# data[].attributes.body
Internal data

Demographic- Country of origin, gender, age

Past booking history.

Some media profile, interactions with other accounts, interests.

Size of group

Spend/budget

External data

Visit Scotland, TripAdvisor, social media websites

What channel did they use to book the trip?

Accommodation

History of visits in the UK, if any

Solutions

Translation system to ensure Italian tourist feel comfortable.

Hire Italian speaking tour guides.

Implement a visit to an Italian restaurant.

Social media/web campaign direct to Italian customers

# data[].attributes.body
Data points mindmap

Mind map de pontos de dados

Dados internos

1) Idioma de origem

2) Histórico de reservas anteriores (formas de reserva anteriores do visitante, por ex agência de viagens, via Internet, digital ou outros contactos)

3) Quais as preferências de passeios

4) Outros interesses do cliente

Dados externos

1)  Idades, sexo, estado civil

2)  Lugares que geralmente gostam de visitar e os motivos pelo quais gostam de o fazer

3) Sazonalidade, estação do ano que os clientes normalmente utilizam para passeios turísticos ou datas festivas

4) Meios de transporte mais utilizados para esses passeios

Ideias / Soluções

1) Proporcionar passeios formando grupos maiores que abranjam visitantes de países diferentes, com vários idiomas, recorrendo assim a guias turísticos / tradutores.

2) Promover passeios turísticos / excursões de acordo com os interesses comuns dos variados clientes.

3) Oferecer várias opções de meios de transporte para os clientes, conforme a mobilidade de cada um, havendo por vezes pessoas com alguma deficiência que necessitem de meios mais adequados ao seu estado / mobilidade

# data[].attributes.body
Internal:
1. Demographical Data e.g. Age, Gender, Country of Origin, Marital Status from Customer Surveys
2. Past Booking History with your website. (Repeat Visitor)
3. Behavioural Data from Loyalty Programme (e.g. Preferred food and drink, room, etc,..)
4. Social Media Profile from interaction with your organisations Social Media Accounts
5. First language from interactions with staff, website (if bilingual settings available) and social media channels.

External:
1. Demographic Data e.g. Age, Gender, etc,.. from data collected on common visitors from external tourism sites collected data e.g. Visit Scotland, Discover Northern Ireland, etc...
2. Visitor Hot Dates/ Tourism Season Dates from tourism groups (Both Local, regional and international)
3. Ancillary Services nearby to your organisation (e.g. Restaurants, Hotels, things To Do) from sites like Tripadvisor, Atlas Obscura, Google Maps, etc...
4. Social Profiles from Google Analytics Data (i.e. people who searched for your organisation also searched for .....)
5. Details of spend/budgets from Council datasets of Town Centre Business Groups

Ideas/Solutions:
1. Machine Learning Foecast that can feed into a number of external and internal datasets and project tourism numbers or customer profiles for your business.
2. Multiple Language Tours to capture more people.
3. Connect with moe tourism groups and also bloggers/youtubers to drive traffic to your site and generate interest in your local area.
4. Update/create wikitravel & wikipedia accounts to promote your organisation or local area.
5. Offer discounts to drive more customers during the off peak tourism season.

# data[].attributes.headline
Marcat Tours- Data Points- Italian Speaking Customers 

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Marcat Tours- Data Points- Italian Speaking Customers 

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Internal:
1) Consumer Opinion
-surveys
2) Preparing a Marketing Campaign in Social Media Channels
3) Invitation to dialogue in the process of creating a tourist product tourists from Italy
4) Name on my Italian tour of Scots
5) Analysis of assistance in the organization of the entire trip in Italian (air tickets, train tickets)
6) Documents and information in Italian
7) Organisation of human resources (guides, consultants speaking Italian).

External
- Preparing information, advertising, marketing campaign and all sales channels in Italian
- Analysis of tourist traffic statistics for guests from Italy
- Creating a bridging programme combining Italian and Scottish culture. Interesting facts about the influence of Italy in Scotland (cuisine, music, people) on e.g. on the blog.

# data[].attributes.body
Internal data

Country of origin

Gender

Age

Did they use the services of a similar company before or is for the first time when they are using?

