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Mabrian: example of Tourism Intelligence at the Mobile World Congress

Santi Camps, Mabrian’s CEO, presented the advantages of using tourism Big Data for destination management in the forum Going Digital of the Mobile World Congress in Barcelona.

Camps reeled the key points of Travel Intelligence and the analysis that Mabrian does of the full Travel cycle, from the inspirational and searching moment ahead of the trip, through the actual experience in the destination, to the spontaneous evaluation and interaction expressed on social networks.

Big Data and Artificial Intelligence applied to the tourism sector supposes a paradigm shift in the management of sector operators: with the available data and Mabrian’s platform’s specialised analysis, it is possible to understand interests, perceptions, behaviour and spend patterns, as well as the levels of client satisfaction for a tourist business.

The large amount of data analysed enables strategic decision making based on knowledge, complementing the traditional analysis methods based on static methods which rely on more limited sample and magnitude, such as statistics and surveys.

Case 1: Benidorm

Camps exposed five success stories in the use of tourism Big Data. The first of them, related to the tourist destination Benidorm and the Italian market, based on over 100,000 samples collected in the study period.

The study focused on an origin market that a priori wasn’t particularly relevant for the destination’s managers, since Alicante’s airport, a reference in Benidorm, did not have much connectivity with Italy, and both the accommodation surveys and statistics revealed little presence of tourists of this nationality. It therefore didn’t seem to be a target market for Benidorm’s positioning.

However, data collected by Mabrian show that Italians are the fifth most important market in terms of volume of mentions, and characterises a target unknown until then, and therefore not included in the destination’s tourist strategies. The profile of the Italian tourist is of a seasonal young client, mainly interested in sun and beach and natural tourism, that doesn’t stay in hotels, and that shows very high satisfaction indexes.

Cases 2 and 3: Cuba and Jamaica

Camps also explained the case of the “pull effect” detected with the opening of Cuba’s tourist market to the United States in 2016, illustrated by over 3.4 million mentions. Mabrian was thus able to quantify the increase in the interest of certain origin markets to travel to Cuba due to this socio-political change between Cuba and the United States.

In the case of Jamaica, the demographic and preferences analysis performed on Spanish users regarding the destination helped to identify a tourist profile which differed from any preconception.

The more than 207,000 mentions collected during the study period showed that the real target is a much younger public that the one that appeared a priori in the tour operators briefing, and mainly interested in nightlife and cultural tourism, instead of sun and beach, to which the initial segmentation pointed.

Cases 4 and 5: Spaniards in Toulouse and a strategy focused on shopping tourism

Finally, Mabrian’s CEO reported another two success cases from the Travel Intelligence platform he leads. In both cases, the Big Data generated by the users allowed to sharpen and segment more precisely the destination managers’ online marketing strategies, generating an exponential increase of the return on investment.

The analysis of Spanish users’ interactions regarding the destination Toulouse (121,000 mention in the study period) allowed managers of a direct sales campaign to increase the CTR by 80% compared to the initial approach.

The second success case refers to one of the main European capitals, whose purpose was to increase the impact of a shopping campaign during Christmas. Through the cross-analysis of data collected by Mabrian they where able to identify the four origin markets most interested in Shopping, that turned out to be different from the ones initially foreseen. The campaign achieved over 70 million impacts.

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