This case study highlights the Visit Finland DataHub. By centralising travel product information and simplifying its distribution, DataHub enables more effective marketing actions, supports the operational efficiency of the Finnish travel ecosystem, and enhances the international competitiveness of Finland's tourism offerings. It offers almost 8 000 travel products from over 2 000 Finnish travel companies.
The Visit Finland DataHub
Abstract
The Visit Finland DataHub represents an important advancement in the digitalisation and dissemination of Finnish travel product information. This centralised database facilitates the efficient sharing of travel-related data across various digital platforms, addressing previous inefficiencies and fostering a more cohesive approach to promoting Finland's tourism offerings.
The aggregation and distribution of travel product information in Finland was historically characterised by manual processes and significant resource expenditure. Visit Finland’s digital product portfolio used for marketing campaigns and online articles was called MyStay and included approximately 2 500 different types of products. There were several issues associated with MyStay. New products were only added three times a year, and there was no structured curation of the content. Every time the product portfolio was updated, Visit Finland ordered translations for the target market languages (11) at a significant cost, with no mechanism to share the cost with travel companies. It was often difficult to find suitable products for marketing campaigns due to a lack of effective filters to navigate the product range.
Visit Finland identified the need for a more streamlined and cost-effective solution to manage and share travel product data. This need led to the conceptualisation and development of the Visit Finland DataHub, a comprehensive database designed to centralise Finnish travel product information and facilitate its access to different publication channels.
DataHub serves to facilitate the digital transformation in Finland's tourism sector, aligning with broader objectives of sustainability and international market penetration. By centralising travel product information and simplifying its distribution, DataHub enables more effective marketing actions, supports the operational efficiency of the Finnish travel ecosystem, and enhances the international competitiveness of Finland's tourism offerings. DataHub features almost 8 000 travel products from more than 2 000 Finnish travel companies, demonstrating significant adoption within the Finnish travel industry. The platform supports a diverse range of product types (experiences, accommodations, attractions, restaurants, venues, rental services, events, shops, and transportation) and offers functionalities such as data integration, multilingual product information, and tools for product grouping and campaign management.
From a sustainability perspective, DataHub supports economic sustainability by making it possible to efficiently share travel products across different channels and campaigns. In addition, it allows Visit Finland and any channel utilising the data to showcase sustainable products with distinctive labels, such as the Sustainable Travel Finland label. From a socio-cultural perspective, it is also possible to promote and search for products that are inclusive, accessible, or cater to LGBTQI customers.
An initial market research phase in 2018 that highlighted the absence of an existing service meeting Visit Finland's specific requirements. Visit Finland carried out a survey to find out who had an interest in using travel product information via an API for international travel operators. The survey found that there was interest but no experience using similar digital data. During the prototyping stage of DataHub, interviews were conducted with Finnish travel companies and travel destination organisations about their needs, and the usability of the service, among other aspects. Visit Finland also researched to determine if there were other similar platforms or services available. The Australian Tourism Data Warehouse platform was investigated and used as a benchmark.
The project received funding from the European Commission's Recovery and Resilience Facility. DataHub was developed to a state where no further large-scale development is required, such that maintenance can be funded through Visit Finland's regular budget from 2025. The development of Visit Finland DataHub cost roughly EUR 800 000 in total.
The development phases included prototyping in 2019 and the launch of a minimum viable product in August 2021. Visit Finland had an in-house digital product owner, while design and technical development were outsourced from an external partner.
Travel companies enter their products into DataHub manually. The user interface is designed to be intuitive and user-friendly, requiring only basic digital service skills. Travel companies that have contracts related to Visit Finland’s integrated online reservation systems can import product information from the system into DataHub. Each travel company is responsible for its own data, including its availability and timeliness.
The primary users of DataHub data, accessed through an API, are Finnish travel destination websites that target both Finnish and international travellers. These websites feature travel products categorised by product types, categories, and seasons, among other criteria. It is relatively simple to integrate the DataHub API into digital channels, and the process takes a couple of days. Integration usually takes place during a larger renewal of a digital service, in which it forms a part of the overall development effort. The DataHub API utilises GraphQL API, which supports more diverse queries but is less commonly used among developers than the REST API. As a result, some API users have encountered challenges when retrieving the desired data from the API, despite the API documentation providing comprehensive instructions.
Visit Finland’s core purpose is to increase international tourism to Finland. Consequently, engaging with an international audience and digital channels is significant to its strategy. Despite its domestic success, efforts to engage international publication channels continue, with a strategic focus on enhancing the international visibility of Finnish travel products.
The platform is scalable in that it welcomes participation from all industry stakeholders. The data can be utilised in various solutions such as websites, touch screen info points, mobile applications. Moreover, the platform is adaptable in terms of content expansion, as product types or tags can be added as needed. For instance, options such as virtual tour capabilities or additional sustainability certifications can be incorporated when necessary.
From this project, having flexibility in timing and funding, and having the relevant resources emerge as two important learnings. The development budget and timeline both exceeded the original projections. The initial aim was to publish the minimum viable product by the end of the year 2020, however, it was published in 2021. Having a product owner and project lead helps lead the project, while staff turnover and transitions can pose challenges, especially if lacking documentation. Allocating time and resources for user testing can help provide insights on the usability and identify necessary improvements for the platform.
The Finnish travel industry has shown a strong commitment to the DataHub from the outset. The initiative represents a significant leap forward in the digitalisation of travel product information, offering a scalable and sustainable solution that benefits travel companies, publication channels, and ultimately, the international visibility of Finland's tourism sector. Future strategies will focus on expanding international reach and further integrating sustainable tourism practices, ensuring that Finland remains a competitive and attractive destination on the world stage.
For further information please contact:
Adeline Sutter, Advisor, Digital Services, Visit Finland, datahub@visitfinland.com
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