Opinions: 

Travel Tech

The term 'big data' is being used more and more frequently in the tourism industry, and appears to be something that tourism organisations need to take a closer look at. The academic community has certainly been looking into the topic, researching its impacts on tourism.

What is big data?

Travellers leave different digital traces behind on the web and when using mobile technologies. Through every traveller, big amounts of data are available about anything that is relevant within the holiday stages: prior, during and after. Most of this data is of an external nature, for example, in the form of Twitter or other social networking feeds. Due to the large amounts of data available being stored in the cloud, analytics are needed in order to make sense of the information within the data.

Through the use of big data, industries can become more efficient, and there are more and more companies specialising in storing and evaluating the big amounts of data on travellers’ hotels, transaction and customer information to facilitate this  (Big Data Startups).

How does it impact tourism?

Big data is so important because it can deliver much needed business insights, and can be the source of innovation for tourism organisations and the industry in general. The potential for big data in tourism is huge and tourism organisations should not underestimate its importance.

With the right approach, the tourism industry can learn a lot about consumer preferences and use this information and insight to build connections with individual travellers. Being able to offer travellers the right service or product at the right time is crucial. Without the right information and a very good targeting approach, advertising will not result in any conversions and there will be no ROI. Travel is such a fast-paced industry, which really drives the need for speedy data analytics and quick decisions. In tourism, any demands need to be addressed instantly in order to still be relevant for travellers, which makes big data so important.

The future of big data

Providing speedy information which can allow tourism organisations to react instantly is absolutely crucial. At the moment, while it is difficult to predict the future of big data, the potential of what tourism organisations can do with all the information generated seems very exciting, and it can only bring an improvement in the customer experience.

More from #DTTT

  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
  • In April we present:
    Designing the Future of Tourism – Weekly Tourism Industry Impact Call : Week 6

    At the #DTTT, we are working closely with destinations to find out what’s going on behind the scenes. A different week brings different perspectives. This week on the #DTTT’s sixth Tourism Impact Call, we discussed the role of technology and innovation as a solution for the industry, as well as featuring innovative community initiatives, and […]

    #COVID-19 #industry #product #strategy #technology #tourism
Show more
© 2017 Digital Tourism Think Tank