In an era where consumers are looking for authentic experiences instead of just another product, the ability to read their intentions is becoming a key competency for marketers.
Analyzing search trends with Google Trends is a free way to get inside the mind of today's consumers and understand what they're really looking for – especially during the summer season, when interest in experiences is at its peak.
What is Google Trends and why is it worth using?
Let's start with a definition of Google Trends: it's a free Google service that allows you to analyze keyword popularity over time. Unlike Google Keyword Planner, which provides specific numbers, Trends shows relative interest in a topic on a scale of 0 to 100.
The tool allows you to filter data by location, time period (from the last hour to data since 2004) and offers division into categories and search types (e.g. YouTube , Google Shopping ), which allows you to precisely tailor the analysis to the specifics of the campaign.
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For marketers, the ability to compare search terms in Google Trends and identify seasonal patterns is crucial. By analyzing query seasonality, we can see that interest in vacation-related search terms begins to increase in April, peaking in June and July.
Additionally, the function indicating search trends by region allows you to identify in which voivodeships or cities specific topics are most popular.
How do Poles look for summer experiences?
Google Trends data reveals a fascinating pattern: modern users aren't just looking for places to visit—they're looking for things to do. Phrases like "what to do this weekend," "attractions near me," and "events in my area" are seeing rapid growth, especially during the summer months.
What's more, searches are becoming more specific by time ("tonight," "this weekend") and company ("with kids," "for family," "with friends"). This trend reflects a broader shift in consumer behavior— according to recent Google reports , 83% of global users use search or YouTube daily, and over 60% of searches in the shopping and fashion categories are exploratory in nature.
Searches for local events, concerts, festivals, and tourist attractions increase by up to several hundred percent during the summer. Mobile users dominate these searches, with mobile devices now accounting for over 70% of all search engine traffic.
Experiential Marketing – What Does It Mean for Your Brand?
By 2025, the experiential marketing market will exceed $59 billion , and B2C marketers are steadily increasing their spending on this channel. Experiential marketing now accounts for 38% of the entire marketing services market . This represents a fundamental shift in how brands build relationships with their audiences.
A key insight from Google's 2026 reports: consumers, especially younger generations, are prioritizing "present well-being" over long-term goals. This means that messages like "save for the future" are giving way to "feel good now" messages.
Brands that understand this design experiences that deliver immediate gratification. This is clearly demonstrated by British Airways, which redesigned its Avios loyalty program, introducing more frequent, smaller goals instead of a single, distant reward.
For consumers tired of economic uncertainty, what matters is a sense of progress they can feel today, not in a few years.
5 Practical Ways to Use Google Trends for Summer Promotion
Theory is one thing, but the true value of Google Trends comes from practical application. Here are five proven methods that will allow you to translate trend data into effective promotional activities.
- Identify trends ahead of time Instead of reacting to peak interest, monitor growth 4-6 weeks in advance. If you see the phrase "kayaks in Masuria" starting to rise in April, your campaign should launch then, not in July.
- Localize your activities – Leverage regional search trends, which show interest by province and city. This data is invaluable for geographic targeting. Google Ads ads and adapting communication to local preferences.
- Combine your offer with trending experiences You don't have to be a travel company to capitalize on summer trends. A beverage company can sponsor festivals, a bank can organize vacation planning workshops, and a sports shop can offer free yoga classes in the park.
- Create content that answers current questions – Monitor the “Similar Queries” section of Google Trends, especially trending searches. If you see people searching for “best places to go on a weekend with your dog,” and your business has any relevance to this topic, create a guide that addresses this query.
- Plan your product campaigns according to seasonality – Use historical data to predict demand. Analysis of seasonality in searches in Google Trends goes back as far as 2004, so you can identify recurring patterns and precisely plan your advertising budget.
How to avoid missing out? Real-time Google search engine popularity research
Google Trends' "Trending Now" feature updates every 10 minutes, showing sudden spikes in interest. This is invaluable for real-time marketing. If a local attraction suddenly gains popularity, you can quickly adapt your messaging.
In practice, this means an advantage over competitors who still plan their actions based on data from a month ago – in the era of AI and instant gratification, this difference can determine the success of a campaign.
Also, remember to integrate with AI – the latest Google Trends updates introduce Gemini-powered features that automatically identify trends and suggest comparisons.
It is also worth setting up automatic alerts for key phrases related to your industry – you will receive a notification when interest exceeds a certain threshold.
From data to action – the key to effective promotion
Summer is a time when consumers actively seek experiences, not products. Google Trends provides free access to their intentions—it shows what they want to do, where, when, and with whom. Brands that can transform this data into valuable experiences gain not only attention but also loyalty.
In a world where 79% of event attendees say they're willing to pay more for experiences that are meaningful to them, trend- and experience-based marketing is a must, so it's worth knowing how Google Trends works and how to leverage the data you can find there.
Frequently asked questions about experiential marketing
Google Trends is a completely free tool from Google that allows you to analyze keyword popularity over time. It allows marketers to check, among other things, the seasonality of trends, providing valuable insight into consumer purchasing intentions and behavior.
The main difference lies in the way the data is presented. Google Keyword Planner provides specific search volumes for specific terms, while Google Trends shows relative interest in a given topic on a scale of 0 to 100.
The tool allows for very precise data filtering, including division by location (e.g. province or city), time period (from the last hour to years back to 2004), selected thematic categories and search types (including standard search engine, YouTube or Google Shopping).
The seasonality analysis in Google Trends shows that the first increases in queries related to trips and holidays appear already in April, with a clear peak in the summer months: June and July.
This is a response to the changing needs of modern consumers who, especially during the summer, increasingly seek authentic experiences and emotions, not just physical products. Using Google Trends, brands can monitor these intentions in real time and build campaigns that offer what users are truly looking for, at the right time and place.
Summary
The above article covers the following topics:
- Google Trends is a free tool that allows marketers to analyze keyword popularity and seasonal consumer intentions, helping them better tailor campaigns to their needs.
- Poles are increasingly looking for specific activities and local events online, focusing on precise mobile queries instead of simply browsing places.
- Brands succeed by focusing on experiential marketing and offering customers immediate satisfaction instead of long-term benefits.
- Using Google Trends data allows brands to precisely plan seasonal campaigns, locally target ads, and create content that meets current and future consumer needs.
- Using the "Trending Now" feature and AI tools allows brands to immediately respond to spikes in keyword popularity and build an advantage through real-time marketing.
- Marketing based on Google Trends data allows brands to create valuable experiences that meet real consumer needs and build their loyalty.
