21 marzo [Day TWO] 09:15 - 10:00 [ 45 min ] MAIN Hall Anna Borduzha

1. Smart data for a more sustainable tourism
Anna Borduzha

2. A PARADIGM SHIFT
INTELLIGENCE
KNOWLEDGE
INFORMATION
DATA
QUANTITY
QUALITY PREDICTIVE MODELS
• Data-driven decision making
• Extremely changing and highly demanding environment:
historical data are not enough to explain the market evolution.
• Multiple and relevant data sources are currently available for
the tourism sector. In real time
• The data have no value without proper analysis.
• The overlapping of different layers of information reveals
knowledge.
• From data to action: operational and strategic decisions
• A step forward: forecasting models vs. uncertainty
THE INTUITION ERA IS OVER
www.mabrian.com

3. BIG DATA FOR
TOURISM
INTELLIGENCE
Not only Big Data but also
Multiple Data.That what is
making different.
Mabrian is the first Market
Intelligence platform focused
exclusively on the touristic
sector. It simultaneously
combines several information
sources to perform a multi-
variable analysis.
www.mabrian.com

4. Feedback
MOBILE
Fullcycle tourist analytic
SEARCH PRICES BOOKING SPEND REVIEWSBEHAVIOUR
Transactional data Behaviour Data
www.mabrian.com

5. Compare all these
indicators with your
competitors.
LET’S MAKE IT USEFUL
All our effort is concentrated on offering actionable
knowledge, with a clear practical utility.These are only some of
the questions that we can help you to understand
How and on what visitors
spend at the destination.
Mastercard® data
What is the total
connectivity of my
airport and its
evolution.
How and when are
they searching for
flights to come to
your destination.
How and when are they really
booking the flights. Calculate
the “OpportunityWindow”.
What flight and
hotel prices are
offered for my
destination.
Micro-segment and
measure all this information
by origin markets (country
and region), time of the
year, age, gender, etc.
Integrate your own
data sources (surveys
and statistics).
Obtain
periodically
updated reports.
Which products and
touristic venues
generate more
interest.
How satisfied is the visitor
with the destination: in
general, with the tourist
products and with the hotel
service.
What is the visitors’
perception regarding
security and the
climate.
Where visitors
move and
concentrate
www.mabrian.com

6. SOLUTIONS FOR MORE
SUSTAINABLETOURISM
Reduce the seasonality
Promote new /less traditional tourist products /attractions
Manage the agglomerations at the peak time
Identify more valuable segments of the demand:Quality vs Quantity
Increase the control on the sales channel by reducing the
dependency on intermediaries.
Better distribution of the wealth generated by
tourism
www.mabrian.com

7. Profiling of a possible target to boost
an alternative tourist product
Lanzarote: identifying a nautical client target
Source: 78 thousand tourist mentions in SNS in relation to Lanzarote between January 1 and March 31, 2018.
Which visitors were most satisfied from January to March 2018 ?
What are the main interests of Italian in the destination?
www.mabrian.com

8. What kind of the active product attracts Italians?
What is the demographic profile of these Italians?
Source: 78 thousand tourist mentions in SNS in relation to Lanzarote between January 1 and March 31, 2018.
www.mabrian.com
Profiling of a possible target to boost
an alternative tourist product
Lanzarote: identifying a nautical client target

9. Source Flightstats .: Programming of places offered on flights to Lanzarote until November 2019. Last update on 03.12.18.
www.mabrian.com
Profiling of a possible target to boost
an alternative tourist product
It seems like the Italians are a good target, but can they reach the Island?

10. Source Flightstats .: Programming of places offered on flights to Lanzarote until November 2019. Last update on 03.12.18.
Average prices published in OTAs, one way, taxes included.
www.mabrian.com
Profiling of a possible target to boost
an alternative tourist product
It seems like the Italians are a good target, but can they reach the Island?

11. • The target shows very good perceptions and satisfaction levels with the
destination. Above the rest of the markets.
• Highly interested in Active and Natural products.
• Within active product surfing and nautical activities are the main
attraction
• Young public. 76% <35 years.
• They come mostly from northern Italy (Lombardy).
• Direct air connectivity is good and grows 30% from January to March
2019. Good prices.
www.mabrian.com
Profiling of a possible target to boost
the low season:
Defined target: Italians

12. www.mabrian.com
We count with the confidence of international
partners and referents customers

13. Tancament presentació
Anna Borduzha
Business Development Manager
anna@mabrian.com
www.mabrian.com
Grazie Mille