BLOG

Google enables monitoring of Internet, news and video searches using its search engines through Google Trends. This monitoring can be done by tourist destination or attraction, and by search terms or subjects. Searches can be refined by dates and filtered by categories (for example "Travel") and even by country of origin.

The main results are a graph of changes over time, a map showing the most common sources of the searches, and rankings of the main issues and searches and those with the largest increases in the period analysed.

This analysis can answer questions such as:

• What are the top travel-related searches for a destination?
• Where are searches for my destination most frequent? Are searches different depending on the source market?
• When is the destination most popular in searches?
• How do searches change and what is their trend during each holiday period?
• What searches are made about a tourist attraction and which ones are related to it?
• How does a certain event or news item affect searches? Which ones are growing?
• What are the searches related to each travel subcategory? These include accommodation, flights, travel agencies, services, bus and rail travel, and cruises and charters.

It is also possible to compare the results for a particular search in different periods; the results for different searches in a particular period; and the results of a particular search in different source markets.

Charts, maps and rankings can be easily embedded in web pages and data can be downloaded for analysis or processing with visualisation tools.

Searches related to flights and accommodation permit additional analysis with the Destination Insights with Google tool. You can find out about demand for domestic travel in Google searches. To do this, you must select Spain as the origin and destination. This choice enables a new selector to choose the autonomous community of origin and the destination.

The monitoring offers a chart of search trends over time, a ranking of the most popular destinations and those whose popularity has increased the most over the period, and a list of the autonomous communities from which the searches originate. The results can be seen for the demand for flights, for accommodation and for both categories together.

Destination Insights with Google also monitors international travel. However, in this case it only allows the study of the destination country category. Outbound tourism can also be monitored.

Dataestur has a dashboard that analyses user interactions on social networks and allows us to estimate the level of satisfaction or feeling of tourists. Thevisitor satisfaction and perception of the destination display monitors provincial indices for overall tourist feelings about the destination, satisfaction with tourist products and accommodation, and perceptions of the destination's safety and climate.

The information is updated monthly with data from the previous month. Each index gives a value from 0 to 100 to each province, with 100 being the best score. The source of the information is Mabrian.