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Correlation Between Hotel Searches and Bookings

According to a joint study conducted by STR and Google, a statistically significant relationship between Google search data and the number of room nights sold in London and New York City markets was found.

In year-on-year comparisons, accommodation searches in New York City grew three percent in 2015 and jumped 7.3 percent in 2016, while the number of room nights sold rose 2.8 percent in 2015 and 5.8 percent in 2016.

Meanwhile, searches in London rose 2.1 percent in 2015 but only 0.8 percent in 2016, with hotel demand climbing 1.7 percent in both 2015 and 2016.

Robert Bauer, senior analyst, STR, highlighted that global markets vary greatly as it relates to seasonality, consumer travel behaviour and economic factors.