Big Data and Machine learning applied to the tourism sector

In the digital society where everything is "hyperconnected" (employees, customers, rooms, rental cars, restaurants, destinations...), new technologies and data analysis are key elements that allow the tourism sector to adapt to new consumption models to make decisions with accurate information. Faced with a permanently connected tourist looking for personalized experiences, Big Data solutions are essential to know behavior patterns with which to face new challenges in the sector.

How Big Data helps the tourism sector
Data analysis makes it possible to know future customers much better and, as a result, improve sales and web positioning. In short, Big Data helps to:
- Adapt service proposals to the expectations and needs of new customers, thus being able to identify new business opportunities not previously detected.
- Anticipate peak demand, in order to be able to plan raw materials, resources, etc. more efficiently.
- Create customer patterns that allow us to classify them before they arrive at the "door" or website of our business.
- Adjust employee profiles to those of future customers (language, gastronomic offer, etc.), with the consequent impact on customer satisfaction.
Taking advantage of Big Data through Machine Learning
The data we need to be able to use Big Data techniques are the data that people leave when interacting with our programs about their tastes, habits, and preferences. Thus, we can obtain data from our customers through our ERP system, smart bands, emails, surveys, social networks, web, instant messaging, etc.

Currently, companies collect thousands of data that they fail to take advantage, when creating their strategies and that is where Machine Learning programs come in, an AI that automatically learns from the data it has access to. This technology, used by companies as big as Google or Amazon, allows to discover patterns among those millions of collected data and offer statistical results that show behavioral trends that help to create and develop fully satisfactory user experiences.

Big Data success stories in the tourism sector

Meliá Hotel International was one of the first large companies to take advantage of Big Data by working the entire customer funnel with data intelligence. Depending on the need and the situation, algorithms help them to make decisions and design campaigns. On the one hand, they gain new customers with the digital marketing strategy, and on the other hand, they provide relevant information to their customers based on real-time data analysis.

These factors increase the possibility that a customer will make a reservation at one of your establishments, and once the customer is staying at one of your hotels, the data obtained is used to improve the experience and build customer loyalty.