• Blog
  • Informational

Linked Data Paths To A Smart Tourism Journey

July 22, 2016 6 mins. read Milena Yankova

Linked Data Paths To A Smart Tourism Journey


A million euro in change in a fountain is just a drop in the ocean for the hospitality, tourism and travel industry, which generates trillions of dollars in revenues each year. It also generates huge amounts of data of all types with the growing use of maps and booking apps, card transactions, user reviews and social media posts.

Linked Data On The Road

Many of these large and unstructured datasets are vastly untapped because they are sitting in data silos and finding links between them is highly resource-consuming. Fortunately, we have Linked Data to create semantically-rich links between data from various heterogeneous sources so that both the tourism industry and travelers benefit from the business insights of big data analytics.

Cities across the world are now actively interacting with tourists by opening datasets and encouraging developers and businesses to create travel and tourism apps. Then we have the travelers taking advantage of Linked Open Data (LOD)-based apps to search for the top destinations and landmarks in a country or city.

And then there are the hotels, travel operators and airlines using advanced analytics to improve customer experience, streamline investments and combine travel statistics with economic data to predict future travel trends.

Linked Data Paths To A Smart Tourism Journey

Taking A Tour of The City

Cities across the globe are now engaging tourists and residents in exploring landmarks and sites worth seeing via open data-based apps.

New York, which has 1,500-plus datasets available, has the BigApps, which includes foursquare APIs, traffic data, apps to easily find bars and search for hotels, etc. There is also the SeatGeek API of data on all live sports, concert and theater events in both New York City and worldwide.

Across the Atlantic, Dublin has its Dubl:nked datastore featuring arts, culture & heritage as well as recreation & amenities datasets. Dublin’s 250 freely available open datasets help the city share data, ideas and connections with everyone.

Travelers, of course, are increasingly using apps to find landmarks, book trips or review hotels. And millions of them are rating and voting for their favorite hotels, destinations, beaches, landmarks and attractions at apps like TripAdvisor.

Tourism Industry Keeping Up with Trends

Naturally, the travel and tourism industry is swiftly adapting to travelers’ preferences and choices in its pursuit of better customer experience, wiser investments and, ultimately, higher profits.

According to the World Travel & Tourism Council (WTTC), the industry contributed USD 7.2 trillion to the world GDP in 2015. That’s 9.8% of the global GDP. The sector provides jobs to 284 million people in the world, which is one in every 11 jobs.

Therefore, we have one huge business with many players where competition to acquire customers and offer additional amenities is fierce. Today, keeping up with trends and predicting new ones is vital for the industry. Luckily, data is everywhere and is continuously increasing, thanks to the rising use of IoT, social media, wearables and all gadgets digital.

Making Sense of Data from Multiple Sources

All that data, however, comes in most varied formats and from disparate sources and often sits isolated with its vast potential untapped because extracting insights from it would be enormously labor-intensive. Semantic Technology and graph databases help in this task by discovering relationships between concepts.

In addition, Linked Data turns heterogeneous data from multiple sources into semantically-rich interlinked information. Semantic Technology and machine learning help machines understand if a tourist is in Paris, France or Paris, Texas. Even, if they are staying at a Hilton hotel or at the same hotel as Paris Hilton.

Linked data, tourism, ontotext

Linked Data Integration for Tourism Industry

Linked Data also makes data integration smoother for an enhanced management of both internal and external data. Structured and coherent data help companies not only know their customers but also better manage revenues.

In its report Global hospitality insights: top 10 thoughts for 2016, EY said:

Hotel companies seeking to optimize revenue management in today’s competitive environment should consider the following: Data integration across enterprise systems, breaking down data silos and opening up RMS to access and process more complex data feeds in a more flexible fashion.

EY has a vision of a good revenue management system as a single platform integrating customer data, forecasts, information about local events, economy and market news and advanced analytics.

How Travel & Tourism Use Big Data

Big data analytics help the travel and hospitality business meet whimsical customer demands in order to retain travelers and acquire new ones. Click To Tweet

According to a Killarney Hotels study on the global hotel trends for 2016, more than 50% of consumers globally have made a purchase based on an online recommendation and more than 50% of hotel bookings take place online. This gives hoteliers the opportunity to get to know their customers better with social media analytics using Linked Data and combining it with statistical data.

Millennials, who are expected to become the dominant consumer group worldwide in 2017, are especially favoring ultra-personalized offers and hotels are eagerly trying to endear them with customized offers and additional amenities. The Marriott, for example, is doing this by offering the use of a phone as hotels room key, in-room virtual reality and text chats with hotel personnel.

The Marriott’s acquisition target Starwood Hotels and Resorts has been focusing on revenue optimization and is using big data and advanced analytics for dynamic pricing. Starwood combines data about weather, economic factors and local events to extract insights that help them decide when to launch promotions or how to price offerings.

For example, if the weather in the winter is especially bad is the US Northeast or Midwest, many people would prefer to go on a vacation to a Caribbean island at that time of the year.

The ability to predict when to increase, lower or hold rates or when investments will pay off the most, leads to better revenue management and, subsequently, to higher profit margins. Analyzing big data for marketing and promotions has the potential to reach out to specific groups of customers and to improve overall customer satisfaction.

The better the customer experience, the more engaged travelers will be. And they will happily throw coins in the Trevi fountain and continue pouring in trillions of dollars into the tourism, travel and hospitality industry.

If you are in the tourism industry and want to benefit from big data analytics in your pursuit of wiser investments and higher profits, don’t wait!


