After a very intense first day full of public, the SUN Beach&Outdoor Style in Rimini, where the camping world meets these days to talk about trends and innovation in services, continues. The rich program of conferences yesterday saw an interesting event organized by FAITA-FederCamping, which emphasized the importance of technological support in data analysis. Alberto Granzotto, president of the federation, presented a project carried out in Veneto to collect from the accommodation facilities data on bookings, stays, rates, type of offer and analyze them. The goal is to understand trends in near real time to be able to react promptly and help the entire sector to grow. The collected data are obviously provided anonymously and then aggregated to obtain macro-indicators.
“We are experiencing a phase of exponential growth and therefore we are facing a digital revolution in the way of booking. You have to get used to using new tools,” said Granzotto. “In Veneto we have developed a data sharing system, because we lack the perception of how colleagues’ activities, that of the destination and the market as a whole move. The system will be active very shortly and our will is to propose it on a national level”.
“The project follows years of experimentation and in-depth knowledge of the sector,” explained Francesco Traverso, CEO & Co-Founder of HBenchmark, partner of FAITA-FederCamping. “We started four years ago using a methodology that has already been used for many years in the hotel industry. The need was to create current and prospective market information, which was not available before. The data originates from the PMS of the accommodation facilities. We analyze the booking data, which is very rich in information. The data obviously remains the property of the structure, and the platform returns indicators that derive from their re-elaboration. Then there are protection algorithms to guarantee the confidentiality of the information of the individual structure”.
The will of FAITA-Federcamping is to present the platform to the federated regional offices and try to involve them in this great project. Granzotto is confident that after the first adhesions and the sharing of results, expected in about a year, after collecting and processing the information for 12 months, the level of interest will rise. “As an industry we need to start using different tools in different ways,” concluded the president. “There are certainly jealousies and reluctance, which must however be overcome. To remain competitive with the foreign market, where they are further ahead, we need to open our minds to a more systemic vision. You learn more from sharing than from specific advice. Today we have seen some indicators that can be obtained from the platform, but in total they are over a hundred. This will allow us to carry out very detailed analyzes”.
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