Highlights
📯

Highlights

💡
Discover the most relevant KPIs for your destination with a focus on the current situation (last six months) and a preview of the future outlook (next six months)!

This module collects and highlights the widgets related to the main KPIs monitored to provide an overview of the destination's performance. From each, you can directly access the related internal sections.

The module is divided into two sections: a section related to the Current View with data for the last six months and a Future Outlook for the next six months.

The Current View section shows:

Sentiment, Current Content Peak, and Seasonal Balance. These indices allow you to evaluate the health of a destination quickly.
image
The map of the monitored destination is divided into tiles based on the Sentiment with a highlight of POIs with the highest volume of content divided by category (hospitality, dining, attractions, etc.)
image
The list of the 100 points of interest with the highest content volume and the respective Sentiment.
image

The Future Outlook section shows:

The impact of events on the volume of visitors.
image
The current, minimum and maximum OTA saturation trend.
image
The average, maximum and minimum rates reported on OTAs for the destination's hotels.
image
The destination map with the territorial distribution of average prices and OTA saturation.
image

FAQs

What is Seasonal Balance, and how to read it?

The Seasonal Balance Index is a numerical indicator ranging from 1 to 100 and is used to evaluate the balance of tourist demand throughout the year in a given destination. It considers the distribution of tourist visits during the different seasons, making it possible to understand whether the destination has an excessive concentration or a lack of tourists at certain times of the year.

image

The value 1 represents a solid seasonal imbalance, indicating a destination that attracts most tourists only in specific seasons, while periods of low turnout are significant. Conversely, a value of 100 indicates a perfect seasonal balance, with a uniform tourist flow throughout the year.

Here are four examples that illustrate the correct use of the Seasonal Balance Index for a tourist destination:

  1. Investment planning: Through the analysis of the Seasonal Balance Index, tourism managers can assess whether the destination depends on specific periods of the year regarding tourist influx. This allows you to make informed decisions about the investments needed to promote your destination during off-season periods to improve seasonal balance and reduce dependency on a single season.
  2. Development of new tourism products: The Seasonal Balance Index can guide the development of new products or services that aim to distribute the tourism flow more evenly throughout the year. For example, if the destination shows a strong bias towards summer, winter tourism activities, such as skiing or hiking in the snow, could be developed to attract visitors even during the colder months.
  3. Management of accommodation capacities: Knowing the Seasonal Balance Index helps better manage the destination's accommodation capacities. Suppose a high tourist influx is expected at certain times of the year. In that case, steps can be taken to ensure sufficient accommodation facilities and services are available to accommodate visitors. At the same time, targeted marketing strategies can be implemented during the low season to attract more tourists and take full advantage of the accommodation capacities.
  4. Planning of events and activities: The seasonal balance index can be used to plan events or activities that help balance the tourist flow during the year. For example, if the destination shows a concentration of tourists in the spring and summer, festivals or cultural events could be organised during the off-season to stimulate visitor interest.

In conclusion, the Seasonal Balance Index provides crucial information on the seasonal distribution of tourism in a destination.

What is the Current content peak, and how do you read it?

The Current Content Peak Index is an index that varies from 1 to 100 and measures the current volume of content present for a specific tourist destination compared to its historical maximum.

image

This score provides a relative assessment of the level of popularity and interest in a destination based on the amount of content generated online. Here are four examples of how a tourist destination can benefit:

  1. Promotion and marketing: If a tourist destination has a high Current Content Peak Index, it is trendy and attracts a lot of interest online. This can be leveraged to promote the destination more effectively. Tour operators and marketing agencies can use this information to create targeted promotional campaigns, leveraging the popularity of the destination to attract even more visitors.
  2. Event Planning: A destination with a high Current Content Peak Index can be an ideal place to host events or festivals. Since the destination is already in the spotlight online, hosting an event during that time can ensure greater exposure and attendance. Tourists may be more inclined to attend events in a popular destination, increasing excitement and engagement.
  3. Tourism Infrastructure Development: A high Current Content Peak Index can provide a clear indication of the growing popularity of a tourist destination. This may prompt governments and investors to upgrade tourism infrastructure, such as hotels, restaurants, transportation and attractions, to meet growing demand. This will lead to an overall improvement of the tourism infrastructure in the destination, ensuring a more enjoyable visitor experience.
  4. Economic Opportunity: A destination with a high Current Content Peak Index has the potential to generate significant revenue through tourism. The increase in tourist flow will increase visitor expenses, benefiting the local economy. This can create new job and business opportunities for local communities, stimulating the destination's economic growth and sustainable development.

In summary, the Current Content Peak Index measures a tourist destination's level of interest and popularity based on the amount of online content generated. A goal with a high index can use this popularity to promote itself, organise events, improve infrastructure and create economic opportunities, thus improving the overall experience for visitors and the local community. With the Current Content Peak Index, destinations can better understand their standing among other tourist destinations and plan accordingly.

This index is an essential tool for tourism planning and marketing, as it helps identify areas of opportunity while enabling effective communication with key stakeholders such as local businesses, media outlets, and governmental organisations. It allows destinations to be prepared for peak times.

How does the "Area Distribution" map work?

The "Area Distribution" map is a powerful tool for destination managers who wish to understand the general sentiment of visitors and residents in different areas of a tourist destination. This map uses a dynamic colour system to display the difference in Sentiment Index values based on the values shown in the legend.

image

Analysing the territorial distribution of sentiment makes it possible to obtain an immediate overview of the areas that arouse positive or negative reactions from people. The map allows you to identify areas with high satisfaction levels and those requiring attention or interventions to improve the visitor experience.

To use the map, you can start by selecting a geographic area of interest. The map will show data relating to user sentiment in that specific area. The colours on the map correspond to different sentiment levels, allowing you to easily distinguish areas with positive views from those with negative sentiment.

You can also use the zoom function to explore the different areas of the destination in detail.

Additionally, the map allows you to compare sentiment across different areas. You can select multiple regions and view their sentiment values in comparison. This helps you spot sentiment disparities between other parts of the destination and make informed management and marketing strategy decisions.

The "Area Distribution" map is a powerful tool for destination managers who want to monitor and understand people's opinions about a tourist destination. By leveraging the map's visual information, you can identify prosperous areas and those that need attention, helping improve the overall visitor experience and make informed destination management decisions.

How does the "Seasonal Balance Area Distribution" map work?

This map is a powerful tool that allows you to visualise and analyse the geographical distribution of the Seasonal Balance index. This map is a core component of our destination analytics platform.

Through a visual representation, the colours on the map change dynamically to reflect the difference in Seasonal Balance index values in different geographical areas.

To make the most of this map, we advise you to follow these steps:

Select the "Seasonal Balance Area Distribution" widget for tourist destinations in our data analysis platform. The map will be displayed with an initial view of a geographical area of reference. Use the zoom functions to zoom in or out on the map and view specific details of an area of interest to you. Depending on your analysis needs, you can zoom in to focus on a particular destination or scan a broad region. The "tile 13s" on the map represent a grid of smaller geographic sections. You can focus on a single tile for a more detailed view of Seasonal Balance data in that area. Compare the Seasonal Balance between different areas using the map. You can quickly spot performance differences between tourist destinations or evaluate seasonal variations within the same geographical area. Explore the map further using the interactive features made available. For example, you could select specific points of interest (POI) to view their relationship to the Seasonal Balance on a map. Remember that this map is a powerful analysis tool for destination managers. Use it to get an overview of the seasonal performance of different geographies and make informed decisions.