Search interest in the U.S. for “my activity,” where people can manage information saved to their Google Account has increased sixfold since 2016.

Google Trends Data, 2016–2018.

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More than 160 million people have gone into their Google Accounts to review and adjust their privacy settings.
Google Data

Only 46% of high-value travelers are motivated by loyalty programs when booking travel.
Google/Greenberg

The No. 1 reason a high-value traveler chooses to book with a particular brand is customer service, not a loyalty program.
Google/Greenberg

< 40 %

of marketers are using consumer research to drive decisions.
Google Surveys
36%

of travelers would likely pay more for services if a travel brand tailored its information and trip experiences to personal preferences or past behavior.
Google/Phocuswright
92%

of leading marketers believe using first-party data to continuously build an understanding of what people want is critical to growth.
Google/Econsultancy