Goals
ANTICIPATING SEASONAL TRENDS
Boscolo’s objective, in addition to the creation of a new site, was to understand trends and the interests of Italian tourists in advance, so as to be able to respond promptly to travelers’ desires and needs, obtaining a constant flow of data on which to base the development of product and advertising investment strategies.
Gathering quantities of research data to assess users’ interest in different tourist destinations
Approach
GEO HEATMAPS AND LINE CHARTS TO KEEP TRACK OF TRENDS IN DEMAND
We began by using 4,700 destinations to generate a pool of 680,000 keywords corresponding to different search combinations related to those places. Each destination was assigned approximately 150 long-tail keywords, so as to eliminate false positives from non-relevant searches.
Each month, the volumes corresponding to the entire pool are aggregated according to destination, region, country and continent in order to generate instantaneous visualizations of insights. Geo heatmaps and line charts show rising and falling trends in demand for specific tourist destinations, seasonality and any peaks in interest.
AN AWARD-WORTHY SUCCESS
Results
The tool allowed a light to be shone on the fact that certain destinations, though not adequately represented within the Boscolo travel catalog, were nonetheless subjects of user interest, making it possible for the tour operator to evaluate the products and services it offered and develop new travel recommendations.
Its level of innovation and the highly scalable potential of the 100% proprietary Trend Monitor tool won it a Digital Award from Unindustria Reggio Emilia
Its level of innovation and the highly scalable potential of the 100% proprietary Trend Monitor tool won it a Digital Award from Unindustria Reggio Emilia
