The Role of Telcos in the Tourism Industry: How to Benefit from Inbound Roamers' Data
When considering the greatest potential contribution of mobile operators to the tourism industry, perhaps the first thought that comes to mind is engaging in advertising activities targeting inbound roamers. However, unfortunately, this is not possible without an agreement between the two operators. Besides, operators wouldn't want their subscribers to be bombarded with advertisements in any case.
How a MNO can best benefit from inbound roamers' data?
So the question arises: What innovative services are mobile operators in countries like Greece, Türkiye, France, Italy, the United Kingdom, Spain, the USA etc.—destinations visited by millions of tourists annually—developing for the tourism sector or how are they utilizing the data of these numerous tourists? The answer is disappointing. Yes, you heard it right. Operators, much like in other areas, are displaying very low performance in utilizing data specifically targeted for the tourism industry.
So, let's list how operators can benefit the industry using this data;
1- Analyzing tourists' movement patterns and preferences can be used in strategic tourism planning and infrastructure development efforts. Market can benefit from this data to identify popular tourist destinations, determine optimal locations for new hotels, restaurants, and tourist spots, and improve transportation networks
2- Understanding the locations and movement patterns of tourists enables businesses to adapt their operations, marketing, and advertising efforts more effectively. By targeting specific regions with relevant advertisements, promotions, and offers, they can attract tourists to their establishments
3- Mobility data can be utilized to optimize resource allocation and demand forecasting in tourism-related services. By analyzing visitor movements, businesses can optimize their workforce, inventory, and operational resources based on expected demand. This can be particularly beneficial for hotels, restaurants, transportation services, and tourist attractions
4- Analyzing tourists' location data can assist businesses in enhancing the overall tourism experience. For instance, by identifying popular tourist routes, businesses can enhance visitors' experiences by providing location-based recommendations, customized tour programs, and personalized suggestions, encouraging them to explore more
5- Tracking tourists' locations can contribute to their safety and security. Authorities and businesses can monitor crowded areas, identify potential security risks, and take proactive measures to ensure the well-being of tourists. In emergencies, this data can be used to promptly activate emergency services and provide assistance effectively
6- Tourists' movement data can also be beneficial for urban planning and development. By analyzing visitor flows, city planners can identify areas with heavy tourist traffic and plan infrastructure improvements accordingly. This could involve optimizing public transportation routes, expanding pedestrian-friendly zones, and developing tourism-focused facilities
7- Mobility data can provide valuable insights into understanding tourists' behaviors and preferences. Businesses, by analyzing this data, can comprehend visitor demographics, interests, spending habits, and length of stay. This information can guide product development, pricing strategies, and marketing campaigns targeted toward specific tourist segments
8- Sharing mobility data among different stakeholders in the tourism sector can facilitate collaboration and the development of integrated tourism services. By merging data, businesses can identify complementary services, create joint packages, and offer tourists seamless experiences
9- Mobility data can contribute to sustainable tourism planning and management. By analyzing tourists' movement patterns, businesses and authorities can identify areas with a high environmental impact and take measures to mitigate adverse effects. This could involve optimizing transportation systems, promoting eco-friendly practices, and conserving sensitive natural areas.
10- In times of crisis or emergencies, mobility data can play a significant role in crisis management and emergency response efforts. By tracking tourists' locations, authorities can swiftly identify individuals in need of assistance or evacuation. Additionally, these data can be used to facilitate communication and coordination among different response teams
By leveraging mobility data in these diverse ways, mobile operators can catalyze transformative advancements, ensuring both optimized experiences for tourists and substantial progress within the tourism sector.