Carlos Cendra Cruz talks about Mabrian’s innovative strategies at FITUR

Wednesday, March 6, 2024

Travel And Tour World interviewed Carlos Cendra Cruz, who is the Chief Marketing & Communication Officer of Mabrian. 

Travel And Tour World: What is Mabrian doing in the tourism sector?

Carlos Cendra Cruz: Absolutely, Mabrian stands at the forefront of the travel and tourism sector, specializing in data analytics. Leveraging advanced technology, AI, and our deep tourism expertise, we deliver precise data analytics to destinations across over 40 countries. Our approach involves a meticulous analysis of information from 30 global sources, encompassing traveler sentiment, credit card spending patterns, air connectivity, and mobility. Moreover, we delve into tourism sustainability indicators. This comprehensive data allows destinations and travel companies to make informed, efficient decisions, ultimately enhancing their strategic planning and operational efficiency. It’s about empowering them with knowledge to thrive.

Travel And Tour World: What is your value proposition that your customers use Mabrian for?

Carlos Cendra Cruz: Well, our main goal is really about elevating destinations and companies through data-driven decisions. It’s a comprehensive approach, you see. We guide them in pinpointing the most fruitful segments for promotion and growth. It’s all about identifying opportunities, like enhancing air connectivity or spotting inefficiencies in sustainability practices. We also shed light on the peaks of human pressure during tourism seasons, among other things. Essentially, our data acts as a powerful tool for destinations and companies to optimize their operations. It’s about providing them with the insights needed to manage their resources more effectively and make strategic improvements.

Travel And Tour World: Can you tell us anything about the recent acquisition of larger companies that have presences on multiple continents?

Carlos Cendra Cruz: Oh, absolutely, we’ve been around for a decade now. With our recent acquisitions, we’re gearing up to expand even further. This growth gives us the leverage to delve deeper into AI developments, specifically focusing on generative AI. It’s an exciting time for us to innovate and advance.

Travel And Tour World: What are you doing for sustainability?

Carlos Cendra Cruz: Yes, we took the lead in creating the first dashboard to analyze and measure sustainability for destinations. Launched back in 2020, it’s been a game changer over the past three years. It’s served as a foundational tool for numerous global destinations, such as Costa Rica and Barcelona, helping them monitor their performance in economic, social, and environmental sustainability. It’s truly revolutionised how destinations approach and prioritize sustainability.

Travel And Tour World: What details about your time at FITUR can you share with us? 

Carlos Cendra Cruz: Oh, FITUR’s been bustling, as usual. We’ve managed to forge connections with new partners, marking a significant point of expansion for us. Plus, there’s this positive vibe from collaborating closely with friends at the UNWTO and the DCC markets. It’s shaping up to be an excellent opportunity for European destinations to really shine in 2024. It’s been quite a productive event for us, indeed.

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