A new product suite from
Amadeus’ Travel Intelligence division, Destination Insight, aims
to put Destination Marketing Organisations (DMOs) in the know with analysis of up-to-date travel data,
removing some of the guesswork often involved when making key
By analysing billions of up-to-date global
air travel transactions in near real time, the suite can reveal
hidden opportunities for DMOs to boost their destinations’ growth.
DMOs can for example run relevant analyses of traveller searches
and bookings to measure, adjust and build more effective
campaigns. They can also view bookings to their destination versus
competitors to understand who they are most closely competing with
and quickly develop strategies in response to market developments.
Steven Valcke, Business Intelligence, Marketing at Visit Flanders
said, “It’s becoming increasingly necessary for DMOs to be flexible in their strategies. Thanks to Amadeus Destination
Insight, the way we use data has changed significantly. We can
monitor, on a weekly basis, the impact of factors such as currency
changes on traveller demand in our target source markets and
adjust campaigns in response. Having this kind of detailed data
allows us to be more responsive to developments.”
Insight is flexible and scalable, and can be used by both emerging
and mature DMOs, whether they are monitoring travel at city,
country or region levels.
Destination Insight has two modules, Top
View, and Navigator, which can be used together to maximise
actionable insights and equip DMOs to compete for traveller
attention in the right place at the right time.
Top View grants
DMOs a comprehensive picture of their performance with the ability
to benchmark versus other destinations. They can gain
insights into searches and bookings, when travellers are going
there or how long they’re staying for. The module can also help
pinpoint origin markets in need of attention to grow visitors.
Navigator provides travel agency booking data that can improve
DMOs’ response to external factors such as currency fluctuations
or weather. For instance, discovering that an unusually warm
period contributed to an unexpected spike in bookings could aid in
managing future travel demand.
Pascal Clement, Head of Travel
Intelligence, Amadeus, said, “One of the most game-changing
aspects of big data is that it enables organisations to look into
the future and anticipate the needs of customers. Destinations
that can understand today’s travellers through data, and respond
with targeted, effective campaigns will be well-placed to
capitalise on changing traveller preferences”.
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