New performance indicators for Luxembourg tourism
How do you determine the success of a destination? One measure is qualitative performance indicators, which Luxembourg for Tourism (LFT) has developed to enable tourism stakeholders to react nimbly to the challenges facing the sector.
“LFT is taking a modern approach, supplementing its market surveys with new sources of data (e.g. mobile phone data, online reputation analysis),” explains Alain Krier, Head of Insights & Strategy of Luxembourg for Tourism.
“The aim is to go beyond just tourist arrivals and overnight stays, and track the entire journey of our visitors, in order to obtain as complete a picture as possible of their travel needs and behaviour. Furthermore, tourism is a cross-disciplinary activity, which means that we need to adopt a global perspective when it comes to understanding markets.”
The performance of Luxembourg as a travel destination can be described by the following six key factors:
1. Visitor evaluation and expectations
Visitors' expectations are exceeded in Luxembourg. Our visitors are characterised by the fact that they attach more importance to quality than to price. Despite this high standard, our destination has won over our visitors, 2/3 are "completely" satisfied with their stay and 42% have seen their expectations exceeded in a positive way. This proportion is even higher among first-time visitors, half of whom are keen to return for another visit in the future.
2. Travel experience in Luxembourg
A connection with nature and moments of happiness are central to travel experiences in Luxembourg. This high level of satisfaction is based on a range of experiences to be had in Luxembourg that resonate with visitors' motivations: enjoying themselves, , immersing themselves in the destination by travelling in a more attentive way. The emotions, encounters and close contact with nature add value to our visitors' stays.