The round table of "Big to Smart Data" warns of "digital Darwinism" because those that do not adapt will disappear

The second round table held within the framework of the XIX International Tourism Forum has served to analyze the transit that needs to be done so that large volumes of data are converted into personalized data that help in making the right decisions. The moderator of this meeting, the professor of the Miguel Hernández University, Alejandro Rabasa, summarized the proposal made by the Forum and opened the intervention of Susana Peña, an expert in market research at GfK Retail and Technology Spain.

For the speaker, the market is already immersed in what he called "a digital Darwinism", according to which all entities that do not know how to adapt to digital transformation will disappear. This transformation will require the initiation of operational processes in which new technologies have to be used to better understand customers and to better respond to their needs. This concludes that it will allow for a better business model and has underlined that the Spanish tourism sector "is already highly digitized". Peña has indicated that 65% of companies already have data analysis equipment, although 65% also declare having difficulties when analyzing that data. The Big Data is making it easier to have a better idea of ​​the client's profile thanks to the digital footprint that it leaves through its navigation on the network and its behavior as a consumer. Not only that. It has also indicated that it allows to know the evolution of the competition.

Luis Javier Gadea, manager of Research, Development and Tourism Innovation Segatur, considers that the Data is the new oil and that more and more companies and companies are dedicated to data management, because it has been seen in it a business opportunity. Fundamentally they are dedicated to providing more accurate information and adjusted to the needs of each client. He also referred to the applications by which destinations, if a city or a museum, can you obtain in real time what is happening or is it used to be given to previously sensorized areas, how is it distributed or the flow of people that is occurring
Juan Gascón, director of Digital Content and Innovation of Ametic, has emphasized the need to work on new schemes of public-private collaboration and to develop digital talent "that allows surfing," he said, "the digital tsunami." It also recommends developing and promoting creativity and critical thinking and further deepen the Spanish model of Intelligent Territories, which includes the EDUSI Plan for Sustainable and Integrated Urban Development. Gascón predicts that with the deployment of the 5G, "services, products and applications that we still do not imagine will appear". He has also pointed out the "threat to those who do not know how to be able to manage change" posed by the new economy, "an economy," he maintains, "interconnected with products and services and also products that generate services and vice versa." He has also indicated that "the digital revolution allows us to know the customer's experience and even predict their future behavior.

Pedro Molleda, vice president Business Intelligence at NH, has made an impact on how technology influences our way of traveling and the need to approach the client, to make the technological transformation that is necessary to collect the most accurate information from the client and have a closest and personalized contact with him. In Business Intelligence any project is based on the advanced use of information.

Alexandre Villeyra, from Mabrian, explained in turn the Mabrian platform that allows observing and recording the behavior of visitors in all its decision phases. From the inspirational moment of the trip, through the search and comparison of prices, to its pattern of reservation, behavior and spending at the destination. The cycle is completed by analyzing the feeling and satisfaction that users show of their experience in both Social Networks and various opinion platforms. These are the main prescribers that will directly influence the purchase decision of potential new visitors.