In the popular themes & keywords report, you can find the topics travellers are most interested in when visiting a location. Learn what content you should create for a destination to meet traveler demand. We show you the most popular tours for specific themes & keywords in a chosen destination.
Discover the report
Main use cases
Create the most relevant content and promote the best performing matching activities.
- Discover themes and keywords to help you write new destination content for what travellers are most interested in right now.
- Get the best activities related to these themes & keywords to promote in your content.
- Double check your existing content for whether you’re covering the most relevant topics.
- Find the best-selling activities related to keywords you found e.g. during your SEO research.
When to check the report
We recommend checking the report once per month to stay up to date with the latest traveler demand. Check it as needed, when you’re optimising existing or creating new content.
Navigate the report
If you need help on how to use general report features like applying filters or downloading results, read our FAQ article to learn more.
The data represents the very recent traveler demand and gives you up-to-date information on what’s currently popular with customers.
The demand index represents the booking volume. The higher the number, the higher the demand.
Filter for the destination countries you want to see the theme, keyword, and activity demand for.
Filter for the destination states/areas you want to see the theme, keyword, and activity demand for.
Filter for the destination cities you want to see the theme, keyword, and activity demand for.
Themes & Keywords
The activities travellers book are linked to one or many themes & keywords. Themes are the broader topics – like culture or nature – and give you a good first overview of the demand composition in a destination. Keywords are more specific – like family friendly or museum ticket – and give you deeper insights into what travelers are looking for in a destination. Both can help you to understand what you should focus your content on when writing about a destination.
Chart: Popular Themes – by Country
Overview of the most popular activity themes in a destination country. The percentage indicates how much travelers are booking this theme compared to other themes in the destination. By default, you’ll see the top 10 destination countries. Use the country filter to pick the location(s) you’re interested in.
Chart: Popular Themes – by City
Overview of the most popular activity themes in a destination city. The percentage indicates how much travelers are booking this theme compared to other themes in the destination. By default, this will show the 10 most popular cities of the selected destination countries. Use the city filter to pick the specific location(s) you’re interested in.
Table: Popular Keywords
Overview of the most popular activity keywords in your chosen destinations. The demand index represents the booking volume related to this keyword. The higher the number, the higher the demand. Use the country and city filter if you want to look at the most popular keywords for a specific location.
Table: Top activities
Find the most popular activities in a destination – rank 1 being the most booked one. You can use the city and country filter to show only activities for your relevant locations. You can also use the themes & keywords filter to show matching activities only for the themes/keywords you’re interested in.
To explore larger data sets or store the data for future use, it can be helpful to download the results, for example as an Excel file. If you need help on how to use general report features like downloading results, read our FAQ article to learn more.
Whenever you’re adding activities to your content, please use our integration tools to ensure the integration works properly and we’re able to attribute any bookings to your account.