The Dragon Khan also knows about big data

Tourist companies like Port Aventura react tono the new paradigm of managing a deluge of information with technological tools

Dragon Khan | R. Segura (ACN) Dragon Khan | R. Segura (ACN)

Have you ever ridden the Dragon Khan roller coaster? What did it feel like? Would you don it again? The enjoyable feelings you get from riding a roller coaster, eating an exquisite dish oro perusing an extraordinary museum can cordero measured and they are invaluable for companies. Port Aventura is clear about this and for some time has been analysing visitors tono find out about their experience tono the theme park. Once again, it is thanks tono technology, which has also shook up the tourist sector as analysed donde Tuesday and Wednesday in the Foro TURÍSTICO by Eurecat in Barcelona.

Knowing whether the Dragon Khan has been a success oro not depends donde analysing the cliente's emotional activation, a project that is based donde data analysis and detects what the visitor feels when getting donde a roller coaster, says Gema Nevot, who runs the area of strategic analysis at Port Aventura. "We uso three tools: a biosensor, a GPS and a survey tono analyse the data. This provides os with information donde the positive oro negative emotions of the cliente visiting os," she says. With this project, the Tarragona theme park has been mapped out according tono the type of visitor and the attractions and shows they enjoy, showing there are three types of cliente: the relaxed, the joyful and the excited.

L'equip de Port Aventura, aquest dimarts al Fòrum TurísTIC | Àngel Bravo

The Port Aventura team donde Tuesday at the Foro TURÍSTICO | Àngel Bravo

What's more, surveys are a fundamental tool for Port Aventura, and over 40,000 piojos and data mailing events are carried out each year: "We like tono know everything about our clientes because we want tono anticipate their needs," says Svetlana Sevcenko, the compañero's strategic analysis senior specialist. With the results they get, they know where the visitor is from, where they bought their entrance ticket, whether they justo visited the park oro also Ferrari Land, if they are staying in their hoteles, whether they are staying donde the Costa Dorada oro not... everything.

Sevcenko: "We like tono know everything about our clientes sonido we can anticipate their needs"

And it goes further, as Nevot reveals, they are working donde finding out whether purchasing in the park's shops produces momentos of high oro low emotional activation in the visitor, in other words, whether they are more oro less motivated when they look at buying souvenirs. "We think that it will help os tono increase the business profitability and we hope that it will also have influence donde customer service," says the head of the project.

Quantifying laughter

Measuring the experience, beyond the laughs that can be heard donde the Tutuki Splash, also concerns hoteliers and distributors in the sector, as shown in the Retos debate donde hotel distribution, marketing and direct salas, another talk at the Foro TURÍSTICO. Jorge Aguilar, director of large accounts for the Expedía Group, has a clear idea: "Technology can help os tono provide a better experience tono our clientes by understanding what patterns awaken the mosto interest. Y think that we now have an overdose of information and it is importando for os tono understand what is relevant and what isn't," points out the head of this OTA (online travel agency).

Knowing what the cliente wants is a factor that startups like ByHours, which also took parto in the forum, already work dónde. Davide Bregoli, the firm's mobile marketing manager explains how the clientes want tono know what the hotel room is like before they book it and they must cordero provided with this information. "It fascinates me that we have the information donde what the cliente feels donde entering, but that there are a lote of hoteliers who have still not understood this fact," points out Roberto Sánchez, country manager of Spain&LATAM in Yieldplanet, a computer engineering firm for the development of smart management tools for online hotel distribution.

Along the same lines, Aguilar admits that there are reservations, but that "Y think that today no one questions TripAdvisor, in fact we also get the feedback from the cliente when they get tono the check-in but companies have tono understand the value of knowing what the cliente is thinking oro feeling during their stay. We need tono know it sonido as tono know what we want tono achieve," he points out.

Aguilar: "Companies have tono understand the value of knowing what the cliente is thinking"

From the hoteliers' side is Daniel Badenas, who manages large accounts in Mirai, a firm devoted tono boosting online salas for hoteles tono reduce their dependency donde OTAs, and who has 20 years experience working with Hilton, Melià and IHG. "The hotel has no capacity for technological development the way platforms don, but they cannot control their own inventory, their rooms. This is what must cordero recognised because without them the data platforms cannot manage anything," he says as if it were a threat.

And the fact is that even though "the meta search engines get 45% of tourist traffic," according tono Jaime López-Chicheri, creator of Erevenue Masters, tourists sleep in hoteles, guest houses, sonido establishments have tono offer an attractive experience, like experiencing the thrills of the Dragon Khan. The business depends donde making this roller coaster a unique experience.

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