October 20, 2011 3 Comments
If you are in the travel industry, you absolutely need to check out Kayak Trends (if you haven’t already)! This amazing (and free to use) site helps you find out where are people trying to go and where are they looking to stay! It gives you a great insight into the current travel trends based on the city you’re interested in. Once you find the data for your city, analyze it, and adjust your marketing strategy accordingly.
Here is the data that Kayak Trends display:
- How popular is the city in the searches during the current week
- The graph of the search volume for last 3, 6, and 12 months
- List of most searched hotels in particular city
- Who wants to visit that city (from which city they are from)
- Where do people from your city want to go to
- Hottest hotels for the week
For example, let’s say you are in Miami (can be any city). When you type in the search box Miami, you will see something like this:
Here is how you can use each piece of information to your benefit:
The graph: If you see that there are many people searching for your city comparing to 2 months ago yet your sales are still poor, you need to take a hard look into your operations.
Where are people looking to go: This is especially helpful if you have locations in more than one city.
Who wants to visit your city: This is extremely helpful for marketing purposes. Based on this info, you can adjust your marketing strategy to target the travelers in those cities (change your social media marketing strategy – it is fast and easy to do; PPC; banner ads etc.)
Most searched hotels in your city & Hottest hotels for the week: Are you featured? Are you on the top of the list? If so, congratulations! Are you on the list at all – if so, on which rank? Did your rank improve or worsen comparing to 3,6, 12 months ago? Are the competitors from your hotel class on the list? Learn from those who rank high – they sure are doing something right! Analyze this very carefully, as this can give you a great insight.
Last piece of advice – look at this site regularly. It may be a good idea to make this part of your monthly/quarterly reports. Remember to really ANALYZE the results: it is one thing to be looking and another to be really seeing. The insights are useless unless you analyze them carefully and are not afraid to modify the strategy. As Niccolo Machiavelli once said, “Whosoever desires constant success must change his conduct with the times.”