Mission Statement

Visit Jersey, the island's tourism promotion agency, is enhancing its approach to efficiently analyse vast amounts of visitor feedback and accurately predict future tourism trends. They partnered with Continuum to revolutionize their data analysis processes, leading to more informed decision-making and improved visitor experiences.

Visit Jersey needed to:

1. Analyse thousands of online reviews to understand visitor sentiment

2. Compare Jersey's performance against competitor destinations

3. Automate time-consuming manual reporting processes

4. Develop accurate visitor number predictions

Continuum implemented a cutting-edge data analysis solution using Alteryx and GPT technology

Detailed Solution

30,000 Google maps reviews for “Jersey Hotels” were extracted and cleaned using Alteryx. By leveraging the Continuum Python GPT Connector in Alteryx, it was then possible to perform rapid sentiment analysis on all reviews, targeting specific categories. It took just 10 minutes for all 30,000 reviews to be processed, costing only £1.20. The analysis was parsed into clean, structured Excel files for easy interpretation.

The same process was used to scrape thousands of reviews from destinations such as Cornwall, Geneva and Madeira in a matter of seconds. Using a combination of the preparation, parsing and reporting tools in Alteryx, it was possible to visualize comparisons of the following on separate graphs: service quality, booking/refund experience, room quality, food/drinks and value for money. This allowed for conclusions to be drawn regarding the broader picture as to why tourists choose to visit Jersey over other destinations.

To automate reporting of arrivals data, 5 separate data sources were ingested into Alteryx to be prepared, cleansed and blended. This was then outputted into an Excel template to create an aggregated report of how many passengers travelled from each destination.

It was then possible to create a monthly visitor estimate by using the passenger information for that specific month and overlaying it with data from the same month in the previous year. This was combined with key events determining what the average number of visitors tends to be for different months, therefore giving a reasonable prediction of the expected number of visitors for the following year. The workflow was set up in such a way that you can change select which month you want to predict.

Impact

1. Rapid Insights: Processed 30,000 reviews in just 10 minutes, providing near real-time analysis of visitor sentiment.

2. Cost-Effective: Reduced the cost of sentiment analysis to just £1.20 per 30,000 reviews.

3. Improved Decision-Making: Enabled data-driven comparisons between Jersey and competitor destinations, informing strategic planning.

4. Efficiency Gains: Automated the monthly arrivals report, transforming a manual, error-prone process into a one-click operation.

5. Accurate Forecasting: Developed a reliable model for predicting future visitor numbers, enhancing resource allocation and planning

Conclusion

Visit Jersey now has a powerful suite of tools to understand visitor experiences, benchmark against competitors, and make data-driven decisions. This has led to more targeted marketing campaigns, improved visitor satisfaction, and a more resilient tourism strategy for the island.