The two companies studied the hotel sectors in New York and London in 2015 and 2016, and monitored trends between the number of Google searches for accommodation and actual room nights sold in these cities. “Our study showed a statistically significant relationship between Google search data and the number of room nights actually sold in the two markets,” said Robert Bauer, senior analyst at STR. “Global markets vary greatly as it relates to seasonality, consumer travel behaviour and economic factors, but it is reasonable to project a similar correlation for other established markets in the hotel industry. “This is important for hoteliers in assessing interest in a particular destination and measuring how booking patterns evolve around that interest,” he added. Get the full story at Travel Daily Asia Download the study at STR (free registration)