Dietary requirements (the city tour might include some restaurants)

General Health condition (weather in Scotland might be cold or unpredictable many times)

External data

Arrival dates for tourist groups (can be obtained from airlines, or OTA for example)

What channel did they use to book the trip? (direct booking with a travel agent, digital market, phone)

How far is their accommodation from the main attractions of the city

History of visits in the UK, if any

Solutions

Implementing a translation system to make Italian tourists feel comfortable or hiring some Italian speaking guides.

Restaurants menu to be translated in Italian

Buses and trams to have relevant information written in Italian

# data[].attributes.body
Internal Data Points
- Country of origin/ regions that are visiting searches or hits on the page.
- Highest rated tours on company website to be considered for translation.
-  What are the Cap numbers for tours to make sure that it is worth while to offer the tour?
External Data Points
- Holiday season for Italy i.e. school holidays etc. May result in higher need for tours or adapting the tours to accommodate possible younger age groups.
- Highest rated tours on external websites.
- Possible airport information of how many travellers are arriving from Italy and when is the highest amount of Italian tourist in the city.
- Visit Scotland nationality breakdown.

Ideas/ Solutions
- Offering group booking discounts of multiple tours.
- Looking at other options to promote special rates etc. offered on platforms that may not be offered by competitors i.e. Tinder discount if you swipe right you get a discount code. Something special for those single travellers. Something that the clients data would show if they are searching at home or have changed the location of the app to find that special someone while visiting town.
- APP to be used on tours that have a verbal translation/ text translation that they can listen along. This would be activated by scanning purchased ticket or qr code supplied by guide. Not all travellers want to travel with people from their home country in large groups. Can also have survey on it as well as push notifications of special deals after their first tour is completed.
- What are other tour companies supplying?
- Synergy with certain hotels offering exclusive tours for international patrons when they stay at this hotel.
- Tailored tours for the international customers.

# data[].attributes.body
Internal Data Points:
1. Country of origin e.g. Italy/ other italian speaking countries
2. Demographic - age, family etc.
3. Enquiry numbers for the tour to be in Italian
4. Size of group - offer discounts for a certain size
5. Social media
6. Where to best advertise - check to see where their Italian market is coming from (google, social media etc)

External Data Points:
1. Visit Scotland
2. Analytics
3. Reviews from a number of different travel sites
4. External Italian tours offered
5. TripAdvisor

Ideas:
Mercat Tours could put a package deal together for those booking though a particular tour compnay, e.g. for those that are traveling as part of a tour there could be an offer for those particular tour group to give them a cheaper rate.

Update the website so that it can be changed into the native language for that particular area of the world.

The use of appropriate advertising, by using analytics they can see what channels Italian users are using to get the best results for advertising their new product to that demographic

# data[].attributes.body
Internal data points:
- country of origin - Italy or Italian speaking part of Switzerland
- demographics - whether it's larger groups or families
- reason for enquiring - to see whether tours are available in Italian
- if people book online then it may be best to market Italian tours via the website and social media channels
- if people buy tickets on the day then it may be better to advertise Italian tours via on street marketing
- read reviews that are written in Italian and see whether they are requesting tours in their own language

External data points:
- country of origin - use Visit Scotland data to see how many Italian speakers visit Edinburgh each year
- use data from other attractions - how many Italian speakers visit and whether the attractions offer tours in Italian
- social media likes - how many Italian speakers follow Mercat on social media and what other companies they follow
- whether other tour companies (eg Sandemans) see a market for Italian tours as well

# data[].attributes.body
Internal
1. Demographic information such as age,, occupation purpose of visit, etc.
2. Size of the group.
3. Budget
4. Previously booked tours/ their interest/ feedback.
5. Analise current tours in other language (reviews, feedback, profit, etc.)

External
1. Analytic data from search engine
2. Reviews from various travel  booking site.
3. External tours currently offered in Italian/ reviews, etc.

# data[].attributes.body
Internal Data
- Country of origin
- Number of enquiries asking for tours in Italian
- Social profile
- Interests
- Number of the days in the city
- Time spent on the website
- Number of people
- Why have the choose the company
- Feedback (languages used)
-Time of the year
- Booking channel

External Data
- Visit Scotland
- Trip Advisor
- Social Media websites
- Flight companies operating to Italy
- Airport information about future or next plans in flights to Italy
- Follow Future Travel Trends

Ideas
Create a range of tours in Italian taking into account the time of the year more popular and slot of the day.
Offer different tours depending on the type of customer such as Families, adults, groups.
Website updated in different languages
Promote the tours in hotels or accommodation types that welcome Italian customers

# data[].attributes.body
Internal Data:
- Consumer's country of origin, demographics, and native language.
- Booking channel.
- Previous interest and data.
External Data:
- Data from various sources such as Google.
- Hotel bookings such as TripAdvisior.
- Social Media outlets.
Ideas:
- Offer a wide range of popular tourist languages translation tour.
- Adapt to lifestyle and trends.
- Focus on interest.
- Develop a market strategy using previous data.

# data[].attributes.body
Internal Data:
1. Pricing - collect data on current pricing, whether customers think tour packages are affordable or too pricey
2. Places of interests - to know whether current itinerary suit customers, whether they find the tourist attractions interesting or not worth spending time at
3. Time - to see if customers prefer to start their tours in the morning, afternoon or evening
4. Where visitors found out about their tours - allows Mercat to better advertise themselves (social media, Word-of-mouth, Trip advisor)
External Data:
1. Country of origin/language spoken of visitors- data collected will allow Mercat to know what other language the tour should be conducted in
2. Places of interest - able to find out what first-time visitors would like to see
3. Competitors - able to offer products that are more competitive (e.g. cheaper? buy 1 for 1 packages?)
Ideas:
Mercat can come up with special Italian packages that better suit Italian customers, while using the appropriate advertising channels (newspapers or social media platforms). Mercat come also come up with alternatives like walking tours or cycling tours to attract different groups of customers.

# data[].attributes.body
Internal Data:
-Registration forms to get the full information of the current participants
-Website enquires to find about interest and procedence
- Social media and website  analytics to see were the views are coming from

External Data
- Destination website
- Opinion sites, such us Trip Advisor, Booking
- Information from hotels, popular attractions about visitors
- Data from airlines to see if they find an increasing of Italian visitors

Ideas:
- To connect to companies located in Italy to offer them packages and tours
- To hire multilingual staff
- To organize a campaign with other local companies and institutions, to reach the italian market more effectively
- To add Italian language to Social Media posts and Website

# data[].attributes.body
Internal Data:
-no of enquiries previously from Itlay;
-Social media analytics & Google analytics to establish demographic.

External Data:
VisitScotland data
Google Trends data
Global Web Index
Use Similarweb and Socialblade to compare with competitors
Demographic Hotel Booing Data

Ideas:

Employ guides who can speak more than one other language, then they can be utilised with other groups
Develop tour based on demographic data
Develop social media and web campaign to promote new offerings

# data[].attributes.body
Internal Data to collect:
- customers' native language and preferred language
- customers' demographics (including education)
- customers' expectation
- customers' satisfaction
- information and booking channel
- customer feedback

External Data to collect:
- Scotland Arrival data
- hotel bookings
- Google analytics
- social media

Ideas/Solutions:
- Offer tours  with a tour guide who can speak Italian fluently
- Offer small group tours or private tours based on customer's interest in culture
- Create an online promotion including a few 15-second video clips

# data[].attributes.body
Internal Data:
- Current Italian customer base
- Seasonality of customers
- Demographics
- Web Traffic
- Social Media engagement and demographics
- Staff feedback from engagement with existing customers.
- Customer booking channels
- Direct feedback from customers

External Data:
- Visit Scotland
- Length & reason of stay
- Trends in visitor preferences
Airline schedules - days of the week/upcoming additions/
Competitor provisions

Ideas/Solutions:
- Offer an Italian language tour depending that suits the preferences and needs of the biggest demographic of visitors
- Focus on initially marketing this tour through the most popular booking channels/OTAs for Italian customers
- Monitor the tours popularity, and ask for feedback from customers to ensure it is satisfying their demand and provides scope for further growth or improvement.

