What’s your tourism strength? Ours is natural language processing, or as we call it: NLP.
You might be forgiven for not being familiar with this term, but as strengths go it is one of the most relevant for the tourism sector.
Kind of like in science fiction movies when someone can read minds, NLP is a technique that allows us to extract raw and unstructured data from sources such as social media and review platforms.
We do this to listen in on conversations about your destination on social media and clean up that information into actionable insights: five indices that measure the performance (or satisfaction level) in all the main aspects of the destination and compare it with your competitors. All at a source-market-by-source-market level.
The first of these indices is the Global Tourism Perception Index, which measures the overall level of satisfaction of visitors and is calculated by looking at the other four indices.
Within these other four we have the Perception of Security Index, which looks at the perception that visitors from different countries have of security in that destination.
Meanwhile a Perception of Climate Index measures the level of satisfaction that visitors have of the weather and overall climate – and reflects the relationship between the expectations and reality of visitors’ experiences.
A Tourism Product Index looks at how satisfied visitors are with the in-destination experiences such as gastronomy, nightlife, outdoors activities or shopping.
Finally, we have the Hotel Satisfaction Index and that examines satisfaction levels of visitors staying in three, four and five star hotels – and is based on reviews left of sites such as Trip Advisor or Expedia.
Get in touch to find out more information about These indexes:
So how does NLP actually work? It draws on machine learning and artificial intelligence (AI) to take data and segment by sentences, stemming (reducing words down to their origin), grammar labelling and other methods – all the while using special algorithms to exclude irrelevant data (particularly non-tourism related data).
At Mabrian we’ve added our own touches, drawing on years of experience, and we operate NLP in multiple languages including not just English, but Spanish, Catalan, Portuguese, Italian, French, German, Japanese and Russian.
As the saying goes, information is power. These indicators allow you to establish the necessary measures to leverage the drivers (and take action on the detractors) of destination value for each target source market.
To find out more information on how to take your campaigns to the next level: