On the occasion of World Tourism Day, Google published a survey including some interesting trends on the main tourist destinations searched on Google Maps in Italy and Europe, together with a recap of Google’s tools and initiatives aimed at supporting the tourism industry.
It is clear that the pandemic has put a strain on the tourism sector, but there are now hopeful signs of a slow recovery. Over the past year, Google has been working with the tourism industry to provide insights, no-cost tools and training to implement digital skills with the ultimate goal of helping tourism businesses and facilities prepare and adapt to the new normal.
This week Google launched a new set of tools and initiatives to help tourism businesses intercept and connect with people online.
For example, hotels have been using various Google tools, including Hotel Insights, to gather useful information about the preferences of tourists interested in their area, which they then use to communicate and promote their properties more accurately and effectively.
New Google Search features
Since the beginning of the year, the most searched tourist destinations in Italy on Google Maps are: Colosseum, Amalfi Coast, Milan Cathedral, Gardaland, Trevi Fountain, Tower of Pisa, Pantheon, Piazza Navona, Piazza del Popolo, Villa Borghese.
Starting this week, when people search for attractions on Google, a new form will show links to book entrance tickets and other options where available. Available globally in English, partners can promote ticket bookings at no cost – similar to the free hotel booking links introduced earlier this year.
Analysing search trends, it is clear that people are increasingly looking for sustainable travel options. For example, searches for ‘eco hotels’ have grown steadily since 2004 (with the exception of a drop in the first phase of the pandemic). To help travellers make eco-friendly choices more easily, starting this month, when searching for hotels on google.com/travel the details section will show a list of the hotel’s sustainability initiatives and an ‘eco-certificate’ label next to the hotel’s name.
Google is joining the Travalyst coalition as a founding member to help develop a global, open model for calculating and displaying the carbon emissions of air travel and to help develop similar standards for hotels. Led by Prince Harry and founded in partnership with Booking.com, Skyscanner, Trip.com Group, Tripadvisor and Visa, Travalyst is a non-profit organisation working to identify and help bring about the system changes needed for sustainable travel to become commonplace and no longer just a niche.
