Mobile Data Collection Transforms Hospitality and Tourism: Real-World Case Studies

How Does Mobile Data Collection Work?

The following is a breakdown of how mobile data collection works. We have also included some of the tools used at each stage:

1. Form Design: Creating Flexible and Dynamic Digital Forms

Survey authoring tools enable tourism researchers to create custom data collection forms that can handle various data types, such as text, GPS coordinates, barcodes, images, and voice recordings.

These tools help design, test, and deploy digital forms.

Some mobile tools used in form design include:

1. XLSForms – Excel-based form design standard used by ODK, KoboToolbox, and CommCare.
2. ODK Build – Drag-and-drop form designer for ODK users.
3. Kobo Form Builder – Simplified visual form creator for KoboToolbox.
4. SurveyCTO Designer – Enterprise-grade form-building with conditional logic.
5. Google Forms – Basic web-based form creation tool.
6. Magpi Forms – Mobile-friendly form designer for surveys and data collection.

Survey authoring tools let field workers create custom forms to collect various data types, including text, GPS coordinates, barcodes, images, and voice recordings. Picture/Courtesy

2. Data Collection Using Mobile Devices

Many mobile data collection tools support multiple functionalities, including barcode scanning, GPS tracking, image capture, voice-to-text input, digital signatures, and many other functionalities.

Mobile data collection tools also offer offline functionality, allowing users to capture data without an internet connection and synchronize it later when connectivity is restored.

Some of the tools used to collect data using mobile devices include:

1. ODK Collect – An open-source mobile app for mobile data collection using ODK. ODK Collect can collect data offline.
2. KoboCollect – A Mobile app for data collection using KoboToolbox.
3. SurveyCTO Collect – Secure, offline-first data collection platform.
4. Survey123 by Esri – GIS-enabled app for geospatial data collection.
5. CommCare – Mobile case management tool used in health and humanitarian projects.
6. TaroWorks – Salesforce-integrated data collection tool.
7. Magpi+ – Supports multimedia data input.
8. Dimagi CommCare – Supports longitudinal tracking and case management.

3. Offline Data Collection in Areas With Limited Internet

Mobile data collection tools allow uninterrupted work, even without internet access, by storing data offline and automatically syncing it when a connection is available.

Some of the mobile tools for offline data collection include:

1. ODK Collect – Stores responses offline and syncs later to a cloud server.
2. KoboCollect – Stores responses offline and syncs later to a cloud server.
3. Magpi+ – Designed for low-bandwidth regions.
4. TaroWorks – Works offline and syncs with Salesforce CRM.
5. CommCare – Enables offline case tracking for healthcare and NGOs.
6. Surveys on Tab – Offline-first solution for market and corporate surveys.

Mobile data collection tools enable continuous work offline by storing data locally and syncing it automatically once an internet connection is available. Picture/Courtesy

4. Data Synchronization: Uploading & Syncing to the Cloud

Mobile data collection tools automatically upload recorded data to a centralized cloud or physical servers for processing as soon as an internet connection is established.

Some of the mobile tools for data synchronization include:

1. ODK Central – Stores and manages synchronized data.
2. ODK Aggregate – Stores and manages synchronized data.
3. KoboToolbox Servers – Stores and manages synchronized data.
4. Google Sheets API – Auto-syncs data to spreadsheets for easy access.
5. RedCap – Secure data management for research and healthcare projects.
6. ODK Cloud, Microsoft Azure, AWS S3, Digital Ocean, Google Cloud – Secure cloud-based data storage solutions.

Mobile data collection tools automatically upload recorded data to a centralized cloud or physical servers for processing as soon as an internet connection is established. Picture/Courtesy

5. Data Management: Cleaning, Processing, and Storage

Once collected, the data needs to be cleaned, processed, and organized to facilitate analysis and informed decision-making.

