FITUR 2018 just closed and the tourism industry turned out in Madrid for the week-long event. Everyone who’s anyone in tourism was there and those of us helping tourism along, like Xeerpa, connecting you with your users and helping you know more about them, were too. It is nice when the world comes to you though, so Spain-based Xeerpa wouldn’t miss out on Fitur. We caught up with some friends who operate in the tourism industry, made some new ones and had very productive meetings with international and national companies. There is clearly a growing interest to leverage social login among the hospitality companies, and those who hadn’t heard about Xeerpa were amazed with the possibilities offered by our pioneer technology.
During the panel discussion on Innovation in Digital Marketing in tourism industry hosted by Turespaña, one of the major points that came out was the use of big data by Turespaña and other actors on the travel market: hotel groups and airlines, such as Xeerpa’s client Iberia. The discussion centered around how companies leverage big data available in social networks to both obtain qualified leads and create customized experiences. Omar Rois, our company’s co-founder, explained how Xeerpa’s clients from the tourism industry, such as Iberia, Iberostar, Melia and Alsa, benefit from one-to-one users profiling.
Turespaña is a public institution in Spain, reporting the Ministry of Energy, Tourism, and Digital Agenda and is in charge of Spain’s brand image as a tourist destination. They are making an excellent use of information analyzed with the help of Xeerpa technology in their campaigns, getting the word out about how much fun Spain is, about all the amazing museums and collections, the dance and theater, fashion and gastronomy, solemn architecture, millennia of history… Turespaña helps people learn why they should visit Spain, another client of ours, Iberia Airlines, gets them here, and Meliá and Iberostar, yet another clients, put them up so they can get a good night’s sleep after exploring the cobblestone streets and feasting on tapas. Omar explained that, “today all companies, even more so in tourism, need very detailed information about their customers to improve their experience and by doing so enhance their loyalty.”
Xeerpa’s technology can help you hone in on customers from a certain place, using geo-localization, pick the highest influencers or the most loyal to your brand, or those with the lifestyle you’re looking for (weekend get-awayers, perhaps, or high-medium-low end lodgings) or a combination of those features. Identifying cosmopolitan tourists for Turespaña is just one example of a multiple segmentations you can create based on the billions of likes, interests and engagement of your leads and clients hidden in their social universe. The knowledge is there, we just tap into it and organize it for you, making the big data not so big, unwieldy and overwhelming anymore. Our job is to make your job easier.
