Google presents a report with the main tourist trends
The leading global technology company shares recommendations for companies to take advantage of the digital potential and adapt to these new interests
The ways of planning and making trips are not what they used to be: after the isolation due to the COVID-19 pandemic and the travel restrictions that have taken place in the last two years, people have new expectations and needs when traveling their locality, province, country or the world. But wich ones? Google shares the main trends that are redefining the way Argentines travel during 2022.
Carolina Battista, Commercial Director for the Travel and Tourism Industry for Latin America, advances: “After the pandemic, we detected that this year the Argentines want to enjoy and make up for lost time, in addition to creating and living new travel experiences. These interests determine what they base their decisions and priorities on when traveling.”
The digital world is the main source when planning the trip. So much so that 38% of Argentine travelers do research on the Internet (9). And the cell phone is positioned as a key device: 71% of travelers in Argentina search Google from their mobile phone (10).
The context of Latin America: workstation, the new trend
Tourism growth and people's interest in leaving their homes more and more is a trend that can be observed in the Latin American region. With growth in the last two years, in the second half of 2021 the term "travel" presented a 35% boom in relation to the second half of 2020, while it had a 16% growth compared to the same period in 2019 (eleven).
In fact, whether in longer stays or more expensive hotels, the traveler shows interest in spending more money: 18% of Latin Americans choose more expensive hotels more often. And in turn, 72% hire longer stays (12).
However, these are not the only trends that Google detected. The concept of "Workation" is increasingly on the rise: its popularity in the Search Engine grew 114% in 2021 (vs 2020)(13). Now what does it mean? Travelers extend their stays in a destination longer in order to combine remote work and pleasure at the same time. Countries such as Argentina and Mexico are the ones that generate the greatest search interest in Latin America(14).
3 key recommendations for companies
In this new context, what are the recommendations from Google to take advantage of what is coming? Carolina Battista details: “Looking at these trends, we see a scenario that collaborates in the reactivation of the tourism industry. And although we still do not have all the answers, being attentive to the new destinations, modalities and experiences that Argentines are looking for is essential to accompany them throughout the travel process (from the planning stage to decision-making). . This is how the digital universe becomes more relevant to accompany people at all times, providing an increasingly personalized service and when they need it most”. In this sense, she emphasizes three considerations:
- Recover the relevance of the brand. The change in consumer preferences and this moment of reactivation of tourism present a great opportunity for companies in the sector: the possibility arises of building new relationships with travelers through a brand positioning that reflects their new needs and demands.
- Go from prediction to agility. Brands must prepare themselves with the necessary structures to adapt and react quickly and proactively to changes. Therefore, it is essential to rely on automation, which is what can allow us to respond in real time to user needs.
- Investments in long-term relationships. Customers have ever-increasing expectations of their privacy, and that's driving big changes in the world of digital advertising. In this new environment, the key is to have reliable infrastructures for intelligent data management and to build solid relationships with customers to have first-party data (primary or first-hand information); as well as with platforms that allow communication with customers in a digital advertising ecosystem that works without third-party cookies and through multiple channels: email, SMS, push notifications and chat, among others. The companies that manage to accommodate and make decisions with less information will be those that obtain the best results.