{"id":6711,"date":"2023-03-02T13:54:23","date_gmt":"2023-03-02T13:54:23","guid":{"rendered":"https:\/\/mabrian.com\/?p=6711"},"modified":"2026-06-30T11:54:03","modified_gmt":"2026-06-30T11:54:03","slug":"inteligencia-turistica-personalizacion-estrategia-de-exito","status":"publish","type":"post","link":"https:\/\/datappeal.io\/es\/inteligencia-turistica-personalizacion-estrategia-de-exito\/","title":{"rendered":"Inteligencia tur\u00edstica y personalizaci\u00f3n como estrategia de \u00e9xito\u00a0"},"content":{"rendered":"\n<figure class=\"wp-block-image alignwide size-full\"><img decoding=\"async\" src=\"https:\/\/datappeal.io\/wp-content\/uploads\/2023\/03\/tailor.jpg\" alt=\"\" class=\"wp-image-6693\"\/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Mabrian&nbsp; publica los 4 pasos a seguir para personalizar&nbsp; la&nbsp; comunicaci\u00f3n y comparta el caso de uso de Georgia&nbsp; que ha utilizado los servicios de la inteligencia tur\u00edstica y la herramienta Big data de Mabrian para crear un plan de comunicaci\u00f3n personalizado para el mercado alem\u00e1n&nbsp;<\/em><\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La <strong>personalizaci\u00f3n <\/strong>es una tendencia que ha ido creciendo considerablemente con el paso del tiempo y se ha convertido en una estrategia clave para el <strong>\u00e9xito <\/strong>de las marcas en todos los sectores. Una comunicaci\u00f3n \u00fanica e individualizada con los clientes potenciales basada en sus gustos, necesidades, intereses y patrones de comportamiento es un reto cada vez mayor.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Las herramientas de <strong>Big data<\/strong> nos pueden ayudar en esta tarea y ofrecer la informaci\u00f3n necesaria para conocer mejor nuestro <strong>p\u00fablico objetivo<\/strong> y poder personalizar la comunicaci\u00f3n. El an\u00e1lisis cruzado de m\u00faltiples fuentes de informaci\u00f3n nos permite identificar los focos de demanda m\u00e1s calientes en un mercado de origen espec\u00edfico, conocer el <strong>momento <\/strong>m\u00e1s adecuado para la comunicaci\u00f3n tanto estrat\u00e9gica como operativa, as\u00ed como entender cu\u00e1les son los <strong>mensajes claves<\/strong> que tenemos que incluir para captar la atenci\u00f3n de nuestro p\u00fablico objetivo.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nuestro cliente, <strong>Georgian National Tourism Administration<\/strong>, ha utilizado la plataforma de inteligencia tur\u00edstica de <strong>Mabrian <\/strong>para conocer el perfil de visitantes de <strong>Alemania <\/strong>para personalizar su comunicaci\u00f3n con este mercado. El an\u00e1lisis revel\u00f3 la informaci\u00f3n muy relevante que se tom\u00f3 en cuenta para la campa\u00f1a de comunicaci\u00f3n de 2022.&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\u00bfD\u00f3nde se centra la demanda?<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A trav\u00e9s del an\u00e1lisis cruzado de los datos de b\u00fasquedas a\u00e9reas, que permiten identificar la fuerza de la demanda y su evoluci\u00f3n para un mercado espec\u00edfico, y datos de capacidad a\u00e9rea que miden la facilidad de acceso, pudimos identificar los focos de la demanda m\u00e1s calientes en Alemania. <strong>M\u00fanich<\/strong>, <strong>Frankfurt<\/strong>, <strong>D\u00fcsseldorf <\/strong>son ciudades claves donde se concentra la gran parte de la demanda, adem\u00e1s de que los aeropuertos de estas ciudades cuentan con una buena conectividad con el destino. 2.\u00bfCu\u00e1ndo y como viajan los visitantes de Alemania?&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/mabrian.com\/wp-content\/uploads\/2023\/03\/Captura-de-pantalla-2023-03-02-155642.png\" alt=\"\" class=\"wp-image-6713\"\/><\/figure>\n<\/div>\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Tambi\u00e9n vimos que <strong>34%<\/strong> de los viajeros viajan solos, el segundo segmento por importancia son viajeros que viajan en grupo con una representatividad de 26%, un poco despu\u00e9s los viajeros que viajan en pareja <strong>23%<\/strong>. El periodo con la mayor demanda son los meses de <strong>julio <\/strong>a <strong>septiembre. <\/strong>Este es el periodo con mayor n\u00famero de b\u00fasquedas y con mayor n\u00famero de vuelos directos que conectan <strong>Alemania <\/strong>con <strong>Georgia<\/strong>. Los visitantes suelen quedarse alrededor de 12 d\u00edas en Georgia, un viaje que permite conocer bien y disfrutar de varias partes del pa\u00eds.