Big data seems to be one of the core topics of 2013, not just in tourism but across all industry sectors. Companies worldwide are investing resources into big data research and are implementing solutions in terms of storing these high volumes of data and also finding new ways of analysing the meaning of the information for their organisations. However, with the increase of data being generated, the concept of big data is also changing and becoming more complex (Cisco).
Evolution of Connectivity
At the moment, a large amount of devices are still unconnected to their environment. In the near future, a lot of these devices will evolve in order to connect the unconnected; the infrastructure for that is in place. Clearly, an evolution of connectivity is occurring, from machine to machine, bringing sensors in that can connect everything. The amount of data increase is exponential, although only 0.2 of the world is connected at this moment. The potential is thus extraordinary, and an explosive growth of intelligent devices is predicted. Currently, there are about 13 billion smart devices in use, from computers to iPhones, Android phones or iPads. By 2020, this number is predicted to grow to a total of 50 billion devices, which amounts to about six intelligent devices per person.
All data is not equal
When looking at the data, one thing becomes quite obvious: all data is not created equal. In the technical community, big data is all about volume, variety and velocity. Big data deals with capturing and storing data sets and then running analytics on the data, and its value over time is growing. Information needs to be captured in real time and analysed in order for companies to be able to make the right decisions on the basis of it; decisions which also need to be made in real time in order to be most efficient.
Turning data into wisdom
Big data really emphasises the need to turn data into wisdom. Destinations and tourism organisations really need to make sense of the existing data, especially with regards to their future developments and investments. Location-based services can really increase the value of data that travellers can use within a destination. Therefore, it is really important to analyse the data available properly in order to use it in real time. Big data might not be as big in tourism as in other sectors, however, tourism organisations should look into its importance for them and ensure that their data is collected, stored and analysed most efficiently, in real time.
More from #DTTT
In February we present:Shaping Vienna – A New Visitor Economy Strategy for the Vienna Tourist Board
Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its […]#Visitor Economy Strategy #sustainable tourism #add value #Vienna Tourist Board
In February we present:Travel Oregon – Rethinking Content Styles
For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]#rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
In January we present:#ClientStories Visit Brussels | Full Digital Transformation
The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities. Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]#digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
In January we present:Visit California – The Pivotal Brand Touchpoint
Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round. Visit California understands the importance of […]#brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
In January we present:Digitising a Destination with Tourisme Bretagne
Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved. The Federation of Breton Tourist […]#Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
In January we present:How Destination Canada evolved from a Destination Brand to a Passion Brand
For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand? Here is an extract of Destination Canada’s talk about brand transformation. We have highlighted the key messages. The full […]#brand journey #transformational travel #passion brand #Brand evolution #destination canada #strategy