January 20, 2022

What's Actually Driving Tourism Bookings?

As long as tourism marketing has existed, we've always had trouble answering what's perhaps the most important question in marketing: What's actually driving our sales, visits and bookings?

The team at Yervana has spent the past 3 years working to answer that question, analyzing real-time data from hundreds of adventure tourism businesses.

In this session, Jim and Gabriel shared with us specific ways that our industry has changed over the past two years, how people are travelling today, and what tourism businesses can be doing to stay ahead of the changing landscape.
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Lesson Content

Meet our guest speaker

Jim McGovern & Gabriel Gaultier

The idea for Yervana came to Jim in 2017 after experiencing his frustrations in finding authentic local things to do when travelling. In researching the problem, Jim realized that the Adventure Tourism Industry is a highly fragmented and complex inventory vs the high volume, ticket reselling, turnstile offerings found on large OTAs. That is when Jim started to build out the vision for Yervana. From the early days, he positioned it as collaborative technology- designed to work with the bricks and mortar- of the community.
Previous to Yervana, Jim served as Partner at Fort Capital, a Vancouver-based investment bank providing middle-market companies and entrepreneurs with strategic and financial advisory services. Before joining Fort Capital, Jim spent over 25 years working for BMO Nesbitt Burns and RBC Capital in the capital markets. Throughout Jim's career, he has worked closely with corporate issuers and institutional investors, acted as advisor to the boards of several start-up businesses, guiding them on capital structure, raising capital, and strategic partnerships.

Gabriel met Jim and was introduced to Yervana in early 2020 after spending several years as an independent Data & Analytics consultant to several large global companies. Gabriel has designed and built several data-driven technologies used across the globe. Upon understanding the industry problem Yervana was trying to solve, Gabe realized his previous experience solving a similar problem with Getty Images in the stock photography world could help solve a similar problem in tourism. Gabe designed the first iteration of YervAnalytics late in 2020 and used 2021 to prove its value and further iterate on the initial concept.

Prior to Yervana, Gabriel worked for 15 years in data and analytics with extensive experience working alongside e-commerce businesses with supply and demand ecosystems. He holds a Bachelor of Commerce (Accounting) from the University of Alberta and an MBA from Queen's University.
Patrick Jones - Course author