Colombia; pioneer in the use of tourism Big Data

The MINCIT (Ministry of Commerce, Industry and Tourism of Colombia) promotes its positioning in the market through the use of Mabrian’s® Travel Intelligence platform.

Throughout 2017, Mabrian Technologies’ platform has collected over 6.1 million tourist mentions about Colombia, that have provided insight and deeper knowledge of the behaviour and real perceptions of travellers regarding the destination, and therefore, a solid and up-to-date basis that destination managers can use to make their decisions.

The use of algorithms specialised in Natural Language Processing and equipped with Artificial Intelligence make it possible to filter and analyse the huge amount of data generated by visitors’ online behaviour (searches, Social Networks, opinion platforms, etc.). By doing so, we are able to draw a detailed (aggregated and anonymous) profile of the tourists, their interests and perceptions.

Two of the most interesting markets for Colombia are the Spanish and US ones, which were the two non-Latin American origins that grew the most in last year’s top 10 markets for the country, according to the 2017 report by the Colombian Tourist Information Centre (CITUR).

Both markets show a good global assessment of the destination, that is reflected in a global tourist perception index of 77.32 points (out of 100) on the part of Spanish visitors and a slightly higher assessment, 77.47 points, for the US market. Both indicators are higher than the overall average obtained by the country (a very remarkable 76.46 points).

Hotel service ratings are also very positive from both markets. The hotel satisfaction index, based on 93,518 reviews by users collected from the 853 hotels monitored in the country, places the US tourists’ satisfaction level at 71.62 points and the Spanish tourists’ satisfaction level at 69.54 points.

In terms of tourist products that generate more interest in the destination, Art and Culture is the most mentioned by tourists from both the United States and Spain, according to tourism Big Data. However, they differ on the second most mentioned tourist product, the Spanish opt for Nightlife whereas the US visitors opt for Food and Cuisine.

It is also worth highlighting the good assessment of security and climate perception indexes, that for both markets exceed 80 points out of 100.

Mabrian offers updated, representative and accurate information about the destination through its cloud platform, that allows managers to define the full travel cycle, from the inspirational searching moment, price comparison and booking pattern, going through the behaviour and spend in destination, to the sentiment analysis and its satisfaction.

With Mabrian’s platform launch, Colombia positions itself at the forefront in the use of Big Data and Artificial Intelligence advanced tools in the tourist sector, reaffirming its firm commitment towards a sector considered strategic for the country.

This post is also available in: Spanish