Big Data

Opinions: 

Travel Tech

Skyscanner has opened its doors to provide big data access to travel players such as airlines, airports, and tourism marketing organisations. By providing a new statistical software tool, it allows businesses to make use of Skyscanner’s airfare data, to more accurately model trends in travel demand. This a major move that has the potential to significantly impact the forecast and planning processes of travel companies. In a Tnooz interview, Filip Filipov, Skyscanner’s new head of B2B, says the company will soon launch a website that gives industry players access to its statistical data.

New opportunities for pricing and forecasting

Skyscanner’s data covers the fares that were actually purchased by customers, as oppo-sed to quotes that are only theoretically available. This access to “demand side” data, represents a major opportunity for airlines and tourism marketing organisations alike. For instance, airlines could use this data to enhance the accuracy of their planning models, by getting precise demand site estimates on a regional or city level.

Similarly, tourism marketing organisations can also profit from the data, to increase the efficiency of marketing spendings. That is, when planning in which geographical areas to launch a marketing campaign, the demand side data could reveal which inbound markets generate the most searches for their destination. According to Filipov all data is anonymised, providing only the route and the paid fare.

The year of big data

Increasingly, big data is changing the face of travel industry. In particular it is a catalyst of change for the modelling of travel demand. By making the models more accurate it is allowing companies to detect and respond to trends and shifts in demand much quicker. Big data analysis provides a radar for companies, which can be used to constantly scan the environment. Thereby it enables the modern company to launch dynamic and agile responses to changes in consumer demand.

Discussion

comments powered by Disqus

More from #DTTT

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
  • influencer experiences
    In May we present:
    Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm

    Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.

    #influencer experiences #storybase #influencer marketing #influencer
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge