In all sectors, including tourism, have a data driven approach it has become fundamental. Especially today, after a crisis that has profoundly changed the entire sector, it is necessary to act with data and information in hand.
The crisis has changed the needs of the tourist, his approach, the way to organize the trip, to find information etc. Studies and data produced in the run-up to the pandemic have now lost much of their information potential. The need for countries, cities and tourist destinations in general to collect and analyze data and exploit its potential is more urgent than ever.
Digital is a powerful innovation tool which, if exploited in all its potentialities, can become a precious ally for the strategic choices of a destination. Think of the amount of data that tourist destinations have available today thanks to the technologies increasingly used in daily life and travel, data that, if properly analyzed, linked and interrogated, can help make strategic, more effective and aware.
The "data driven" approach in the tourism sector
But what exactly does it mean to be "data driven"For a destination? It means exploit sentiment data, to searches, to reservations to build a travel experience in line with the needs of tourists incoming and to launch marketing campaigns that go straight to the hearts of travelers.
In this way a destination is able to make decisions based on objective facts, and not on personal feelings. The Digital Innovation Observatories of the Politecnico di Milano talk about "data-driven marketing cas an omnichannel marketing strategy aimed at enhancing data, its collection, analysis and processing to intercept the consumer in a coherent and personalized way in all its purchasing phases".
In the purely tourism sector, adopting this type of approach means being able to plan effective growth strategies, attract the right visitors, create ad hoc offers for them, gain an unprecedented competitive advantage. Being guided by the data means play in advance intercepting new trends.
Tourist destinations can thus invest in targeted projects, activate marketing campaigns by monitoring and refining them in real time, going to intercept the right visitor, in the right way and at the right time.
Data Appeal Company for tourist destinations
Become one data driven destination it is not an immediate process: it means implementing a change in mentality first, it takes one rooted data culture, a lot of training, that is, it is necessary to train the operators on the value of these data, and it implies a change in the organization. Relying on companies specialized in this field becomes a priority.
In Italy, important companies are establishing themselves able to offer high-level services in the field of data analysis. One of them is The Data Appeal Company, young company based in Florence, active in the development of vertical AI analytics solutions and a point of reference in the sector.
The company operates in various sectors including tourism and, the experience accumulated over the years, has allowed it to create Data Appeal Studio, the first all-in-one territorial analysis platform for tourist destinations, uno tool capable of collecting, analyzing and comparing all the data available online on any type of destination to always know exactly what happens on the market, what travelers think and behave and what are the real opportunities development for the tourist destination.
The platform, conceived by experts from the tourism world, focuses on three research areas:
- reservations and arrivals: analyzes arrivals and bookings of hotels and air flights expected in the coming months, to plan marketing strategies more confidently and help operators to better face every period of the year;
- reputation analysis: analyzes how a destination appears in the eyes of travelers through semantic analysis of online reviews, social content, etc. to understand and study which aspects to leverage to create an ad hoc tourist offer;
- comparison and benchmarking: analyze competitors and test their performance.
In a moment of epochal change in tourism, such as the one we are experiencing, it becomes a priority for all tourist destinations to rely on data to return to grow and improve their performance. Navigating on sight has never been a good strategy, all the more so in this historical period.