&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\u00bfCu\u00e1ndo es el mejor momento para empezar la comunicaci\u00f3n?<\/strong>&nbsp;<\/h3>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/mabrian.com\/wp-content\/uploads\/2023\/03\/Captura-de-pantalla-2023-03-02-155612.png\" alt=\"\" class=\"wp-image-6721\"\/><\/figure>\n<\/div>\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">En cuanto a la <strong>comunicaci\u00f3n estrat\u00e9gica<\/strong>, recomendamos empezar a trabajar 62 d\u00edas antes de la fecha de viaje deseada, ya que es el promedio de d\u00edas de antelaci\u00f3n que realizan las b\u00fasquedas los viajeros de Alemania. Sobre la <strong>comunicaci\u00f3n t\u00e1ctica,<\/strong> el momento mejor ser\u00eda con 21 d\u00edas de antelaci\u00f3n. Esa es la <strong>ventana de oportunidad<\/strong>, el momento \u00f3ptimo para las campa\u00f1as de marketing, el periodo en el cual los futuros viajeros a\u00fan est\u00e1n dudando qu\u00e9 destino elegir para sus pr\u00f3ximas vacaciones y corresponde a la diferencia entre el promedio de b\u00fasquedas y reservas de vuelo. En cuanto a los d\u00edas, recomendamos aumentar las campa\u00f1as los <strong>mi\u00e9rcoles<\/strong>. Curiosamente, es el d\u00eda donde los alemanes suelen hacer m\u00e1s b\u00fasquedas de vuelos con un promedio de 25%, en el resto de los d\u00edas de la semana y fin de semana la distribuci\u00f3n de b\u00fasquedas es balanceada.&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\u00bfCu\u00e1l es el perfil de los viajeros de Alemania que visitan Georgia?<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">De los datos de las redes sociales y plataformas de rese\u00f1as, hemos podido identificar el <strong>perfil de los visitantes.<\/strong> La mayor parte de los viajeros pertenecen a los grupos de edad de 35-44 y 45-54 a\u00f1os. Adem\u00e1s, vemos m\u00e1s p\u00fablico masculino que femenino con un 65% vs. 35% respectivamente. Los <strong>principales intereses <\/strong>de los viajeros alemanes en el destino son experiencias eno-gastron\u00f3micas, actividades que permiten conocer mejor el patrimonio cultural y disfrutar del turismo de aventura. En cuando las preferencias en alojamiento prefieren quedarse en los hoteles de 4 y 5 estrellas.&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/datappeal.io\/wp-content\/uploads\/2023\/03\/Captura-de-pantalla-2023-03-03-132720.png\" alt=\"\" class=\"wp-image-6732\"\/><\/figure>\n<\/div>\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Con los <strong>datos en el tiempo real<\/strong> identificamos los <strong>focos de demanda<\/strong> m\u00e1s calientes, el mejor momento en el cual empezar la comunicaci\u00f3n con el mercado espec\u00edfico, y nos ayuda a elegir el estilo de comunicaci\u00f3n m\u00e1s adecuado seg\u00fan el perfil de visitantes y los mensajes seg\u00fan sus intereses y preferencias. La herramienta de <strong>Mabrian <\/strong>ofrece la informaci\u00f3n actualizada que permite crear los planes de comunicaci\u00f3n y campa\u00f1as de marketing m\u00e1s personalizadas para cada mercado y\/o nicho espec\u00edfico.&nbsp;<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Mabrian\u00a0 publica los 4 pasos a seguir para personalizar\u00a0 la\u00a0 comunicaci\u00f3n y comparta el caso de uso de Georgia\u00a0 que ha utilizado los servicios de la inteligencia tur\u00edstica y la herramienta Big data de Mabrian para crear un plan de comunicaci\u00f3n personalizado para el mercado alem\u00e1n<\/p>\n","protected":false},"author":15,"featured_media":73565,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1985,1988,1971,1977,1969],"tags":[],"class_list":["post-6711","post","type-post","status-publish","format-standard","has-post-thumbnail","category-casos-uso","category-destinos-inteligentes","category-europa","category-smart-destinations","category-use-cases"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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