Social searches during peak travel months far outpace search increases for hotels and restaurants, but both reflect reality. Social search volume increases 98% from January to June for the keywords “looking for a hotel,” finds Sprout Social. July sees the biggest rise in overall search volume for hotels “near me,” up 25% over average months, Synup recently found.
Similarly, “looking for a restaurant” experienced a 92% spike in social search volume from April to June, Sprout Social announced last week.
In April, we summarized the Synup “near me” restaurant study as so:
“July 7th was the best day in the whole year for restaurants,” the research finds.
In 2017, that Friday coincided with back-to-school shopping, summer vacation and Independence Day celebrations.
Sprout Social concludes of its research:
“This data indicates that there is a major opportunity for hospitality brands to engage consumers who are searching for things to do and places to go in the summertime. Brands should leverage tools like social listening, smart hashtag curation, geo-tagging [and] user-generated content to capitalize on this interest.”
As for the Synup takeaway, Ashwin Ramesh, founder and CEO says:
“Our aim with this study was to help business leaders fine-tune their efforts in attracting customers by anticipating consumer behavior. Some very interesting surprises came up when it came to activity that predicted a person's likelihood of spending money. For instance, the most popular belief is that searches were the best signal for spending, but as it turns out it's actually a person obtaining directions to an establishment.”
Hence, the “near me” and related searches coincided with increased in-store sales, the research found.
Sprout Social’s data report “Stop the Scroll: Creating Social Ads That Drive Awareness, Engagement and Action” contain suggestions about how marketers can create ads that get those hotel and restaurant searchers to act.
- Entertainment is more valuable in an ad than discount offers, education, relevant copy that references the consumer’s interests, storytelling or brands that the consumer’s friends like.
- Education: While the plurality of consumers, at 41%, want to be entertained, No. 2 in popularity is education. “Our survey found that a third of people are more likely to engage with social ads that teach them something.”
- ‘Discounts’ are No. 3 in popularity, but not for all generations. “While entertainment may be king, it should come as no surprise that across generations, 37% of people are more likely to engage with social ads that save them money.”
Generational marketing means entertainment is the No. 1 motivator in social ads for Millennials and Gen Xers, but discounts are No. 1 for Baby Boomers, Sprout Social finds.
What do you think, marketers?
Please respond in the comments section below.
Related story: When Consumers Buy Most, Based on ‘Near Me’ Searches