How Booking.com and Statista partnered to redefine travel industry insights
Fast Facts
- Statista and Booking.com developed the Accommodation Barometer, starting with a Europe-wide survey and six country-specific reports.
- The Barometer grew into an annual global survey, including the US, Australia, India and Japan.
- The partnership also produces a monthly Travel and Tourism Newsletter and regularly updates the Statista website with Single Chart Infographics on the travel and tourism sector.
The Ambition
At the time of the Accommodation Barometer’s conception, the European accommodation industry lacked detailed and comprehensive coverage. Data on the sector was often fragmented or included under broader categories such as ‘travel and tourism’ or ‘hospitality.’ Booking.com sought to understand the specific challenges and opportunities faced by hoteliers and to make this knowledge available to the wider stakeholder community free of charge. The objective was to establish a reference point for the entire sector and create knowledge that empowers the travel and tourism industry ecosystem.
Our Approach
Statista and Booking.com identified a shared objective: to enhance the accessibility of tourism industry knowledge and amplify the voices of hoteliers. Booking.com contributed its deep expertise in the accommodation industry, while Statista provided its data crunching prowess and capabilities in collecting, analyzing, presenting, and disseminating information through engaging infographics on the Statista platform and various other channels, such as newsletters, webinars, and reports. This partnership fostered a reader-centric approach, translating research findings into actionable insights without burdening the audience with lengthy papers or complex visuals. The localization of the European Accommodation Barometer into country-specific reports in local languages made the information even more accessible to stakeholders from Switzerland and Spain to France and Italy.
“At Booking.com, we collaborate with a wide range of knowledge partners, but working with Statista has been a unique experience. It stems from our mutual interest to create knowledge and share it. Transforming data into information and information into insights is a complex journey, and that’s where Statista truly excels.”
Andrew Chakhoyan, Head of Policy Content at Booking.com
The Outcome
- The Accommodation Barometer has become a highly anticipated annual report that provides the European Accommodation sector with a regular pulse check.
- The report is often covered by trade publications and has been picked up by local and global top-tier media outlets.
- More than 350 travel and tourism-related infographics in the form of Single Chart blog posts have been contributed to the Statista platform. All are freely available to the public.
- The Accommodation Barometer survey has evolved with each iteration to include topics of interest like AI and gastronomy while maintaining standardized questions to track long-term trends.
- Not Your Grandmother’s Travel Industry was the headline of one of our most popular newsletters.
Capabilities We Combined
Research
Questionnaire development, programming, data collection and analysis.
Design
Editorial writing and design of Single Chart Infographics, PowerPoint Presentations as well as reports and whitepapers in multiple languages.
Hosting and promotion of the Accommodation Barometer on the Statista website, in newsletters, in webinars, etc.
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