Vortrag: Anna Borduzha – MABRIAN

1. 7 October 2021
Actionable insights based on
real-time data analytics
Tourism Fast Forward

2. www.mabrian.com
Why real- time analytic now is more
important than ever?
• Historical data has loos it’s value
• Extremely changing environment
• Sector dependent on the GLOBAL
situation
• Dependence on external operators
• More demanding customers

3. www.mabrian.com
Data-Driven
Decision Making
INTELLIGENCE
KNOWLEDGE
INFORMATION
DATA
QUANTITY
QUALITY
PREDICTIVE MODELS
• Data has no value without
proper analysis.
• The overlapping of different
layers of information reveals
knowledge.
• From data to action:
operational and strategic
decisions.
• Forecasting models vs.
uncertainty.
The Intuition Era is Over

4. www.mabrian.com
Mabrian provides answers to key questions in 4 main areas of destination management
and marketing by using Big Data
1. Demand & Targeting
2. Connectivity
3. Branding & Communication
4. Client Experience
Strategic and operational planning
Monitoring of results
BIG DATA

5. www.mabrian.com
What
Why
Our sources

6. www.mabrian.com
www.mabrian.com
All the travel stages can be tracked
and analysed, from the
inspirational moment to the post-
experience, to identify and
anticipate patterns.
This offers a deep understanding
of market dynamics:
• Market Trends and Trend Triggers
• Offer and Demand variations
• Consumer profiling
• Experience metrics
• Segments valuation
• Competitors …
Fullcycle Travel Analytics

7. www.mabrian.com
Targeting
Which markets should be a
priority?
Market strategy Where to focus (regions / cities)?
When to communicate?
What to communicate?
Paris Outlook July - September 2021
Providing insights based on real time data

8. www.mabrian.com
Prioritization Criteria Indicators
Demand volume and
destination brand relevance
Early stage demand
Interest in visiting the destination
Connectivity
Direct Connectivity
Number of Routes
Gap Demand - Connectivity
Demand Value
Length of Stay
Spend
3 Mabrian KPIs:
Competitiveness
Attractiveness
Demand volume Connectivity Demand Value

9. www.mabrian.com
2
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4 5 6 7 8 9 10
12
Competitiveness
of
Paris
in
the
market
Attractiveness
China
United
States
Switzerland
UK
Spain
Russian Fed.
Note: Size of the circle is based on number of flight searches
Italy
Germany
Netherlands Belgium
The most interesting markets to target
Due to the latest
COVID restrictions
updates in this
particular moment
Spain and Italy are
priority markets for
this summer, as
they all are in the
Green List to travel
to France.

10. www.mabrian.com
Air Capacity
· REGIONS
Lombardy /Lazio
· CITIES
Milan / Rome
· AGE
35-44 and 25-34 years old
TARGET GETAWAY
• Communication to
begin: 2 month in
advance
• Monday to Thursday
• Co-marketing:
Airfrance and Vueling
Airlines*
COMMUNICATION PLANNING
• Arts & Culture highlights
• Gastronomy options
• Shopping and Retail
• Outdoor activities
MESSAGES TO COMMUNICATE
Italy: Market strategy recommendations / July-September 2021
Flight Searches
Mentions in SoMe Flight Searches
Air Capacity
Mentions in SoMe
Spend

11. “THE PANDEMIC IMPACT ON TRAVELLER BEHAVIOR”
June-August: 2019 vs 2021

12. www.mabrian.com
International travel
continues to lag
behind rising
domestic travel
Average Hotel
Review Shares
Domestic
2019 vs 2021
+18%
points
Domestic
- 24%
+ 44
New Av.
Domestic routes
per destination
Air Capacity
2019 vs 2021
- 45%
International
- 52%
Sources:Direct Air Capacity /Hotels reviews
(TripAdvisor/Booking/Expedia
Destinations: Sapin, Germany, UK, France, Greece, Italy,
Netherland, Poland, Turque,Austria

13. www.mabrian.com
The longer holiday
become more popular
this summer
• Growth of remote working
• COVID-19 restrictions
• Constantly changes in travel
rules
0
2
4
6
8
10
Urban Holiday
+64%
+22%
+39%
Average Length Of Stay
based on Flight Booking
2019 2021
Urban Destinations: Paris, Barcelona, London, Berlin, Prague.
Beach Destinations: Antalya, Costa Brava, Costa del Sol, Crete,
Cyclades, Gran Canaria, Lanzarote.

