By Abbey Cannan
More than 100 local tourism operators attended Tourism Noosa’s networking breakfast on Wednesday as they revealed a game-changing data platform.
Tourism Noosa members now have access to leading-edge data technology that will provide deep insight into travel trends and patterns for their business planning and marketing.
Noosa Travel Insights is a new tourism statistics portal providing members with instant online access to rich information and insights about visitors to the region.
Tourism Noosa CEO Melanie Anderson said, “This benchmarking and comparative data gives a strong indication of how current marketing and business strategies are faring, particularly in the current challenging climate.”
“The portal has been designed with three different categories of data – accommodation, mobility and flight searches, and we consulted with local members to ensure we are providing relevant and accurate information.
“The accommodation data provides an insight into future bookings and is benchmarked against occupancy levels in 2019 and 2020. It looks at bookings for the entire Noosa region, bookings for separate villages and bookings compared with competitor destinations.
“This gives us great Information about how our visitor market is going, especially in these days of changing restrictions, and helps business operators and owners know where and when improvements can be made, if needed.”
A historical dashboard provides members with an understanding of past bookings, average daily rates, occupancy, average length of stay and booking lead-in times for each month over the past two years. The dashboard also shows the number of property listings over the past few years as well as where they are listed.
The mobility dashboard provides information about who is visiting Noosa and where they come from. This data has been collected from 9 million opt-in, anonymous mobile phone users.
Ms Anderson said this data is invaluable for businesses who want to understand more about our visitors to target their marketing more efficiently.
“The flight search data provides insight into how many people are searching to fly to Sunshine Coast Airport from Noosa’s key markets, compared to previous years,” Ms Anderson said.
“This shows how well the direct flights are being used when interstate residents can travel, and gives us and operators an opportunity to target those markets and encourage more direct flight bookings.
The data portal has been customised for Tourism Noosa and access will be provided free to financial members.
For further information or to become a member of Tourism Noosa, contact Membership Manager, Cathy Mitchell at cathy@tourismnoosa.com.au
