People’s Biggest Travel Concerns: New Study Reveals Top Searches
Travel is back and booming, but people are still concerned about certain aspects of taking to the skies or hitting the road. Now, fresh data reveals what people are Googling most about travel.
The world seems increasingly complex with an increase in geopolitical tensions and concern about climate change and disasters. In addition to macro issues, people’s top concerns about travel today include issues closer to home, such as safety, budgeting, and health.
LGBTQ safety, especially, is top of mind as there has been an increase in gay hate crimes, transphobia, and homophobia.
Money issues also factor in, such as how to travel well on a budget and how to protect your financial security once you leave home—from pickpocketing or mugging to wild currency fluctuations. Insurance covering theft, loss or delay, and of course health are other concerns.
But what are people really searching for on the Internet when it comes to travel?
Company founder Jacob Kettner, and his team at First Rank, a top-ranked Winnipeg-based SEO and digital marketing company, aimed to find out with their latest study. First Rank analyzed global Google Ads search data from the last twelve months to uncover the top travel-related concerns, and the results highlight what’s on everyone’s minds.
“The top three searches reveal a clear trend,” says Jacob. “Travelers are focused on affordability, security, and making informed choices.”
1. Cheap Flights
With over 2.6 million global searches per month, “cheap flights” were by far the biggest travel concern. This isn’t surprising given the rising cost of living, fluctuating fuel prices, and ongoing economic uncertainty.
“Travelers are keen to stretch their budgets,” says Jacob. “This search reflects savvy travelers hunting for the best deals on airfares through comparison sites, loyalty programs, and off-peak travel hacks.”
2. Travel Insurance
A staggering 912,000 people search for “travel insurance” each month, highlighting how much risk management has become part of modern trip planning. With the potential for unexpected flight cancellations, lost baggage, and medical emergencies, travelers want peace of mind.
“The spike in interest in travel insurance could be linked to recent global events, from extreme weather disruptions and an increase in airline cancellations to political instability and post-pandemic caution,” says Jacob. “Comprehensive travel insurance is no longer an afterthought but a must-have, especially for international trips.”
3. Airlines
The third most popular search was “airlines,” with 149,000 searches per month.
“This increase in interest in specific airlines suggests that people are interested in comparing airline experiences,” says Jacob. “With increased competition among carriers, travelers are paying closer attention to factors like legroom, baggage policies, customer service, and loyalty rewards.”
Jacob Kettner, the founder of First Rank, commented: “It’s no coincidence that two of the top three travel searches are related to airlines. The aviation industry plays a massive role in travel, and passengers are becoming more informed and selective than ever.
“People are looking for more than just getting from A to B; they’re looking for value. With economic pressures pushing people to be more budget-conscious, airfare deals and airline perks are being scrutinized like never before. Loyalty programs, baggage fees, cancellation policies—these all factor heavily into decision-making.”
About First Rank
First Rank is a top-ranked Winnipeg-based SEO and digital marketing company focused on helping businesses generate leads through their websites. Founded by Jacob Kettner, the company specializes in search engine optimization and comprehensive digital marketing strategies.