14. www.mabrian.com
Urban Holiday
2019 2021 2019 2021
Visitors switched from
spending in restaurants
to purchasing in
grocery stores
0%
5%
10%
15%
20%
25%
30%
35%
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• Spending in accommodation
fell sharply
• Spending on restaurants drop
by 5 percentage points for
Urban destinations
• A significant increase in
spending in grocery stores
0%
5%
10%
15%
20%
25%
30%
35%
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Spend per Category Spend per Category
-13%
points
-7%
points
-5%
points
-3%
points
+13%
points
+10%
points
Source: Mastercard
Urban destinations: London, Paris, Barcelona, Berlin
Holiday destinations: Barbados, Dominican Republic, Puerto Rico, Jamaica. Holiday
destination

15. www.mabrian.com
2019 2021
2019 2021
Visitors' expenditure
increased in 2021
compared to 2019
This surge is due to:
• Increased length of stay
• Changes in the visitor profile
• Increased available
disposable income
Urban
+19%
( 78% without UK )
Holiday
+137%
Av. Spend
per card
723€
Av. Spend
per card
606€
2019 2021
Av. Spend
per card
1,004€
Av. Spend
per card
423€
2019 2021
Source: Mastercard
Urban destinations: London, Paris, Barcelona, Berlin
Holiday destinations: Barbados, Dominican Republic, Puerto
Rico, Jamaica. Holiday destination

16. www.mabrian.com
Top 5 Products per Interest
Based on mentions on Social Media
Top 5 Products per Interest
Based on mentions on Social Media
Urban Holiday
In 2021 interest for
outdoors activities
increased
• Outdoor activities boom
• Arts & Culture most affected
tourist product
59%
3%
11%
10%
38%
16%
15%
15%
Arts & Culture
Sunbathing
Active Lifestyle
Family Activities
31%
11%
12%
21%
9%
40%
19%
13%
10%
6%
Sunbathing
Active Lifestyle
Nature
Arts & Culture
Shopping
2019 2021 2019 2021
Sources :TripAdvisor
Urban destinations: Berlin, Barcelona, Paris, London, Prague
Holiday destinations: Antalya, Costa Brava, Costa del Sol, Cyclades, Crete,
Gran Canaria, Lanzarote.

17. www.mabrian.com
Travellers opt for
last-minute trip
planning
Advance Search Period (Days)
based on Flight Searches
0
10
20
30
40
50
60
70
B
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P
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P
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-19%
2019 2021
Urban
Advance Search Period (Days)
based on Flight Searches
0
10
20
30
40
50
60
70
A
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-10%
2019 2021
Holiday
Travel Date: 1st June- 31st August. Search date: 1st March-29th
Urban Destinations: Paris, Barcelona, London, Berlin, Prague.
Beach Destinations: Antalya, Costa Brava, Costa del Sol, Crete, Cyclades,
Gran Canaria, Lanzarote.

18. www.mabrian.com
www.mabrian.com
THE NEW TRAVELLER PROFILE
ü Prefer DOMESTIC TRAVEL.
ü STAY LONGER
ü SPEND MORE and differently
ü Look for OUTDOOR ACTIVITIES
ü Opt more for independent
accommodation.
ü Start planning CLOSER TO THE TRIP
DATE

19. www.mabrian.com
A higher fragmentation of the
spend and the increase of
spend with local business
generates a better wealth
distribution among the
residents.
Is this a more SUSTAINABLE way of travelling?
Domestic travel reduces the
destinations’ dependence
on long haul markets,
reducing polluting C02
emissions.
Longer stays, means
less trips. That also
reduces the pollution
generated by
transport.

20. www.mabrian.com
Are these trends
just short-term or
one-off?
NO. Many factors
have created these
new trends and
some of them will
stay.
We don’t live in a
predictable world
anymore. The only
constant is
CHANGE.
Only the REAL-TIME
monitoring of global
demand and
preferences will
reveal the new
tourist landscape..
Technology and
tourism
knowledge is the
recipe for
RESILIENCE.

21. THANK
YOU!
Anna Borduzha
anna@mabrian.com
www.mabrian.com