A Computerworld report notes that "Google rolled out a new tool that it said can help marketing and advertising users better analyze Internet search patterns, while also adding new tools such as a "heat map" for graphically displaying search volumes and other data".

Termed Google Insights for search, the tool can help "compare search volume patterns across specific regions, categories, and time frames" and is an extension of the updated Google Trends tool that the company launched in June of this year.

The new tool allows users to type in search terms and then see search volume patterns over time as well as the top related and rising searches. As in any industry, this would allow marketing departments to see what attributes work best for them. As Google explains this enables marketers to "determine which messages resonate best".

For example, if a prospective hotel breaking into a crowded marketplace is unsure whether to highlight its location, key amenity or feature and enters all three into insight, it will be able to determine which attribute has the greatest interest for customers in that hotel market.

Insights can also help determine seasonal requirements as well as knowing what consumer perceptions of competing products are. All in all a wealth of data to be mined, crunched and assimilated for a more efficient and rewarding marketing effort for hotels.

Vijay is Chief Operating Officer and part-founder of Apple Core Hotels- a chain of 5 midtown Manhattan hotels offering value and comfort in the heart of the city.Member of the board of Directors - Hotel Association of New York. www.vijaydandapani.com