Google is offering insights regarding trending searches on Google Maps, presenting valuable search data that can aid local marketers.
Typically, local search data in January reflects New Year’s resolutions, with increased searches for gyms, healthy eateries, winter getaways, and various self-improvement activities.
This January 2021 data set offers a unique perspective by showcasing activities people engage in when they leave home during times when travel is discouraged.
The findings show that people are engaging in traditional January activities but with a different approach this year. Instead of looking up international travel spots, they’re focusing on local destinations. Instead of seeking the nearest gym, they’re searching for at-home workout options.
Here’s a closer examination of Google Maps search trends for January 2021.
### Google Maps Trending Searches
Google’s data compares searches from December 2019-January 2020 with December 2020-January 2021, highlighting which queries have increased or decreased.
#### Local Travel
This year, there’s a stronger focus on local travel compared to international travel. Searches for destinations beyond one’s hometown remained steady, likely due to COVID-19 travel restrictions. In January 2020, searches for international destinations were up by 65% from the previous month. However, in January 2021, searches for local bed and breakfasts rose by 20% compared to the end of 2020, indicating a shift in travel habits closer to home. Ski resorts are notably trending, with searches more than doubling compared to January 2020, likely due to skiing being a socially distanced activity.
#### New Year’s Resolutions
Search trends in January usually reflect New Year’s resolutions, such as reducing alcohol consumption, eating healthier, and exercising more.
The search query “Dry January” spikes in January as people abstain from alcohol post-holidays. This year, fewer seem to take part in Dry January: searches for wine shops and liquor stores fell by 11% and 6%, respectively, compared to December. Last January, searches for both were down nearly 40% from the previous month.
Interest in healthy eating continues, with searches for “healthy” options increasing by 46% at the start of January compared to December. However, searches for ice cream shops were up by 10%.
Typically, searches for fast food restaurants drop in January, but this year the decline is minimal. In January 2020, searches for fast food fell by 20% from December; this year, they dipped by only 1.5%.
Exercise-related searches remained consistent. Searches for local gyms rose by about 25% from December to January. Meanwhile, searches for hiking areas didn’t see their usual spike, only increasing by 16% compared to last year’s 55% rise, possibly influenced by local restrictions and the popularity of at-home workouts.
For further Google Maps trends, you can visit Google’s blog.
