How can we identify trends in demand and know the profile of visitors based on real-time data analysis?
The only constant in the tourism industry today is change. To remain competitive, tourist destinations and companies in the sector have to identify changes in demand trends in order to adapt their strategies to a new changing reality. The analysis of the evolution of demand and of the behavior and interests of travelers at a global level, allows us to identify and adopt new market trends.
How to discover trends in tourism demand for the next season?
The updated analysis of the context and tourism trends at a global level allows us to identify variations in tourism demand for the next season and act in accordance with the change. To prepare the forecasts for the season, we are going to cross-analyze the data on air capacity, searches and reservations, evolution of the perception of the destination, etc. This data is constantly analyzed to proactively anticipate travel trends.
This analysis allows us to answer such important questions as: what is the size and volume of future tourism demand? Where does it rank compared to previous seasons? Have there been any changes in its composition? Do all the market niches that show interest in visiting our destination have easy access? Is our destiny still perceived as safe? And sustainable? In addition, this analysis helps us to know with a higher level of certainty the future arrivals and the profiles of the visitors through analysis of the air reservations made.
For example, the analysis of the future demand for the winter season of 2022 for Lanzarote has been able to confirm that both connectivity and tourist demand have exceeded the levels of the pre-pandemic period, however there are some changes. The domestic market has become the main market both in terms of inspirational and confirmed demand, while the UK market has dropped to second position reducing their interest in visiting the destination. There was also a growing interest in inspirational demand from the German market that even exceeds seat volumes on scheduled flights. This information provided in advance allows destination managers and companies in the sector to take action, take advantage of opportunities and reduce possible negative impacts.
How can you get to know the visitor profile of a destination?
Knowing the profile of the visitors helps to understand their needs to adapt the communication and the offer of services, as well as to build a lasting and satisfactory relationship.
Analysis of spontaneous visitor comments and reviews shared on social media and review platforms, along with destination spending data and visitor presence and mobility data, provide invaluable insight into the main destination visitor profiles segmented by countless concepts: origin, demographic data, income level, interests, etc. From these sources of information we can know the estimated age and gender, accommodation preferences, spending patterns in the destination or the specific overnight areas. In addition, through search and flight booking data we can determine the best time to launch marketing campaigns in the analyzed markets.
Continuing with the example of Lanzarote, the average age of the visitors belongs to the groups of 35-44 and 25-34 years. However, we have detected a growing interest in the age group of visitors over 55 years of age, which could be an opportunity for companies that offer tourist activities to expand the offer and adapt it to the needs and preferences of this target. During the winter seasons we see more solo travelers and couples while during the summer season the presence of families increases. Travelers from the UK stay, on average, a week in the destination when those from France and Germany tend to stay between one and two weeks. In addition, visitors from these countries during the 2022 season have increased the days of stay.
What motivates my visitors for visiting the destination?
For communication to hit the nail on the head and make the person on the other side feel identified, there are few actions as effective as knowing the interests and preferences of visitors. This helps to personalize the communication and the offer, as well as to focus the messages that do work.
The information extracted from the analysis of the mentions shared on social networks and review platforms crossed with the data on spending by categories allows us to complement the visitor profile with information about tourist products, attractions or activities preferred by different markets. of origin in order to identify the travel motivations of our visitors.
For example, the main reasons to visit Lanzarote for the main markets are to enjoy nature, sun and beach, and active lifestyle activities. However, we can identify some differences in interests between the different source markets. The national market shows less interest in sun and sand and prefers to enjoy sports, local gastronomy and leisure, while visitors from Germany show more interest in cultural activities when they are in the destination. Visitors from the United Kingdom in Lanzarote prefer to enjoy activities for the whole family, shopping and personal care. The French, on the other hand, enjoy sports and activities that improve well-being, such as yoga and meditation.
Tourism intelligence based on data analytics allows us to improve our decision-making process, basing it on updated information to create successful tourism strategies, identify opportunities and threats, personalize the offer and communication with our visitors and manage tourism in an efficient and sustainable way.