Washington, D.C. (July 28, 2014) - Sustainable Travel International and Predicta announce their partnership to deliver Traveler Intelligence, a world-class big data research tool for travel companies and destination managers to measure their sustainable value and emotional appeal to consumers.

Sustainable Travel International, the world's leading nonprofit dedicated to harnessing the power of travel and tourism as a force for good, has partnered with Predicta, a product data science company, to help travel companies and destinations better understand the relationship and emotional connections between their products and their consumers. 

Together, these organizations have developed Traveler Intelligence, a high-tech tool used to identify the array of emotional responses and connections that travelers have related to travel companies' and destinations' sustainability initiatives, marketing, and communications, using Predicta, market-leading data science technology.

According to Brian Mullis, Sustainable Travel International's CEO and Founder, “We recognize that adopting and implementing sustainability initiatives is only the first step for our travel partners' journeys. Understanding how consumers react to sustainability improvements and having the ability to use this information to inspire further positive change is something we can uniquely offer.”

This is not the first time that Sustainable Travel International has been an innovator in the field. The organization has also led the industry by being one of the first to offer eco-certification, travel-focused carbon offset programs, destination sustainability diagnostics, and cutting-edge sustainability management systems.

Now, in partnership with Predicta, Sustainable Travel International has developed Traveler Intelligence, a data aggregator and diagnostic evaluation tool, which provides detailed intelligence for travel companies and destination managers to:

• Understand which sustainable values are universally associated with their brands and tourism products
• Make educated decisions in brand identity and product development and ensure that communications emotionally resonate with their target markets
• More successfully market brand attributes to current and future customers and ensure their message resonates

Roger Lang of Predicta explains the process, “We begin with the branding and attributes that travel companies and destinations use to best describe their product or service. That framework then moves through Predicta's 30-day big data science patented process that collects, compiles and analyzes universal consumers' views of the company or destination, which are mapped against Sustainable Travel International's internationally recognized sustainable tourism standards.” Lang continues, “this process reveals both real and perceived consumer insights, which will inform paths to more effective marketing and communications, and identify improvements needed for product development.”

Following the first data crunch, the tool employs a machine learning process that performs data processing on an on-going basis, to allow travel companies and destinations to understand how they rank in sustainability against their competitors. Traveler Intelligence is a stand-alone program and does not require integration into the users current IT and data operations. Access to the tool is managed through Sustainable Travel International.

For more information contact: Brian Mullis, CEO and Founder of Sustainable Travel International, at 720-273-2975 or via email at brianm@sustainabletravel.org.

About Sustainable Travel International

Sustainable Travel International is a non-profit organization with a purpose. Founded in 2002, we enable our partners to harness the power of tourism to leave the world a better place. We build partnerships, share knowledge, and design tools to make tourism more beneficial for everyone. We connect people in destinations and help communities, businesses, and travelers to develop the tools and relationships they need to build a better future through tourism. 

About Predicta

Predicta is a product data science company that uses data and science to delight consumers by improving their online experiences. Based in San Francisco our world-class team of data scientists and natural language science experts, help our business partners describe their catalogs in human terms which, in turn, helps them better engage their customers. Analyzing millions of pages of product data, we reveal the products' hidden attributes – the emotional and intangible qualities that motivate customers.

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Media Contact: 

Sustainable Travel International

Jeremy Sampson

Vice President of Marketing and Communications

jeremys@sustainabletravel.org