Data science in the tourism industry
Styria is an enormously diverse holiday region. With the variety of possible activities, it is often difficult to ideally address the different target groups. Our task was to find an innovative solution for this.
Together with the digital agency elements a data science campaign was developed in 3 phases: Firstly, through targeted website analysis and existing booking data relevant topics were identified and then distributed in a research flight. Afterwards the flight was evaluated, and those topics were determined which should be deepened in connection with Styria Tourism. In this way, it became clear which topics Styria Tourism should focus on in its further communication. The desired contents of the readers were packed into articles in the well-known look and feel of Styria Tourism.
Three holiday stories with the readers’ favourite contents, in the look and feel of Styria Tourism and integrated into the CMS Pimcore by elements, were the result.
UPLIFT IN READING TIME
Data science in the tourism industry: Creating stories for readers
Wine tasting, hiking with alpacas, conquering ski slopes and more: The online presence of the holiday destination shows just how diverse Styria is.
The accompanying changes in the course of the online age have also left their mark on our website steiermark.com: A vast amount of diverse content for a very broad, heterogeneous target group.
Erich Neuhold, managing director of Styria Tourism
Diversity is good – after all, everyone has their own understanding of what makes them relax in their work-free time. In advertising, on the other hand, a huge variety of topics is a challenge.
We had to find a solution – and we did. It even attracted international attention: The jury of the Golden Award of Montreux has awarded the project of Content Garden, elements and Styria Tourism with gold in the category “Best Use of Digital Media”.
So let us take a closer look at the three steps of the data science project!
Identify relevant topics & create research campaigns
First of all, with a targeted website analysis and the structuring of existing booking data, elements analysed which content focuses are relevant for the readers and Styria vacationers.
Thanks to detailed analyses, we were able to create a conclusive profile regarding domain usage. Tracking down typical reader paths and deriving clear recommendations for action holds a large pool of possibilities which then have to be channelled.
Patrick Edelmayr, elements founder and managing director
These topics consequently served as a basis for the further work of our team. Neutral articles such as “Insider tip for wine aficionados” and “Meditation, yoga & Co: How to stay relaxed” were just two of many that we distributed via our premium publisher network to find out which topics attract attention in the relevant target group of Styria Tourism.
Evaluate the research flight
In the evaluation it was important not to equate the interest of the readers in the articles (readable by teaser CTR, dwell time and bounce rate) with the interest of potential Styrian holidaymakers. After all, not everyone who would like to receive tips to make their family holiday more relaxed would automatically want to spend this family holiday in Styria.
Styria as a holiday destination has therefore been integrated into the neutral texts via advertising material (service boxes, picture galleries and text ads at the end of the articles).
In this way we were able to identify whom the chosen theme appealed to and, who had such a strong affinity to Styria that they consequently also interacted with the advertising material. In taking this approach, we were thus able to break down and specify the already selected hero themes once again.
Build landing pages the way readers want them to
After these user signals made clear what the readers wanted more of, content was again created for the three topic areas (“nature & movement”, “regeneration & wellness” and “culture & culinary”).
This time, however, in magazine-like formats, which were integrated into the CMS Pimcore used by Styria Tourism and provided by elements.
Once again, we played out the stories via our publisher network fully natively on quality media in the DACH region. A native and optimized integration of landing pages in this form has never been seen before.
Lucas Schärf, CEO of Content Garden