I’m a data junkie. This obsession follows me everywhere. I track my life; from my sleep, to every swim-cycle-run I’ve done since I was 15. For me, numbers are not just cold facts, they tell stories.
I have spent 25 years in Data and Business Intelligence (BI). For 20 of those years, I ran my own BI software company. That path led to significant success in the US health insurance industry and ultimately being acquired by the US health giant, Aetna. During that time, my software processed and reported on data for 148 million Americans across a variety of major US health insurers.
So what does US health insurance have to do with a travel agent in Kyoto or a safari guide in Kenya? The answer is insights and trust.
The Value of Data
I’ve worked with many organisations, from banks like JPMorgan Chase, to telcos, utilities and even casinos. I learned that reports aren’t endpoints. Instead, they should start a conversation. A good reporting environment should enable you to also answer the “Why?” when you see some stats.
Why did one agent sell more this month? Why did our average lead times change last season?
You can only ask those questions if the reporting environment puts the power in your hands and you believe the facts in front of you. Trust is the most important part of data. If the quality is poor, you will ignore the results. Travel is a passion-led industry, but data-driven decisions accelerate growth.
A New Way of Thinking
Most travel professionals do not see an itinerary as data. They see it as a dream or a plan. They are right. However, those plans are also a map for helping to create a better business.
Tourwriter want to be more than a tool for creating trips. We want to be a partner that helps you understand and improve your business and team’s success.
Real Insights for Your Business
Recently, I’ve been working closely with our Customer Success team to overhaul our Annual and Quarterly Business Reviews. I want to move beyond simple charts. I want to provide stats that actually help you run your business.
I have also been deep-diving into how Tourwriter data is structured and stored. I want to ensure that every booking, itinerary, supplier price and agent price is captured in a way that makes sense. This behind-the-scenes work is vital. It ensures the “What” is accurate so you can focus on the “Why.”
Shifting the Paradigm: The RIA Prototype
One of the most exciting projects I’m leading is the development of RIA (Reporting, Insights and Analytics), our new self-service analytics tool. We have just finished a robust prototype that puts the power of data directly into your hands.
At the end of 2025, a select group of customers reviewed this prototype. The feedback was extremely positive and provided us great insights into ensuring that the final product will meet your real-world needs.
Why is self-service so important? I’ve found that when you can see your own data, you are more motivated to keep it clean. For example, if you see your conversion rates looking odd because of duplicate itineraries, you now have a direct reason to tag those duplicates. When you clean your data, you immediately see your metrics improve. It turns “data entry” into “business intelligence.”
Our Path Forward
Good data management is about being curious, not mathematics. It is about moving from “I think we are okay” to “I know how we are growing.”
I want to open up your data. My goal is to build tools that let you study your own performance without needing to be an expert. When you trust your data, you can trust your choices. There is no limit to how far you can go once you have the facts.
I’m glad to be on this journey with you. Let’s look at the numbers together.
