Knowledge leadership in the tourism sector


Knowledge leadership is one of the hottest business development trends of the 2020s. Its importance is emphasized in an extremely global, high-volume business like tourism. Marketing and business can be effectively managed through knowledge-based strategic management. Knowledge leadership means using existing knowledge in the development and decision-making of an organization’s operations. Action is guided by facts, not emotions or beliefs.

Developing knowledge leadership requires defining goals and metrics for the organization, identifying and validating data sources, integration skills, and technology for visualizing and sharing data.

FlowHouse interprets knowledge leadership as:

Knowledge leadership is a cross-sectional process in an organization where decision-making is based on analysis and recommendations for action based on validated data.

Knowledge leadership allows management to consider perspectives and options with the help of the gathered information. Knowledge leadership requires the identification and definition of necessary goals and indicators, as well as factual information to support decision making. Using knowledge in development of operations requires interaction, as well as the analysis and compilation of measured data. Through interaction and discussion, information can be used to make existing data meaningful and turn it into development measures.

We provide tools and support for the knowledge leadership process:



A huge amount of data already exists. Data are stored in various sources, some of which are more easily exploitable than others and some of which are even completely free. The challenge for the organization is to identify what data are relevant to the development of the organization and how those data can be exploited.

We divide the available data into three categories:
  • Owned data: data or information that we own. These include sales data, data from digital marketing campaigns and website visitor data
  • Customer-produced data: for example customer feedback and reviews.
  • Market data: these describe the interaction of larger entities, such as national overnight stay statistics.

The knowledge leadership process starts with analysis that identifies what data we have and how we can use them. At the same time, it identifies what additional data we need. This is how we can begin to identify where we can best use them.

Read more how we build future strategies and growth plans.


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