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March 26, 2021
4 min read

Demand tracking tips for Hotels during COVID-19

There has been a lot of uncertainty in the travel industry during the COVID-19 crisis. We have endured international border closures, state border closures and lock downs.

Some hotels have remained open, others have/are closed for a period of time, and some hotels are health/MIQ/air crew hotels.

In Australia and New Zealand, the virus is now largely contained, with national travel in both countries borderless.

So, how can you position and prepare your hotel for the current crisis cycle and for what’s to come? How do you track demand and know when to pull the trigger on marketing?

Information and insights

Most of your hotels’ online marketing campaigns were paused during the Coronavirus crisis, which is fair enough, you needed to save as much cost as possible. But when is the right time to start investing in online marketing again? You don’t want to start too early, and certainly, you don’t want to start too late.

Check consumer trends via Google Trends

What is Google Trends?

Google Trends is a search trends tool that shows how frequently a given search term is entered into Google’s search engine over a given period of time.

Google Trends provides search volume and geographical information about search engine users.

Is there demand?

Use Google Trends to determine if there is a demand for the type of property you are offering. Use search terms such as “accommodation Sydney” or “hotel Brisbane” to investigate. Here are some examples;

  1. “accommodation” searches, in Australia, from 01 January 2020 to 25 March 2021.

    It is clear to see in this example the effect of lock down and border closures in Australia from March to June 2020, and again, from July to September 2020. Domestically, “accommodation” searches have now rebounded to be greater than pre-pandemic levels.
  2. “accommodation Sydney”, “accommodation Brisbane”, “accommodation Melbourne” searches, in Australia, from 01 January 2020 to 25 March 2021.

    Here, we can see the effect of state lock downs and state border closures from 01 January 2020 onwards for Sydney, Brisbane and Melbourne.

How to use Google Trends

You can explore Google Trends by visiting the tool here:

See what searches are currently trending, then dig into a topic for more information. For example, Google Trends recently shared information on trending searches related to International Women’s Day 2021, such as top relevant search terms and top “how to” search queries;

You can also enter a search term into the search box at the top of the tool to see how search volume has varied for that term over time and in different locations:

Remember, you can change the location, time frame, category or industry, and type of search (web, news, shopping, or YouTube) for more fine-grained data.

Google search trends data can be very useful for DOSM’s. For example, if your hotel is very seasonal (such as Cairns or Kakadu), you’ll want to ramp up your marketing efforts when search terms relevant to your property and region are trending – perhaps even sooner if you are wanting to squash your competitors with SEO for Hotels!

To compare multiple terms, use the “+ Add comparison” feature.

In this graph, we can see that a relatively high number of people do not know how to spell accommodation. “cairns accommodation”, surprisingly, has quite a strong number of people searching, versus “cairns accommodation”.

Use the data

On an ongoing basis, you can use the data found in Google Trends for several different marketing purposes:

  • In SEO for Hotels and content marketing, use Google Trends to learn what people in your target market are searching for information about. Writing about trending topics can help drive traffic to your site and rank you stronger for those keywords.
  • To inspire your ad creative, browse Google Trends to see what topics are currently capturing the public imagination. Referencing a trending topic (like a hot new kind of music or dance) in your marketing campaigns, whether it’s an email blast or a Facebook ad, can increase your ads’ engagement.

Is demand back for your property?


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Christian Carminati

Executive Assistant Manager, Sofitel Kuala Lumpur Damansara Malaysia
We have had the pleasure of utilising HyperGift's e-voucher platform for our hotel's gift vouchers, dining gift vouchers, spa gift vouchers, and room stay package offerings. The results have been astounding, as we have seen a significant increase in revenue while simultaneously decreasing the time it takes to handle and redeem gift vouchers internally. Thanks to HyperGift's seamless connection between our Hotel microsite and their Gift Voucher website, our brand consistency is maintained, providing an exceptional user experience for our guests and it is user friendly as well. What's more, the solution is both luxurious and high-end, in line with our Sofitel brand, allowing us to fully customise each voucher to our specific needs. We have found the HyperGift team to be service-oriented, providing us with great support and expertise. We highly recommend them to any hotel or business looking to elevate their e-gift voucher sales - online sales.
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Tricia Cornelius

Regional Director of Sales & Marketing, Queensland & Northern Territory Australia
100% support this partnership, my only clear advice is to understand what OmniHyper will do for the business, you will not see the result as an instant fix, it takes up to 6 months to deliver on Google, it is a very complex back engine partnership, and the results in the world of sales are not tangible and it is hard to define the ROI in the first 6 months. Google takes patience and time as Google does not want you to be on Page one in an organic space without paying for it, and patience is something we in hotels do not have a lot off. Understand what the long-term goal is and work with OmniHyper collectively and you will get your ROI in redirecting direct business from 3rd party channels, also really good for MICE opportunity. For me as your aware, this is a no brainer and something I am much defined about, we have 8 hotels in the region working in this partnership and we do see the results come through. Over to you, Warm Regards Tricia.
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Cassie Cox

Director of Sales & Marketing, Mercure Gold Coast Resort Australia
I have been a part of implementing HyperHelium at multiple hotels. We’ve seen improvements in our positions and rankings – the business effects have been positive and well received in the hotels.
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