Insights & Analytics

Destinations need consistent data that can help inform future programming and investments and can use insights to inform changes to visitor strategy and experiences.

The center of tourism growth is having access to and utilizing the right data. This includes trend, sentiment, web, demographic, geographical and tour operator data. We have created a one view dashboard known as TroveTrends which consolidates all data a DMO, tourism authority DMC or tour operator needs in real time, in one place.

Destinations often struggle with pinning down the return on investment on tourism because the data is not clear. In addition, destinations often do not know where accurate visitor data can come from and the potential of using sentiment analysis and big data for enhanced insights.

TroveTrends consolidates all relevant insights - visitor, sales, paid marketing, spend, sentiment, web, social, survey and other forms of data - and provides a single, dashboard view of relevant metrics related to the specific destination. Our Insights & Analytics team also provide tactical recommendations based on the insights so that teams and executives to inform strategy rather than shifting through raw data or endless charts.

Practically speaking, destinations have difficulty adapting their programming year-on-year as well as refreshing their marketing in a meaningful way. Bottom line: data analytics on visitors informs future planning.

At Trove, we work to help better capture, analyze and visualize data and solve data analytics problems for the destination across planning, product, online marketing and branding workstreams. You may not know you have issues with data, but we can schedule a problem assessment meeting to understand more.

If you observe any of these issues, you may have an issue with your data. We can schedule a discovery meeting to discuss in more detail.

  • Mismatched marketing campaigns

  • Lack of growth of tourism year-on-year

  • Inability to forecast trends or visits, in the short or long-term

  • Stagnant programming

  • Inability to make investments in new tourism programs

TROVE TOOLS

  • Our “One View” Dashboard, TroveTrends

  • Current State Data Analytics Assessment

  • Data Quality Assessment

  • Data Strategy Development

  • Sentiment Analysis

  • Data Insights Dashboards

  • On-Demand Reporting

  • Data Architecture and Discovery

  • Published Data and Insights

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How We Help

Destinations partner with Trove to be able to better use data for decision making on tourism strategy and program development. We help governments, tourism associations and tour companies do more with better data and analytics practices.

Step 1: Data Discovery

Trove works with the destination to identify data current state, stakeholder environment, and data opportunities as well as to complete a data quality assessment. Relevant data includes trend, sentiment, demographic, revenue, and web data.

Step 2: Data Strategy

Trove data analytics experts work with the destination to finalize on-going destniation KPIs at all levels, develop a data source map, document visualization opportunities and finalize a destination data strategy.

Step 3: Data Analysis

Trove will identify current state data analysis programs and opportunities, new analysis tools and techniques, and associated costs. Then, the team will partner with the destination to identify future design of data analysis and architecture as well as to define a data analysis calendar and automation opportunities.

Step 4: One View Dashboard

We work with tourism boards and tourism organizations to develop a continual, centralized data dashboard to meet public reporting requirements and internal data needs. This dashboard is known as TroveTrends and pulls in marketing, digital, sentiment, travel and review data into one place in real time.