Think with Google presents: Why people need to “know before they go”

Today people can – and do – prepare for every aspect of any experience, big or small.  Whether they’re taking a vacation across the globe or dining at a neighborhood café, people have a low tolerance for surprises. 

We analyzed search trends and spoke to consumers, identifying three motives that drive them to know before they go.  Explore the data to understand how your brand can provide value in these moments. 

Spark excitement about an upcoming experience

Build confidence before heading to a new destination

Make the most of a budget

What this means for marketers

Understand intent signals

Whether it’s to get excited, build confidence, or manage their money, people are using search to shape and validate the decisions they make.  To ensure you’re part of their consideration set, pay attention to the intent behind people’s searches and adapt your messaging accordingly. 

Build useful tools

People rely on the web to plan the best experience possible.  Provide assistance with tools that cater to these experiences.  You can help people understand all the features and amenities you offer, interact with experiences before booking, or manage overall trip logistics. 

Do your research

To get your brand into the consideration set early, understand the unexpected ways people are searching.