Technology

New product to give destination marketers the data to get back on their feet

ADARA has released a new data product for destinations marketers to keep them up to date with the latest trends and projections.

As part of the COVID-19 response, the travel data co-op created the Tourism Dashboard which will be integrated into the company’s new COVID-19 Resource Center and will provide continuously updated destination trends and projections by country and by state.

The new product helps destinations and tourism marketers track how searches and bookings are trending and offers projected changes in behaviour in the future to accurately assess changes in demand and plan future visitation accurately.

“Destinations everywhere are in a state of suspended animation as the coronavirus pandemic limits travel and tourism around the globe,” said Piyush Shrivastava, director of product management for analytics at ADARA.

“The Tourism Dashboard is designed for destinations to have the real-time insights they need to assess changes in demand now and in the coming weeks, so that they act with full confidence.

“With this new offering, destinations can see accurate timing in the inflection between downward and upward trends by origin, aiding both accommodation and marketing plans.”

The Tourism Dashboard aims to help destinations understand the trends around the globe, so they can act according to the volume of the rebound and the origins that are rebounding first, helping them manage their messaging and demand planning as accurately and effectively as possible.

Currently, data indicates major decreases in search and booking behaviour to destinations affected by COVID-19 restrictions, with a rebound projected in the coming weeks.

Featured image credit: iStock.com/Orbon Alija



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