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PREDICTIVE ANALYTICS
Predictive Analytics as a management tool for destinations
“Predictive Analytics transforms data into an operational steering instrument, not merely a reporting tool. For destination managers, this means: demand becomes predictable, capacities become manageable, and both operational and strategic decisions can be made based on facts,” says Bernhard Taurer. As Head of Service Center and Product Management at feratel, he will deliver a keynote on the theme “Positioning Destinations for the Future.”
Predictive Analytics fundamentally shifts the perspective in tourism: moving away from retrospective reporting towards precise, daily forecasts and operational control capabilities – even before demand becomes apparent. Modern forecasting models, such as the feratel Performance Monitor, utilize historical arrivals and stays, origin markets, holiday calendars, availability data, and booking behavior to deliver reliable predictions for arrival and overnight volumes. This data-driven intelligence establishes a new basis for decisions, ranging from capacity planning and market outreach to event management.
Daily Forecasts for Arrivals & Overnight Stays
With daily forecasts, destination managers gain a precise control instrument that makes operational tasks predictable. How many buses will be needed on a given day? When should lift ticket offices be staffed? What traffic flows can be expected? Through the intelligent linking and analysis of various data sources, resources can be managed more efficiently, and bottlenecks can be avoided.
Quantification of the Effect of Regional Holiday Periods
Simultaneously, the impact of regional holiday periods becomes measurable: destinations can quantify the percentage shift in overnight stay volume when holiday periods vary, allowing them to schedule targeted marketing campaigns accordingly.
Measurability of Event Impact on Demand Development
The influence of events on seasonal dynamics also becomes apparent. Predictive Analytics evaluates which events stimulate demand and how significantly they boost the pre- or post-season. This analytical depth supports both operational planning and strategic discussions regarding investments and product development.
In my keynote, I will demonstrate how data can be transformed into actionable insights, leading to greater efficiency, planning certainty, and a deeper understanding of demand in destination development.
Further Information
This keynote offers a preview of the session “Predictive Analytics for Data-Driven Destination Development” within the theme “Positioning Destinations for the Future.”