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Internal Data
-Website
-Guest Questionnaire
-get the Guides to ask the 'right' questions to gather information
Creation of an App that will automatically collect the necessary data

External Data
-Visit Scotland Arrivals data
-Edinburgh Airport flight data from Italy, incoming flights , number of passengers
-Transport companies
- hotels stay figures
-concierge , they know everything
-italian social circles
-language schools?

Ideas
- promote tours of new App ( see above)
-incentivise hotel concierge to promote the tour
- target before travel , through SEO campaign at time of booking or searching, with discount code
-being active on social media
-create a virtual tour  of the tour itself and download it through the app, so guests cantata it away with them through their app

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Mercat Tours - Data to develop Italian Tour

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Mercat Tours - Data to develop Italian Tour

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Internal:
- Demographics
- Social media profiles
- Feedback from customers
- Booking preference

External:
- High and peak season according to Visit Scotland data
- Tourist Attractions preference
- Other competitors

Ideas:
- Develop a tailor made tour according to the age group.
- Promote the new tour via social media

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Internal Data Points

·         Country of Origin – website enquiries

·         Reason for enquiry

·         How are people booking? Walk up? Online?

·         Demographics

·         Contact information

·         Social profiles

·         Booking history

·         Web analytics

·         Google Ads

·         Feedback

External Data Points

•                     Country of Origin

•                     Reason for enquiry

•                     How are people booking? Walk up? Online?

•                     What our types of tours are popular around Edinburgh?

•                     Length of stay

•                     External data sources

What does it tell us?

•                     Native language

•                     Home country

•                     Location of where they are viewing the website from

•                     Pages which are viewed most regularly

Idea/Solution

•                     Develop a tour in the language of the most popular location which viewed the website.

•                     Ensure we have enough tour guides to run tours in these languages.

•                     Identify countries where we do not offer tours in their language, but we are receiving a lot of those visitors.

•                     Locations to add to itinerary

•                     Adjust booking preferences

# data[].attributes.body
Internal
-assess amount of  turn down/ lost indivual and group enquiries regarding Italian market.   Is turdown reason only language (Can solve by an audio guide possibly with mixed language tour slot) ; seasonal availability (e.g. all requests for August);  culture specific requests (e.g. prefer evening tours rather than daytime) or pricing (Not willing to pay extra for private language tour, only wanting to join a standard tour but in italian at a standard price).
-feedback form - amount of comments on wanting Italian tours
-general staff knowledge- common knowledge amongst staff keep turning away Italian business due to lack of Italian tours?
-existing trusted networks - speak to trusted agents, tour guides, industry peers to suss out if there is group demand for such a product and potential amount of bookings and specific requirements for this market?  Any close competitors open to share feedback if popular tour?
-analytics on Mercat insta and Facebook page of most popular visited pages to see which tours most popular
***
External
-visit scotland- % Italian guests, leisure or business travellers, final destination in Scotland, demographics, any key particular interests
-airport/passenger info- amount charter flights from Italy  And airlines names if possible (who are key group bookings potential clients?), what % of overall visitors are from Italy?
-trends- what is in fashion in Italy causing travel to Scotland? E.g. outlander bug in Italy so need an outlander themed tour?
-trip advisor feedback on own and competitors pages to assess what people currently are seeking
-industry general information shared such as historic venues association on trends, market shares and future predictions, key learning points and take aways.

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Mercat Tours Mind Map - DA

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Internal Data Points:
- Website inquiries
- Registration forms
- Customer feedback forms

External Data Points:
- Visitor arrivals data
- Sites and attractions numbers

Ideas/Solutions:
- Languages to provide tours in
- Places to add to the itinerary
- New tours to develop
- Offering different types of tours or by segments (age, themes/interest,  etc.)
- Demand for a particular tour, site or language
- Areas to improve on during the tour - site details, body language, energy level of tour guide,

# data[].attributes.body
Mindmap Mercat tours for italian market

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Internal Data could include: web traffic, analytics to establish where views from, engagement in overseas social media, percentage request of over all guests for tours in Italian, accessibility of Italian speaking guides, feedback, reviews of tours.
External Data could include: VS, VB, Marketing Edinburgh, DMC, Tour Operator data and requests for Italian tours, airport and flight routes into Edinburgh, demographics of Italian market to Edinburgh, age, interests.
Solutions:  Multilingual guides, tailored tours (age, interest, activity level) in addition to direct sales use channels such as 3rd [arties, OTA, tour operators specialising in Italian market. Marketing and social media campaigns in Italy.

