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WHITE PAPER

Collecting Customer Data

Guide for small and medium-sized tourism organizations.

THIS WHITE PAPER IS DEDICATED TO SMALL AND MEDIUM-SIZED TOURISM ORGANIZATIONS THAT WISH TO IMPLEMENT CUSTOMER DATA COLLECTION.

There are many advantages to customer knowledge, the information that allows your organization to better understand its customers. By gaining a better understanding of your visitors’ profile, place of origin, expectations, needs and satisfaction levels, your organization can better tweak its services, provide more personalized offers and enhance your customer’s overall experience.

Other types of customer data also promote strategic decision-making. Consider the volume of visitors to your establishment or destination, the traffic on your digital platforms, the average rate sold, revenue per activity or the distribution of sales by booking channel.

This white paper outlines the benefits of collecting customer data, the critical information to collect, and the key indicators you need to better analyze your organization’s performance. Simple and affordable methods for collecting this valuable data are detailed, including short surveys, online analytical tools and internal dashboards.