hotels & Accommodations Category on


(Source: Google Insights for Search)

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