Winning campsites with Data Intelligence: beyond intuition, towards the future

At the Outdoor Boom Arena, as part of Hospitality – Il Salone dell’Accoglienza in Riva del Garda, Data Intelligence and its importance for the outdoor hospitality sector were discussed. Organized within the schedule of meetings developed by FAITA Trentino, the event featured Vittorio Dionisi, Founder and CEO of InsightUp, who explored the potential of Data Intelligence in campsite management.

For years, the tourism sector has relied on intuition and direct experience to make strategic decisions. However, the current context, marked by volatility, uncertainty, complexity, and ambiguity – the so-called VUCA – requires a paradigm shift. This term, originating in the military field and used thirty years ago during the Gulf War, perfectly describes the contemporary market, influenced by unpredictable geopolitical, economic, and technological factors.

The tourism industry is not immune to these dynamics. One example is clear: last year’s booking data in Italy showed a 30% increase in January, while in March, the same indicator recorded a 30% decline. These fluctuations, linked to inflation, tariffs, global conflicts (currently 54 ongoing), and climate change, make the use of advanced tools for market analysis indispensable.

Preparing for VUCA: the challenges of Data Intelligence

But how do you tackle VUCA? According to Dionisi, there are four main obstacles:

1. Inadequate tools – Many companies use CMS or PMS, designed to manage structured data but incapable of providing reliable forecasts.
2. Difficulty in choosing – The landscape of analytical tools is vast, and there is often a lack of clear understanding of which solution to adopt.
3. Discrepancy between promise and reality – Existing systems do not always live up to their promises, with average errors easily reaching 300%, sometimes even higher.
4. Inability to detect weak signals – Companies tend to focus on routine activities and misinterpret available information, falling into a “situational blindness.”

The secret weapon: Data Intelligence and AI

The solution? Implement early warning systems capable of promptly detecting market changes. Data Intelligence, combined with artificial intelligence, enables real-time analysis of data from marketing, demand, and production, providing valuable insights into destinations, competition, pricing, and customer loyalty strategies.

A fundamental aspect is the ability of different business systems to communicate. This is where APIs (Application Programming Interfaces) come into play, protocols that allow software to interact with each other. It is crucial that PMS and CRM are equipped with adequate APIs to ensure effective data management.

In an increasingly competitive world, those who implement advanced Data Intelligence tools first gain a strategic advantage. Being in control of your data and adopting systems open to connections becomes a necessity to successfully tackle future challenges. The outdoor tourism industry has a great opportunity ahead: transitioning from intuition to data science. The challenge is launched, and the data race has already begun.