​Spark-led Qrious offers new data insights for NZ Tourism operators

Qrious, a data analytics and insights business born out of Spark Ventures, has signed up 75 percent of Regional Tourism Operators (RTO’s) throughout New Zealand following the release of its new online data product, Voyager.

Accessed through a web portal, Voyager provides “unique content” according to the needs of each RTO, assisting in the planning and investment decisions of tourism organisations across the country.

“Voyager gives the RTO’s more comprehensive and accurate information on the number of visitors to a region, where they have come from, and how long they stay,” says Ed Hyde, CEO, Qrious.

“We are also working with tourism businesses to provide rich demographic information, through the use of Roy Morgan Helix Personas, to better understand the types of visitors, their areas of interest and aspects like media consumption to highlight potential avenues to increase value for a wide group of stakeholders.”

Up until now, Hyde says many tourism operators have relied on the Commercial Accommodation Monitor (CAM) to provide visitor insights.

For Hyde, CAM doesn’t capture the growing sector of the private accommodation market serviced by the likes of Bookabach and Airbnb, as well as visitors staying in private bachs or with friends and family.

“Surprisingly, for many of New Zealand’s popular holiday destinations, more traditional commercial accommodation can account for as little as 20 percent of total visitors during peak times,” he adds.

“This is a product that can benefit any New Zealand tourism business that wants to have a better understanding of their customers.”