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Challenges overcome by data collaboration – The List
How can you use data to create competitive advantage? Brendan from The List explains their use of event data as business intelligence data.
Yeah data has become really important within our organisation. In fact we didn’t realise quite how important it was going to be. Over, we always knew we were collecting live listings information, but we hadn’t really considered, what we might be able to do with that. We used to be able to tell people where to go, what to see, when they could go and see it and that was obviously crucial. But increasingly what we’re finding is, there’s a multitude of other uses for that data. So we’re specifically interested in live events data, as business intelligence. Live events will obviously influence demand for transport. They’ll influence demand for hotels. They’ll influence demand for areas and regions, specifically with, relatable to tourism.
As a result of that we’re finding constantly new ways to use the data, each and every single day. I think the list actually is is quite integral with tourism. We’ve always told people where they can go, what they can see, what they can do and actually festivals and events are really key to Scotland as a whole. They are a huge driver of revenue. They’re a huge driver of tourism visits and actually having that information and making it available to people within the tourism sector, we think is a really important thing to do. We work really closely with destination marketing organisations like Visit Scotland, People Make Glasgow, Visit Falkirk, and a range of different ones across Scotland.
The information that we provide, they find very helpful and very useful, because it helps them differentiate themselves from the competition, in what is increasingly a global market. But it also provides them with a range of things that people can come and do and experience and it makes that town, that city, that country, a much more attractive place to visit. So we think actually our information is really crucial, within the tourism sector. We operate in a completely global marketplace for tourism, as everybody knows.
So people’s decisions aren’t just whether I go to this hotel or to that hotel, their decisions are do I go to Copenhagen, or Barcelona, or Edinburgh, or Glasgow and it’s actually really key, that we show that the cities, towns and countries off, to be the incredible places that they actually are. In terms of how an organisation might interface with the list, we have a service where it’s completely free to list any type of event, any type of accommodation, anything in fact, that people are doing, whether it’s an attraction or not. That’s really great information for us, but also it’s really important for the hotels and tourism businesses, to give us that information.
Because once we take that information, we put in front of our own audiences, who register many millions of people. But we also pass that information and that data on to a range of different partners, like destination marketing organisations and hotels. So in terms of when they give us that information, we’re making sure that, that spreads to brand new audiences, that they otherwise couldn’t possibly, I suppose get to.
Sharing data can help a destination deal with an array of challenges. In this video, you will hear Brendan from The List talk about how they use and share live events data as business intelligence. While watching the video, focus on what he mentions about:
- How sharing data, such as live events data, across sectors and regions can benefit everyone involved.
- How providing information to DMOs and other tourism businesses can help them differentiate themselves from the competition.
- Tourism destinations competing within a global marketplace and how data collaboration can create competitive advantages.
Now thinking about your own business, think about what global destinations you might be in direct competition with and how data collaboration could provide you with that necessary competitive advantage over those competitors. In addition, consider what data your business would need to do so.
This article is from the online course:
Understanding Data in the Tourism Industry
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