The island of Capri takes a decisive step toward more informed, modern, and sustainable management of tourist flows.
Federalberghi Capri has launched the creation of the island’s first Tourism Observatory, an innovative project that uses real-time data collection to support hoteliers and institutions in strategic decisions related to demand and interest in the destination.
For the technological development of the initiative, Federalberghi Capri has chosen Optimand, a platform that has specialized in hotel demand analysis since 2017 and is now used by numerous Italian and international establishments.
The platform provides accurate information on what users are looking for: when they search, from which geographical area, through which digital channels, etc., and transforms complex data into immediate insights, contributing to the construction of of an advanced and shared observation system.
Why the Capri Tourism Observatory was created
The Observatory was designed with clear and concrete objectives:
- To track traffic, searches, and bookings in real time on the websites of participating hotels.
- To build a historical database of searches related to the island, useful for identifying the evolution of interest in the medium to long term.
- To understand real tourist demand, distinguishing between travel intentions and actual bookings.
- To support flow management policies, especially in view of the island’s seasonal adjustment objectives.
For an iconic and complex destination such as Capri, which has a high concentration of flows and marked seasonal dynamics, access to structured and reliable data represents a turning point.
Optimand’s contribution: verified data, rigorous methodology, and immediate readability
The collaboration with Optimand allows the Observatory to make the most of the data collected, offering hoteliers detailed information and institutions a transparent reading of the island’s trends.
Individual dashboard for each property
Each participating hotel will have access to a dedicated, detailed dashboard, allowing them to easily and intuitively consult:
- the searches actually initiated by users,
- the periods characterized by the highest volume of demand,
- the geographical origin of those who actually tried to perform a search, all information related to measurable and verifiable behavior.
- the trend of bookings generated through the site compared to the anonymized aggregate data for the island.
- the digital channels from which interactions originate.
As this data is based exclusively on concrete user actions, it offers an uncommon level of reliability and accuracy, especially for independent hotels that do not usually have such an in-depth tool at their disposal.
Access to aggregated data: a unique benchmark on the island
In addition to data on their own facilities, hotels will also be able to consult aggregated information on the entire island, always in anonymous and fully verified form.
This provides:
- a real benchmark, based on a data chain controlled from source to collection,
- a more accurate understanding of destination trends,
- the ability to anticipate peaks in demand or slowdowns.
Integrated conversion tools
In addition to analytics, Optimand also provides facilities with tools designed to improve the conversion of visits into bookings, thereby contributing to increased profits.
The logic is to offer not only data, but an ecosystem that helps hotels make more effective decisions and transform insights into concrete results.
A project serving the destination and institutions
The initiative has received the patronage of the island’s two municipalities, which will be able to use the Observatory’s data to monitor future flows more accurately, plan services and infrastructure, and address critical issues related to tourist pressure.
Access to information based on actual user actions also allows for a more rational assessment of promotion and sustainability policies.
The Capri Tourism Observatory: a model that opens up new possibilities
The Capri Tourism Observatory represents a significant innovation and a point of reference for the destination.
The collaboration with Optimand has made it possible to build an advanced monitoring system based on actual, verifiable data collected through a controlled supply chain.
This approach drastically reduces the information asymmetry between independent hotels and large chains, offering a clear and immediate view of real demand.
The project can become a replicable model for other tourist destinations that wish to improve the competitiveness of their facilities and equip themselves with a shared tool for managing flows.
Capri is thus a virtuous example of how technology, collaboration, and reliable data can generate value for the entire territory.
