{"id":729,"date":"2018-02-27T13:27:37","date_gmt":"2018-02-27T13:27:37","guid":{"rendered":"https:\/\/mabrian.com\/?p=729"},"modified":"2026-06-30T11:52:57","modified_gmt":"2026-06-30T11:52:57","slug":"mabrian-ejemplo-de-inteligencia-turistica-en-el-marco-del-mobile-world-congress","status":"publish","type":"post","link":"https:\/\/datappeal.io\/es\/mabrian-ejemplo-de-inteligencia-turistica-en-el-marco-del-mobile-world-congress\/","title":{"rendered":"Mabrian ejemplo de Inteligencia Tur\u00edstica en el marco del Mobile World Congress"},"content":{"rendered":"<h3><strong>Santi Camps, CEO de Mabrian, ha explicado en el foro <a href=\"https:\/\/www.goingdigital.es\/en\/\" target=\"_blank\" rel=\"noopener\">Going Digital<\/a> del Mobile World Congress de Barcelona las ventajas del uso del Big Data tur\u00edstico para la gesti\u00f3n de destinos. <\/strong><\/h3>\n<p><!--more--><\/p>\n<p>Camps ha desgranado los aspectos clave del Travel Intelligence y el an\u00e1lisis que <a href=\"https:\/\/mabrian.com\/es\/\" target=\"_blank\" rel=\"noopener\"><strong>Mabrian<\/strong><\/a> realiza del ciclo completo del viaje, desde que el usuario inicia el proceso de inspiraci\u00f3n y b\u00fasqueda del viaje, pasando por la experiencia en destino, y la valoraci\u00f3n que expresa de la misma de manera espont\u00e1nea en su interacci\u00f3n en redes.<\/p>\n<p>El Big Data y la Inteligencia Artificial aplicados al sector tur\u00edstico suponen un cambio de paradigma en la gesti\u00f3n de los operadores de sector: con los datos disponibles y el an\u00e1lisis especializado de la plataforma de <a href=\"https:\/\/mabrian.com\/es\/\" target=\"_blank\" rel=\"noopener\"><strong>Mabrian<\/strong><\/a> es posible entender intereses, percepciones, patrones de comportamiento y gasto, y niveles de satisfacci\u00f3n de los clientes de un negocio tur\u00edstico.<\/p>\n<p>La gran cantidad de datos analizados hace posible la toma de decisiones estrat\u00e9gicas basadas en conocimiento, complementado los m\u00e9todos de an\u00e1lisis tradicionales basados en m\u00e9todos est\u00e1ticos y con grandes limitaciones de amplitud de muestra y actualizaci\u00f3n, como estad\u00edsticas y encuestas.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-719 aligncenter\" src=\"https:\/\/datappeal.io\/wp-content\/uploads\/2018\/02\/IMG_20180222_125035-1-copy-1.jpg\" alt=\"\" width=\"516\" height=\"269\" \/><\/p>\n<h4><strong>Caso 1: Benidorm<\/strong><\/h4>\n<p>Camps ha expuesto cinco casos de \u00e9xito en la utilizaci\u00f3n del Big Data tur\u00edstico. El primero de ellos, relacionado con el destino tur\u00edstico Benidorm y el mercado italiano, basado en m\u00e1s de 100.000 muestras recogidas en el periodo de estudio.<\/p>\n<p>Se trata de un mercado de origen que a priori contaba poco para los gestores del destino, ya que el aeropuerto de Alicante, referencia en Benidorm, tiene poca conectividad con Italia, y tanto las encuestas, como las estad\u00edsticas de alojamiento mostraban poca presencia de turistas de esta nacionalidad. No parec\u00eda un mercado objetivo para el posicionamiento de Benidorm.<\/p>\n<p>Los datos recogidos por <a href=\"https:\/\/mabrian.com\/es\/\" target=\"_blank\" rel=\"noopener\"><strong>Mabrian<\/strong><\/a> muestran que los italianos son el quinto mercado m\u00e1s importante por volumen de menciones, y caracteriza un target hasta entonces desconocido y por tanto no incluido en las estrategias tur\u00edsticas del destino. Se trata de un cliente joven, estacional, interesado principalmente en turismo de sol y playa y natural, que no se aloja en hoteles, y que muestra \u00edndices de satisfacci\u00f3n muy altos.