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The end of ‘big data’? Less is the new more in tourism now

Big data has revolutionised the way we live and operate in the tourism sector.  But has big data become just a little bit too ‘big’? Do you find yourself dreaming of having just a little ‘less’ data to analyse?

Like everything else in life, data is all about quality and not quantity. And that’s why at Mabrian we are calling the end of ‘big data’ and instead urging the sector to focus on actionable insights when looking at destination trends.

To help our partners achieve this we have recently restructured our Customer Success team – who work closely with you to help turn multiple data sources into specific information in the form of actionable insights.

We do this by providing you with customized assessment to better understand your business needs and find the best information and indicators available to support your decisions. 

Our objective is clear: to move from providing you with information to providing you with answers. To achieve that a balance between a powerful Travel Intelligence tool and a deep tourism sector knowledge is required. The sector needs agile solutions more than ever!

To lead the Customer Success team we’ve recruited Sonia Huerta – who has more than 10 years of expertise in international projects – from THR Innovative Tourism Advisors, a management consultancy specializing in the tourism sector.

Sonia joined our Barcelona offices at the close of 2020 and will have a team of up to 20 people reporting directly to her by the end of 2021.

Announcing the news recently our colleague Carlos Cendra, Sales & Marketing Director at Mabrian, said: 

“There’s certainly been a bubble around ‘Big data’. Data is drowning tourism professionals and the last thing a drowning person needs is more water. 

“Instead what people require is information that matters in the form of actionable insights taken from a choice selection of multiple data sources that are right for them – and this is why we have incorporated more tourism knowledge into our team, to better understand the challenges that our clients face daily.   

“Sonia has an impressive background in tourism consulting and is the perfect person to train and lead our Customer Success team in order to help our partners – many of whom are tourism boards and CVBs, but also hotel chains and airlines too – turn our up-to-the-minute data into actionable insights.”

To learn more about the kind of valuable insights we can provide to your organization contact us today.