Unwrapping Christmas Travel Trends

The latest in the series of Google Travel whitepapers investigates the opportunities for advertisers over the Christmas period.



Traditionally a slow time of the year for the travel industry, Google travel query data demonstrates that December is becoming increasingly important. Consumers are conducting more research in the build up to Christmas and it is important for advertisers to be present at all stages of the decision making process.

Specifically, the paper discusses:

1. How December is becoming an important month for travel consumers as their search activity increases relative to other months
2. The changing mix of queries over the Christmas and New Year period. The long tail grows in importance in December; consumers are searching across a broader range of queries with additional modifiers
3. Opportunities which arise from drops in Ad Coverage and Ad Depth. December offers advertisers an opportunity to acquire traffic in a less competitive auction.
   

Please download the report here to see our recommended actions.

Posted by Michael Wicks, Travel Team