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Amadeus works with UNWTO towards sustainability in tourism

Lucas Bobes

Head of Sustainability, Amadeus IT Group

The open consultation meeting held at the United Nations World Tourism Organisation (UNWTO) last week, focusing on the measurement of sustainable tourism development, was attended by more than 70 industry experts from all continents and with very different backgrounds. During the different sessions, there were some recurrent concerns and common points of view including:

  • The fundamental need to measure the impact of tourism to properly plan for the sustainability of the industry and of specific destinations.
  • Each tourism destination has particular concerns, but it is also important to be able to compare both historic sustainability performance of a specific destination, as well as benchmarking with other destinations.

At Amadeus, we are committed to working together with industry partners to strengthen the sustainability of the travel and tourism sector. Our collaboration with the UNWTO Network of Tourism Observatories (INSTO) is framed in the context of the Memorandum of Understanding signed in 2015, which reinforces our long-standing relationship with this UN agency. Taking the two points above into consideration, Amadeus delivered a presentation about the benefits of using non-traditional data for the sustainability of the industry and how Amadeus’ Travel Intelligence solutions address the needs of tourism destinations.

Amadeus Travel Intelligence is in a privileged position to help tourism stakeholders gain precise insight into traveller behaviour. First, Amadeus counts on an immense amount of data from very different sources, from searches to post-trip customer satisfaction surveys. The data available provides, in an anonymous and aggregated manner, very valuable information about when customers book, travel, and what destinations they prefer.

In addition, Amadeus can provide visibility on seasonal information about destinations and booking patterns, so planning and management of tourism related infrastructure can become more efficient. At the same time, thanks to our partnership with the UN agency ICAO, Amadeus’ distribution platforms display information on carbon emissions from travel.

Amadeus’ presentation at the UNWTO event featured a case study which explained how to maximise the effect of promotional campaigns for specific tourism products, including:

  • Identification of the target cities of the origin of a trip.
  • Analysis of times of the year that are more likely to trigger high conversion rates from customers.
  • Evaluation of booking patterns to gain knowledge about how far in advance travellers prefer to book certain trips.
  • Implementation of a detailed follow up mechanism that helps dynamically adapt marketing actions to address potential deviations from targets.

Overall, the event highlighted that the use of non-traditional data and new technologies open a new world of opportunities to better understand travel behaviour in order to customise offers, while making efficient use of resources and contributing to a more sustainable travel industry.

For more information about the conclusions of this meeting, read the UNWTO’s press release.


Tags

United Nations, Industry Relations