An Intro to Travel Appeal
How does an organization leverage data science and artificial intelligence to provide unique and impactful solutions for hospitality, tourism, destinations and retail industries?
Travel Appeal is the only B2B organization to leverage the vast amounts of Internet data available to provide insights and solutions for various industries, resulting in increased reputation and revenues. Headquartered in Florence, Italy, Travel Appeal was founded in 2014 by Mirko Lalli. Our team has grown to over 30 teammates and today we serve more than 2,500 clients across Europe and are expanding into new markets.
We started using PredictHQ at the start of 2018 to deeply understand the impact of events in the tourism and hospitality industries. With their services, we have been able to measure the effects of events around the globe in order to discover insights and provide strategic solutions for hotels, restaurants, destinations and retailers. We collect and analyze online data from the travel sector in real time and, through an Artificial Intelligence system, we turn that data into practical advice. As a result, tourism and hospitality operators can make more effective decisions and improve their digital positioning, with a consequent positive impact on revenue, reputation, customer sentiment and business operations. For example, improved customer sentiment leads up to a 12% increase in room occupancy.
Our latest products have been developed to assist all professionals in various sectors, from the corporate level to the retail level and include: Conversations, Certificate and Mobile Coach.
Managing data from past events is essential to accurately and comprehensively understand visitor expectations, manage flows and coordinate different businesses. As an outcome of integrating PredictHQ’s data, Travel Appeal has since been able to improve our clients’ online reputation and increase their customer sentiment by 25%.
“PredictHQ has been a fantastic resource. They were able to help us uncover the impact of events, from sporting games, concerts and conferences to the effects of weather and political activity. By utilizing these effects, we have developed our technology to offer Smart Insights based on predictions for incoming flows, revenues, and reviews.”
What we were aiming to achieve with PredictHQ
Before Travel Appeal joined forces with PredictHQ, we were unable to fully take advantage of the impact events had on the hospitality and tourism industries.
The following were holding us back:
- We were mostly focusing our efforts on client reviews and feedback
- We did not aim our attention at how traffic flow, attendance, and revenue from events can impact hotels and restaurants
- We were not leveraging event forecasts in our Smart Insights
Our main objective was to collaborate artificial intelligence with event forecasting. We knew our clients would benefit greatly from knowing how future events would affect their business. We enhanced our Smart Insights to provide suggestions related to different aspects of business management. For instance, for an upcoming concert, a hotel may receive up to 20% more business. Planning in advance for these events is invaluable for business operations.
Utilizing “Event Ranking” and “Event Alerts”
In order to provide the most compelling data for destination managers, we utilized PredictHQ’s event "impact" ranking to filter out and sort events which are relevant for local managers. When working with destinations, we were able to find out how traffic flows, revenues and online reputation play a role into the overall impressions and sentiment of a city.
We used PredictHQ’s API to include event alerts into our products for hotel managers. Having at-a-glance predictions for estimated event attendance and revenues is crucial for hotels to plan their nightly rates. Our customers are constantly made aware of events that have an impact on their business, so they can set their rates and accommodation strategies accordingly. For instance, several customers in Europe have amended their room rates following an event recommendation from our Smart Insights engine. On average, our Certificate tool has boosted our customer’s direct bookings by 7%.
By using PredictHQ, Travel Appeal has been able to obtain all perspectives of a business in relation to events happening nearby our client’s hotel locations, including past data and future predictions. PredictHQ provides us reliable geocoded events which enables us to see exactly where events took place and which ones impacted our clients the most. Monitoring the effects of events has yielded valuable data, which helped us make long-term strategic decisions to benefit our overall business.