Exclusive Google Data in Action: Identifying Demand Before the Competition Responds

Travel behavior is constantly changing - sometimes gradually, sometimes abruptly. In the hotel industry, this makes well-founded decisions difficult. This is particularly true when it comes to opening up new source markets or allocating budgets effectively.

The reality: the industry mostly looks backward. Most analyses are based on past bookings. With exclusive access to the Google Travel Analytics Center (TAC), however, ADDITIVE enables a clear view ahead - giving hotels a decisive competitive edge.

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What is the Google Analytics Center?

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   <div class="u-text-style-small u-weight-bold u-color-gold-100">More Informations to the Google Travel Analytics Center:</div>
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   The Travel Analytics Center (TAC) is an exclusive Google tool that provides partners in the travel and hospitality sector with access to aggregated travel data from Google Search queries, Google Flights, Hotel Ads, and more. It shows, among other insights, which destinations are trending, which source markets are searching, and when demand begins to emerge. Access is strictly limited and reserved exclusively for selected Google partners.
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The Google Travel Analytics Center (TAC) is not a traditional statistics tool. It provides direct insight into the travel planning of millions of people worldwide. It analyzes billions of Google search queries in real time, identifying emerging travel flows, newly developing interests, and early search signals - granular, global, and at an early stage.

While hotel PMS data documents what has already happened, these signals indicate what is coming next. ADDITIVE is one of the few selected companies with access and uses this exclusive information specifically for strategy development and campaign planning. For our hotel clients, the Travel Analytics Center therefore offers a unique view of future demand - even before travelers visit the website, interact with a campaign, or make a booking.

Our Formula for Success: Propietary Data + Google Data = Maximum Marketing Impact

Data-driven work is not a trend at ADDITIVE - it is our foundation. With our proprietary data- and software-based online marketing system, we continuously analyze relevant hotel and campaign data. This enables us to manage all measures - from Google Ads to email marketing - in a targeted and transparent manner.

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"Access to the Travel Analytics Center fundamentally changes the way we work. That Google grants us this exclusive access under strict confidentiality is a special distinction - and a true game changer for our hotel clients" </div>
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- Timo Klingenstein, Senior Advertising Manager
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ADDITIVE uses this data to manage online marketing campaigns not only reactively, but proactively and in a highly data-driven way. While many hotels and agencies focus on the classic holiday seasons and established markets, real-time data allows us to identify promising opportunities early on - often nearby and validated by data.

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The Benefits for Our Hotel Clients - Practical Examples:

1. Better Planning: Budget Allocation Based on Real Demand

We identify where demand is emerging both regionally and internationally, and how far in advance travel-related searches begin. One example: Based on Google data, we see that Google searches for holidays in Tyrol from the cities of Berlin, Hamburg, and Hanover increase significantly as early as September - for trips in January. ADDITIVE uses these insights to:

• Shift budgets precisely in line with demand and the moment demand arises
• Increase visibility at the right time
• Boost booking probability
  
  

2. Strategically and Proactively Targeting New Markets

An analysis of a hotel in the Salzburg region shows growing interest in fall wellness holidays from Denkmark. Until then, the hotel had not focused on this market. ADDITIVE can therefore support the hotel in gradually developing this new source market.

Attractive markets often remain undiscovered due to a lack of historical data. Google data reveals “hidden champions” - regions or target groups that suddenly begin searching more intensively for your type of hotel. Instead of reacting by chance, there is now:

• Targeted outreach to previously untapped source markets
• Proactive market development with measurable performance

3. Well-founded Pricing and Offer Strategy: Target Campaigns and Offers More Effectively

The combination of internal booking analysis and Google search data shows that interest in “family resorts in the Alps” is rising particularly strongly in the Netherlands - along with a longer lead time before final reservation and a longer average length of stay.

This insights enables the following strategic actions for hotel operations:

• Early placement of offers (e.g. early-bird deals or family weeks)
• Dynamic price adjustments based on real demand
• Maximation of revenue potential
  
  
  

From Real-World Practice: Competitive Advantage Through Google Data

For hotels, this access means deeper market insight, faster reactions, and smarter strategies. Whether emerging niches such as “electic cars & wellness holiday” or rising source markets like the Czech Republic - access to the Google Travel Analytics Center enables early identification of these trends and the direct transformation of this information advantage into high-performing campaigns.

The fact that ADDITIVE is one of the few Google partners worldwide to receive access to this data underscores the close collaboration with the global advertising partner in hotel marketing. This trusted and innovative partnership with Google is more than a distinction - it is a direct lever for our clients. We ensure that the insights and benefits from our collaboration with Google are not only theoretically valuable, but practically applicable for our hotel clients.

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Data-Driven Marketing - Part of Our DNA From the Very Beginning

At ADDITIVE, marketing has never been a matter of gut feeling, but always the result of precise analysis. Our own hotel marketing system and the transparent evaluation of all channels have always formed the foundation of our success. Access to the Google Travel Analytics Center now takes this approach to the next level. We combine internal hotel data (who has booked?) with external market data (who wants to book?).

This means: even better planning. Even more targeted marketing. Even faster reactions.
With a clear understanding of who is searching, what is being searched for, and when the right moment is to take action. And that’s when we are there with the right offer for your guests - exactly when it matters.

Would you like to know which markets will be relevant for your hotel in the future?
Let us take a look at the data together and make your strategy future-proof.