# data[].attributes.body
Internal Data Points:
- clients' demographics: age, language, country of origins, gender
- booking behaviour (channel, repeat customers / first time customers)
- fields of interest

External Data Points:
- Visitor profiles Scotland / Britain-wide

What does it tell us:
- customers' age, language, gender, country of origin, interests, booking preferences

Ideas / Solutions:
- develop tours in certain languages
- develop tours for different age groups (children, elderly - less walking involved)
- develop tours for different interests
- market tours to the right audience
- adjust the booking process to the customers' preferences

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Using all data available and what does it tell us.

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Apart from the Italian tours I thought of adding more features  and specializing the tours.  Because of datas collected we are able to create specialized walking tours in, sports, culture and religious tourism.

The collected datas have been very useful to target the market for each tour and really target our market for marketing and commercial proposes.

Alain Richard

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Interesting exercise - see enclosed for my understanding

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Interesting exercise - see enclosed for my understanding

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Mercat Tours
Internal data points:
(Landing page)
- Sociodemographics data (language, age, sex, 
-Motivations and preferences
-My data from this market (history)
-Booking channel, method of payment 
- Other place visited 

External data points 
-  Outbound Market info from country of origin (UNWTO, ETC,..)
- Visit Scotland / Visit Britain country profile 
- Competitor analysis - other walking tours offered in Italian
- Information from Italian specialized business. 

What does it tell us:
- general profile about the markets 
- general preferences and behaviours
- expectations from Italian market

Ideas/Solutions:
- Introduce tours in new languages
- Introduce specific tours targeted on Italian preferences  (discourse, main resources...) 
- personalize the service for the customers
- ask Italian customer for testimonials (videos) to post in our web
- help marketing strategy in main Italian social media
- increasing the knowledge about Italian culture and costumers 

# data[].attributes.body
Internal data points:
- Country of origin of customers
-Demographics
- Reason to stay
-How are people booking-walk up?

What does it tell us:
-Customer´s native language
- Their Age, Gender Status, -.Business, holiday, celebration
-Booking channel, method of payment

External data points
- Visit Scotland / Visit Britain country profile
- Competitor analysis - other walking tours offered in Italian
- Inform about Italian tour operators.

What does it tell us:
-new info about the customers
- new ideas and choices of the clients
- expectations from Italian costumers

Ideas/Solutions:
- Introduce tours in new languages
- Introduce specific tours targeted on the demography (Adventure, Family tours, private tours...)
- personalize the service for the customers
- Help marketing strategy
- increasing the knowledge about Italian culture and costumers expectations

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Mercat Tours - Internal and external data points.

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Mercat Tours - Internal and external data points.

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By Monica Fitas

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Mercat Tours

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Internal data points
*Country of origin of customer
What does it tell us?:
-Demographics
-What could they know about our country
-Their native language
-General gestures and idea of their mindset

External data points
*Seasonal visitors to Scotland and Edinburg
What does it tell us?
-Who they travel with
-How long they wil stay
-What are the main reason of their visit. Ex. Business, vacations, personal objectives

Ideas
-Adapt the tours with their (Customers and guide) specific interest and lifestyle.
-Focus the tours  in interchanging of cultures and ideas, not just in one way (Passive) where the guide speak and visitor listen.

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Mercat Tours - Internal and External Data Points

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Mercat Tours - Internal and External Data Points

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by Vanessa W

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Mercat Tours - internal & External data Points

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Mercat Tours - internal & External data Points

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Merca Tours - Internal & External Data Points

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Merca Tours - Internal & External Data Points

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Using this format that I found more confortable. Got the idea from another submission from one of my peers. I'll definitely use this template for future projects.

