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View All2022 Hotel Insights & Search Trends
Starting the New Year with the new Omicron variant spreading throughout Australia, we take a look at search trends to help travel marketers understand where interest is coming from enabling them to attract new guests by creating a stronger digital presence.
Let’s look closer at Australia overall
Year-over-year change in search interest for places to stay in Australia
Australia has grown by 10-25% in search interest for places to stay in 2021, compared to 2020.
Changing search trends in Australia
Knowing how people search for places to stay near you change over time and can help you plan better for those busy or quieter periods.
Recent searches in November 2021, December 2021 and January 2022 indicate stronger demand than 2019/2020, but slightly weaker demand than 2020/2021.
Visitors from home and away
Comparing domestic and international searches for places to stay in your area can help you focus your communications and reach more potential guests.
It is not surprising that by far the majority of searches have been domestic. Does this change state by state?
Let’s look closer at different states
New South Wales
Victoria
Queensland
Western Australia
South Australia
Tasmania
Northern Territory
Australian Capital Territory
New South Wales
Year-over-year change in search interest for places to stay in New South Wales
New South Wales is flat in search interest for places to stay in 2021, compared to 2020.
Victoria
Year-over-year change in search interest for places to stay in Victoria
Victoria has grown by 25-50% in search interest for places to stay in 2021, compared to 2020.
Queensland
Year-over-year change in search interest for places to stay in Queensland.
Queensland has grown by 10-25% in search interest for places to stay in 2021, compared to 2020.
Western Australia
Year-over-year change in search interest for places to stay in Western Australia
Western Australia has grown by 10-25% in search interest for places to stay in 2021, compared to 2020.
South Australia
Year-over-year change in search interest for places to stay in South Australia
South Australia has grown by 10-25% in search interest for places to stay in 2021, compared to 2020.
Tasmania
Year-over-year change in search interest for places to stay in Tasmania
Tasmania has grown by 25-50% in search interest for places to stay in 2021, compared to 2020.
Northern Territory
Year-over-year change in search interest for places to stay in Northern Territory
Northern Territory has surged in growth by 50-75% in search interest for places to stay in 2021, compared to 2020.
Australian Capital Territory
Year-over-year change in search interest for places to stay in Australian Capital Territory
Australian Capital Territory has grown by 10-25% in search interest for places to stay in 2021, compared to 2020.
Changing search trends in New South Wales
Knowing how people search for places to stay near you change over time and can help you plan better for those busy or quieter periods.
Recent searches in December 2021 and January 2022 indicate similar demand to 2019/2020 and 2020/2021.
Visitors from home and away
Comparing domestic and international searches for places to stay in your area can help you focus your communications and reach more potential guests.
Even with international borders opening with few to no quarantine restrictions in quarter 4, international searches remain weak.
Changing search trends in Victoria
Knowing how people search for places to stay near you change over time and can help you plan better for those busy or quieter periods.
Recent searches in December 2021 and January 2022 indicate stronger demand than 2019/2020 and similar demand to that in 2020/2021.
Visitors from home and away
Comparing domestic and international searches for places to stay in your area can help you focus your communications and reach more potential guests.
Even with international borders opening with few to no quarantine restrictions in quarter 4, international searches remain weak.
Changing search trends in Queensland
Knowing how people search for places to stay near you change over time and can help you plan better for those busy or quieter periods.
Demand in the second half of 2021 fell from the heights of the first half of the year. Recent searches in December 2021 and January 2022 indicate stronger demand than 2019/2020 and similar demand to that in 2020/2021.
Queensland from home and away
Comparing domestic and international searches for places to stay in your area can help you focus your communications and reach more potential guests.
International demand is basically non-existent for Queensland.
Changing search trends in Western Australia
Knowing how people search for places to stay near you change over time and can help you plan better for those busy or quieter periods.
2021 was a steady year for Western Australia, with demand much higher than 2019/2020. January 2022 is weaker than January 2021, similar to January 2019.
Western Australia from home and away
Comparing domestic and international searches for places to stay in your area can help you focus your communications and reach more potential guests.
International demand is basically non-existent for Western Australia.
Changing search trends in South Australia
Knowing how people search for places to stay near you change over time and can help you plan better for those busy or quieter periods.
2020/2021 outperformed 2019/2020, but December 2021 and January 2022 have not seen the traditional spike in demand usually observed in previous years in South Australia.
South Australia from home and away
Comparing domestic and international searches for places to stay in your area can help you focus your communications and reach more potential guests.
More than 95% of searches are domestic, with international demand low.
Changing search trends in Tasmania
Knowing how people search for places to stay near you change over time and can help you plan better for those busy or quieter periods.
The first half of 2021 started with a bang compared to previous years, with the second half of 2021 and January 2022 more closely following the trends of previous years.
Tasmania from home and away
Comparing domestic and international searches for places to stay in your area can help you focus your communications and reach more potential guests.
International demand for Tasmania is basically non-existent, with most periods seeing no demand at all.
Changing search trends in Northern Territory
Knowing how people search for places to stay near you change over time and can help you plan better for those busy or quieter periods.
The first half of 2021 started with a bang compared to previous years, with the second half of 2021 and January 2022 more closely following the trends of previous years.
Northern Territory from home and away
Comparing domestic and international searches for places to stay in your area can help you focus your communications and reach more potential guests.
International demand for Northern Territory is basically non-existent, with most periods seeing no demand at all.
Changing search trends in Australian Capital Territory
Knowing how people search for places to stay near you change over time and can help you plan better for those busy or quieter periods.
Lockdowns and restrictions were very noticeable in Australian Capital Territory. January 2022 has started off well compared to previous years.
Australian Capital Territory from home and away
Comparing domestic and international searches for places to stay in your area can help you focus your communications and reach more potential guests.
Hotel insights with Google
The Hotel Insights by Google Travel tool analyses search trends to help travel marketers understand where interest is coming from and attract new guests by creating a stronger digital presence.
Welcome the world
People are still searching for their next trip away. Hotel Insights lets you discover who is searching to stay in your area.
Market insights
Be the first to know when searches for your area start rising, so you can see where potential new guests are coming from, to ensure you are targeting the right audience.
Attract new guests
With the right information and data at your fingertips, hyper-focus your digital presence to help you reach a wider audience and drive conversions.
