Tourism Alchemy™ Launches the Emotionality Index℠
Bringing Deeper Actionable Insights to Tourism and Hospitality


Dateline: Santa Barbara, CA – December 17 2020

Tourism Alchemy™ (a division of Satya Analytics Sentiment Alchemy group) has released its first use case using the highly anticipated Emotionality Index℠. The Emotionality Index℠ uses proprietary algorithms to create definable and identifiable cohorts at the micro segment level making it an easier and more reliable study of consumers key drivers and desires to travel. This study shows the ‘why’ and so gives more confidence when making decisions around engagement and ROI. And after almost a year of uncertainty, Tourism Alchemy’s Emotionality Index℠ brings actionable insights one can trust and a major enhancement over sentiment analysis.

Previously, organizations’ desire to create standard personas, an integral part of understanding group dynamics, was a time intensive, high level and costly process. By using real-time data gathered using proprietary technology, Tourism Alchemy’s Emotionality Index℠ analyses and creates cohorts in a matter of days. Tourism Alchemy’s technology analyses over 400 million data points to deliver highly segmented cohorts that can then be used to create powerful and effective super focused marketing campaigns.

Key findings from the latest study show that while there is a strong desire to return to normalcy, potential visitors are looking to plan ahead, using factual information from familiar places and services in order to move forward. This shows that using the right messaging will increase chances in moving beyond the effects from COVID-19 travel concerns. For example, the study shows that the organized/structured cohort, while the largest, showed that careful planning and need for detailed information will inform traveler decisions more than any other cohort that was found. These findings bode well for the future of travel and provides actionable insights critical to businesses moving forward, post-pandemic. For a review of the complete study, click here.

Bob Gilbert, Chief Travel & Tourism Strategist, and consumer of travel data intelligence, commented “Coordinated efforts between destinations, and travel suppliers will be important to provide a balanced sense of safety and value to attract visitors. This is even more critical as the Travel Industry continues to promote its “Let’s Go” campaign. Still, the new COVID-19 surge, economic concerns at a national and personal level, and lack of a new stimulus package adds to the uncertainty of the next several months for travelers. We are looking at how this will impact the holiday season as typically, the planning and booking stages are typically well advanced at this time.”

Simon Knight, CEO noted “No marketer wants to present a message that is off-key or irrelevant. Ignoring the critical emotional and psychological aspects that significantly impact purchasing behavior risks missing up to 90% of potential customers. Tourism Alchemy’s Emotionality Index℠ offers the ability to engage with an audience using messaging and content that is more likely to resonate with them.”

About Satya Analytics

Satya Analytics was developed by Simon Knight, using successful algorithmic formulas he has used in the political electoral arena with Satya Analytics, where understanding voter sentiment is critical.

About Tourism Alchemy™

Tourism Alchemy™ is a division of the Sentiment Alchemy family of products under Satya Analytics. Satya Analytics is a privately held business in Santa Barbara, CA. Satya was established in 2016 to provide an unfiltered source of truth on sentiment analysis in the world of voting and elections. Sample sizes in Tourism Alchemy reports reflect an average of 120 million data points representing over 2 million individual voices, increasing every week as more data is analyzed.

For more information contact Carrie West (310) 560-4732 cwest@satya-analytics.com. And visit Tourism Alchemy at www.tourismalchemy.com.