Data from over 200,000 Google Business Profile listings reinforces an increase in consumer confidence, travel, and spending
According to recent research by Rio SEO, the leading provider of an all-in-one local marketing platform proven to increase online visibility, last month’s national consumer search behavior revealed a significant year-over-year increase in search trends for the hotel, restaurant, and retail industries.
“We see a substantial increase in consumer mobility with clicks for driving directions increasing, further alluding to comfort with in-person interactions. Businesses must be prepared for the influx of in-person customers in 2022,” said Ryan Weber, director of client success, Rio SEO.
Marketing Technology News: Humanizing Buyer Personas
Hotels saw a 34% increase in total Google Business Profile searches, 44% increase in website conversions, and 62% increase in clicks for directions YoY. Additionally, retailers saw an 8% increase in total searches, an 18% increase in website conversions, and a 15% increase in clicks for directions.
According to the Las Vegas Review Journal, hotel occupancy rates across the country are expected to hit 63.4% this year, up from 57.6% in 2021, reinforcing Rio SEO’s findings. AirDNA data also shows a 35% increase in short-term rental nights booked in the United States in January 2022, and a 12% increase globally, emphasizing the increase in consumer mobility in 2022.
Service businesses, sit-down restaurants, quick-service restaurants, retail, hotel, and healthcare organizations collectively saw YoY increases in local search behavior:
- 30% average increase in total views
- 24% average increase in total searches
- 21% average increase in clicks for directions
Marketing Technology News: MarTech Interview with João Pedro Resende, Chief Executive Officer and Co-founder at Hotmart
“This month’s data shows a clear continuation of the economic recovery trend since the start of the pandemic. Consumers are becoming more confident in travel, hotel stays, and in-person dining,” said Ryan Weber, director of client success, Rio SEO. “We see a substantial increase in consumer mobility with clicks for driving directions increasing across the board, further alluding to comfort with in-person interactions. Restaurants, hotels, and retail businesses must be prepared for the influx of in-person customers in 2022.”
Additionally, Rio SEO reviewed MoM trends, however, searches increased for apartments and multi-family dwelling listings:
- 18% increase in total views
- 44% increase in total clicks
- 58% increase in clicks to call and clicks to website
“It is encouraging to see hotel and travel recovery happening in 2022. There is also a notable shift in restaurant engagement leading into 2022, customers are moving to more in-person dining rather than take-out or delivery,” added Weber. “We anticipate 2022 trends to be more aligned with 2019, to include more travel, indoor dining, and interacting with friends and family in public spaces.”
Marketing Technology News: MarTech Interview with Christy Marble, Chief Marketing Officer at Pantheon