What is the image of Turkey among German travellers? What is the main travel motivation when booking a trip to Italy? When, where and how do travellers to Australia find out about their dream destination, and what channels must be used for communication if the Dominican Republic wants to appeal to its potential customers? – All these questions can be answered by a market analysis with the tool “Travellyze“. The word development from “traveller” and “analyse” – is the name of the new business intelligence platform for tourism. It uses algorithms capable of crossing data on the perception and image of 100 destinations with travel inspirations, product preferences and booking behaviour of more than 20,000 travellers in 13 European countries. This enables an analysis of over 5.7 million data points to paint a detailed portrait of the European traveller.
Global Communication Experts (GCE) is the Travellyze partner for Germany and analyses the existing data especially for the German market. For this purpose, 3,500 people were representatively surveyed. An expansion to the major European markets is also possible, as Travellyze is the result of a joint project of tourism marketing agencies in Central and Northern Europe as well as the UK, whereby the original technology was developed in Denmark.
Travellyze data analytics now enable representatives of 100 international destinations to get detailed profiles of travellers from Germany and their destination perceptions. This year, the intelligent use of data for marketing decisions also includes concrete information on post-covid booking behaviour. Intelligent competitive analyses are also possible. The image and awareness of the destination, expectations, motivations and consumer behaviour in terms of travel planning and motivation can be analysed in detail, although the tool does not provide daily updated data on upcoming booking trends.
Dorothea Hohn, Managing Director of GCE comments “Today we need more and more data to develop ever more targeted and effective communication and promotion campaigns. To do this, we now have a tool that combines qualitative and quantitative data to create more complete profiles of travellers that we can use to build marketing strategies for tourism. In discussions with clients and colleagues in other countries, it became clear that the ability to compare data on perceptions, image, demographics and consumer habits is the Holy Grail for tourism marketers. Now, for the first time, we have detailed and up-to-date data on travellers from Germany as well as on the perception and image of destinations in our market.”
More information on Travellyze – the leading traveler intelligence portfolio