Some of the tools for data management include:

1. Microsoft Excel & Google Sheets – Used for basic data cleaning and filtering.
2. Power BI – Dashboard creation and business intelligence reporting.
3. Python & R – Advanced data processing and analytics.
4. Tableau – Data visualization and storytelling.
5. QGIS – GIS software for geospatial data mapping.
6. Google BigQuery – Cloud-based big data warehousing.

6. Reporting & Action: Analyzing Data for Decision-Making

With processed data in hand, organizations create reports, visualize key insights, and drive informed decisions.

Some of the tools for reporting & action include:

1. Microsoft Power BI – Interactive data visualization and reporting.
2. Google Data Studio – a Cloud-based business intelligence platform.
3. Tableau – Advanced analytics and visualization.
4. SPSS & Stata – Statistical tools for complex data analysis.
5. QGIS – GIS mapping and spatial analytics.
6. Looker (Google Cloud) – Data-driven business intelligence platform.

Mobile data collection provides real-time insights by capturing diverse data directly from users, enabling businesses to make informed, data-driven decisions and enhance their services. Picture/Courtesy

Case Studies: Mobile Data Collection in Hospitality and Tourism

1. ODK in Youth Employment Opportunity Studies in the Hospitality and Tourism Sector – Mastercard Foundation

Youth employment in Africa is a significant challenge, with a large percentage of the continent’s young population facing limited job opportunities.

Despite Africa having the youngest population in the world, with a median age of 19.7 in 2020, the lack of sufficient job creation in both formal and informal sectors has led to serious economic instability.

However, sectors like agriculture, hospitality, and tourism have great potential for job creation, providing opportunities for skills development and economic growth.

Project Details

1. The Mastercard Foundation, in partnership with Global Communities, adopted the Open Data Kit (ODK) for a youth employment opportunity study within the hospitality and tourism sector in Africa.
2. The study was conducted between 2017 – 2018 and spearheaded by the Youth Think Tank (YTT), a research group within the Mastercard Foundation.
3. This initiative aimed to assess how young people can leverage employment in this sector and understand the challenges and opportunities it presents.
4. The project collected data on youth awareness of career opportunities in hospitality and aimed to identify the skills mismatch between job seekers and employers.

Challenges Before the Adoption of ODK in African Youth Employment Studies

1. Manual methods of data collection were time-consuming, prone to errors, and inefficient.
2. The lack of real-time data also hindered the ability to make quick decisions and adjustments in the research process.
3. Working with diverse groups across multiple regions often led to delays in reporting and inaccuracies in data.

The hospitality sector is one of the major employers in Africa, sustaining millions of livelihoods through catering, hotel, and travel services. Picture/Courtesy

Key Benefits After the Adoption of Mobile Data Collection

1. Researchers were able to collect data instantly from the field, which improved the efficiency of the project and enabled real-time analysis.
2. ODK’s structured forms reduced human error, ensuring that the data collected was more reliable and accurate.
3. With ODK, data could be easily compiled and analyzed, allowing for faster report generation and decision-making.
4. Mobile data collection minimized the need for paper-based surveys and the associated logistics, saving both time and money.

The primary beneficiaries of this project were young people in Africa, particularly those in Ghana, Uganda, and other regions of East and Southern Africa.

Employers in the hospitality industry gained access to a pool of young, well-trained candidates suited to the industry’s needs.

Source

A Different Way of Seeing: Looking at the Hospitality and Tourism Sector in a New Way – The Mastercard Foundation

2. Google Forms for Studying Travel Decision-Making by Tourists in Pakistan

Terrorism has negatively impacted Pakistan’s tourism industry, significantly reducing the influx of international visitors.

Over the years, terrorist attacks and security concerns have created a perception of instability and damaged the country’s global reputation as a tourist destination.

This has compelled tourists to avoid visiting key attractions, particularly in regions known for natural beauty and historical significance, such as the northern areas and major cities.

Some of the top tourist attractions in Pakistan include trout fishing in the glacial waters of Gilgit-Baltistan and the Swat rivers, the traditional Shandur Polo Tournament, rock climbing, as well as Jeep and camel safaris in the Cholistan Desert.

