The Lanzarote Foreign Promotion Society (SPEL-Turismo Lanzarote) brought together more than 80 participants from the tourism sector this Tuesday in the online seminar "Data Analysis in the Covid-19 Scenario", taught by Carlos Cendra, expert analyst and director of the company Mabrian Technologies, collaborator of Turismo Lanzarote and specialized in tourism intelligence.
During the course of this online seminar, the first of a set of eight free training actions aimed at the sector that the Entity has organized between May and July, "the extremely strategic importance that both destinations and tourism companies and services have in applying technological innovation and tourism intelligence tools, based on the science of big data, in order to make the most appropriate decisions, especially in the current context of Covid-19, marked by uncertainty and the volatility of tourism market trends," said the Tourism Promotion Councilor of the Cabildo de Lanzarote, Ángel Vázquez.
In the telematic meeting, Cendra explained how obtaining and analyzing large amounts of data, both transactional and behavioral, obtained in networks of global sources at a global tourism level, translate into information from which an updated radiography of the trends presented by the issuing markets can be made and thus try to foresee the future dynamics of tourist flows, with respect to a destination, as is the case of Lanzarote.
From intuitive knowledge to big data
In this sense, a multivariable analysis is carried out where data on the situation of air connectivity, search and/or effective flight and accommodation reservations, price trends, tourist spending, security perception index of a destination and degree of trust it generates among potential tourists, behavioral trends by markets and even regions or evolution of the inspirational demand that a destination awakens, among many other factors, are collected.
"To what was previously done intuitively, by the accumulated experience of the tourism sector, -says Ángel Vázquez- now an instrument of capital relevance such as big data is added, which is of great utility when anticipating the evolution of demand and based on that knowledge, configuring roadmaps and marketing actions to position a destination, always taking into account that we are facing a very changing and complex tourism situation".
"From Turismo Lanzarote we are aware that now more than ever it is essential to carry out an almost daily monitoring of data worldwide in order to foresee the dynamics of tourist flows with respect to Lanzarote and, consequently, to be able to guide the actions to be carried out, not only by the destination, but also by the sector itself", the councilor stressed.
With this set of telematic seminars that will be taught by experts and specialists of recognized prestige, SPEL-Turismo Lanzarote aims to provide the sector with specialized and updated training in the tourism field. "Especially in this period of unforeseen inactivity, we understand that training plays an essential role in tourism recovery," says Ángel Vázquez.
