Spark’s data analytics subsidiary Qrious has launched a service for the tourism industry to provide information on visitor movements.
Qrious says the service, LoQal Destinations, will enable business that rely on tourists to: optimise marketing spend, enhance operational efficiencies and anticipate visitor movements.
“Through LoQal Destinations, those within the tourism industry and local governments will now have the ability to access robust, timely, location-based insights to support their business planning, understand the impact of events in their region, optimise marketing, and track and measure visitor uplift,” Qrious said.
“The LoQal Destinations dashboard displays a regional heat map along with detailed information regarding domestic and international visitors over time and their place of origin. A time period selector feature allows users to navigate through yearly, monthly, weekly or daily views. Data is published to the software platform every Tuesday, providing end users with timely access to information from the previous weekend.”
Qrious claims LoQal Destinations provides a more complete picture than that of survey-based data, which has typically been gathered through traditional accommodation providers, and as such has excluded visitors using alternative accommodation, such as Airbnb and Bookabach, or those visiting friends and relatives.
Qrious CEO David Leach said the tourism industry had long acknowledged that it needed to gain a better understanding of visitor flows and travel patterns.
“Tourism is New Zealand's biggest export industry, contributing 20.7 percent of New Zealand's foreign exchange earnings, yet to date there has been a lack of timely data and insights that support operators in effectively managing both day-to-day tourism operations and future growth,” he said.
He added: “In its recent four year plan, Tourism New Zealand laid out very clear strategic goals – one of which is to sustain and improve the experience of visitors and host communities – and our LoQal Destinations software marks a significant step forward in supporting this goal and building the industry’s insights capability.”
Qrious made its first foray into the tourism market with the launch of its Voyager platform in May 2016. It says this attracted a collection of the country’s top regional tourism operators representing around 75 percent of the total New Zealand tourism market by value.
LoQal Destinations is accessible through a web application that is desktop and tablet enabled. It is now available to subscribers. However Qrious has offered no information on the data sources underpinning the service.