Destination data analysis to boost travel marketing

Amadeus, that provides technology solutions for the travel industry has launched a new data analytics suite that aims to equip destination marketing organisations (DMOs) with analysis of up-to-date travel data, removing some of the guesswork often involved when making key marketing decisions. Dubbed as Destination Insight, the suite can analyze global air travel transactions in near real time, and aims to reveal hidden opportunities for DMOs to boost their destinations’ growth. For example, the company explains that DMOs can run relevant analyses of traveler searches and bookings to measure, adjust and build more effective campaigns. They can also view bookings to their destination versus competitors to understand who they are most closely competing with and quickly develop strategies in response to market developments.
“One of the most game-changing aspects of big data is that it enables organisations to look into the future and anticipate the needs of customers. Destinations that can understand today’s travelers through data, and respond with targeted, effective campaigns will be well-placed to capitalize on changing traveler preferences,” said Pascal Clement, Head of Travel Intelligence, Amadeus.

Where’s the problem?

Amadeus believes that DMOs have in the past been bound by data such as visitor numbers only after the year is complete, as reported in its recent paper ‘Smart decisions for smart destinations using big data’. But this has meant DMOs have been less able to take proactive decisions to attract travelers. To do so, DMOs need to know what potential visitors want, which rival destinations they compete with and how to get ahead of travel trends.

How can Destination Insight help?

According to the company, Destination Insight is flexible and scalable, and can be used by both emerging and mature DMOs, whether they are monitoring travel at city, country or region levels. It has two modules, Top View, and Navigator, which can be used together to maximize actionable insights and equip DMOs to compete for traveler attention in the right place at the right time. Top View grants DMOs a comprehensive picture of their performance with the ability to benchmark versus other destinations. They can gain insights into searches and bookings, when travelers are going there or how long they’re staying for. The company holds that the module can also help pinpoint origin markets in need of attention to grow visitors. Navigator provides travel agency booking data that can improve DMOs’ response to external factors such as currency fluctuations or weather. For instance, discovering that an unusually warm period contributed to an unexpected spike in bookings could aid in managing future travel demand. Amadeus recently announced plans to boost its presence in Indonesia, growing its investment in technology, people to support the growth and development of the Indonesian travel agency community.

Abhinav Mohapatra

An author who has a keen interest for the ‘off-beat’ <!--more-->An author who has a keen interest for the ‘off-beat’, he has covered and explored multiple facets of the marketing, advertising

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