{"id":1037,"date":"2018-10-02T08:51:47","date_gmt":"2018-10-02T08:51:47","guid":{"rendered":"https:\/\/mabrian.com\/?p=1037"},"modified":"2026-06-30T11:53:05","modified_gmt":"2026-06-30T11:53:05","slug":"el-big-data-mata-el-ojimetro-en-el-turismo","status":"publish","type":"post","link":"https:\/\/datappeal.io\/es\/el-big-data-mata-el-ojimetro-en-el-turismo\/","title":{"rendered":"El big data mata el oj\u00edmetro en el turismo"},"content":{"rendered":"<h3>Nuevos modelos predictivos permiten mostrar la evoluci\u00f3n de la demanda tur\u00edstica a un a\u00f1o vista.<\/h3>\n<div class=\"before-body\">\n<p>La planificaci\u00f3n de vuelos; los acuerdos entre hoteleros y turoperadores para reservar plazas; la contrataci\u00f3n de empleados para la temporada alta; la compra de alimentos\u2026 Cada a\u00f1o, la industria tur\u00edstica debe tomar m\u00faltiples decisiones en base a una simple premisa: predecir y acertar cu\u00e1l ser\u00e1 el comportamiento de los turistas. La Inteligencia Artificial\u00a0y el Big Data\u00a0est\u00e1n tomando cartas en el asunto.<\/p>\n<\/div>\n<p class=\"bp1320 hole-I02 active\">Hasta ahora, el m\u00e9todo m\u00e1s usado para prever c\u00f3mo ir\u00e1 la pr\u00f3xima temporada consiste en analizar las reservas a\u00e9reas para los pr\u00f3ximos meses o las b\u00fasquedas de vuelos.<\/p>\n<div class=\"body\">\n<p><em>\u201cLlegar a predecir din\u00e1micas tur\u00edsticas es el gran reto. El problema es que esa din\u00e1mica es muy cambiante, porque pasan cosas imprevistas como atentados, convulsiones pol\u00edticas, etc\u201d<\/em>, dice Santi Camps, CEO y fundador de la empresa espa\u00f1ola\u00a0<a href=\"https:\/\/mabrian.com\" target=\"_blank\" rel=\"noopener\">Mabrian Technologies<\/a>.<\/p>\n<p>Sin embargo,<em><strong> \u201cla tecnolog\u00eda puede ayudar a entender esas din\u00e1micas, predecir cambios y sus consecuencias\u201d<\/strong><\/em>, a\u00f1ade.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1035\" src=\"https:\/\/datappeal.io\/wp-content\/uploads\/2018\/10\/Daag188X4AA2zeu-1.jpg\" alt=\"\" width=\"1600\" height=\"900\" \/><\/p>\n<p>En esta l\u00ednea, <a href=\"https:\/\/mabrian.com\" target=\"_blank\" rel=\"noopener\">Mabrian<\/a> ha desarrollado un\u00a0<strong>modelo predictivo basado en indicadores sociales<\/strong>\u00a0de comportamiento, que puede mostrar la evoluci\u00f3n de la demanda tur\u00edstica a un a\u00f1o vista.<\/p>\n<p>El sistema se basa en la monitorizaci\u00f3n constante de miles de menciones en redes sociales (Instagram\u00a0y\u00a0Twitter) relacionadas con los viajes, y que toma en cuenta los perfiles de usuarios, incluso usando reconocimiento facial para deducir si son j\u00f3venes o mayores.<\/p>\n<p><strong><em>\u00abPodemos anticipar si un mercado permanecer\u00e1 estable, aumentar\u00e1 o decrecer\u00e1 para cada destino\u00bb<\/em><\/strong><\/p>\n<p>Ese ingente volumen de datos es transformado en una serie de\u00a0<strong>indicadores<\/strong>: seguridad, satisfacci\u00f3n hotelera; intenci\u00f3n de viaje, etc. \u201cCon todos estos componentes, seg\u00fan como var\u00eden, podemos anticipar si un mercado permanecer\u00e1 estable, aumentar\u00e1 o decrecer\u00e1 para cada destino\u201d, apunta Santi Camps.