          New call-to-action

Article's content

A bright lady with a PhD in Computer Science, Milena's path started in the role of a developer, passed through project and quickly led her to product management. For her a constant source of miracles is how technology supports and alters our behaviour, engagement and social connections.

Linked Data Solutions for Empowering Analytics in Fintech

Read about how FinTech can use the power of Linked Data to put data into context and expose various links between these concepts.

Semantic Technology: Creating Smarter Content for Publishers

Learn how semantic technology helps publishers create better content publishing workflows and improved content consumption for readers.

The 5 Key Drivers Of Why Graph Databases Are Gaining Popularity

Read about the 5 key characteristics of graph databases – speed, meaning, answers, relationships, and transformation.

GraphDB Migration Service: The 10-Step Pathway from Data to Insights

Welcome to our GraphDB Migration Service that helps you prepare for migrating your data to GraphDB, walks you through the setup and monitors performance.

Fighting Fake News: Ontotext’s Role in EU-Funded Pheme Project

Read about the EU-funded project PHEME aiming to create a computational framework for automatic discovery and verification of information at scale and fast.

Semantic Technology: The Future of Independent Investment Research

Learn how independent research firms use cutting-edge technologies to add value to research pieces and monetize the content they offer.

Top 5 Semantic Technology Trends to Look for in 2017

Read about the top 5 trends in which Semantic Technology enables enterprises to make sense of their data and fine-tune their offerings to customers.

Ontotext’s 2016: Our Top 7 Webinars Of The Year

Data shows that in 2016 we had a total of 22 webinars that attracted over 7 000 people – here are the 7 best webinars!

Ontotext’s 2016: What Did You Liked The Most On The Blog

Nearly 10 000 people read our blog in 2016 and the following 5 posts gathered most interest.

Linked Data in Regtech: Boosting Compliance and Performance

Learn how regulatory technology, coupled with semantic technology, can help enterprises and financial institutions reduce exposure to risk.

How Data Integration Joined the Music Hit Charts

Learn how today it is the Internet, data integration, and tailored recommendations that stage the music scene for the new Bob Dylans.

Open Data Innovation? Open Your Data And See It Happen

Learn how open data trend-setting governments and local authorities are opening up data sets and actively encouraging innovation.

Linked Data Innovation – A Key To Foster Business Growth

Learn how freely available and machine-readable Linked Open Data enriches organizations’ data and helps them discover new links and insights.

Linked Data Approach to Smart Insurance Analytics

Read about how Linked Data and semantic technology can enrich data and pave the way to advanced analytics.

Linked Data Paths To A Smart Tourism Journey

Read about how the tourism industry can benefit from Linked Data and big data analytics for wiser investments and higher profits.

Linked Data Pathways To Wisdom

Learn about the linked data pathways to wisdom through ‘who’, ‘what’, ‘when’, ‘where’, ‘why’, ‘how to’ and, finally, ‘what is best’.

Taking Semantic Web to its Next Level with Cognitive Computing

Learn about the new age of cognitive computing and integrating its concepts into two decades of semantic web growth.

Open Data Play in Sports Journalism And EURO 2016

Read about how open data gives those modern-day Sherlocks the bases of their stories.

Open Data Sources for Empowering Smart Analytics

Learn how Open Data and how more businesses use data analytics to gain insights, predict trends and make data-driven decisions.

Journalism in the Age of Open Data

Learn how governments and authorities can start relying more on journalism to promote the use of open data and its social and economic value.

Building Linked Data Bridges To Fish In Data Lakes

Learn how enterprises can build bridges to extracting more powerful and more relevant insights from their Big Data analytics.

Open Data Use Cases In Five Cities

Learn how London, Chicago, New York, Amsterdam and Sofia deal with open data and extract social and business value from databases.

ODI Summit Take Out: Open Data To Be Considered Infrastructure

Learn about The ODI’s second Summit with prominent speakers such as Sir Tim Berners-Lee, Martha Lane Fox and Sir Nigel Shadbolt.

Highlights from the “Mining Electronic Health Records for Insights” Webinar

Read some of the Q&As from our webinar “Mining Electronic Health Records for Insights”.

Highlights from ISWC 2015 – Day Three

The 14th International SemanticWeb Conference started three days ago and Ontotext has been its most prominent sponsor for 13 years in a row.

Highlights from ISWC 2015 – Day Two

The 14th International SemanticWeb Conference started three days ago and Ontotext has been its most prominent sponsor for 13 years in a row.

Overcoming the Next Hurdle in the Digital Healthcare Revolution: EHR Semantic Interoperability

Learn how NLP techniques can process large volumes of clinical text while automatically encoding clinical information in a structured form.

Highlights from ISWC 2015 – Day One

The 14th International SemanticWeb Conference started three days ago and Ontotext has been its most prominent sponsor for 13 years in a row.

Text Mining to Triplestores – The Full Semantic Circle

Read about the unique blend of technology offered by Ontotext – coupling text mining and RDF triplestores.

Text Mining & Graph Databases – Two Technologies that Work Well Together

Learn how connecting text mining to a graph database like GraphDB can help you improve your decision making.

Semantic Publishing – Relevant Recommendations Create a Unique User Experience

Learn how semantic publishing can personalize user experience by delivering contextual content based on NLP, search history, user profiles and semantically enriched data.

Why are graph databases hot? Because they tell a story…

Learn how graph databases like GraphDB allow you to connect the dots and to tell a story.