Mabrian, example of Touristic Intelligence in the Mobile World Congress

Santi Camps, Mabrian’s CEO, has explained in the forum Going Digital of the Mobile World Congress in Barcelona the advantages of using touristic Big Data for destination management.

Camps has shelled the key points of Travel Intelligence and the analysis that Mabrian does of the complete Travel cycle, since the user starts the inspiration and searching process, going trough the experience in the destination, and the valuation spontaneously expressed of it in his interaction in networks.

Big Data and Artificial Intelligence applied to the touristic sector supposes a paradigm shift in the management of sector operators: with the available data and Mabrian’s platform’s specialized analysis it is possible to understand interests, perceptions, behavior and spend patterns, and the levels of satisfaction of the clients of a touristic business.

The large amount of data analyzed makes possible a strategic decision making based on knowledge, complementing the traditional analysis methods based on static methods and with big sample and update amplitude limitations, like statistics and surveys.

Case 1: Benidorm

Camps has exposed five cases of success in the use of touristic Big Data. The first of them, related to the touristic destination Benidorm and the Italian market, based on more tan 100.000 samples collected in the study period.

It is an origin market that a priori didn’t matter a lot for the destinations managers, since Alicante’s airport, a reference in Benidorm, has not much connectivity with Italy, and both the accommodation surveys and statistics shown little presence of tourists of this nationality. It didn’t seem a target market for Benidorm´s positioning.

Data collected by Mabrian show that Italians are the fifth more important market by volume of mentions, and characterises a target unknown until then, and therefore not included in touristic strategies of the destination. It is a young client, seasonal, mainly interested in sun and beach and natural tourism, that doesn´t stay in hotels, and that shows very high satisfaction indexes.

Cases 2 and 3: Cuba and Jamaica

Camps has also explained the case of the “call effect” by the opening of Cuba’s touristic market to United States during 2016, illustrated o 3,4 million mentions. This way, Mabrian was able to quantify the increase in the interest of certain origin markets to Travel to Cuba due to this socio-political change between Cuba and United States.

In Jamaica’s case, the demographic and preferences analysis done on Spanish users regarding the destination, it helped to identify a tourist profile different from the preconceived.

The more than 207.000 mentions collected during the study period showed that the real target is a much younger public that the one that appeared a priori in the tour operators briefing, and mainly interested in nightlife and cultural tourism, instead of sun and beach, to which the initial segmentation pointed.

Cases 4 and 5: Spanish in Toulouse and strategy focused in shopping tourism

By last, Mabrians CEO has reported another two success cases from the Travel Intelligence platform he leads. In both cases, the Big Data generated by the users allowed to sharpen and segment more precisely the destination´s managers online marketing strategies, generating an exponential increase of the return of the investment.

The analysis of Spanish users’ interactions regarding the destination Toulouse (121.000 mention in the study period) allowed managers of a direct sales campaign to increase the CTR by 80% compared to the initial approach.

The second success case refers to one of the main European capitals, whose purpose was increase the impact of a shopping campaign during Christmas. Through the cross-analysis of data collected by Mabrian they where able to identify the four origin markets more interested in Shopping, that turned out to be different from the ones initially contemplated. The campaign achieved more than 70 million impacts.

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