Big Data, the Next Challenge

La Provincia newspaper of Las Palmas interviewed me on the occasion of the Sixth Hotel Innovation Conference of “La Ruina Habitada” held from November 18 to 21, 2013 at Nautilus Lanzarote Hotel. 

Big Data is the next challenge of the tourism industry

How will customer Big Data analysis revolutionize tourism?

In the immediate future, there will be a change in attracting customers. There will be a difference between the traditional way of attracting a customer-colloquially, casting the fishing line-and how the customer is going to come in upcoming years. Big Data analytics will profoundly change distribution channels because the way of attracting customers will be precisely focused on knowing them. The more you know your customer, the more possibilities you will have to attract him or her to your business.

It will be a new challenge for the tourism industry.

You have to do a serious, costly, ambitious and very technological job of knowing the customer. The most foreseeable way is for this to be done through powerful Big Data analytics. Big Data will enable predictive models which, through tracking customer footprints, everyone and everything will be a sensor. It is predicted that there will be 212 billion connectors on the planet by the year 2020 that will be interrelated without cables through computers and data communication. In that ostentatious amount of data that are going to be managed, the management system will afford an unheard of knowledge of travelers’ movements thanks to data cross referencing. Distribution channels will gradually fall into the hands of purely technological companies that will be the only ones able to face enormous investments in developing Big Data analytics. Continue reading