<\/p>\n<p>\u201cLas variaciones sobre la seguridad son clave: si se mantiene estable, esa parte de la f\u00f3rmula no afecta, pero si cae mucho, ya anticipas que afectar\u00e1 a las reservas\u201d.<\/p>\n<h2>Casos reales<\/h2>\n<p>La efectividad de este modelo predictivo se podido demostrar en varios casos. Por ejemplo, en octubre de 2017 se anticip\u00f3 que\u00a0<strong>Egipto, Turqu\u00eda y T\u00fanez<\/strong>\u00a0volver\u00edan a ser duros competidores para Espa\u00f1a en el verano 2018.<\/p>\n<p>Y es que el \u201c\u00cdndice de seguridad percibida\u201d de Mabrian para estos pa\u00edses se estabiliz\u00f3 por encima de los 80 puntos (en una escala de 0 a 100), especialmente entre los turistas alemanes.<\/p>\n<p>Otro ejemplo lo encontramos en\u00a0<strong>Cuba<\/strong>: gracias a Barack Obama y al reeestablecimiento de relaciones diplom\u00e1ticas con EEUU, en 2016 se observ\u00f3 un importante aumento en los precios hoteleros, que se atribuy\u00f3 al gran inter\u00e9s que estaba suscitando Cuba entre los turistas estadounidenses.<\/p>\n<p>Algunos turoperadores europeos se plantearon\u00a0<strong>si valdr\u00eda la pena mantener sus operaciones en la isla<\/strong>\u00a0de mantenerse la fort\u00edsima escalada de precios.<\/p>\n<p>Sin embargo, ocurr\u00eda que el mercado de\u00a0<strong>EEUU estaba generando el 38% de las menciones en redes sociales<\/strong>\u00a0sobre turismo en Cuba,\u00a0<strong>pero s\u00f3lo el 8% de las reviews hoteleras<\/strong>. Canad\u00e1, en cambio, generaba el 48% de las reviews de hoteles.<\/p>\n<p>Al mismo tiempo, la intenci\u00f3n para viajar a Cuba desde Italia, Reino Unido, Espa\u00f1a o Argentina tambi\u00e9n se hab\u00eda incrementado.<\/p>\n<p>\u201cLa conclusi\u00f3n era que la demanda de viajes desde EEUU no explicaba por si sola la subida de precios hoteleros y todo parec\u00eda indicar que se estaba produciendo un\u00a0<strong>efecto llamada<\/strong>\u201d.<\/p>\n<p>Es decir, los turistas de otros pa\u00edses se estaban afanando por viajar a Cuba<strong>\u00a0\u201cantes de que cambiara\u201d<\/strong>\u00a0por la supuesta llegada masiva de estadounidenses y por tanto el boom de precios de aquel a\u00f1o era un efecto temporal.<\/p>\n<p>Este art\u00edculo ha sido publicado en la revista <a href=\"https:\/\/www.hosteltur.com\/108766_el-big-data-mata-al-ojimetro-en-el-turismo.html\" target=\"_blank\" rel=\"noopener\">HOSTELTUR<\/a> de septiembre.<\/p>\n<p><a href=\"https:\/\/www.hosteltur.com\/108766_el-big-data-mata-al-ojimetro-en-el-turismo.html\" target=\"_blank\" rel=\"noopener\"><strong>Publicado en Hosteltur por Xavier Canalis<\/strong><\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Nuevos modelos predictivos permiten mostrar la evoluci\u00f3n de la demanda tur\u00edstica a un a\u00f1o vista.<\/p>\n","protected":false},"author":15,"featured_media":3068,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1988,1971,1889,1977],"tags":[],"class_list":["post-1037","post","type-post","status-publish","format-standard","has-post-thumbnail","category-destinos-inteligentes","category-europa","category-lo-ultimo-de-mabrian","category-smart-destinations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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