Data as the New Gold

Destinations getting smart with partner marketing

Data has become a major priority for nearly all destinations, with many making some of their most significant investments in recent years in this area

Destinations getting smart with partner marketing

Data has become a major priority for nearly all destinations, with many making some of their most significant investments in recent years in this area. The emergence and accessibility of big data, available in real-time and providing almost infinite insights and understanding on everything from sentiment, to travel demand, to reputation analysis and even spatial data, showing movement patterns.

The rise of data within the DMO has led to a reshuffle of resource investments towards technology platforms, data licensing and fostering new talent and capabilities to help fully realise the true potential of data. As destinations find their footing today with data, in business intelligence, data driven marketing and open data, tomorrow the focus will be on sophistication with artificial intelligence and machine learning driving deeper level transformation throughout the destination.

Investment in Innovation

Innovation has a really important role to play in driving destinations forward by embracing the changes happening in society driven by technology. Increasingly, destinations are finding unique ways to create investment platforms to support, nurture or incubate start-ups in tourism, recognising the value to be had in turning the destination into a testbed for new technologies. This exposure to technology start-ups gives new opportunities for the destination and its industry to innovate.

Smart Tourism

A major priority of recent years has been to think about ‘Smart Tourism’ and how to reach a point of intelligence for the destination underpinned by data. One of the best examples of this has been Spain’s Segittur, the government agency for digital development. They have built a network of ‘Smart Destinations’ which are all aligned with the same commitment, to use data in the development of smart destinations, on a European level the European Commission has led an initiative to annually award European Capital’s of Smart Tourism.

Full-Funnel Impact

Measurement has changed completely thanks to the role data is now playing in destination strategies. It is still an area of significant development, where the ‘impact’ of the destination is often considered one of the hardest things to measure. Today, we don’t only look at every stage of the marketing funnel to measure impact and return on investment, but data is also moving destinations to measure impact in terms of sustainability and community impact, one of the most relevant frontiers in the work of DMOs today.

Data has become a major priority for nearly all destinations, with many making some of their most significant investments in recent years in this area

Destinations getting smart with partner marketing

Data has become a major priority for nearly all destinations, with many making some of their most significant investments in recent years in this area. The emergence and accessibility of big data, available in real-time and providing almost infinite insights and understanding on everything from sentiment, to travel demand, to reputation analysis and even spatial data, showing movement patterns.

The rise of data within the DMO has led to a reshuffle of resource investments towards technology platforms, data licensing and fostering new talent and capabilities to help fully realise the true potential of data. As destinations find their footing today with data, in business intelligence, data driven marketing and open data, tomorrow the focus will be on sophistication with artificial intelligence and machine learning driving deeper level transformation throughout the destination.

Investment in Innovation

Innovation has a really important role to play in driving destinations forward by embracing the changes happening in society driven by technology. Increasingly, destinations are finding unique ways to create investment platforms to support, nurture or incubate start-ups in tourism, recognising the value to be had in turning the destination into a testbed for new technologies. This exposure to technology start-ups gives new opportunities for the destination and its industry to innovate.

Smart Tourism

A major priority of recent years has been to think about ‘Smart Tourism’ and how to reach a point of intelligence for the destination underpinned by data. One of the best examples of this has been Spain’s Segittur, the government agency for digital development. They have built a network of ‘Smart Destinations’ which are all aligned with the same commitment, to use data in the development of smart destinations, on a European level the European Commission has led an initiative to annually award European Capital’s of Smart Tourism.

Full-Funnel Impact

Measurement has changed completely thanks to the role data is now playing in destination strategies. It is still an area of significant development, where the ‘impact’ of the destination is often considered one of the hardest things to measure. Today, we don’t only look at every stage of the marketing funnel to measure impact and return on investment, but data is also moving destinations to measure impact in terms of sustainability and community impact, one of the most relevant frontiers in the work of DMOs today.