When we talk about innovation in tourism, we usually think of large volumes of information and sophisticated technologies: that's big data. But there is also a more accessible and closer way for SMEs: small data. Both data analytics strategies offer unique opportunities to transform the customer experience.
This article explores how you can take advantage of them, even without a large technology infrastructure. Read!
Small data and big data in tourism companies: a difference that marks the future
In the world of tourism, both big data and small data offer different but complementary approaches.
Below, we'll look at what each one consists of, how to apply them, and how they can help you innovate, even with limited resources.
What is small data?
Small data is a small set of data that, when properly analyzed, can offer valuable information about behavioral patterns, preferences, or specific needs. It does not require large technological infrastructures or large investments. Just listen, observe, pick up and analyze what is already happening in your business.
What is big data?
Big data refers to the handling of massive data sets that are rapidly growing in volume, variety, and velocity. Thanks to advanced technologies and artificial intelligence algorithms, it allows millions of data to be analyzed to detect patterns, predict behaviors and automate processes.
In the tourism sector, it is key to understanding the global preferences of travelers, optimizing pricing strategies, and anticipating demand accurately.
Personalization of the experience: the great advantage of small data
A small family hotel can analyze the breakfast preferences of its regular guests, their favorite check-in or check-out times, or the channels through which they usually book. With this information, you can personalize the service, surprise with details or even anticipate future needs.
Loyalty and improvement of services with data within everyone's reach
Small data allows you to create closer and more lasting relationships. Knowing what type of activities your customers prefer, what comments they make on social networks or what complaints are repeated can help you make quick and effective decisions. Thus, you improve your services without the need for expensive market research.
Real applications in tourism companies
Tourism SMEs have multiple ways to take advantage of both small data and big data:
- PMS (Property Management Systems): collect key data on guest behavior and allow segmentation to offer personalized offers.
- Satisfaction surveys: through response analysis, we can adjust services.
- Social media: Listening to and analyzing feedback can be a goldmine of insights.
- Integrated big data systems: Some tools allow small businesses to access aggregated industry data to spot trends and position themselves better.
- Loyalty programs: use your consumption history to reward in a personalized way.
Small data: the power of small data in innovative hands
It's not about having a lot of data, it's about having the right data. In a destination like the Costa del Sol, where the diversity of tourist profiles is so rich, knowing how to read the small signs makes the difference between offering a good service... and create an unforgettable experience.
If you have a small tourism business, small data is your ally. But keep an eye out for big data, which can also be at your fingertips thanks to industry platforms or SaaS solutions.
Analyze, improve and evolve step by step. Data, big or small, is waiting to be harnessed. Your next breakthrough could be just a click away!
