Qrious launches ‘insights as a service’ for NZ tourism industry
- 01 August, 2017 17:41
Sunrise over stony beach on the Kaikoura coast.
The tourism industry and local governments will now have the ability to access robust, timely, location-based insights to support their business planning.
Qrious says its new software ‘LoQal Destinations’ aims to transform the New Zealand tourism industry by giving businesses and local councils access to more robust and timely location-based visitor insights.
The software allows users to access visitor data via a subscription service. Subscribers are able to use the data to optimise marketing spend, enhance operational efficiencies and anticipate visitor movements, says Qrious.
Qrious CEO David Leach says the tourism industry has long acknowledged there are gaps in the current data and information that is so essential to gaining a better understanding of visitor flows and travel patterns.
“Tourism is New Zealand's biggest export industry, contributing 20.7 per cent of New Zealand's foreign exchange earnings, yet to date there has been a lack of timely data and insights that support operators in effectively managing both day-to-day tourism operations and future growth,” says Leach, in a statement.
“In its recent four year plan, Tourism New Zealand laid out very clear strategic goals – one of which is to sustain and improve the experience of visitors and host communities – and our LoQal Destinations software marks a significant step forward in supporting this goal and building the industry’s insights capability.
“Through LoQal Destinations, those within the tourism industry and local governments will now have the ability to access robust, timely, location-based insights to support their business planning, understand the impact of events in their region, optimise marketing, and track and measure visitor uplift,” says Leach.
Destination Kaikoura will be among the first in line to use LoQal Destinations, through a donation by Qrious to support the region’s recovery following last year’s devastating earthquake.
“The insights that organisations are able to generate from the existing Voyager platform have proven to be invaluable. Among other things, the platform captures the non-commercial accommodation performance of regions – information that is not readily available elsewhere,” says Glenn Ormsby, general manager, Destination Kaikoura.
“LoQal Destinations will build on this, helping the District to measure visitation patterns for events within one week. Having data updated every Tuesday is another great addition which will allow us to more quickly assess the effectiveness of marketing and advertising activities. This is important as we undertake a range of advertising and promotional activities we’ve never done before – including digital, radio, print and TV advertising – therefore reporting back on visitation will be helpful for the community and government agencies.
“Following November’s devastating earthquake, our focus as a region is now very firmly on rebuilding the local tourist economy. In order to achieve that, we need access to the very best and most up-to-date data intelligence and we’re excited that there is now a product on the market in LoQal Destinations that looks set to deliver that,” he says.
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