Understanding Data in the Tourism Industry

Discover how data can be used to drive business decisions

Data gives businesses in the travel and tourism industry the foundation it needs to make innovative decisions. From accommodation to tour company providers, there’s potential for small and medium enterprises (SMEs) to grow and improve productivity if they understand the value of data.

On this course, you’ll explore how data can be used to address business concerns. You’ll learn what data can reveal about customer behaviour and how this can help your business’ success. The course will introduce simple tools and technical support to help you introduce data practices in your own business.

This course is designed for small and medium enterprises in the tourism industry, such as tour companies, transport providers, and B&Bs.

• The importance of data to your business
• Welcome and introduction
• Data in action
• Types of data: Big Data, Open Data and other key terms
• Your data
• Using data to make your business more robust
• A data mindset
• Data and your customers
• Problem to solution
• Know your data
• How to improve business productivity through data
• Week 3 Introduction: Data and productivity
• Data and your visitors
• Data and marketing
• Data and your employees
• End of week quiz and continue to develop your strategy
• Tools to help you make the most of your data
• Going digital
• Analytics
• Social media
• Review sites and other agencies
• Raw data and more data: Spreadsheets, external data and databases
• End of week 4
• Tourism destinations and data collaboration
• Introducing week 5: Collaboration and sharing
• Sharing in action
• Overcome challenges through collaboration
• End of Week 5, end of course and looking ahead