To identify your tourists, that is, to find out who they are, what they’re like, where they come from, you first need to know a series of factors, as well as collect all kinds of information about them.
Having all this data on the table is vital, because when you know all the details about your tourists, you can segment them and make an impact with valuable content.
This is how you’ll be able to achieve one of SEGITTUR’s most important challenges, Challenge number 3: Build visitor loyalty so that they become repeat visitors.
You can use web analytics tools like Google Analytics to collect this information. This tool can provide you with a host of information about:
. The behaviour of your website visitors.
. The time spent on your website.
. The pages visited.
. The bounce rate, among other data.
. See demographic information, such as visitors’ geographic location, gender and age.
If your goal is also to log and impact the user, as well as build user loyalty, then CICERONE, the first tourism platform that automatically logs the user using artificial intelligence, is an excellent choice.
👉 On the other hand, it’s also important to remember that there are all types of tourists, so it’s useful to define your target audience so that you can focus your efforts on reaching them.
For example, if your website focuses on adventure tourism, you should aim to attract visitors who are interested in outdoor and adventure activities.
In short, to identify who your tourists are, you need to collect information about them through web analytics tools and define your target audience so that you can focus your efforts on reaching them.
For a tourism website, the information you gather might include tourists’ geographic location, the source of traffic that brought them to your website, the type of device they’re using and their browsing behaviour on your website.
⭐ Strategies to identify your tourists
1. Tourist CRM: If you have a CRM like Cicerone, you can easily identify and segment your tourists. Plus, you’ll be able to tailor the trip to the tourist’s needs, creating curated itineraries for tourists that you have ample information about, as well as all kinds of segmented campaigns.
By harnessing the power of artificial intelligence, you’ll get insights into your tourists, as well as their interests, preferences, etc. This information will allow you to personalise your services and enhance their entire experience.
2. Track and analyse user behaviour on the website: Use web analytics tools, like Google Analytics, to learn about how users behave on your website.
This will provide you with information about the origin of your visitors, browsing times, most visited pages, and much more.
3. Social media analysis: if your tourist site has a presence on social media, you can use analytics to identify the demographic profile of your followers.
This will give you info about a range of data, including their age, gender, interests, etc. If you use social media to promote your services, you can analyse your followers and see who interacts with your content. This information will let you identify your target audience and tailor your marketing strategies to fit.
4. Google Analytics analysis: as mentioned, you can use Google Analytics to learn more about the characteristics of your visitors, such as their geographical location, source of traffic, behaviour on the website, and more.
5. Guest registration: if you run a hotel or tourist accommodation, you can log the personal data of your guests, such as their name, age, place of residence, reason for travel, and other aspects relevant to your business.
6. Analyse comments and reviews: if your business has a presence on review platforms, such as TripAdvisor or Yelp, you can analyse your customers’ comments and reviews to find out what they think about your business and gather information about their demographic profile and reasons for travelling.
By deploying these strategies and analysing the data they return, you’ll be able to get valuable information about your tourists and use it to improve your tourism offer, adapting it to their needs and expectations.
👉 It is important to keep in mind that you need to collect accurate and relevant information and to respect users’ privacy and personal data protection policies when identifying tourists. You should also be careful when using the information you collect to ensure that you aren’t discriminating against any particular person or group.
Google Analytics is a free tool that is becoming increasingly popular with tourism SMEs and entrepreneurs because it provides detailed information about the customers that visit a company’s website.
Deploying Google Analytics on your website is super easy, the tool itself gives you a code that you’ll have to pass along to your programmer so that it can be integrated into your website.
Information is then generated through a series of reports that can be used to draw conclusions and even recommendations for improvement provided by an artificial intelligence system, much like GPT-4 already does.
⭐To identify your tourists using Google Analytics, use the “Audiences” or “Segments” feature that the platform offers. Here’s how:
Sign in to Google Analytics account and select your website.
Go to the “Audience” menu in the left sidebar and click on “Overview”.
Here you’ll be able to see an overview of the users visiting your website. If you want to dig deeper, you can use the filters to specify a date range, geographic location, traffic source, etc.
You can also use the “Segments” option in the top bar to create a custom audience.
Click on “New segment” and select the options you want to use to define your audience (for example, users who visited a specific page or used certain search terms).
Once you’ve defined your audience, you can see specific data about their behaviour on your website in the different sections of Google Analytics.
Keep in mind that you need to have a certain amount of data to be able to accurately identify your users.
If your website receives only a few visits or if users don’t provide personal information, defining precise audiences can be tough.
As you can see, Google Analytics provides you with loads of relevant information about your town and tourists. Let’s take a look at some of the other options you can use.
Audience reports provide data about users, to better understand what type of audience visits your website. This report includes data such as:
. The country our users are visiting from.
. Gender, etc.
To protect user identity, it will never show personal data or IP addresses.
Warning: Be careful with these types of visits, since they’re often not completely reliable, so you can’t be 100% sure of where they’re coming from.
En these cases, opt for a tourism platform or tourism CRM like Cicerone to accurately track and determine the source of your users.
This type of report displays the flow of users on your website, in the form of a map, from the landing page and all the interactions they have, as well as when they leave your site.
Analysing the pages with the highest exit rates is helpful since it gives you an opportunity to identify any issues.
Earlier we outlined a series of strategies to follow, both for getting to know users and for how to impact them, but a single strategy often falls short, either because there is data that can’t be measured, or because there are certain tourist behaviours that are particularly difficult to analyse accurately.
👉 We love a good challenge at iUrban, and we realised that there were hundreds of towns and cities that were still providing information on paper that didn’t know what to do with the data, or that simply didn’t know their tourists, because using “surveys” isn’t always enough these days.
That’s when we set to work on creating and designing CICERONE, the first tourism platform that automatically informs, registers and manages tourists using the power of artificial intelligence.
Have you ever thought about using additional techniques to attract tourists in the off-season, or would you like to have more data about the tourists that visit your destination and never pass by the tourist office?
If you’re still using traditional techniques, you’ve likely realised that getting to know the tourist is essential, but building tourist loyalty at every stage is even more important.
Because ultimately, one of the only things that matters is to make an impact on the tourist so that they come back, and you can do that by creating a unique, special and unforgettable experience throughout their journey.
1º You’ll be able to personalise the trip according to the type of traveller.
2º Itineraries and plans created by tourism specialists.
3º Create events, activities and points of interest with booking links.
1º Itinerary created digitally by specialists.
2º More detailed tourist data.
3º Satisfaction surveys.
1º CRM to store tourist data.
2º Statistics for all formats
3º Segmented email campaigns.
Cicerone, the new digital tourism platform, adapts seamlessly to any device. It informs and registers tourists
easily from any point using the new GPT-4 artificial intelligence model.