FAQs

What are our data sources?

We work with reliable data providers with global coverage, that guarantee data representativeness as well as compliance with International Personal Data Protection laws. Our data sources are as varied as the different modules we offer for tourism analysis.

  • Tourist Behaviour: we analyse spontaneous interactions on Social Media and Opinion platforms related to the tourism sector in order to extract indicators based on visitors’ interests and perceptions.
  • Accommodation offer for a specific destination (hotels and alternative accommodation): we work with data from OTAs (Online Travel Agencies) and tourism reservation platforms.
  • Air Connectivity: we analyse patterns related to air schedules, flight searches, flight bookings via data from the main GDSs (Global Distribution System) and companies specialised in monitoring air connectivity.
  • Spend at destination: we analyse patterns of Spend for visitors to a destination based on credit and debit card usage (or equivalent digital means). This data comes from the main providers of payment channels.
  • Presence and mobility: we monitor presence and mobility of visitors through their mobile devices’ connectivity to antennas located in the destination. This data comes from mobile network companies that are present in the destination.

Do we cover all destinations worldwide?

Yes, we are able to offer our services for any tourist destination in the world, provided that there is sufficient data generated in order for indicators to be representative. We analyse the feasibility for each specific case based on the destination and desired service modules.

How often is data updated?

There are different update patterns for each indicator which will depend on the data source as well as the level of service that is included in the contract. Depending on the indicator it could range from daily to weekly, monthly or quarterly.

How does the service work?

Our service is based primarily on a subscription to our Travel Intelligence platform. It is a cloud-based tool which offers 24/7 access to information and indicators derived from the analysis of the different data modules included in the contract. This information is available in graph and table format as well as in downloadable formats (csv, Excel and png).

The service is supplemented with training, ongoing monitoring and consulting support on how best to use the indicators in order to incorporate them in decision making processes. We also offer on-demand reporting services (recurring or ad-hoc).

Can Mabrian’s indicators be integrated in external platforms?

Yes, we also provide an API (Application Programming Interface) connection service which facilitates the integration and update of the information offered on our Travel Intelligence platform into other systems.

We also offer the possibility of integrating the client’s own data sources into the platform. These need to be studied on a case-by-case basis.

Who uses our services?

We support tourism destinations at any level (country, region, city) as well as companies in the hotel and transport sectors, consulting companies related to tourism (marketing, promotion, strategy, investment, etc.). You can see some of our clients on our website.

What is the purpose of Travel Intelligence?

The main use for Travel Intelligence is better decision making based on up-to-date indicators which provide a real-time overview of the tourism context, which is not possible to obtain via traditional market investigation means (find out more about Travel Intelligence here).

These decisions can focus on a number of areas, some of which are shown below but we highly recommend you take a look at our use cases for a more practical overview.

  • Tourism Strategy: What tourist products can help me to deseasonalise my destination? What type of visitor am I interested in attracting?
  • Marketing and Tourism Promotion: where is my potential demand coming from? What should I do and when can I attract them? Is my campaign having any impact?
  • Revenue Management: Are there peaks in demand from a certain market? Can I combine my pricing strategy with flight prices to my destination?
  • Investment / Expansion: should I renovate my hotel? What is the accommodation offer at destination like and what is the price range? Should I open a hotel in a new destination?

How are the perception and satisfaction indexes calculated?

The perception and satisfaction indexes related to different aspects of a tourist destination are obtained through Big Data and Natural Language Processing techniques applied to the spontaneous tourist mentions found on Social Media and online tourism portals. Artificial Intelligence and Machine Learning techniques enable us to identify interest as well as sentiment found in the mentions in order to create indicators such as the Perception of Security Index, Hotel Satisfaction Index, Global Tourist Product Index, etc.

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Mabrian Advisors

Mabrian’s team of tourism advisors works with clients to transform data into tourism intelligence and shape informed decisions when preparing marketing strategies and plans.

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