Big data analytic for identification and measurement of investment risk

Mabrian provides answers to key questions in four main areas of destination management and marketing by using big data

Demand
& targeting

Airline
connectivity

Branding
& communication

Client
experience

Demand & targeting

Get to know better your current and future demand, identify the customers who contribute the most to your destination’s strategy and establish priorities to maximise resources

1

Monitor the evolution of potential demand for each market to determine forecast alignment, up to 11 months in advance

2

Spot new source markets showing interest in travelling to your destination

3

Understand the profile of your future visitors by analyzing those with confirmed demand interest

4

Learn about the preferences and travel habits of each source market and region for your destination

5

Combine different indicators to identify those markets most attractive to your destination and how it can be more competitive

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Airline connectivity

Understand whether the airline connectivity of your destination is a strength or a barrier to growth – whilst having at hand essential data for negotiating with airlines

1

Identify unmet demand by analyzing the connectivity gap

2

Establish if the evolution of flight prices is impacting your destination’s competitiveness

3

Get ahead-of-the-game by analyzing flight scheduling by origins and airlines up to 11 months in advance

4

Compare your connectivity position with your main competitors

5

Analyse the evolution of your connectivity with a market, specific airport or an airline

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Branding & communication

Reach consumers with the right messages at the right moment about what interests them most about your destination to influence their decision-making

1

Get to know the main drivers for them visiting your destination

2

Determine the best timing for marketing campaigns and maximise impact for both potential and confirmed demand targets

3

Understand the effect of geopolitical events on demand and interest for your destination via social media monitoring and analysis

4

Identify opportunities for repositioning (new products, new segments, etc.)

5

Determine how your destination is different to competitors when looking at what motivates travellers to visit

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Client experience

Identify the value-creators and pain-points of your destination by understanding the perception of your visitors about tourist activities, attractions and services

1

Understand the varying perceptions of different source markets with respect to key aspects influencing the choice of a destination, such as security or climate

2

Analyse the contribution to satisfaction of the different components of the customer experience in the destination: tourist products, attractions, and accommodation

3

Determine which attributes and service quality visitors are most and least satisfied by in relation to accommodation

4

Identify your strong satisfaction points vs. competitors and the aspects that need to be further improved

5

Assess one aspect your destinations sustainability by examining the movement patterns of visitors through access to mobile telephone data