Project Details

1. To understand the factors influencing travel decision-making among tourists in Pakistan, a research study was conducted by the Hyderabad Institute of Technology and Management Sciences (HITMS).
2. The study aimed to identify key factors, including media influence, perceived risk, terrorism, and safety & security, that impact tourists’ decision-making.
3. Submitted in 2020, the study adopted Google Forms as the primary tool for conducting online polls.
4. Google Forms not only streamlined the data collection process but also allowed scalability of the study.

Challenges Before the Adoption of Google Forms in Tourist Travel Behavior Studies

1. Traditional methods of collecting data were labor-intensive and limited in scope, which made it difficult to reach tourists in remote or hard-to-reach areas.
2. Collecting responses on paper or via email created significant delays in processing and analyzing data.
3. Manual surveys are prone to human errors, leading to inconsistencies in data.

A male tourist standing on top of the Marsur Rock enjoys the scenic view of the Hindus River flowing down the Himalayas mountain range in Pakistan. Picture/Courtesy

Key Benefits After the Adoption of Google Forms 

1. The survey could be distributed widely, enabling participation from tourists across various regions of Pakistan.
2. The responses were automatically collected in a central database, allowing for real-time monitoring and analysis.
3. The research team saved time on data collection and processing, allowing them to focus more on data analysis and generating insights.
4. With automatic data entry and validation features, errors were minimized, and the data quality improved significantly.
5. Tourism authorities better understand tourists’ decision-making processes to develop targeted marketing strategies.
6. Local Businesses could identify factors influencing tourist choices, leading to improved product offerings and services.

Source

A Study of Factors Affecting Travel Decision Making of Tourists – Journal of Economic Information

3. KoboToolbox to Study Tourism Development in Historical Ethnic Enclaves in Manila, Philippines

Ethnic enclaves refer to neighborhoods or areas within a larger city or region that a specific ethnic group or community occupies, often preserving its cultural traditions, language, food, and social customs.

These enclaves attract tourists seeking authentic cultural experiences, local cuisine, and unique heritage that might not be found elsewhere in the destination.

The tourism industry can leverage these areas to provide enriched, culturally immersive experiences while supporting the local economy and culture.

Project Details

1. In a conference paper published in March 2025, scholars from the Polytechnic University of the Philippines, Manila, aimed to assess tourism development opportunities in the historical ethnic enclaves of Manila, Philippines.
2. These historical neighborhoods include Binondo (the Chinese district) and Quiapo (home to the Muslim community).
3. The study explored the potential for sustainable tourism that preserves the cultural identity of these communities while promoting economic growth.
4. KoboToolbox was chosen as the platform for data collection to analyze the imageability and tourism viability of these enclaves.

Challenges Before the Adoption of KoBoToolbox in Tourism Development Studies in the Philippines

1. Paper surveys were unable to efficiently collect responses from a diverse group of tourists and local stakeholders.
2. The manual process of compiling and analyzing responses was time-consuming and prone to errors.
3. Reaching all areas of the ethnic enclaves for in-person interviews was costly and logistically complex.

A Chinatown District in Singapore. The historic district is famous for its delicious street food, restaurants, and vibrant festivals like the Chinese New Year celebrations. Picture/Courtesy

Key Benefits After the Adoption of Mobile Data Collection

1. KoBoToolbox enabled the team to reach a larger audience, including both locals and tourists, without the constraints of physical boundaries.
2. The platform allowed for real-time collection and analysis of survey data, which helped in making timely adjustments to the research approach.
3. The adoption of digital surveys drastically reduced costs related to transportation, printing, and manual data entry.
4. Automatic data aggregation minimized errors and made the analysis more efficient and accurate.
5. Local governments were able to use the study’s findings to implement sustainable tourism policies that benefit both the tourism industry and residents.
6. Tourism-related businesses within the enclaves could adapt their offerings based on the identified needs and preferences of tourists.