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Enjoyable activity, very creative. Sorry for any misspelling.  Mariana

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Internal data: Use Google Analytics or similar to see where site visitors are coming from... has there been an increase in site visitors from Italy... has this been seen in actual numbers going. on the tours. If not could it be because the tour isn't offered in Italian; introduce a pop up on the website asking what language they would like the tour to be in; does the company have an after tour survey? Any clues there as to how the tour could be improved...are the Italian asking for the tour to be delivered in their first language; is their any evidence from trip advisor reviews that suggest visitors would prefer the tour in their own language; have tours in other languages proved popular; poll existing Italians who go on the tour what language they would prefer.

External
See if your findings from your own internal data is replicated in external data from the Scottish Tourist Board and even other regions like London, Birmingham, Manchester to see whether Italian visitors prefer tours delivered in their own language. Look at the big data to see what Italian tourists are looking for in tours and what they are interested in seeing/hearing about. Any info on satisfaction with audio tour v a guide speaking the language. Any info on future predictions of Italian visitors... is this trend expected to continue. Look at other visitor attractions that are similar and see what they are offering for example in other UK cities.. see what innovation they are using to deliver tours.
Solutions. 
If the demand is there you could develop audio to meet the needs of those Italian visitors that just turn up and those that book a tour could book a tour for a date/time slot that is delivered in English and Italian so you know that you will need an Italian speaking guide for that tour. Depending on demand offer a certain number of tours like this. 

# data[].attributes.subject
Internal data: Use Google Analytics or similar to see where site visitors are coming from... has there been an increase in site visitors from Italy... has this been seen in actual numbers going. on the tours. If not could it be because the tour isn't offered in Italian; introduce a pop up on the website asking what language they would like the tour to be in; does the company have an after tour survey? Any clues there as to how the tour could be improved...are the Italian asking for the tour to be delivered in their first language; is their any evidence from trip advisor reviews that suggest visitors would prefer the tour in their own language; have tours in other languages proved popular; poll existing Italians who go on the tour what language they would prefer.

External
See if your findings from your own internal data is replicated in external data from the Scottish Tourist Board and even other regions like London, Birmingham, Manchester to see whether Italian visitors prefer tours delivered in their own language. Look at the big data to see what Italian tourists are looking for in tours and what they are interested in seeing/hearing about. Any info on satisfaction with audio tour v a guide speaking the language. Any info on future predictions of Italian visitors... is this trend expected to continue. Look at other visitor attractions that are similar and see what they are offering for example in other UK cities.. see what innovation they are using to deliver tours.
Solutions. 
If the demand is there you could develop audio to meet the needs of those Italian visitors that just turn up and those that book a tour could book a tour for a date/time slot that is delivered in English and Italian so you know that you will need an Italian speaking guide for that tour. Depending on demand offer a certain number of tours like this. 

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Mercat Tours - Data in action Adam Waind

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Mercat Tours - Data in action Adam Waind

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Application and Source of Data - Syazwan

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Application and Source of Data - Syazwan

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Internal
Social Media
-To promote tourism packages and analyse which tourism package have many visitor and  their country of origin.

Tour Guide
-To analyse the range of age of the italian tour participant
-conduct post study on visited places to inquire about preferences

External
Tourism Report
- Study Italian average expenditure to properly cater the tourism packages pricing
- Study Italian average visitor per month to target high month with additional tour guide and packages

# data[].attributes.body
Internal:
- check if there is a demand from Italian people for Tours
- If so, how does it compare to other nationalities?
- Check social media to see where the followers are from to determine if Italian is one of them
- Check Google Analytics for same data

External:
- Data from visit Scotland about number of Italian visiting the town and when during the year
- Hotels/restaurants/other attractions data about who visit, when and for how long.

# data[].attributes.body
1) Check out your own website analytics to see where what region the visitors are coming from.

2) Conduct a social media poll (Twitter / FB/ Insta Stories).

3) Speak to your current guides to determine preferences of Italian tourists and get an 'on ground' feel of things.

4) Get similar info from 3rd party booking sites like TripAdvisor etc.

External:

1) Get data from Visit Scotland - how many Italian tourists coming in to a particular region. Get demographics as well to customise different types of tours.

2) Try and get data from other DMC's - perhaps bus tour companies, or hotels in the neighborhood to see the number of italian tourists.

3) Study other walking tour companies to stay ahead of the curve

4)Identify and participate in a trade event / road show /event in Italy in collaboration with Visit Scotland where you meet Italian outbound tour operators. This will not only expand network but will also provide the ability to see the size of the opportunity.

