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.

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Belgium is a beautiful country known for the music, chocolates and beer. Belgians love their beer and that is why the country has got almost 180 breweries from the microbreweries to the international brands. A large number of these breweries are in the northern state of Flanders and to promote the Belgian beer culture in other regions, Visit Flanders has recently announced its beer website www.beerinflanders.com.

The website displays information about the beers in Flanders which include the history, brewing processes, related events, breweries and brewpubs. Along with the information, it offers ways to plan a beer trip to the region.

The beer business in Belgium has a turnover of around 2.2 billion euros and this initiative is to drive even more business by educating more people about the Belgian beers. The country boasts of its beer culture and offers 1500 different kind of beers. The Flemish culture showcases their expertise in beer making and the experts highly favour Belgian beers for the character and endless options.

Speaking at the launch of this interesting website, Sunil Puri, Managing Director – representative office for tourism, Flanders and Brussels, Belgium in India said, “It is our pleasure to introduce the new website that serves as a guide to the world of Belgian beers. Through the introduction to our dedicated website on Flemish beers, we want to familiarise people with the rich beer-making culture and inform them about the various fun activities and events one can enjoy with these beers. We hope more people can experience this extensive tradition through exciting brewery-visits, beer events, beer trails, walks and tours on their next trip to Flanders.”

This initiative by Visit Flanders will not only educate people about the beer culture and the associated processes but also help promote Flanders as a destination among the travellers.

Do check the website to learn more about the famous beers and share your thoughts with us.

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