Customer satisfaction specialists Consumerdata and market researchers Arkenford have been developing the tool, Travel X-Ray, over the past two years.
It is mainly aimed at tourist authorities to help them find out what attracts people to their destination, but can also be used by travel agents, tour operators and hotels.
Travel X-Ray managing director Adrian Lawes said a travel agency with customers in a particular town could find out the most popular destinations from that town, or look at attitudes, such as last-minute bookings.
This would help agents to target their marketing by destination or timing of offers.
The tool includes 300+ variables, such as fishing, walking, spas, shopping, wildlife, theatre, watersports, caravanning and bowls, plus a 1m-strong email, post and textable database of active UK travellers.
Travel X-Ray estimates that around 20% of the typical leisure operator’s tourism marketing budget is ‘wasted’ annually on poorly-targeted communications to unresponsive consumers.
Lawes added: ‘Travel X-Ray effectively acts as a tourism ‘dating agency’ by identifying the most suitable buyer segments for a supplier to target, locating such individuals, and facilitating relationships with them.’
See also:
Three-quarters cut holiday spend (06/07/2009)
Comtec adds CRM software expert (10/09/2008)