NEEDHAM, MA — Tripadvisor has launched a live data intelligence dashboard, geared to destination marketing organizations (DMOs), to provide clients with word-of-mouth insights from across 500,000 sources, relevant to 50 tourism touch points – including air access, accommodations and attractions.
The new dashboard, powered by Vancouver-based Tourism Sentiment Index, is part of Tripadvisor’s wider suite of data intelligence products for DMOs, known as the Tripadvisor Insights Platform.
The dashboard’s analytics are drawn from real-time conversations, across half a million platforms, including TripAdvisor. Sentiment towards destinations and travel contribute to an overall score that reveals a destination’s popularity versus competitors, enabling DMOs to update campaigns, product offerings and messaging faster and more effectively, says the company.
Plus, in response to the COVID-19 pandemic, the sentiment dashboard also includes a crisis analysis module that tracks the impact of the pandemic in locations around the world by revealing emotional reactions to categories such as health services, government and economics.
“Now more than ever, destination marketing organizations need data and business intelligence tools to help maximize competitiveness and drive recovery in the wake of COVID-19,” says Steven Paganelli, Group Head of Destination Marketing – Americas, Tripadvisor.
He added: “This live dashboard puts actionable insights at DMOs’ fingertips to help them make more informed and strategic marketing and media placement decisions. For example, being able to understand travellers’ readiness to travel in real-time helps DMOs update their marketing with the most effective messaging, therefore, getting the most impactful message in front of the right people, at the right time.”
Rodney Payne, Founder, Tourism Sentiment Index and CEO of Destination Think, says: “Our data intelligence provides DMOs with the ability to drill down to specific conversations and insights taking place at the destination-level – whether a city, region or country.”