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Internal: data collected at time of booking; any during tour or post tour feedback. This should include info on how booked & where/how tour info obtained. Data from own website & social media, and website from partners & 3rd parties.
External: VisitScotland etc; transport info; open data from other organisations such as HES, the NTS, the Edinburgh Festivals etc.

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Mercat Tours - Internal & External Data Points. 

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Mercat Tours - Internal & External Data Points. 

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Internal

Ticketing system (country of origin, specific Italy postcodes?, group size, spend, booking time frame, specific months, time of day for tout)

Staff - guide feedback, any native speakers who can help gather further feedback from these visitors?

Website analytics - translation, country of origin, exit pages

Social media / TripAdvisor

External

Visit Scotland / Visit Britain country profile

Competitor analysis - other walking tours offered in Italian, visitor attractions and hotels with high number of Italian visitors (potential cross marketing opportunities)

Airport / Rail - points of entry for Italian tourists (will help shape marketing strategy)

# data[].attributes.body
Internal data points are used to:
1) identify preferences of Italian tourists and the purposes of their visits to Italy, attractive for them sights, possible menu, types of entertainment,  types of tourists taking into account their age, gender, marital status, income etc;
2) analyze feedback of the customers (from your surveys) to improve the services/ tours or see a gap in the market and develop a new one to fully satisfy the customers' needs;
3) analyze the transportation used by the customers and average duration of the stay in the country, typical itineraries to customize the beginning and ending of the tours;
4) identify the demand for Italian-speaking guides or multilingual ones.
External data points are used to:
1) define the trends in the market and forecasts (Visit Scotland);
2) identify the main competitors and their competitive advantages to entice the customers (Trip Advisor);
3) define consistency or seasonality of the visits.

S. Medynska

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What internal and external data points might have been useful to inform the decision to create a new product?

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What internal and external data points might have been useful to inform the decision to create a new product?

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INTERNAL: Country of Origin, Language, Ages, Reason for taking part in the tour, needs, opinions/comments on social media.
EXTERNAL: Data from Visit Scotland, data from competitors.

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Italian Language-Speaking Marketshare

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Italian Language-Speaking Marketshare

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- Customer feedback - anecdotal (from tour guides/ticketing assistants/reception) and more formal (surveys with demographic info)
- Growth in social media following from Italian-speaking users
- Growth in website traffic from Italy
- Enquiries to contact email (info@)
- CRM data (do we have membership or Friends base that we can consult for info on new tours?, ticketing info)

External
- Competitors' providing new tours in another language (regular SWOT analysis could capture this)
- Visit Scotland data
- Special events from certain countries (equivalent of Chinese New Year and Burns' Night offering - what national holidays are taking place?)
- Schools tours: if we are engaging with local schools, is there an opportunity to identify schools from other countries (university student numbers?, ERASMUS+ visits (soon to end but something similar?))

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External Points: Budget estimated,
Clients main interests, customer type (FIT`s, Family, Groups)

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Check Social media, website analytics and the reviews on TripAdvisor and other online booking systems.
Get the statistics of the past 2-3 years among the tourists of our company (number of visitors, sorted by nationality).
Interview the tour guides  regarding the quantity of Italian visitors and their  individual preferences.
Make a survey for the tourists about their nationality, age, gender, purpose and duration of travelling. Ask for the feedback about the tour and  tips for changes to the tour if the group consist
exclusively of Italian tourists.
External Data Points:
Analytics from Visit Scotland about the quantity of Italian tourists in each region, the duration of their stay, the amount that they are ready to pay for the journey,  do they travel alone or with families and why has the demand been increased among them.

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I'd investigate what our competitors were doing for foreign language speakers and test how successful they were being via Trip Advisor.  Speaking to Italian speakers who are already coming on our tours and asking how they found out about us and ask why it would be important to them to have in their own language, giving us good ideas for our USP.

Speaking to tour guides and see what anacdotal feedback they have had about language.