Source

An Analysis of the Imageability of Ethnic Enclaves in Manila, Philippines for Culturally Sustainable Design and Development – International Conference on Urban Planning and Architectural Design for Sustainable Development

4. Enhancing Customer Experience at Holiday Extras Using SurveyMonkey

In the hospitality industry, customer experience is crucial. Without comprehensive feedback from customers, businesses in this sector are operating without clear insight into how their services perform against competitors.

Holiday Extras is a hospitality company based in the United Kingdom that provides travel services like airport parking, hotels, and travel insurance.

Project Details

1. Holiday Extras adopted SurveyMonkey in 2017 to enhance their customer experience strategy.
2. By adopting SurveyMonkey, the company aimed to collect actionable customer feedback through digital devices like smartphones and better measure the effectiveness of its services.
3. Peter Mooney, New Products Project Manager at Holiday Extras, led the initiative to incorporate SurveyMonkey into their operations.
4. Peter and his team succeeded to to automate the collection of feedback after each purchase.
5. This helped streamline the process of understanding customer satisfaction and areas for improvement.

Challenges Before the Adoption of SurveyMonkey in Customer Feedback Collection

1. Holiday Extras struggled with consistently collecting actionable customer feedback.
2. The lack of an automated system to track customer experiences made it difficult for the company to make data-driven decisions to improve services.

An excited businessman enjoys a working vacation by the beach. Picture/Courtesy

Key Benefits After the Adoption of Mobile Data Collection in Customer Feedback

1. SurveyMonkey allowed Holiday Extras to collect and analyze customer feedback in real time.
2. The platform enabled better collaboration across departments, helping teams to work together on customer experience improvement initiatives.
3. The surveys were easy to set up, adapt, and resend, which reduced the time needed to collect valuable insights.
4. Holiday Extras’ customer experience and product management teams benefited from the actionable feedback to drive service improvements.
5. Customers gained from an enhanced overall experience, as the company was able to address pain points and optimize services.

Source

Holiday Extras improves customer experience with SurveyMonkey – SurveyMonkey

Also read: Mobile Data Collection in Tourism: Transformative Case Studies Shaping the Industry

5. Web Content Analysis for AI Adoption in Aviation and Hospitality

Artificial Intelligence (AI) has emerged as a key driver of competitive advantage in both the aviation and hospitality industries.

AI is credited for enabling businesses to streamline operations, enhance customer experiences, and optimize resource management.

In hospitality, AI-powered tools like chatbots, personalized booking systems, and data-driven recommendation functions are transforming customer interactions, making services more tailored and efficient.

These technologies allow businesses to better understand customer preferences, improve service delivery, and create more seamless and engaging experiences.

Project Details

1. A study led by Cemil Gündüz analyzed the adoption of Artificial Intelligence (AI) within aviation and hospitality firms to understand its role in gaining a competitive advantage.
2. The research used web content analysis to extract data from various online sources, including airport and hotel websites, booking platforms, and social media.
3. Adopted in 2023, web content analysis enabled researchers from Tokat Gaziosmanpaşa University in Turkey to gain insights into AI’s effectiveness, use cases, and competitive advantages.

Challenges Before the Adoption of Web Content Analysis in Industry Studies

1. Companies struggled to gauge how their competitors were adopting AI and how they could integrate similar technologies.
2. There was a lack of structured data to help companies benchmark AI adoption strategies effectively across the hospitality sector.

AI is transforming the hospitality industry by enhancing guest experiences through personalized services, streamlining operations, and improving decision-making with data-driven insights. Picture/Courtesy

Key Benefits After Adoption of Web Content Analysis 

1. The use of web content analysis enabled firms to better understand how AI was transforming customer service, operational efficiency, and personalization in both sectors.
2. The research identified key AI applications that gave companies a competitive edge, such as personalized holiday planning and automated customer service.
3. The study revealed emerging AI trends, offering stakeholders a deeper understanding of AI’s potential for growth and innovation.

Source

Customised Holiday Experiences through Artificial Intelligence: Case Studies from the Aviation and Hospitality Sectors – Journal of Aviation