What are users looking for? Keys to understanding and mastering demand peaks

We are approaching a period full of days with great deals and discounts that mark the start of the holiday shopping season. To maximize conversion during these days, it is not enough to simply offer the lowest price or the biggest discount; it is essential to understand how, when and why consumers search, in order to anticipate the peaks in demand generated during this period.

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In our recent webinar with Google, Diego Ruiz, Strategic Agency Manager, shared exclusive insights on search behavior in Mexico, Colombia and the United States, comparing trends with the previous year and projecting opportunities for 2026.

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Trends that are redefining the game

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Buen Fin goes digital, but Black Friday accelerates faster
Online sales during Buen Fin grew 24% YoY, with 70% of visits coming from mobile. However, searches related to Black Friday and Cyber Monday grew even more (+10% YoY), consolidating their relevance in retail. Consumers are more open than ever to try new brands: 60% have already done so in the 2024 season!

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Longer, more personalized searches
Searches with more than 6 words are growing 13 times faster than short ones. This reflects an evolution towards a more natural, complex and personalized search. Example: "How can I get the biggest discount with my bank?" is more common than simply "bank discounts".

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3. Lead time in travel: anticipation and strategy
In Mexico, 50% of buyers plan to travel between 3 and 6 months after booking. This opens a strategic window to capture demand in advance, especially in categories such as package tours and lodging, a priority for Gen Z and where the average spend exceeds $12,000. On the other hand, we must take into account that, more than 1 month before these key shopping dates, 23% of users already start researching, rising to 34% among Gen Z, so it is important to anticipate this demand by creating expectations and communicating possible offers.  

Make sure you have all your rates and promotions loaded well in advance (even up to a year in advance) in order to capture that demand.

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4. Key platforms: Google and YouTube dominate
Google is the #1 source of research for young people, while YouTube is consolidating as a decisive channel of influence due to the trust it generates. Users value reviews, comparisons and authentic content, feeling more connected to the brands they see there. In addition, while influencers ' recommendations are key for younger users, Millenials and Gen X value recommendations from professionals more highly.

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5. Payment methods and purchase decisions
Credit card is the preferred method across all ages, especially among those over 45. In addition to expecting a low price (especially among Generation Z), factors such as MSI (interest-free months), brand perception and loyalty programs significantly influence the purchase decision.

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Opportunities in new markets

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Mexico continues to be the most popular destination for U.S. travelers, while emerging destinations such as Palau, the Comoros Islands and Greenland show surprising growth. In Canada, Mexico is the third country with the highest growth as a tourist destination. In addition, Colombia shows an interesting evolution in its search behavior, with an increase in purchase intent in categories such as technology, fashion and tourism, especially on key dates such as Cyber Monday.

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What about AI? The new consumer co-pilot vs. the new marketing campaigns.

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Users are increasingly interested in using AI tools to plan their trips- from finding accommodations to deciding itineraries. Google AI is transforming search, with features such as Google Lens, AI Overviews and AI Mode enabling more natural and satisfying searches.

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Faced with this new scenario, the hotelier also has innovative tools to design and optimize AI-driven campaigns, such as PMax, AI Max and DemandGen. Therefore, the quality and structure of the content on our websites becomes even more important: these technologies-both those used by consumers and those used in marketing-are fed directly by this information.

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Work on the FAQ or "Frequently Asked Questions" page on your website, where you can answer all those common questions from your customers and position yourself for the searches they perform with IA. Publish articles or sections about your hotel environment. This content will not only provide valuable information and improve the user experience, but will also position your website as a reliable source for AI. Discover more tips on GEO and its impact on the hotel industry.

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How to prepare for 2026?

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Diego Ruiz made it clear: the only way to win in the era of AI-driven search is to adopt a demand-driven budgeting strategy. This implies:

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• Be flexible with budget and ROAS objectives.
• To be present at every moment of the traveler's journey.
• Use tools such as Broad Match, PMax and AI Max to multiply conversion opportunities.
• Inspire from the discovery phase, especially on YouTube and Shorts, where consumers feel more connected to brands and capturing their attention with DemandGen.

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Did you know that by allocating at least 8% of the total budget to demand generation, you can achieve a -5% improvement in overall account-level CPA and a +12% increase in conversions? *

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Get ahead of the curve and start preparing your strategy before the next wave of demand arrives.

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*Source: Google Econometric Study 2025

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