For a long time, travel businesses were operating with the objective to move people from one point to another. Now however, they put a lot of effort in understanding their customer and are constantly exploring ways to get more insights on their customers to serve them better. In order to help Destination Marketing Organisations take a step forward in this direction, Amadeus has rolled out a product suite, Destination Insight. It aims to put DMOs in the know with analysis of up-to-date travel data, removing some of the guesswork involved when making key marketing decisions.
DMOs often look at the data about arrivals because they don’t really have a direct link to customers to gauge how their various initiatives and global events impacted the behaviour of travellers. The have to put together pieces of data from different sources with gap of months. The data is then used to draw outline for the next year. However, as the insights are delayed, this cycle doesn’t allow DMOs to quickly iterate based on the data. Instead, there is lot of guesswork involved in the key decisions where they should have better information to act upon.
The suite leverages the travel data to draw actionable insights for destinations. By analysing billions of global air travel transactions in near real time, the suite can reveal hidden opportunities for DMOs to boost their destinations’ growth. DMOs can for example run relevant analyses of traveller 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.
Steven Valcke, Business Intelligence, Marketing at Visit Flanders said: “It’s becoming increasingly necessary for DMOs to be flexible in their strategies. Thanks to Amadeus Destination Insight, the way we use data has changed significantly. We can monitor, on a weekly basis, the impact of factors such as currency changes on traveller demand in our target source markets and adjust campaigns in response. Having this kind of detailed data allows us to be more responsive to developments.”
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. Destination Insight has two modules, Top View, and Navigator, which can be used together to maximise actionable insights and equip DMOs to compete for traveller attention in the right place at the right time.
Pascal Clement, Head of Travel Intelligence, Amadeus, added: “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 travellers through data, and respond with targeted, effective campaigns will be well-placed to capitalise on changing traveller preferences”.
The tool very well highlights how the data brands generate can be a powerful growth tool if used right. Steven Valcke explains in detail how Visit Flanders is using the data in this blog post. More details about Destination Insight can be found here.