Choose Chicago Turns to nSight to Make Business Intelligence Uniquely Chicago

Choose Chicago Turns to nSight to Make Business Intelligence Uniquely Chicago


Plans to Grow Record Tourism Numbers by Focusing on the Traveler and Search-Driven Data 

NASHVILLE, TN August 7, 2013  Choose Chicago, the official destination marketing organization (DMO) for Chicago, has contracted with nSight to provide actionable insight into online travel consumers and attract more visitors to Chicago with its new travel intelligence solution.  nSight, the largest aggregator of global travel search and booking data, will enable Choose Chicago to understand its active travel consumers, create more relevant marketing and make better business decisions, all based on searches that are happening now.

Chicago set record tourism figures for the first half of 2013 with hotel occupancy at 71.5 percent, a gain of 1.5 percent over last year. Hotel revenue during the first six months also reached a new high at $857 million, a gain of 7.2 percent from 2012. To help keep the momentum going, Choose Chicago will be among the first DMOs using nSight travel intelligence when it goes live in September.

Aggregating the largest collection of travel search and booking data sources from around the world, nSight delivers a simplified view of the complex behaviors, intentions and personas that influence travel. Its comprehensive database consolidates over 25 billion global travel searches and transactions from over 5,000 consumer websites.

“We’ve been looking for a customized data solution with quick-to-market insights to help us attract even more travelers to Chicago,” said Don Welsh, president and chief executive officer at Choose Chicago. “nSight’s approach to humanizing data with demographics and psychographics, search behavior and travel intent elevates our marketing to a whole new level.”

nSight’s robust, state-of-the-art data warehouse is designed around the high volume, high velocity character of travel data and uses a secure, cloud-based data management platform. The solution leverages a custom BI interface to ensure optimal user experience and data visualization. Data collection is daily while the data views are refreshed weekly, enabling drill-down into details of any specific day.

“We’re hearing from top destinations like Chicago that they have lots of data, but it’s not the right data for proactive marketing efforts,” said Jami Timmons, nSight president and chief product officer. “They need a simple and engaging tool that can rally departments across the organization from research and media to business development by giving decision makers a clear view of potential visitors as they research travel. By identifying consumers during the decision making process, Choose Chicago can mobilize marketing to more effectively convert those shoppers to Chicago visitors.”

As an nSight early adopter, Choose Chicago is recognized as a member of nSight’s nOvation Circle. The nOvation Circle provides a forum for business intelligence leaders in travel to collaborate, inspire and comment on data trends as well as nSight product evolution.