Destinations Panel on Big Data

For this talk, we were joined by an interesting line-up of panellists discussing how data can help to create smart digital-first destinations.

We were joined by Visit Benidorm, Segittur, Turespana and Telia Company, who are all working with data but in very different ways, sharing a diverse view of perspectives from both DMOs and industry partners.

For this talk, we were joined by an interesting line-up of panellists discussing how data can help to create smart digital-first destinations, each sharing insights and examples of how to utilise big data and the impact of this on strategy. We were joined by Visit Benidorm, Segittur, Turespana and Telia Company, who are all working with data but in very different ways, sharing a diverse view of perspectives from both DMOs and industry partners. Together we explored how data is used for marketing, destination intelligence, content and social and of course, crowd insights.

Key Takeaways

1. Using data in day to day marketing activities is soon going to be the new normal. The sooner marketers adapt and integrate this process, the better.

2. Smart data enables marketers to shift from long-term planning to short-term thinking and responding in real-time, however, the challenge is to ensure you are asking the right questions in order to get the most valuable data to turn the data into useful information and knowledge.

3. For DMOs, it's firstly having access to data and then identifying the needs of the destination in order to know what is relevant. It is also about sharing the data with partners and tourism companies to optimise the destination offer as much as possible.

4. Ask yourself why you need data first. There are endless amounts of data you can collect but the most important thing is how you use it.

Published on:
December 2019
About the contributor

Lucho Pérez

Being in love with marketing for the Travel Industry Lucho Pérez joined VisitBenidorm in 2013.

Edurne Vidal

With more than 14 years of experience in different fields, Edurne is responsible for the Smart Tourist Destination Program.

Blanca Perez

Blanca Pérez-Sauquillo is an expert in destination marketing and country branding with more than 15 years of experience.

Tapio Leva

Tapio Levä is heading Analytics Business at Telia Finland. Tapio’s core expertise is customer-centric new business development.