HAS THE PANDEMIC BURST THE ‘BIG DATA’ BUBBLE?
WHATEVER THE QUESTION, INSIGHT – AND NOT DATA – IS THE ANSWER, SAYS CARLOS CENDRA, SALES AND MARKETING DIRECTOR AT MABRIAN
B
ig data has revolutionised the way we live and operate in all our lives. From Amazon
to Google, its impact has been positive and transformational. Nonetheless, we believe that
the era of collecting the biggest amount of data possible is now well and truly dead. What will replace it? And is the pandemic to blame or was this always inevitable? For some time now, we at Mabrian
have been telling our partners that ‘less is the new more’ in tourism nowadays. Put simply, big data has been drowning many tourism professionals and the last thing a drowning person needs is more water. In that respect, the impact
of the pandemic has been – just as in so many other areas of our lives – to accelerate the inevitable. In many respects we all lost sight of
ZK\ ZH ZDQW GDWD LQ WKH fiUVW SODFH WR provide us with relevant information that helps us improve our lives and PDNH RXU GHFLVLRQV PRUH HIfiFLHQW Yes, just like everything else in
life, data is all about quality and not quantity. And in the tourism sector that means actionable insights when looking at destination trends. Perhaps the best analogy we’ve
heard is to compare travel intelligence gathering and data analysis to the art of cooking. Wheat is the base
A QUICK ANALYSIS OF SUMMER HOTEL PRICES FOR TOP MEDITERRANEAN DESTINATIONS SHOWS SUBSTANTIAL INCREASES IN PRICES ON 2019. BUT WHAT’S BEHIND THIS? AND HOW SHOULD DESTINATIONS REACT?
ingredient of bread but alone it is almost impossible to eat. But once we JULQG DQG WUHDW ZKHDW ZH JHW flRXU In tourism, when valuable informa
tion is enriched with different global VRXUFHV RI GDWD DQG FURVV DQDO\VHG using the correct tools, then analysed and interpreted from a tourist management perspective, information can become travel intelligence. Or, drawing on our example of wheat and bread, it can become the sandwich.
CONSTANT CHANGE
Returning to the topic of the impact of the pandemic, recent experience has driven home this point very hard to many. We have never before seen greater volatility and more rapid
change in tourism trends – sometimes, in periods as short as just a few days. In this respect, constant change
has become the new normal. That means that only powerful travel intelligence tools – combined with humans with deep tourism sector knowledge – are able turn such massive and rapidly changing data sets into meaningful information. As an example of this, we recently
conducted an analysis of hotel prices in the major Mediterranean destinations. Common sense would suggest that fewer people travelling – as all the fiJXUHV PDNH FOHDU Ȃ ZRXOG OHDG WR lower prices. Market forces, right? But surprisingly, prices for
July and August this year in all the
16 — SEPTEMBER 2021 —
TRAVOLUTION.CO.UK
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