• Once again this year we are collaborating in this degree of the University of the Balearic Islands and its objective of training professionals who want to develop their careers in the marketing, distribution and sale of tourism products, one of the main economic sectors of the islands. An important reference: 95% of the students from previous editions are already working…

Last November, the Faculty of Tourism of the UIB began the specialist course in Tourism Marketing and Distribution, a degree of the Balearic University with 30 ECTS and more than 150 hours of training, 325 hours of internships and job placement. Among its advantages, as explained by the university itself, are wide range of job opportunities in, for example, marketing and sales departments of hotel chains, tour operators, online travel agencies (OTA), bed banks, rent a car, holiday home marketers, incoming agencies, nautical and sports tourism companies, etc.”. Also in tourism technology companies such as Dingus which, once again this year, is participating in this initiative.

Master class on KPIs

The CEO of Dingus gave the master class planned and focused on analysing the most commonly used performance indicators (KPIs) or “those whose use we foresee will be more common in the future”. Jaume Monserrat approached the intervention as a review of the vision of “a company that is oriented towards analysing the framework environment and the tourism sector, until arriving at a company plan designed to fit in with the realities of the market and society”.

In the case of Dingus, this plan is based “on the need to develop a digital mindset that ensures the correct transformation of the services we must offer in a scenario where the relationship with customers, new working methods and the evolution of trends based on the use of data, artificial intelligence or blockchain, will require an effort to improve and change at unprecedented speeds”.

In this context, Monserrat explained that “we analysed the most common tourism KPI, which will continue to be used, encompassed within other economic and financial KPIs aimed at controlling revenue, occupancy and profit per customer or room. This is the case of ADR, REVAR, or GOPPAR, among others. But also those for controlling customer acquisition costs or customer loyalty and follow-up indices in online marketing strategies such as the NPS (Net Promoter Score), an indicator that is increasingly used by large companies”.

At the end of the intervention (whose document can be accessed by clicking here), the need for permanent analysis of the business context and environmental variables was justified, for which Dingus highlights classifications of economic, social and environmental indicators to control the impact on the general framework and on the company in particular: from the level of employee satisfaction to the consumption of resources such as water, or levels of recycling and control of the carbon footprint, among others.

We thank the UIB for inviting us to continue to be part of this initiative aimed at offering “specific and quality training to respond to the high demand for professionals in tourism intermediation today”. Especially when this sector has experienced a remarkable growth in recent decades, which has resulted in a significant increase in the demand for profiles with specific knowledge.


Cristina Torres. Corporate communication and media relations