Get to know your guests by tracking and analyzing origin data
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With destination visitor data more accessible than ever, it is becoming a firm foundation for strategic thinking in destination marketing organizations.
In detail, DMOs are adopting more automated and intelligible methods to manage, market and report on the trends, behaviors and preferences of their visitors. Accordingly, Lighthouse equips destination bodies with the ability to learn all of the details of who is staying where, when. As a result, destination and tourism bodies will define the most effective marketing, benchmarking and distribution strategies to better reach these audiences. Below, learn why and how to track and analyze guest origins in your short-term rental market with destination data.
How to track & analyze guest origins in your destination
Why track & analyze guest metrics in your destination
How to track & analyze guest origins in your destination
Through a personalized dashboard, insights are gained on your guests as a visitor blueprint to your proposed actions. By and large, Lighthouse data is scanned from over 17 million active listings across four of the major OTAs (Airbnb, Booking.com, Vrbo, TripAdvisor).
At length measure the impact of your marketing and reporting investment thanks to monthly reports on:
Origin country of travellers
Accommodation size by nationality
Guest spend by nationality
Seasonality by country
International vs. Domestic trends
Metrics to tailor & measure campaigns (e.g. events)
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Thereupon through our datasets, our partnered destinations obtain profiles on estimated traveller demographics. Furthermore, users gain insight from the distribution of domestic and international guests in a selected market.
Why track & analyze guest metrics in your destination
Destination guest origin data allows for gauging priority markets and the trends coming out of every market. As a critical stage of a destination marketers strategic planning, what leverage would tracking guest origin metrics give you?
Understanding traveller demographics with our dataset holds an army of advantages over your competitors:
Advantages in understanding traveller demographics
Select marketing priorities by understanding which nationalities are visiting
Tailor marketing campaigns according to when & how guests of certain origins are visiting
Identify additional target guest demographics from similar or competing destinations
Track & project visitor demographic trends
Inform research with visitor types & seasonality
Account for economic sustainability by applying spend by guest origin and seasonality
Promote sustainable tourism for your destination by targeting domestic/ local initiatives
Understand how your destination is distinguished from your neighbors; relative strengths and weaknesses
Measure the effectiveness of all your marketing & management campaigns
Allocate resources for future strategic priorities – translation capabilities, partnerships etc
Analyze impact of events or occasions
All in all, guest origin data holds a holistic and essential role in shaping your operations and marketing approach. In essence, destination organizations gain an elevated perspective to confidently apply to their tactical strategies, and stand to achieve a greater degree of success.
“Occupancy, ADR and pacing are useful for the general health of the industry. Future look helps us plan for busier times. Visitor profiling/visitor origins and experience has become more relevant to our business need recently.”
Moreover vacation rental booking trends show the quantity of international travellers has increased after long disruption from the pandemic. As a result, destination management organizations are absorbing solutions like origin data, predictive modelling and geospatial analytics. So, understand global market penetration and tourist flow by exploring our Destination Insight Dashboard and booking a demo below.