TRIPADVISOR has launched a live data intelligence dashboard to support destination marketing organisations (DMOs) on their journey to recovery.
Powered by Tourism Sentiment Index, the dashboard is part of Tripadvisor’s wider suite of data intelligence products for DMOs known as Tripadvisor Insights Platform – a collection of measurement and insights tools to help partners in the travel and tourism industry manage their media campaigns and recovery activities. The solutions leverage user behaviour data to measure performance, uncover competitive insights and track how destinations, accommodations, attractions and restaurants are performing over time..
Announcing the live sentiment dashboard launch in a statement, TripAdvisor said it provides clients with essential word-of-mouth insights about destinations, combining its traveller behaviour insights with the technology of the sentiment index.
The dashboard “uplevels the service offering of the Insights Platform by providing clients with daily actionable intelligence, using insights from across 50 tourism touch points – including air access, accommodations and attractions. The dashboard’s analytics are drawn from real-time conversations across half a million platforms, including Tripadvisor.”
According to TripAdvisor, sentiment towards destinations and travel contribute to an overall score that reveals a destination’s popularity versus competitors, enabling DMOs to update campaigns, product offerings and messaging faster and more effectively.
To meet the challenges of Covid the dashboard also includes a crisis analysis module, which tracks the impact of the pandemic in locations around the world by revealing emotional reactions to categories such as health services, government and economics.
“Recovery in the wake of Covid-19 is key this year. The Tourism Sentiment Index will equip DMOs with critical information and actionable insights that will allow them to better understand their travellers and the global landscape, resulting in more targeted and strategic marketing and media placement decisions”, said Sarah Mathews, group head of destination marketing APAC at Tripadvisor.
“Being able to put the right message out to the right traveller at the right time will give DMOs an advantage in campaign planning and execution, all with the goal of bringing the world back to travel safely.”
• Featured image credit: Peera_Sathawirawong/Getty Images
