Spark Digital big data business Qrious has unveiled a big data insights-as-a-service product for the tourism sector.
LoQal Destinations aims to give businesses and local councils access to location-based visitor insights, via a subscription, to optimise marketing spend, enhance operational efficiencies and anticipate visitor movements.
“Through LoQal Destinations, those within the tourism industry and local governments will now have the ability to access robust, timely, location-based insights to support their business planning, understand the impact of events in their region, optimise marketing, and track and measure visitor uplift,” said Qrious CEO David Leach..
The LoQal Destinations dashboard displays a regional heat map along with detailed information regarding domestic and international visitors over time and their place of origin. A time period selector feature allows users to navigate through yearly, monthly, weekly or daily views.
Data is published to the software platform every Tuesday, providing users with access to information from the previous weekend and a more complete picture than provided by survey-based data.
Qrious made its first foray into the tourism market with the launch of its Voyager platform in May 2016.
Destination Kaikoura will be among the first in line to use LoQal Destinations, having had it donated by Qrious to support the region’s recovery efforts following last year’s earthquake.
“The insights that organisations are able to generate from the existing Voyager platform have proven to be invaluable. Among other things, the platform captures the non-commercial accommodation performance of regions – information that is not readily available elsewhere,” said Destination Kaikoura’s general manager, Glenn Ormsby.
“LoQal Destinations will build on this, helping the District to measure visitation patterns for events within one week."
LoQal Destinations is accessible through a web application available to subscribers