"Which countries want to visit my property, when, and why — and what should I do next?"
Select a property from the dropdown. The entire dashboard — every section — updates to show data for that hotel. 4 demo properties across Singapore, London, Melbourne, and Hanoi.
Instead of asking marketers to interpret data, the dashboard tells them what to do. The engine synthesises 7 signal types across every source market and outputs 4 prioritised action cards.
LAUNCH NOW Campaign must go live — event is imminent, bookings are declining, or conversions are surging.
PREPARE Start building creatives — event is approaching, or a topic is trending up.
WATCH Monitor — sentiment declining, or an emerging market is growing.
Card stats explained:
Momentum — How fast search interest is accelerating. Compares current week's search index vs the 4-week average. +15% means searches are surging 15% above recent baseline.
Lead Time — Average days between when a guest books and when they check in. Determines the "launch window" — campaigns must go live at least this many days before the event or peak.
Index — Current destination search interest on a 0–100 scale (Google Trends-style). Higher = more people actively searching for this destination right now.
Impact — Expected demand lift from an upcoming event (e.g. Golden Week, F1), based on PredictHQ data. 80% means the event historically drives 80% more search and booking activity.
Signals: Country events (PredictHQ), browse-to-book surges, organic demand, sentiment drops, booking pace declines, topic trends (Google Trends), and emerging market growth.
Interaction: Click any card to filter the entire dashboard to that source market.
6 metrics tracking the full traveller journey, grouped into 3 stages:
Discovery — Are people finding this destination? Search Index (Google Trends 0-100) and Hotel Search Volume (OTA + meta-search).
Intent — Are they serious? Social Sentiment (-1 to +1 from social listening) and Browse-to-Book (OTA conversion rate — the highest-signal indicator).
Booking — Are they converting? Booking Pace vs STLY and Avg Lead Time.
Booking Pace vs STLY = "Same Time Last Year." This compares confirmed reservations on the books right now against how many you had at the same point last year. Example: +12% means 12% more bookings on the books than this time last year — demand is ahead of last year. -8% means you're behind — time to act. This is the hotel industry's most trusted forward-looking indicator because it comes from real bookings in the PMS, not search signals.
Avg Lead Time = the average number of days between when a guest books and when they check in. If lead time is 45 days, campaigns must go live at least 45 days before the target stay dates to catch guests while they're still in the booking window.
Reading cards: Main number = current value. WoW = week-over-week. YoY = vs last year. Sparkline = 12-week trend.
Data: FREE Google Trends PAID ADARA, Brandwatch INTERNAL PMS
Choropleth map — Countries shaded by "intent score" (avg search index, last 4 weeks). Darker = stronger demand. Click a country to filter the entire dashboard to that market.
Ranked bars — Markets sorted highest to lowest. Bar colour reflects YoY change: green = growing, red = declining. Emerging markets appear below with a * and growth label.
Why it matters: Shows where to allocate media budget. A high-intent, growing market deserves more investment than a declining one.
Interaction: Map and bars are synced. Click any country to drill in, click again to deselect.
Markets not yet in the top tier but showing strong upward momentum in search interest
Each property has 3 emerging markets — countries not in the top tier yet but showing consistent upward growth over 52 weeks.
Cards show: growth % (first quarter vs now), current index, 4-week momentum, hotel search volume, and a full-year sparkline.
Why it matters: New travel corridors build over months. Identifying them early means lower acquisition costs and first-mover advantage before competitors enter.
Example: Indonesia → Singapore, South Korea → Melbourne.
What it shows: One year of weekly data for whichever KPI tab is selected. The chart plots three lines: the raw weekly data (light, volatile), a 4-week moving average (MA4, smooth short-term trend), and a 9-week moving average (MA9, medium-term direction).
Where the data comes from: Each tab pulls from a different source. Search Index = Google Trends. Hotel Search Vol = OTA/meta-search platforms (ADARA/Sojern). Sentiment = social listening (Brandwatch). Browse-to-Book = OTA conversion data. Booking Pace = hotel PMS. Lead Time = hotel PMS.
How to read it: Look at where MA4 sits relative to MA9. When the short-term line (MA4) crosses above the longer line (MA9), demand is accelerating — a signal to increase ad spend. When it crosses below, demand is cooling — conserve budget or shift to retention.
Event annotations — Vertical markers on the timeline show country-specific events (Golden Week, Eid, Easter, F1, etc.) sourced from PredictHQ. Each has a demand impact score. High-impact events appear in gold. These help explain why a spike happened — was it organic growth or event-driven?
With market selected: Shows all events from that country's calendar. Without selection: only high-impact events (50%+ lift).
Data: FREE Google Trends PAID ADARA, Brandwatch, PredictHQ INTERNAL PMS
Word cloud — Topics sized by search volume. Gold = occasions (events, holidays). Blue = themes (motivations like "Food & Wine").
Ranked list — Same topics with type badge, WoW trend (green ▲ / red ▼), and absolute volume.
This tells the marketer what message to lead with. If "Cricket Season" is #1 from NZ, the campaign should feature cricket packages, not generic hotel imagery.
Connected to What's Next: Topics trending >12% WoW feed directly into the recommendation engine as "topic surge" signals.
Data: FREE Google Trends categories + PAID Social listening themes
A 12-month × 5-week grid showing search intensity across the full year. Darker cells = higher demand. The bird's-eye view of when to expect surges.
Each property has a different seasonal profile: Singapore peaks Dec-Feb, London Jun-Aug, Melbourne Dec-Jan, Hanoi Oct-Dec.
Why it matters: Media buying happens months in advance. Launch campaigns 2 weeks before a demand peak, not during a trough.
With market selected: Shows seasonality for that specific corridor (e.g. Japan → Singapore).
Production Cost Estimate
FREE $0/mo — Google Trends + PMS only
RECOMMENDED $5-7K/mo — Full 6-KPI funnel
+ BENCHMARKING $8-12K/mo — Add STR compset data