Investigate if the statistics about Edinburgh are the same for the rest of the UK so reflect Italian visitors UK wide

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Following the mind map:
Once the need has been discovered for an additional language tour, further information is needed.
What does it tell us:
group dynamics - families, couples etc
Solutions:
The number of tour guides and the type of suitable  itineraries.
Cultural behaviour - the difference between a guru or a traditional guided  tour.
reviews posted on websites -  TripAdvisor:
Filter the language used to prioritise and customise popular aspects of the tour.
Booking websites and social platforms:
simplify booking and explore advertising options.
competitor  research:
identify gaps in the market place.
explore the current trends in Italian visitors and cultural differences:
Discovering the needs and behaviour, personalising the experience.
Adrian chapman.

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If there's an increase in Italian visitors, I would dig deep into any resource I could find. Visit Scotland and Visit Britain are great places to start but I would also call upon my network to test the data that I was seeing. There has been a drive to secure the usual European visitor (Fra/Ger/Holl), however the growth in Italian and Spanish visitors has been noticed across the UK. It is likely that they are entering the UK at a point that may not be in Scotland but I would check out flight routes into Edinburgh and Glasgow to see if they have changed.

Internally, there is an opportunity to speak directly with any Italian visitors to understand what their triggers have been. It would be important not to overlook popular culture for an answer.

The links between Scotland and Italy have always been strong - look at the number of Italian-family run restaurants. It is likely that they may still have family in Italy and could provide insight.

While the Edinburgh stats are interesting, it could be useful to track their journeys across the UK.

Is this Brexit related? Do they have an urge to travel now - or is that part of the impact of Visit Britain's work on travelling sooner rather than later... I Travel For....

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Web site analytics
Country of origin Italy
How many pages do they look at? If the bounce rate from Italy is high and the amount of pages looked at is low, it means there are people from Italy looking at the web site but not looking further than the first page.

Email enquiries form Italy. Are they in (poor) English or Italian? If so, then the need for bespoke Italian tours are needed.

Feedback from tour guides crucial.

Feedback on TripAdvisor in Italian? If so then again there might be a need.

Facebook insights. Many followers from Italy?

External Datapoints

Look at VisitScotland data resources.

Look at other attractions in Edinburgh. Do they get many reviews in Italian? And maybe even speak to them?

Ideas/Solutions

Try it out on the web site with one page in Italian and ask the question to web site visitors, if we had an Italian tour would you book it?

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MindMap - Internal/External Data points. Mercat Tours

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MindMap - Internal/External Data points. Mercat Tours

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Website data, booking and customer engagement can tell a tour company a lot of information. Like-wise, the data available from Visit Scotland about Markets and what they are looking for and what is being promoted Market wide can feed into the product development for that coming season.

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Review website/social media enquiries from Italian marketplace to help identify demand, in terms of volume and product demand.

Review language skills sets to identify whether we have the skills in-house to run Italian tours and the frequency of these or whether we would need to recruit/outsource.

Speak to staff/tour guides to obtain feedback around most popular elements of the tour and any specific feedback received from Italian visitors.

Deirdre O'Donnell

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Review VisitBritain's market profile for Italy, to identify:
- popular activities;
- Priority market segments for targeting purposes;
- Group composition

Undertake competitor analysis to identify gaps in the marketplace within Edinburgh for Italian walking tours, identify:
- optimum pricing;
- tour route options that are accessible and offer something unique

Review OTA data to identify:
- the type and nature of Italian enquiries and bookings to date:
- group sizes;
- other products they are considering;
- booking patterns.

At product testing stage, could involve Italian students (and their visiting friends and family) to test the walking tour.

Deirdre O'Donnell

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- Look at Google analytics to understand the visitor profiles coming to visit the site

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- Look at Google analytics to understand the visitor profiles coming to visit the site

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- Download VisitScotland Italian visitor profiles to understand the Italian visitor
-Look at my TripAdvisor reviews, filter by language and see what Italian guests are saying about my business
-If I'm using OTAs look at what data I have access too and see what this tells me about the customers coming via this platform
-Look at my social media analytics
-Look at the email enquiries
Look at Instant messaging enquiries

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External & internal data driven approach to enhance service performances

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External & internal data driven approach to enhance service performances

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Country of origin of customers buying tickets online

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Country of origin of customers buying tickets online

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Online booking forms

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VisitScotland market insights