Data by Design is HolidaiButler's fifth strategic choice: internal sources (points of interest, events, chatbot questions, search behaviour) pass a three-step control (bronze, silver, gold), are refreshed by tier and enriched with external behaviour from search data, social platforms and website use. What guests actually ask steers what is updated and produced; the effect is measured back in a weekly learning cycle.
The problem
Destination data is scattered across portals, Google, in-house websites and spreadsheets. The quality varies, translations are missing and nobody knows which version is correct. Decisions are therefore based on out-of-date or incomplete information.
Our approach
- Three-stage quality control: raw data is checked, cleaned and enriched using AI (the Medallion approach).
- A range of reputable sources side by side: Google Places, OpenStreetMap, official websites and tourism portals.
- AI translations with built-in quality control; internally measured error rate below 5 per cent.
- Freshness and changes for each data point are monitored automatically.
- Updating frequency aligned with strategy and budget.
The evidence
Figures: reference date July 2026, verified periodically.
- A dynamic, unlimited POI and calendar database for each destination: compiled, validated, translated and continuously updated.
- Over 144,000 knowledge snippets feed into the chatbot and content production.
- Specialist agents monitor data quality and synchronisation around the clock.
- Review analysis based on tens of thousands of reviews; only current reviews are displayed, none older than two years.
KPIs: what you measure
Related modules
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