Hocance is a combination of hotel and vacation. Literally in English, it means “a vacation in a hotel”. It’s not about going on a trip to a famous tourist destination, it’s about getting away from your daily routine and staying in a hotel to enjoy your vacation. As such, getting enough rest while enjoying comfortable hotel facilities and services is becoming a new vacation option. Using Listening Mind Hubble, we want to understand the hidden intentions of our customers by analyzing hotel stay-related search data.
Analysis of staycation intent hidden in search data
Based on the annual search volume, we selected the top 10 Botswana Email List keywords containing the word ‘holiday’. ‘Hocance (905,450)’, ‘Seoul Hotel (471,240)’, ‘Seoul Hotel (465,900)’, ‘Hocance (282,410)’ recorded the highest search volume. I was able to find two main intentions. First, we were able to figure out that there was an intention to receive a staycation recommendation. Second, it was confirmed that there was an intent to search for swimming pools, such as keywords such as ‘holiday swimsuit’ and ‘Seoul vacation pool’. In addition, there was an intention to search for information about a broadcasting program called ‘School, not Hocance’.
Listening Mind Hubble ‘Hocance’ search results
Hotel recommendations by region
Then, in which area would the customer want to be recommended? Let’s take a look at the rankings by region. In order to accurately compare search volume by region, keywords must be collected for each region to generate search volume statistics. In this article, we will use ‘Topic’ in Listening Mind Hubble and look at the search volume of keywords that include the region. However, the standard for aggregating search volume by topic is the average search volume for 3 months, and the total search volume must be checked again for each topic.
Listening Mind Hubble ‘Hocance’ Topic Result
The total search volume for keywords containing the word ‘Seoul’ recorded the highest search volume with 1,243,177. It was followed by ‘Incheon (226,555 including Songdo)’, ‘Busan (225,787)’, ‘Gyeonggi-do (98,710)’, and ‘Daejeon (58,169)’. When only Busan and Incheon were compared, Busan had a higher search volume, but when Songdo was included, it was confirmed that Incheon had a higher search volume.
Listening Mind Hubble ‘Hocance’ – Topic ‘Seoul’ filtering result
Reasons for vacationing by age group
Listening Mind Hubble can analyze keywords by age group. Interesting insights were found in the characteristics of each age group. Let’s take a look at what intents were there for each age group.
Hotel in your 20s
First, compared to other age groups, those in their 20s had CW Leads intentions for cost-effective staycations, such as ‘half-day staycations’, ‘cost-effective staycations in Seoul’, and ‘cost-effective stayacances’. In addition, we were able to confirm the need for a specific season or event-type stay, such as ‘Christmas Hocance’. When filtering based on average monthly search volume, it was also found that the need for ‘staying alone (monthly average search volume 1,263 / annual total search volume 19,220)’ was higher than other age groups.