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This content is taken from the Edinburgh Napier University & Scottish Enterprise's online course, Understanding Data in the Tourism Industry. Join the course to learn more.

Skip to 0 minutes and 25 seconds Particular insights that revealed by our data, Monday’s are actually a busy day. So a lot of people will not be open on a Monday, including pubs, but actually we found that was a really popular day for tours Seasonality is one, so it’s actually the opposite of what people will think. So the summer is actually a bit quieter for us. Spring and Autumn are really really our busy times and around Christmas, New year, also very busy. And booking patterns change, so those those peaks are a lot of advance bookings, the summer is a lot of last-minute bookings.

Skip to 1 minute and 13 seconds So that means that in the summer we need to have tours available for booking up until the very last minute, but in Spring and Autumn, we can afford to shut things off, if we don’t have bookings at a particular time, because there’s not as much last-minute. Where do those peaks and troughs come from? I think one that’s particular to Edinburgh is the Fringe in August. So the only people who really booked, are people who don’t know the Fringe is happening. So they they show up for the tour and they’re like why is it so busy? and you have to explain to them what the Fringe is. So that’s August in particular and I don’t think we’re alone in that.

Skip to 1 minute and 56 seconds I think there’s a lot of businesses in Edinburgh that find that, but it’s great time to take a holiday, so that’s that’s okay. And then I think it’s to do with types of travel. So Summer tends to be families, children. Spring and Autumn more groups of friends, family groups, corporates things, those things don’t happen in the Summer. So those are much more valuable bookings for us, because you get larger groups, rather than the individuals and couples booking.

Data and your visitors - Booking

To look at visitor data from a more general viewpoint, in this video Sara from Scotbeer will tell you about how they monitor customer behaviour data to inform their service provision.

While watching the video, focus on what she says about:

  • Seasonal booking patterns and how they inform their sales strategy.
  • How they use data to explain peaks and troughs in demand.
  • Demand patterns for different types of travel (eg individuals, families, corporates).

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This video is from the free online course:

Understanding Data in the Tourism Industry

Edinburgh Napier University