How does tourism turn big data into business value?

Tourism: How to Turn Big Data into Business Value

Come to the scenic spots with beautiful mountains and rivers, check in the inn, unload your luggage, open WeChat to find free WiFi, and you can see authentic gourmet restaurants nearby, as well as map route guidance and comments from past tourists-this is the most recommended smart tourism scene by the National Tourism Administration this year.

Behind smart travel is the support of massive big data. These seemingly dull data can create great commercial value for tourism industry operators, so how to use these data?

Prediction and tracking

Huang Rong, who founded the online travel B2B ticket manager, recently founded Juchuang Travel, a new company that integrates the concepts of big data and smart travel.

"I understand that smart tourism is under the smart city built by the government. In the future, tourism enterprises need to realize seamless interaction with tourism consumers under the background of high mobile Internet in the era of big data. Its application scenarios should include near-field payment, mobile terminal payment, mobile data management, social marketing, etc. "

With this concept, where does big data come from?

Many tourists have begun to try big data collection and smart tourism development, such as Ctrip, Tongcheng and ticket manager.

Lan Meiling, general manager of Ctrip's Raiders community organization and smart tourism business, told the reporter of China Business News that after Ctrip collects data, it can know the reservations of various tourist destinations, hotels and attractions. The primary role of these figures is to predict the market for the upstream and downstream industrial chains.

Lan Meiling pointed out that at present, famous scenic spots such as Huangshan and Jiuzhaigou attach great importance to the number of tourists and safety issues, especially during the Golden Week, but it is difficult to predict how many guests will come to the scenic spot every day. At this time, Ctrip's big data played a key role.

"The booking data of our scenic spot and nearby hotels is equivalent to telling the scenic spot how many tourists you expect in the near future, and whether their travel structure is family travel or business travel. We will give these data to the scenic spot in the form of a forecast report. This allows them to prepare for safety and market and control passenger flow. For us, it has strengthened the resource cooperation between OTA (online travel enterprise) and scenic spots. " Lan Meiling said.

Another feature of Ctrip's big data is "lifelong footprint", which records the places where users have been, even the records of fingers.

"For example, if a guest clicks to browse Singapore tourism and then clicks on several scenic spots and hotels, these can be recorded and tracked. Combined with his last order, the system can know the preferences, consumption positioning and consumption habits of this guest, and even his dining habits. In the future, Ctrip can conduct precise marketing according to the consumption characteristics of customers. Precision marketing is very important, and accurate and effective customers contribute the highest profits. " Lan Meiling said.

Big data hides business opportunities.

"Tomatoes are coming" is an enterprise that develops smart tourism. Mainly cooperate with inns in tourist cities. Recently, a smart tourism product-"Zhilian Ancient Town" has just been developed, that is, tourists do not need to go through complicated registration procedures after arriving at the store. They only need to connect to the WeChat WiFi of the inn and enter the service page to check in quickly and be automatically assigned to the room. When checking out, you can quickly notify the boss to prepare for settlement through the quick check-out on the page. At the same time, in terms of payment, when guests only need to check in quickly, they can easily get the payment link by choosing WeChat payment. Of course, they can also easily scan the code to pay the room rate through the innovative "virtual POS- fast payment" method provided by "Tomatoes Come".

"Through these intelligent services, we can get the usage of customers and their occupancy and consumption data, which is very valuable. We will analyze it according to several indicators and then bring great commercial value to the tourism industry chain. " Zhao Yonglin, director of the operation of "Tomatoes Come", told the reporter of China Business News that based on these data, it can analyze the occupancy rate of rooms, analyze the occupancy rate, income changes, year-on-year and month-on-month situation. According to the analysis results, inn operators can improve the occupancy rate by transforming the inn, changing the room type and adjusting the house price. For example, a hotel has the best sales this year and the lowest occupancy rate of standard rooms, so in the future, we can consider reducing the number of standard rooms and transforming them into big bed rooms, or reducing the price of standard rooms and doing standard room promotion activities to improve the hotel occupancy rate.

Tourist big data also accurately shows booking habits, attribution sources, age groups, gender statistics, check-in time statistics, consumption content statistics and renewal fees statistics. In Zhao Yonglin's view, these data are extremely valuable, because the gender ratio of guests can improve the decoration style of hotels or restaurants to meet the preferences of mainstream customers; The age ratio can make the industry tend to be younger or middle-aged in service; The data of the proportion of guest areas allows operators to carry out different operations in terms of meals and living habits in the north and south.

"If 60% of the guests of a hotel come from Beijing, and 70% of the customers are young people aged 18~26, and most of them are women, then our system will prompt that this hotel should pay more attention to its advertising and word-of-mouth publicity in the future, and the decoration and service of the inn should be younger and more feminine. At the same time, we can consider organizing some activities that young people like to enhance the popularity of the inn, which will help operators increase their income. " Zhao Yonglin pointed out.

In addition, tourists' consumption records and data can also provide horizontal comparative data of the industry. For example, the occupancy rate ranking of a hotel in this region, the proportion of channel cooperation in this region, the average house price in this region, the price adjustment of holidays in this region, the occupancy situation in this region, etc. , so that hotel operators can better understand the operating conditions of their peers and improve their performance in a targeted manner.

An inn operator in Lijiang said that according to the above-mentioned regional ranking data, the occupancy rate was 60% on holidays in 20 14 years, and the price increased by 400% compared with usual, while the overall occupancy rate of Lijiang regional inn was 89%, and the price increased by 120% in the same period. According to the occupancy rate, house price, and the average level and increase of the market, the inn operator thinks that the price should be adjusted on holidays, the increase should be controlled, and the occupancy rate should be improved, so as to gain an advantage in peer competition. This is equivalent to hotel revenue management, which helps to improve profit margins.

"We can provide basic information management such as inn orders and financial management, and we can also provide services such as' monthly report' and' annual report' for operators of tourism industry chain according to the above data classification and analysis. The main purpose is to let operators clearly understand the characteristics of themselves, customers and the market, and improve services and hardware according to the results of data analysis. " Zhao Yonglin said.

Some tour operators have reported that by analyzing the sub-indices of the above big data, for the tourism industry and tourists, the changes of occupancy rate, average house price and holiday house price obtained by big data analysis, as well as the changes of overall occupancy rate, the differences of tourists' booking habits, days of stay, consumption content and consumption amount at tourist destinations, the analysis of tourism heat in different periods, and the analysis of consumption differences. , which can provide real-time data reference for industries, scenic spots and tourism management institutions. And directly improve the business. If improved properly, many operators can usually increase their income by 20%~50%.

The above is what Bian Xiao shared for you about how the tourism industry can turn big data into business value. For more information, you can pay attention to Global Ivy and share more dry goods.