The surge in online travel searches is now hitting close to home

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By parm maan

Read online searches related to the tourism industry in Spain noticeable increase: 20%According to the analysis carried out by GfK DAM. This study shows that in January alone, more than 34 million people immersed themselves in the vast world of travel websites and apps, spending an average almost two hours per month to this activity.

This phenomenon not only highlights the growing reliance on digital tools for leisure and vacation planning, but also highlights the role of the Internet as a channel. necessary for travel arrangementswhich will also grow due to the introduction of artificial intelligence.

The boom in online travel searches, start traveling at home

All journeys begin at home. Source: GfK DAM

The demographic most active in planning their vacations online is 45 to 54-year-olds, although it's millennials, the 25- to 34-year-olds, who invest the most time on these platforms. more than two hours per month.

This behavior indicates a greater digitization transition in the travel search and organization process, with intensive use of Booking, TripAdvisor and Renfe platforms.

Madrid, Catalonia and the Basque Country lead the way in terms of time spent viewing travel content, with Madrid at the top of the list. with an average of 2 hours and 20 minutes per user per month. This interest translates into a noticeable presence on the industry's most relevant digital platforms, as evidenced by the millions of monthly unique users registered by sites such as and TripAdvisor.

Comfort and features

This increase in online travel searches not only reflects a preference for the convenience and wide range of options offered by the Internet, but can also be interpreted as a sign of better economic prospects or a growing desire to explore and enjoy new experiences. According to David Sanchez, Director of Digital Solutions at GfK, this optimistic data shows a public with a growing interest in travel, supported by the ease of information and planning tools provided by digital platforms.

Additional information related to digitization:

– Hotel digitization is creaking due to disparities

– Digitization of tourism in Catalonia. practical approach

– By the end of the year, 50% of travel agencies will be digitized

– will present the Kit Digital assistance program at Fitur 2024

This GfK DAM analysis reveals not only significant growth in the use of travel-related websites and apps, but also highlights how different demographics and regions engage in travel content online. With a 20% increase in the daily audience of these sites, the future of tourism seems to be leaning more and more towards a comprehensive digital experience.

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