<\/p>\n<h4><strong>Casos 2 y 3: Cuba y Jamaica<\/strong><\/h4>\n<p>Camps ha explicado tambi\u00e9n el caso del efecto llamada detectado por la apertura del mercado tur\u00edstico de Cuba a los Estados Unidos durante 2016, ilustrado sobre 3,4 millones de menciones. As\u00ed, <strong><a href=\"https:\/\/mabrian.com\/es\/\" target=\"_blank\" rel=\"noopener\">Mabrian<\/a><\/strong> pudo cuantificar el incremento del inter\u00e9s de ciertos mercados de origen por viajar a Cuba debido a este cambio socio-pol\u00edtico entre Cuba y Estados Unidos.<\/p>\n<p>En el caso de Jamaica, el an\u00e1lisis demogr\u00e1fico y de preferencias realizado sobre los usuarios espa\u00f1oles respecto del destino, ayud\u00f3 a identificar un perfil de turista diferente al preconcebido.<\/p>\n<p>Las m\u00e1s de 207.000 menciones recogidas en el periodo de estudio mostraron que el target real es un p\u00fablico mucho m\u00e1s joven del que a priori aparec\u00eda en el briefing de los operadores tur\u00edsticos, e interesado principalmente por el turismo de vida nocturna y cultural, en lugar del sol y playa, al que apuntaba la segmentaci\u00f3n inicial.<\/p>\n<h4><strong>Casos 4 y 5: espa\u00f1oles en Toulouse y estrategia enfocada al turismo de shopping<\/strong><\/h4>\n<p>Por \u00faltimo, el CEO de <a href=\"https:\/\/mabrian.com\/es\/\" target=\"_blank\" rel=\"noopener\"><strong>Mabrian<\/strong><\/a> ha relatado otros dos casos de \u00e9xito a partir de la plataforma de Inteligencia Tur\u00edstica que lidera. En ambos casos, el Big Data generado por los Uusuarios permiti\u00f3 afinar y segmentar de manera m\u00e1s precisa las estrategias de marketing online de los gestores de los destinos, generando un incremento exponencial del retorno de la inversi\u00f3n.<\/p>\n<p>El an\u00e1lisis de las interacciones de los usuarios espa\u00f1oles respecto al destino Toulouse (121.000 menciones en el periodo de estudio) permiti\u00f3 a los gestores de una campa\u00f1a de venta directa incrementar el CTR en un 80% respecto al planteamiento inicial.<\/p>\n<p>El segundo caso de \u00e9xito hace referencia a una de las principales capitales europeas, cuyo prop\u00f3sito era aumentar el impacto de una campa\u00f1a de shopping durante la Navidad. Por medio del an\u00e1lisis cruzado de los datos recogidos por <a href=\"https:\/\/mabrian.com\/es\/\" target=\"_blank\" rel=\"noopener\"><strong>Mabrian<\/strong><\/a> pudieron identificar los cuatro mercados de origen m\u00e1s interesados en Shopping, que resultaron ser diferentes a los contemplados inicialmente. La campa\u00f1a consigui\u00f3 m\u00e1s de 70 millones de impactos.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El Big Data y la Inteligencia Artificial aplicados al sector tur\u00edstico suponen un cambio de paradigma en la gesti\u00f3n de los operadores de sector: con los datos disponibles y el an\u00e1lisis especializado de la plataforma de Mabrian es posible entender intereses, percepciones, patrones de comportamiento y gasto, y niveles de satisfacci\u00f3n de los clientes de un negocio tur\u00edstico.<\/p>\n","protected":false},"author":15,"featured_media":2902,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1904,1985,1988,1971,1889,1977,1969],"tags":[],"class_list":["post-729","post","type-post","status-publish","format-standard","has-post-thumbnail","category-academia","category-casos-uso","category-destinos-inteligentes","category-europa","category-lo-ultimo-de-mabrian","category-smart-destinations","category-use-cases"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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