Official Google Canada Blog: For Canadian marketers, March break begins in January

Official Canada Blog

News and notes from Google Canada

For Canadian marketers, March break begins in January

Thursday, January 10, 2013

Travel-related searches in Canada are up over 20% since the end of 2012, and are almost two-times more than during the same time last year. For travel marketers looking to capitalize on this surge or consumer interest, here are a few key takeaways from our Canadian Think Travel event held in Toronto late last year:

Digital is core to travel shopping: Travelers rely on the online space to plan travel, with 96% of travel shoppers using the Internet to research, and more than 70% of travel purchases now being made online. The planning cycle is long, with more than 40% beginning their research more than 4 weeks in advance of booking, and performing an average of 16 queries prior to booking.

GoMo: More than 50% of travel shoppers are researching on their mobile devices. Travelers expect a more informed and collaborative travel experience, driven by the growing functionality of mobile devices. Make sure you have a mobile-optimized site, and that consumers are able to find you when they are searching on their mobile devices.

Sharing is caring, and seeing is believing: Travelers are sharing more about their own trips, leading to more online content that will inspire others to dream. Video is increasingly becoming an important tool in the research process, with nearly 1 in 4 travel shoppers watching an online video, typically a customer testimonial or review. Be sure to engage with consumers where they’re sharing and watching - on YouTube, Google+, and other social networks.

For more information on consumer trends, marketing insights and industry research, please visit thinkwithgoogle.com/insights.

Posted by Andrew Swartz, Google Canada Team

Google

Labels: Ads , Mobile , Search Trends , Travel

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