In 2023, Lugano Region boosted visitor sentiment by +0.7 points to 85.6/100 using destination marketing platform D / AI Destinations, targeting high-potential markets like the U.S. and Saudi Arabia. This data-driven approach improved satisfaction and extended visitor stays.
The opportunity
Gaps in visitor feedback and market positioning
The Region of Lugano faced a significant challenge in understanding and enhancing its reputation as a travel destination. Without an objective tool to measure visitor sentiment and perceptions, they struggled to identify what tourists appreciated or found lacking.
Additionally, Lugano Region needed to uncover opportunities in markets with high potential for growth. They wanted to determine where to focus their efforts to attract visitors who would contribute to longer stays and positive sentiment.
Why choose Data Appeal
Faster access to better insights
Lugano Region opted for D / AI Destinations for its ability to provide precise, actionable insights through advanced data analysis. The platform offered a comprehensive understanding of visitor preferences, sentiment, and digital presence across multiple markets.
By leveraging Data Appeal’s expertise, Lugano Region gained a clear picture of their destination’s strengths and weaknesses. The insights empowered the destination to tailor their strategies and focus on the markets that mattered most.
Data Appeal’s solution
Visitor sentiment to enhance marketing efforts in the U.S. and Saudi Arabia
Through D / AI Destinations, Lugano Region could analyse its performance across various source markets. The tool identified visitor preferences, digital traces, and sentiment, highlighting markets with high potential based on metrics like average sentiment and stay duration.
The 2023 analysis pinpointed two key markets:
- United States: Sentiment reached an impressive 85/100, indicating strong visitor satisfaction.
- Saudi Arabia: Sentiment scored 80/100, presenting another promising growth opportunity.
Armed with this data, Lugano Region launched targeted campaigns tailored to these markets, focusing on enhancing their offerings to align with visitor expectations.
The results
+0.7 sentiment increase and strong growth in targeted markets
Thanks to Data Appeal’s solution, Lugano Region achieved significant improvements:
Overall average sentiment increased to 85.6/100, a +0.7 improvement compared to the same period in the previous year.
Campaign results from the U.S. and Saudi Arabia were particularly strong:
- United States: Sentiment rose to 86/100, with digital traces growing to 2.4%.
- Saudi Arabia: Sentiment improved to 84/100, with digital traces increasing to 1.9%.
By focusing on data-driven insights and prioritising high-sentiment markets, the destination elevated its reputation, strengthened its competitive position, and attracted more satisfied visitors who stayed longer.
