Mastercard, CHTA launch tourism insights platform in Caribbean

The Caribbean Hotel and Tourism Association (CHTA) and MasterCard will launch a Tourism Insights Platform for visitors to three countries – Dominican Republic, Puerto Rico, and Jamaica.

Hiking in the El Yunque National Forest (Photo: Discover Puerto Rico)

The platform will become operational on May 6 and will identify trends the moment a would-be traveller searches for a destination to the point where the share their experiences online about the trip.

This information will be gathered by the platform by incorporating publicly available search engine trends and aggregated purchase trends in one easy to use platform.

MasterCard’s Vice-President of Business Development, John Munoz, said “At a time when the travel and tourism industries are facing unprecedented challenges, hotels, restaurants, and governments are looking for greater insights to help with their ongoing planning efforts.”

An aerial view of Santo Domingo, capital of the Dominican Republic. (Photo: IFC)

Munoz added that “This is part of our continued commitment to support and strengthen economies throughout the Caribbean.”

The platform will identify trends, including total searches for a specific market and cross-border purchasing trends, and social media comments, crucial touch points in the travel funnel.

Mastercard is a global technology company in the payments industry with connections in more than 210 countries and territories.

Tourists at a swim-up bar at Sandals South Coast Jamaica.

Further, the insights system will prove invaluable by providing comparative data, particularly related to consumers’ spending patterns, said CHTA’s CEO and Director General Frank Comito.

Comito said “Mastercard has provided CHTA and the industry with invaluable trendline and comparative data, particularly regarding consumer spending patterns.

MasterCard is a global technology company in the payments industry.

“The Tourism Insights Platform broadens the intelligence spectrum, providing in one location metrics that allow for a deeper understanding of consumer behaviours and comparative markets,” Comito said.

This information will assist destinations and stakeholders make more informed decisions which could lead to greater marketing investment returns, shared Comito.

Additionally, the data will be beneficial to decision-makers who can use it to reach their “ideal” tourist, increase efficiency, and maximise earnings.

The Caribbean Hotel and Tourism Association region’s leading body representing the interests of national hotel and tourism associations.