ASAP Business Partner STR and Google have looked at data from London and New York City around search patterns and hotel performance trends for each market in 2015 and 2016, and found a statistically significant relationship between Google search data and the number of roomnights actually sold.

November and December of 2016 were shown to be strong months for accommodation searches and demand in London, which is attributable to the fall in the value of sterling. Hotel demand in the UK capital increased 1.7% in both 2015 and 2016.

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