Business intelligence and gamification in the tourism industry

Mar 23, 2014


Attracting  consumers’ attention and getting to know their tastes and interests are the fundamental objectives of market research. The fast-paced lifestyle we experience nowadays hinders the task creating a barrier and rejection towards traditional strategies set in place for the collection of data and development of business intelligence.

Marketing has changed and, over time, strategies to understand consumer behavior have evolved in such a way that a client’s mind is no longer made by a company; it is he or she who decides what they want and when they want it.
Travelling thousands of kilometers, beating traffic, the high costs associated with printing surveys and their implausible outcomes are part of prehistory.

Thanks to technology, societal changes that have arisen and allowed marketing to reinvent itself and find alternatives to identify consumer demand and behavior. A clear example of this tendency is the emergence of the “serious name” (also known as the “applied game”).
Serious games are designed for other purposes other than the mere entertainment of its players. Its goal is to collect information about brand consumers, determine behavior patterns, thought processes, priorities and interests. In other words, a wide-ranging market investigation carried out across a revolutionary platform, and given different applications than its forerunners.

Nowadays, the demand for quality services has resulted in the customer becoming the driving force and raison d’être behind a company.
Clients decide how much they wish to spend and how they want to spend it. The question remains as to how a business may learn this valuable information by means of technology.

Such an application exists, which segments buyers according to their specific characteristics and particular needs becoming an essential tool for any business or corporations.
Playinfo engages users through gamification (or as the company calls them, “advergames”), allowing a customer to have fun while at the same time provide useful information that will provide a company a better understanding of their preferences, what they’re looking for, their reactions at addressing a particular scenario or challenge, demographics, how to cater to their needs all the while taking the pulse of the market.

Implementing Playinfo has the following advantages:

  • Better market reach
  • More effective communication
  • Enhanced market research
  • Easy access to information
  • Database generation

“People are usually reluctant to give out (private) information, but are less reticent in doing so while playing. Here is where we come in.”, exclaimed Playinfo CEO Maximiliano Abrutsky.
This shift has also reached the tourism sector, allowing it not only to reach out to potential clients, but this tool also allows the industry to guarantee the loyalty of those customers who most identify with the brand, generate engagement and become ambassadors.

A good example of a tourism brand making good use of gamification tools is the Argentine hotel chain Amérian Hotels, headquartered in Córdoba. It wanted to see how much the public knew about its brand and reach out to potential consumers during that critical consumer journey period, as well as carry out promotional campaigns.
Ludification allowed the company to portray varying pictures of their properties, matching them up with their category and amenities.
We invite you to learn more about this new revolutionary way of conducting market research.

If you want to know more about its practical use in the tourism industry, visit


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