Open Ideas specialises in gathering and transforming information on tourist data into knowledge and behaviour patterns that contribute to improving companies’ services.

Using Big Data and advanced data analytics to collect and transform information on tourist data into knowledge and behavioural patterns essentially serves two purposes:

• Contributing to the improvement of the quality of the service.

• Anticipating and adapting the destination’s products and services to the needs and requirements of tourists and visitors.

This task is performed in three phases:

1 Analysis of data sources and data intake. Identification, collection, inventory and preliminary assessment of data sources related to the tourism sector and promotion of the destination: National Statistics Institute, Communities, Local Authorities, Social Media, etc.

2 Creation of algorithms. Using Big Data and Artificial Intelligence techniques, algorithms are developed to analyse the data performance employing two models:

• An analytical model of the pre-existing situation.

• A predictive model: by “training” the algorithms, it is possible to model the possible future circumstances in each of the sectors.

3 Smart data platform (tourist intelligence) + Use Cases.

Design and implementation of the smart platform with solutions to which the authorities, companies and citizens have access. Aim of the use case:

• Identify how the destination is perceived and how it is positioned and stands out from the competition.

• The results generated by this algorithm make it possible to identify classification clusters and “twin” destinations.

• The algorithm is structured around the analysis of more than 180 Spanish destinations and more than 15 representative variables (heritage cities, Smart Tourism Destinations, university destinations, population, average city, number of tourists, overnight stays, establishments, etc.).