SUCCESS STORY

Data Intelligence and Governance: HBenchmark partner of the OTRF – Federated Regional Tourism Observatory of the Veneto Region

Project partner

Veneto Region Tourist Logo transparent background
Unioncamere Veneto Logo
Federalberghi Veneto Logo
OTRF Logo - Federated Tourism Observatory of Veneto
CHALLENGE

The OTRF as a strategic asset for the growth of the regional tourism system

In 2019, the Veneto Region, firmly established as one of Europe's top tourist destinations, faced the challenge of transforming its fragmented pool of information into an organic and scientific governance system. Within the framework of developing the Regional Strategic Tourism Plan (PSTR), which actively involved over 300 stakeholders, the need arose to establish the OTRF, a “single point of contact” for data collection and analysis.

The challenge was to create an ecosystem of Federated governance, based on a Memorandum of Understanding that gives the Observatory a collaborative character: a network of territorial entities that simultaneously act as users and providers of data. To date, this federated structure involves 47 signatories, including the Veneto Region, Unioncamere del Veneto, the 17 Destination Management Organisations (DMOs), universities, trade associations, and major industry players.

In this context, the necessity was to integrate data from heterogeneous sources to monitor volumes, economic impact, and visitor profiles in real-time, ensuring the sustainability of investment policies in a territory characterised by extremely diverse tourist clusters.

Giles and his team at SafeByte IT Solution have been absolutely great to work with and they have definitely gone above and beyond for us by streamlining all of our accounts, allowing us to focus on what we love to do and continue to grow our business.
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Heather Smith - Talk
Director, Radical Orange Pty Ltd.
SOLUTION

Technological integration and data culture

HBenchmark has responded to this need by developing a data exchange architecture. The solution is based on deep integration, which guarantees the automatic export of aggregated KPIs to the regional federated system, and is structured along three fundamental lines:

We have implemented dedicated APIs (Application Programming Interface) that allow the automatic export of aggregated KPIs directly from the HBenchmark platform to the OTRF, ensuring reliable and anonymous real-time data, updated weekly and without margins for manual errors.
The structures have been organised into homogeneous clusters (Hotels and Open Air), segmented by specific territory categories such as Sea, Mountains, Lakes, Spas, and Art Cities, ensuring a vertical overview of each sector and granular monitoring across all key areas of the region, from Garda to the Adriatic.
The system doesn't just analyse past data; it provides a dynamic view including achieved occupancy, average daily rates (ADR), and revenue per available room (RevPAR) for the next three months. This allows for precise "Same Point in Time" comparisons (against historical data from the same observation period), which are crucial for identifying trends and evaluating current performance against past results.
The flows provided to the Observatory are segmentable by guest nationality and booking channel, allowing for accurate profiling of demand and purchasing habits useful for planning targeted marketing strategies.
Conclusion

The new frontier of territorial governance

The integration of HBenchmark data within OTRF has enabled the enhancement of the regional monitoring system, guiding Veneto's tourism governance towards a data-driven model based on objective evidence and real-time flow analysis.

This information, made accessible on the regional portal, allows institutions, DMOs and operators to scientifically assess the return on promotional investments and to plan territorial development based on realistic scenarios, consolidating the Veneto region as a model of cutting-edge technological excellence on the international tourism scene.

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