Geospatial data and technology offers great opportunities for the development of modern tourism applications and businesses. Accurate Point-of-Interest (POI) data is crucial for effective trip planning, online bookings, and location-based services such as digital maps and navigation systems. On the other hand, analysis of mobile location data can offer comprehensive insights into travellers' movement and behavior, allowing businesses to derive actionable business intelligence and improve their offerings.
Applications of location data for the travel industry
Creating tailored destination and product marketing programs: Tourism boards, marketing organizations, and hospitality brands can leverage destination marketing to increase visitor numbers and generate economic benefits for the local population. These programs can be expensive as they are usually targeted at a broad audience. Using location data, organizations can build targeted marketing and advertising campaigns based on travellers' historical movement patterns (that indicate their interests and behaviour in the real world). For example, types of destinations popular with travelers, the average length of stay, and the types of accommodation and activities in demand. Using origin-destination analysis at POI, city, or country level - travel businesses and governments can identify where they get most of their tourists from, and focus their investments in those regions for maximum ROI.
Improving digital offerings: In a market ruled by digital platforms, it is critical to attract the right consumer, assess their needs, and deliver relevant options. Search engines, travel aggregators, hosting platforms, hotels, and airlines need to consistently provide travelers with accurate and detailed information. One bad experience and consumers have numerous choices to take their business elsewhere. Moreover, most POI data has become outdated in the aftermath of the Covid-19 pandemic. As a result, platforms powering most travel companies, such as search engines and digital mapping solutions are not aligned with the physical world. Accurate and recent location is critical for the recovery and efficacy of the tourism industry.
Gaining competitive advantage: When it comes to leisure, consumers have numerous options to choose from. Location data can be used to compare the visitation and footfall trends of competing destinations and establishments. This can help travel companies understand the competitive landscape and identify opportunities for differentiation. In a fiercely competitive space, where consumers are constantly chasing the best services and lowest prices - presence and branding alone are insufficient. Mobile location data can help segment consumers based on specific needs and interests. These audience profiles can be leveraged to deliver tailored marketing programs that are cost-efficient and effective, and the saved cost can be re-invested in providing better services and pricing.
Performing predictive and prescriptive analytics: Location data is highly beneficial in tracking the performance of travel destinations and offerings. By correlating revenue, competition, time of year against historical movement patterns, companies can make accurate forecasts of tourist activity in a region. This intelligence can be used to formulate effective pricing strategies for products (such as flights, hotels, attractions, rental cars etc.). By predicting demand, businesses can manage inventory, optimize spending, eliminate operational bottlenecks, improve performance and deliver great consumer experiences.
The role of precise and context-laden POI data
Recent and relevant information drives consumer decisions and revenue for hospitality and travel businesses - making attribute and context-rich POI data a core requirement. Quadrant’s standard POI data powers travel aggregator and mapping platforms to offer a reliable and comprehensive overview of an area. Hotels and travel agencies can inject our POI data into their apps to facilitate smoother and more personalized experiences. In-app navigation systems can be optimized using accurate POI data so travelers can reach destinations as quickly and conveniently as possible.
Furthermore, our exclusive POI data-as-a-Service platform, Geolancer, helps businesses build hyperlocal, up-to-date, and contextually rich POI databases. The travel industry needs a robust validation system to keep information current and relevant. Our in-field data collection and exhaustive list of attributes and coverage can fulfil this need and radically improve user experience. Geolancer also allows businesses to augment their POI records with relevant photos, business category, pick-up and drop-off points, opening hours, local names of places etc. on-demand.
The role of high-quality, anonymized raw mobile location data
Mobile location data can help travel and hospitality businesses understand who their customers are, where they come from, and what type of activities they participate in (in a specific geographic region). By understanding how travelers interact with commercial environments around them, business can measure the magnetism of places, enable expansion, and improve customer experience.
Travel, transportation, hospitality, retail and market intelligence companies choose Quadrant’s mobile location data to understand visitation patterns in tourist locations and high-footfall areas to find and engage target consumers, and improve their services to maximise sales and profitability. One of our customers uses location data to help a popular outdoor apparel company conduct targeted marketing campaigns and boost sales for their sporting apparel and equipment.
Businesses that adequately leverage location data to optimize operations and make their offerings more consumer centric are guaranteed to have a competitive advantage. Quadrant offers 1.38 million POIs available in the USA and 500K+ custom collected POI in South-east Asia - helping you make a positive first impression when a consumer visits your platform. Our global mobile location data feed consisting of signals from 650+ million opt-in, first party devices can help you visualise, observe and study the movements of travelers and make profitable decisions in all stages of the travel cycle.
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