The Partnership Award
2024
Nominee
Finalist
Shortlist
Winner
Boost - Benchmark Oost / Data analytics made easy for the SMEs in the tourism
Marketing Oost
We are developing a dashboard for SMEs in the tourism sector, enabling them to access and utilise aggregated data for better decision-making and strategy development. This data is aggregated to the DMO level, allowing for comprehensive trend analysis and improved marketing efforts. The win-win is that SMEs gain actionable insights to enhance their operations, while DMOs obtain valuable data to drive regional tourism growth.
This dashboard empowers SMEs to make informed decisions about pricing, product development, and marketing strategies based on regional trends. For example, if the dashboard reveals a surge in demand for eco-tourism experiences, SMEs can adapt their offerings and marketing campaigns to capitalise on this trend. Similarly, if the data indicates a preference for certain travel dates or durations, SMEs can adjust their booking policies and promotions accordingly.
At the same time, DMOs benefit from the aggregated data by gaining a deeper understanding of visitor behaviour and preferences. This information can be used to inform regional tourism development strategies, attract investment, and improve the overall visitor experience. The dashboard acts as a collaborative tool, fostering a data-driven ecosystem that benefits both individual businesses and the wider tourism industry.
The project's success relies on expanding the number of SMEs actively using the dashboard. Currently, 20 SMEs are participating, with a short-term goal of reaching 30 participants. This growth is essential for the platform to be effective and reach a wider audience, ultimately supporting both SMEs and MarketingOost's mission to drive regional tourism growth. The project aims to create a more sustainable and balanced tourism flow by using data insights to inform visitor distribution strategies.
Judges Comments
Boost is a great example highlighting how destinations should be thinking about the right way to pursue data driven strategies in 2024. With a targeted approach to identifying industry problems, developing a solution which uses commercial data to offer better insights and understanding, Boost is specifically designed with the end user in mind (SMEs) to enable better decision making, yet the benefits extend to the entire industry by establishing a clear benchmark and industry intelligence.
The judges particularly liked the clean user experience, the ability to familiarise oneself quickly with the tool and data, lowering barriers to using data effectively with a relatively low learning curve, therefore making this highly accessible and ultimately impactful for its intended users.
Whilst the early pilot shows promising results, the judges felt that a long-term development runway would enable further insights, avenues and industry intelligence solutions to be built on top of Boost, further strengthening its value and impact in the future.
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