Use big data to grow domestic bookings

TRAVEL agents need
to utilise the big data
available to them so
that they can provide the
best value and service
to their clients travelling
domestically, and thus grow
the sector.
The use of big data
was a pervasive theme
throughout the Asata
conference and in his
address, Minister of
Economic Opportunities,
Alan Winde, asked, “In this
fourth Industrial Revolution,
what are you doing to
squeeze into the space
of understanding today’s
domestic traveller?”
Speaking at the
conference, Melanie
Leloup, trade relations
manager at SA Tourism,
presented the findings of
a study on the habits and
preferences of domestic
travellers, conducted
by the organisation.
She emphasised
the importance of
understanding how
SA travellers perceive
domestic travel and said
that data could be used
to grow the domestic
travel industry.
The data gathered
from the study has
helped SA Tourism
identify the behaviours
and expectations of SA
travellers, which are then
used as indicators of
where value can be added
to domestic clients’ trips
and thus grow the sector,
says Melanie.
Key findings in the study
revealed that although SA
travellers want to travel
domestically, there is
not enough information
available to them about
what the country has to
offer. Affordability is top of
mind for SA travellers and
some want the option of
paying for their holiday in
instalments. Because travel
is a way for South Africans
to reward themselves, they
want holidays that provide
opportunities to refocus
and reflect.
The Minister said that
industry players have to
start realising that big
data is a mechanism the
industry needs to engage
with, and use it to ensure
they add value for their
clients. “Because if it’s not
valuable, you’re not going
to make any money,”
he added.
SA Tourism is in the
process of engaging big
data as a driver for growth
in the tourism industry,
said the Minister.