Travel technology firm Amadeus has launched a new product to help destination management companies (DMOs) stand out from the rest of the world.
Destination Insight, which will be found in Amadeus’ Travel Intelligence division, gives DMOs up-to-date travel content with the aim of aiding them in spotting travel trends, seeing what potential visitors want and knowing which rival destinations they are competing with.
The company says that 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 now run analyses of traveller searches and bookings to measure, adjust and build campaigns. They can also view bookings to their destination versus competitors to understand who they are most closely competing with so they can develop strategies in response to market developments.
Pascal Clement, head of Travel Intelligence at 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”.
The software has been used by Visit Flanders. Steven Valcke, who leads on business intelligence and marketing for the tourist board, said: “It’s becoming increasingly necessary for DMOs to be flexible in their strategies. 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.”