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No one can deny the obvious. Travel and its big data have migrated online. 

Whether it's a weekend jaunt to the nearest big city or a complex escape to an exotic locale, most trips today are planned on the Internet. Most travel marketers, however, aren't keeping up with the evolution of big data and the importance of online search in predictive analytics. Here are a few reasons why.

1.  Siloing of data

All brands, even individual properties, typically aggregate their own data without dynamically comparing or integrating with other real-time market data.  Too often, they rely on legacy data-gathering institutions that deal in historic booking statistics. This yields a limited view - one defined by a flat view of travel rather than by the complex, dynamic transactions behind the statistics.

Consider marrying the data from your website, PMS or digital marketing campaigns with other predictive sources. Bring your data out of its silo see how it stands up to other market indicators and forecasts.   

2.  A focus on the past 

Data in isolation provides little analytic value except for understanding what has happened in the past.  Looking in the rear-view mirror helps you learn from past mistakes, but is limited in helping you capture business right now.  Focusing on the now will enable you to impact travel decisions as they're happening.

Look ahead using current, active metrics and competitive data that can capture live bookings from in-market travelers.    

3. A lack of perspective 

Thanks to Google analytics, hospitality marketers typically know who's searching for them.  That's the easy part. But most are wearing blinders when it comes to travel in their overall market and who's searching for their competitors online - not through Google searches, but through intent-driven searches on travel websites, looking specifically for a destination or property. 

Take a global perspective with search-based travel intent data that provides competitive, predictive information and fills the gap in business intelligence. Remember, a key to growing your market share is to capture share from your competitors.

4.  No personality

Travel is personal, and travel marketing should be, too. Business intelligence needs to look beyond the numbers to the people behind them - illuminating the intent and the behavior that drives travel decisions.  Different people shop for travel differently. 

By understanding people and their motives, marketers have a much better chance of identifying opportunity, winning business and building a loyal - and lasting - customer relationship.

Take your marketing personally.  Know the personas of your best customers, from their lifestyle and demographics to online behavior and search-to-book windows. Translating that knowledge into marketing intelligence will increase your campaign effectiveness and overall ROI.

Free Webinar: Can BIG Data Actually Engage and Convert Active Consumers?

September 18.  Register here

About Jami Timmons

Jami Timmons is president and chief product officer of nSight, the largest aggregator of global travel intent data. A Chicago native, she most recently directed the global business intelligence (BI) strategy for Orbitz, where she developed the company's first BI dashboard for global operations. Before Orbitz, Jami led BI for TravelClick, managing expansion of its BI solutions as designer and strategic visionary of its Hotelligence360 product. Visit  

Contact: Katrina Pruitt-Andrews / +1 301.704.4087

About nSight

nSight is the largest aggregator of live, global travel search data that redefines travel intelligence and transforms how it's used. nSight was founded to simplify and monetize big data by making business intelligence about the traveler again. We're a new kind of travel intelligence company, providing the human connection between data and intelligence. With 25 billion global travel searches and hundreds of millions of unique consumer insights on active travelers, nSight makes travel marketing more relevant and decisions more precise. To see how humanized travel intelligence can help influence travel before it's booked, visit­­­­ You can also follow us on Twitter, Facebook and LinkedIn.

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