Germany’s touristic attraction power grows within the US market, whose visitors value positively the destination and its hotels.
North Americans are the main intercontinental market that visit Germany. During the last quarter of 2017 it can be seen how the flight bookings volume has increased by 3,79%, which translates into approximately 20.000 more bookings, according to data from the main GDS. However, the tourists average stay in the destination reduces from 15 to 14 days.
According to data monitored by Mabrian’s platform in the third quarter of 2017 (98,12 millions of mentions on net and 38.739 hotel reviews), the North American visitor with Germany as destination shows very foresighted, and starts looking for flights an average of 87 days before the trip, to end formalising the booking 63 days before the departure (on average).
These patterns allow to identify the called “opportunity window” that opens between the beginning of the decision process and the visitor’s final purchase, in this case, of 24 days on average.
The knowledge of these data allows the destination managers and tour operators to influence the potential client to reinforce his positioning, and to boost the final decision of purchase, in the moment just previous to the decision. The increasing of return of the marketing campaigns using this information is extraordinary.
According to the satisfaction indexes with the destination shown by the tourist. The North American present a very good global satisfaction level (GTPindex), of 78,38 of 100, almost two points over average. The security perception of the destination (PSindex) and the climate satisfaction (PCindex) also show very positive indexes with 84,03 and 82,85 points respectively.
Regarding the valuation of the touristic product in general (PTindex), the satisfaction shown by North Americans, 63,17, is bellow the average (70,47) compared to other origin markets. Their main motivation during their visit to Germany are the cultural venues, specially Berlin citizens, but the satisfaction shown of these venues is low (38,05 from 100), being the main indicator for the destination to improve.
In regard to the satisfaction with the hotel service, specially stands out the good valuation that the 3 star accommodations receive, with an index of 73,36 points, while the general assessment of the hotel plant is 72,47 points.
These indexes are calculated with advanced PNL technics (Natural Language Processing) that allow to extract, through specialized algorithms and doted with Artificial Intelligence, the sentiment of the touristic mentions collected by the users of the destination, as well as transactional data of the sector (flights, bookings, hotels, etc
The use of various data sources allows Mabrian to perform a multivariate analysis that enriches the data and converts it into an unprecedented knowledge of the complete tourist’s Travel Cycle, making possible for the managers to make more timely and profitable decisions.