Google shares insights on popular searches on Google Maps, a rare set of search data that can help local marketers.
Local search data for the month of January traditionally provides a glimpse into people’s New Year resolution plans, with searches for gyms, healthy restaurants, winter vacations, and various forms of self-improvement during this month.
This set of search data from Google Maps, unique to January 2021, offers a glimpse into what people do when they leave home at a time when travel is discouraged.
The data shows that people are doing many of the same things as they were in January, with a different approach this year.
Rather than looking for international travel destinations, people look for local travel. Rather than looking for the nearest gym, people look for workouts at home.
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Here’s a deeper look at the January 2021 search trends on Google Maps.
Google Maps Trending searches
Google’s data on popular searches in Maps compares December 2019-January 2020 versus December 2020-January 2021 to determine which searches are higher (or lower) this year.
Local travel
People this year are more focused on local travel than international travel.
The searches for countries outside the hometown remained the same in January. This can be attributed to COVID-19 travel restrictions.
In comparison, in January 2020, the number of searches for international destinations in Google Maps increased by 65% compared to the previous month.
Searches for local bed & breakfasts are up 20% in January 2021 from the end of 2020, which is a sign that people’s travel habits have shifted closer to home rather than around the world.
Google notes that ski areas are “largely” popular on Maps. The searches for ski resorts are more than twice as high as in January 2020. This is probably because skiing is a socially remote activity.
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Good intentions
Search trends in January have traditionally been representative of people’s good intentions, such as drinking less, eating better and exercising more.
The question “Dry January” tends to peak in January as people pledge to abstain from alcohol in the month following the holidays.
This year, far fewer people seem to be taking on the dry January challenge as wine store searches in liquor stores are down 11% and 6% from December. Last January, searches for both searches were nearly 40% lower than in the previous month.
Healthy food remains a priority in the month of January as the number of searches for ‘healthy’ options at the beginning of the month increased by 46% compared to December.
However, Google notes that people crave sweets more this year. Looking for ice cream parlors are up 10% compared to December.
In January, searches for fast food restaurants drop, but that is not the case this year.
A search is underway in January 2020 for fast food restaurants were 20% lower than in December last year. This year, the number of searches for fast food fell by 1.5% between December and January.
The number of searches related to workouts and exercise remained high this year. Ask for local gyms increased by about 25% from December to January.
In what may be an example of the popularity of home workouts, Google searches for to walk areas did not see their usual increase this year – an increase of 16% compared to the increase of 55% last year. Local restrictions can also play a role here.
To learn more about trends in Google Maps, check out Google’s blog post here.