The use of search volumes to understand the level of demand for luxury hotels worldwide.

1. Luxury Hotels
SearchTrends+Keyword+ ContentResearchWorldwide 08th ofJune2012–02ndofJune 2017
Kofo MaryAre

2. Objective of Mini Research
Objective
 The objective of this exercise is to demonstrate through utilising “Google Trends”, over a time horizon of 5 years. To identify insights that may be gained in relation to where demand for the unique experience,
associatedwith “luxury hotels”is originatingfrom worldwide.
 Theidentificationof themost popularonlinetravelagencies (OTA), andaggregatorsincorporatedbypotentialcustomersinto theircustomerjourney
 Theidentificationinthe riseof consumerssearchingfor alternativestohotels fortheirluxury holidays
SecondaryObjectives
 Understandthe earlystagesof the customerjourney,of consumerswith no priorexperiencein usinga luxury hotel.Or at leasttheymay havenever useda luxury hotel,in theirintendedholiday
destination..
 Trendsin thecategoryof hotels,that areof interestto consumersintentonholidayingat a luxury hotel
NB: The searchterm“TopLuxury Hotel europe”presented“0” data andthereforeisnot mentionedin the analysis
Write your Title Here
Google Trends: LuxuryHotel Brands
Duration: Jun2012– Jun2017
Google Trends
Googletrendsprovidesinreal-timea time seriesindexof the volumeof queriesusersenterinto theGoogle searchengine, withina given geographicarea.
Thequeryindexis basedonqueryshare: thatis thetotal queryvolume forthe searchterm in questionwithina particulargeographicregion
dividedby the totalnumberof queriesin thatregionduringthe time periodbeingexamined
Theindex measures thefractionof queriesthat includetheterm in thequestionin the chosengeographyat a particulartime relativeto the totalnumberof queriesat the time. Themaximum valueof the indexis set
to be 100.

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Comparison of search volumes for thesearch terms:Top 10 luxury hotels, Top luxury hotels, Top luxury hotels europe: Small Luxury hotels: (WorldWide) June2012 -June 2017
top 10 luxury hotels: (Worldwide) Top luxury hotels: (Worldwide) Top luxury hotels europe: (Worldwide) Small Luxury hotels: (Worldwide)
Over thepast5 years,the searchterm “SmallLuxury Hotels” has consistentlyoutperformedthe
othersearchterms. Indicatingthatthereis a strongandconsistentdemandforsmallluxury hotels
worldwide.

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UnitedKingdom Australia Germany France UnitedStates
Geo Map:By Regionforthesearch terms:Top 10 luxury hotels, Topluxury hotels, SmallLuxury hotels:
(WorldWide)June 2012- June 2017
top 10 luxury hotels: (04/07/2012 - 04/07/2017) Top luxury hotels: (04/07/2012 - 04/07/2017) Small Luxury hotels: (04/07/2012 - 04/07/2017)
TheUnitedKingdom, Australia,andGermanyare thecountrieswith the highestvolume of searchresults. Thissuggests
thattheremay be a change in thepreferencesof consumers,and thattheyare seekingmore intimateexperiencesthrough
the useof smallluxuryhotels.
Inrelationto thesearchterm“top luxury hotels,” the high searchvolumes impliesthatconsumersare utilising“earned
media”to quickly findlistsof potentialbrands.Indicting thattheymay be unfamiliarwith luxury hotelbrandsin the
geographiesthat theyintendto travelto.
Forthesearchterm“Small Luxury Hotel” over the last5 years theUK hada queryindexvalueof [100]which is nearly2x
the valueforAustraliaat [53] and 5x thevalue fortheUSA at [20]
Thereisnocity data, thiscould dueto the fact thatsearchvolumeswere toolow.

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top 10 luxury hotels in the world top 10 hotels in the world top 10 luxury hotels in india
GeoMap:TopRelatedQueriesWorldWidefortheSearchTerm"top10 luxuryhotels" (04/07/2012 - 04/07/2017)
Indiaseemsto be a populardestinationforconsumers,when combiningtravel
destinationsworldwideand top10 luxury hotels

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United Kingdom United States
Geo Map: Top luxuryhotels Search Volume by Region: (04/07/2012 - 04/07/2017) Worldwide
TheUK andUSA arethe countrieswith the biggestsearchvolumesforthesearchterm“Top
Luxury Hotels”

