Amadeus launches advanced data analytics suite to boost travel destinations

Destination Insight equips destination marketing organisations with timely insights into the competition and traveller intentions.

Today’s traveller is spoilt for choice. New air and ground connections and fast developing tourism infrastructure is bringing countless destinations closer to the traveller. For Destination Marketing Organisations (DMOs) in the travel inspiration business, the competition for visitors is greater than ever.

DMOs have in the past been bound by data such as visitor numbers only after the year is complete, as reported in Amadeus’ recent paper ‘Smart decisions for smart destinations using big data’. But this has meant DMOs have been less able to take proactive decisions to attract travellers. To do so, DMOs need to know what potential visitors want, which rival destinations they compete with and how to get ahead of travel trends.

The latest product suite from Amadeus’ Travel Intelligence division, Destination Insight, aims to put DMOs in the know with analysis of up-to-date travel data, removing some of the guesswork often involved when making key marketing decisions. 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. Destination Insight is flexible and scalable, and can be used by both emerging and mature DMOs.