Client project · Tourism · Completed
Two tourism regions in Tyrol
Understanding guest behaviour from guest card data
Which guests come, which offers do they use and when, and how does their behaviour change? We analysed the guest card data of two regions so that strategic decisions rest on data.
Starting point
Guest cards generate data every day: who uses which attraction and which offer, when and how often. Yet in many regions this data goes unused. It sits in separate systems, and day-to-day business leaves no time to analyse it systematically.
Two tourism regions wanted to change that. They wanted to know their guests better, understand how their behaviour changes and base their strategic decisions on these insights.
What we did
- Guest card data consolidated, cleaned and prepared so it can be compared across periods and offers.
- Guest structures identified: which guest groups does the region have, and how do they differ?
- Use of offers analysed: which attractions are visited when, where, how often and by whom.
- Typical stay patterns traced, meaning the order in which guests use offers, and changes in behaviour made visible.
- Foundation laid for forecasts, for example on the future use of offers.
Outcome
Both regions now know their guest groups and their behaviour much more precisely. Instead of individual observations and gut feeling, they can rely on a data-based picture.
The insights feed into strategic decisions and form the basis for further forecasting models. Data that is generated every day anyway becomes a planning tool.
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