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top luxury hotels in the world tripadvisor four seasons smallluxury hotels top 10luxury hotels in the
world
trip advisor top secrethotels expedia top 10luxury hotels in india lastminute booking.com luxury link
Top Related Queriesfor the Category "Top Luxury Hotels" (04/07/2012 - 04/07/2017, Worldwide)
UtiliseReviewsTo Drive SearchEngine Optimisation
Factorsthe will enhanceSEO include: -
 Diversityof third-partysitesonwhich reviewsarepresent
 Authorityof third-partysitesonwhich reviewsare present
 Quantityof ReviewsbyAuthorityReviewers(e.g..Yelp Elite,
 GoogleLocal Guides,etc)
 PositiveSentimentin Reviews
 Overall Velocityof Reviews(Native + Third-Party)
 Quantityof Third-PartyTraditionalReviews
 Product/ServiceKeywordsin Reviews

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top luxury hotels in
the world
tripadvisor four seasons small luxury hotels top 10 luxury hotels
in the world
trip advisor top secret hotels expedia top 10 luxury hotels
in india
last minute booking.com luxury link
Top Related Queriesfor the Category "Top Luxury Hotels" (04/07/2012 - 04/07/2017, Worldwide)
Consumersinterestedin “TopLuxury Hotels”are utilisinghotelaggregators, suchasTrip advisor,top secrethotels“secret
escapes”, expedia,booking.com, lastminuteandluxury linkduring theearlystatesof theircustomerjourney.
TheImpact of ReviewsonConsumerDecisionMaking
Increasing numbers of consumers are utilising reviews as part of their decision making process. Consumers trust traditional
advertising far less than they do social recommendations and the review sites. Trip advisor and Yelp have 270 million
combinedreviews
“74%of customerstrustonlinereviewsas muchas personalrecommendations” Vendasta
As social media becomes more ubiquitous, the power to influence brand perception, has shifted from a small number of
elitestoconsumers.
This shift is termed the “inversion of influence”, and the ability of an organisation to harness “social capital” that is “earned”
mediais oneof key driversof growth, forbrandsonsocialmedia.

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tripadvisor top 10 luxury hotelsinindia top 10 luxury hotelsin the world top secrethotels
RisingRelatedQueriesfortheSearchTerm"TopLuxuryHotels"(04/07/2012 -04/07/2017, Worldwide)
Thereview site“trip advisor”andthe brandsecretescapesare featuredasthetop rising queries.Thisindicatesthat
thesebrandsare becomingwell establishedaspartof thecustomerjourney. Whensearchingforpeerto peer
informationregarding topluxury hotels

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UnitedKingdom Australia Germany France UnitedStates
Search Volumes by Region for the Search Term "Small Luxury hotels": (04/07/2012 - 04/07/2017) WorldWide
UnitedKingdom, AustraliaandGermanyare thebiggest marketsforthe searchterm “SmallLuxury Hotels”

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Zurich
London
Singapore
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New York
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Paris
SearchVolumebyCityforthesearchterm"Small LuxuryHotels":(04/07/2012 - 04/07/2017) WorldWide
The top 5 citieswith largestsearch volumes areZurich with
an indexvalueof [100], Londonwith an indexvalueof [96],
Singaporewith an indexvalueof [59] , Sydneywith an index
valueof [54] andMunichwith an indexvalueof [50]
Consumersliving in these, citiesare highlyeducated
professionals, working in finance,informationtechnology,
ProfessionalServices,Construction,andHealthcare with
incomesto match, hencethe high purchasingpowerparity
[PPP]. Thusthe demandforluxuryholidays.

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TopRelatedQueriesforthesearchterm"SmallLuxuryhotels":(04/07/2012 - 04/07/2017, Worldwide)
Aggregator sites such as expedia andtripadvisor,booking.com, small luxuryhotel collection (slh),
MrandMrsSmith feature in the customer journey of consumers searching for“SmallLuxury
Hotels”.
In terms ofthe most popular locations they areItaly,London, Paris, France, Greece andRome

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airbnb secret escapes trivago skyscanner booking tripadvisor booking.com easyjet small luxury hotels of
the world uk
british airways small boutique hotels
Top Rising Queries for the search term "Small Luxuryhotels": (04/07/2012 - 04/07/2017, Worldwide
Arecent survey carried out by Search Engine Land; foundthat 88% ofpeople surveyed now trust
online reviews as much as personal recommendations.
Big online travel agency [OTA]sites such as Holiday Check, Booking.com, andTrivagocan offer
travellers tens ofmillions ofhotel reviews tolook at.In March 2013 Trip Advisor announced it had
100 million reviews uploaded to its site.
Aggregators such as secret escapes feature strongly as a brandused by consumers to source luxury
hotels.
Also, organisations such as Airbnbaredisrupting the business model ofthe hotel industry.
Consumers ofluxury hotels seem tobe considering Airbnbas an alternative totraditionalhotels.
Consumers booking hotels andflights separately may be less concerned regardingthe type of
airline used fortheir flights. Furthermore, they may be seeking low cost fares, as easyjet a [lowcost
brand]andBritish Airways[apremium brand]were considered duringthe customer journey.