Loquis project · Distribution and listening analytics
Last Minute
Tracking interest in a destination through audio. A project that connects travel content, distribution and the reading of listening behaviour.
- Scope
- Hotels and resorts · Travel agencies and tour operators · Travel publishers
Understanding what interests travellers
The Last Minute project observes the relationship between destinations and audio content over twenty-six weeks. The aim is to read the audience’s journey: which destinations attract attention, which stories are listened to and how interest changes over time.
The analysis relates markets, destinations and access channels. The story of the territory thus also becomes a source of guidance for subsequent editorial choices.
From content to editorial guidelines
The analysis brings together listening, user and communication data from multiple sources. Comparing by period and destination shows where attention is concentrated, without confusing mere exposure to a piece of content with actually listening to it.
The work provides a basis for assessing the distribution of the stories and the composition of the catalogue. The project’s findings help guide the next questions: which themes to explore further and which destinations to tell better.
- Reading listens over time
- Comparison of markets and destinations
- Analysis of the paths used to access content