Leveraging Sentiment Analysis to Improve the Territorial Marketing of Tourism Destinations

territorial marketing

Knowing the expectations and preferences of a target market is a fundamental element to define a successful territorial marketing strategy for any tourist destination.

What do tourists think about a destination in general? Does it differ between domestic and international markets? What’s the overall sentiment of hotels and restaurants? What are the most popular attractions and most discussed topics in online reviews?

Using Data Insights to improve Territorial Marketing

To highlight the growing importance of sentiment data for the tourism industry, Diego Acuna, Country Manager – UK at Data Appeal, shared some exclusive insights on the perception of British travelers in some of the major North American destinations: New York, Miami, Chicago and Los Angeles. 

In the webinar “North America: using data insights and trends to shape your UK territorial marketing strategy” sponsored by SLC, international travel marketing PR & representation agency, we revealed the top trends for UK travelers in the USA. 

Here’s a sneak peak of the data-driven insights: 

  • The sentiment of British travelers in New York City is higher than the global sentiment: 86 vs 84
  • The most popular F&B attractions in NYC include the Hard Rock Cafe, Katz’s Delicatessen and the King Plaza Shopping Center
  • The channels most frequently used to leave a review are Booking.com and TripAdvisor

To uncover the results of the full analysis and to learn more about the use of sentiment analysis to improve the effectiveness of destination marketing campaigns, watch the full, recorded webinar!

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