Back in 2013, a minister of tourism asked our CEO Henrik Koch “What is my country’s image among Nordic travellers?”. And while Henrik did have a general understanding of how the country’s image was faring, he did not have the data to support it.
So, in order for him to be able to answer this question, Related embarked on a decade-long innovation process of researching and trial-and-erroring to develop what is now Travellyze: A pioneering data capture methodology and complex analytics algorithm used to quantitatively report on destinations’ images, traveller demographics and behaviour.
Today, Travellyze is owned by our good friends at Interface Tourism and is a cloud-based tourism analytics platform designed and built to assist destinations and other tourism industry entities in making smarter strategic and tactical marketing decisions. But as you can imagine, it did not start off that way.
For the past 10 years, we’ve been developing Travellyze from being a print data catalogue of somewhat 200-pages into an online platform with a unique software that allows one to examine a destination or audience with various cross-referencing functions and easy-to-use graphic presentations. Underway, multiple versions and designs have come and gone, but the core of Travellyze is still the same – three groups of data that can be combined and cross-matched, giving almost endless possibilities to customise reports and finding exactly the insights you need.
Firstly, Travellyze holds data on more than 140 destinations’ images, awareness levels, how travellers perceive a particular destination, and how travellers experience the destination.
Secondly, Travellyze contains data on how travellers behave, including travel spending, holiday budgets, travel months, accommodation preferences, sources of inspiration, search and booking habits, sustainable travel habits and resilience to travel.
And thirdly, Travellyze has demographic insights on travellers, making it possible to dive into the gender, age, household structure, household income and education of a destination’s target traveller.
As an example of what the platform offers; with Travellyze it is possible to know where Swedish travellers – who are aged between 45-60, have a high travel spending, and who have a positive perception of Italy – look for travel inspiration. Or how Finnish travellers, who travel with small children, who prefer 3-4* hotels, and who plan to visit Canada within the next three years, prefer to book their holidays.
While Travellyze started off by focusing only on the Nordic markets, a total of 13 European markets, including Spain, France, the UK, the Netherlands, and Italy, are included today. The most recent development in Travellyze is the shift from one to two annual data collections, meaning that the tool is updated regularly, continuously ensuring fresh data.
Today, Travellyze and the insights it offers are an integral part of the daily work at Related – from analysing and outlining potentials to preparing strategies and action plans for both new and existing clients.
“Travellyze was not designed to produce data, it was designed to produce answers and drive data-led tourism marketing strategies”
– Henrik Koch, founder of Travellyze and CEO of Related