When I watch March Madness or an NBA game, there is a constant stream of statistics being hurled at me… “He’s a 37% 3-point shooter.” “He’s the third best shot blocker in the league with 2.7 per game.” “This team allows 3.5 fewer points per game than their opponent,” and on and on.
Why isn’t the tourism industry using this type of big data to drive visitor analytics and results? They should be.
To start, it would be great for DMO’s and CVB’s to get just the basic numbers for their destinations like:
- How many people showed up to our Food Festival last week?
- How long did visitors stay and where else did they go while here?
- How many room nights (heads in beds) did we get as a result of the event?
- Does the event merit more funding from next year?
In today’s hyper-analyzed world this kind of data should be readily available and at an affordable price.
And it is.
Cell phone GPS data is powerful, affording information to the tourism destination marketing industry not available previously. Moreover, there are finally companies like See Source, making it available at prices that even small, rural communities can afford. This data not only answers the questions raised above, but can also tell you:
-Demographics of visitors
-Visitor profile of those who stayed overnight
-How your event compares to other similar events
See a sample of the kind of data that is available to your DMO or CVB for your destination, community and special event.
Just like good player statistics help coaches know how to train and lead their team in order to increase their potential, good tourism data informs capable CVB/DMO leaders to know where to invest their resources to maximize visitors, overnight stays and visitor spending within the community.