“In SMEs we trust”: new phase in destination management through data

The destination management has entered a new phase with the advances that are taking place in the data usage involving the entire tourism value chain, so that its positive effects also reach the SMEs of the destinationas has been found during the III Congress of Smart Tourist Destinations held this week in Valencia. A Congress in which we have heard talk in this sense of sharing across data spaces, use cases, data families, and connectors.

Fate must be conscious, as it has influenced Juan Jesus Garciadirector of Relations with the industry of Amadeus IT Group for EMEA (Europe, Middle East and Africa), that “you work in a global world and you are within a distribution ecosystem, so you need give visibility to the offer of its SMEs to attract demand. And the data must be at the service of meeting that objective”.

The role of destination managementas highlighted by the Amadeus manager, “has become more active, working more with the elements that make it up, and they need a platform for it. The pandemic has accelerated this process, to which the european funds”.

Telefónica, as revealed by its head of Tourism in the Internet of Things (IoT) and big data areas, Mario Alfonso Romero, “is working to be able to provide the data obtained with sensorization in real time, which also works in favor of sustainability because the digital and green transition have to go in parallel. Also in the creation of digital twins of buildings and cities, because IoT and big data are two worlds condemned to understand each other, capable of generating multiple synergies”

The data spacesas García has added, “constitute the second step, since they represent a opportunity for cooperation and collaboration between the actors of the sectorin order to be able to solve specific business problems by sharing data”.

“From data sharing to data collaboration”

But Alejandro MullorHead of Digital Strategy at Microsoft Spainhas gone one step further and no longer speaks only of sharing, but of “Collaborate to boost tourismso that it helps to reach capillaries to the SMEsgoing from data sharing to data collaboration”. Enrique MartinezPresident of Segitturalso advocates that all players in the sector “show their generosity to move forward together”.

Microsoft He is one of those generous actors, in the words of his representative, “committing ourselves to share in data spacesin which we have been investing for the last seven years, putting the technology at the service of that sharing, with developers to create open source connectors and promoting standards that mark how this process has to be carried out”.

From left From right, Rafael Fuentes, from Visit Costa del Sol; Mario Alfonso Romero, from Telefónica; Juan Jesús García, from Amadeus; the moderator, John Mora, from AMETIC; Olivier Jager of ForwardKeys; Alejandro Mullor, from Microsoft Spain; and Enrique Martínez, from Segittur.

In the case of Segitturas explained by its president, “we have been working with companies in the sector and destinations for two years to define 22 use cases. What we ask of them is to have a platform that captures the data, can store and share it, with 68 functionalities so that, in a very flexible way, each one takes the ones that interest them”.

And it is that the use casesas he has recognized, “if they do not have sufficient granularity, are not linked to the resolution of public problems or have a single family of data, they are useless to solve things, since they are needed various data families. Taking into account also that the different actors also have different needs. The important thing is that we already have a diagnosis, born from dialogue with industry and cities”.

“With this methodology, our objective is to solve public problems, but for this it is necessary that we all use the same semantics to be able to share data. The result is a new management model that in the future will make us all better”, in the opinion of Enrique Martínez

data space

Amadeusas detailed Juan Jesus Garciais “leading a data space who was born in France with an international European vocation; an ecosystem in which they are going to share data sovereignly and securely. Technology thus facilitates radical change in data management, favoring collaboration between destinations and other players in the sector. It allows in this way take a qualitative leap and overcome the lack of trust when sharing datathanks to new technologies, connectors and new rules of use that guarantee that security”.

Not in vain, as he has stressed, “the nature and raison d’être of a data space is solve problems that could not be solved due to lack of confidence or because technology does not arrive. In fact air France is working with a railway company, an airport and a data management company in the sector to reduce friction by adding value to the door-to-door multimodalitythroughout the entire trip cycle. In this way airline and railway share data, available through any channel. Thus, if we go by train to the airport we can receive an alert on our mobile if our flight has been delayed”.

And it is that in a data spaceas clarified Alejandro Mullor“the different actors do not share information in a repository, but rather give up metadata with very detailed requirements that the person must meet in order to be able to download these files at P2P (Peer to peer) level from origin to destinationthere is nothing centralized, thanks to the connector, in our case Eclipsewhich complies with the standards of Gaia-X”.

For Olivier Jagerco-founder and CEO of ForwardKeys“sharing data is not a problem, but search use cases It is not easy because it is the essence of the business of companies, and then there is building the data space. The difficulty lies in find talent, because automation and having a platform is not the only answer; the data has to be focused on a specific use case”. For this reason, he has concluded thatin SMEs we trust. With talent, vision and money we have the tools to launch ourselves on the attack, and it is key for companies”.

“In SMEs we trust”: new phase in destination management through data