Koeeru, is proud to announce the released a new tourism CRM solution based on a CDP developed in-house. This new solution was introduced at an exhibition for the Aichi Innovation Challenge, hosted by Aichi Prefecture and eiicon, on March 19, 2025, along with domestic case studies.

Background to Its Development

Amid the revitalization of domestic and inbound tourism markets, local governments, tourism associations, and tourism-related businesses are looking to tourism CRMs as a way to unify the management of tourist data and the formulation of tourism strategies for entire regions. However, in the introduction of such systems, some issues have arisen:

• Inefficiencies in the distribution and utilization of tourist data: Tourism CRMs are systems for organizing, managing, and utilizing customer data gathered at tourist destinations, but if existing tourism data is fragmented, it takes a great deal of time and cost to integrate it and build a data infrastructure. As a result, it is difficult to quickly link the obtained data to action.
• Lack of budget and systems at the time of introduction: Both money and resources are needed to successfully introduce a CRM into a community and manage it afterwards. However, many local governments and tourism operators have limited budgets and lack the know-how necessary for data utilization, so it is difficult to proceed with preparations without being able to see any concrete benefits.
• Lack of continuity and overall penetration: In some cases, after a CRM is introduced, the data is only used by a limited number of departments or individuals. In situations without universal adoption, concerns develop regarding the sustainability of operations and cost-effectiveness. In addition, many such systems lack a data monetization mechanism that could help defer long-term running costs.

Highlights of Koeeru’s Tourism CRM Solution

Since 2021, Koeeru has been working with local governments, DMOs, and tourism businesses to develop a tourism CRM solution that addresses these issues. The main features of this solution include:

Highlight 1: Creating an Integrated Flow from Data Collection to Use

Using Koeeru’s CDP for Data Collection, Processing and Use

The core of Koeeru’s Tourism CRM solution is the Koeeru CDP (Customer Data Platform). This platform aims to collect and organize customer feedback and use it as the basis for tourism strategies.

Data collection: A system for collecting tourists’ opinions

• Global Research: We collect consumer data from over 150 countries through online surveys to gain a detailed understanding of the needs of potential tourists.
• Regional Co-Creation CX: Regional businesses cooperate to collect customer experience data in real time from tourists while they are traveling.
• Fan Community Development: We collect data through questionnaires and direct communication with local fans to improve tourist loyalty and repeat visits.

Data Analysis: Building a tourist database

• Linking Data Together: Koeeru’s CDP database can be used to link a variety of data, including data from accommodation providers as well as well as local government tax and donation data.
• Centralized Data Management: All data is integrated and managed using a centralized tourist ID.
• Data Analysis: The collected data is analyzed according to purpose and used to create region-wide action plans.

Data Use: Improving utilization solution by solution

• CX Dashboard: A system that visually displays and allows for the easy sharing of the needs and behavioral trends of tourists.
• Direct Marketing: Distribute campaigns that are individually optimized for each segment of tourists via SNS, email, our own media, apps, etc.
• Advertising and Social Media Marketing: The system supports effective customer acquisition targeted advertising and SNS content marketing using data.

Highlight 2: Providing Both the System AND Running Support

Koeeru’s CRM solution is not just about providing a system. We provide support for the entire process, from its development to operation:

• Design support: We will design a flow for collecting, analyzing and utilizing tourist data, and formulate a concrete operational plan.
• System operation support: We provide on-boarding and practical support to help those involved operate the system effectively.
• Data utilization support: We support the development of know-how and systems for linking data obtained from the CRM to specific measures.

Highlight 3: Creating a Tourism CRM with Design Thinking

Koeeru’s Tourism CRM solution emphasizes a step-by-step design process tailored to the unique needs of each region:

• Understanding the current situation and issues: Before beginning, we clarify the issues faced by local governments, DMOs, and tourism businesses through qualitative interviews.
• Defining the Requirements: Based on the interviews, our design and development teams define the project requirements, taking into account the necessary functions, systems and sustainability.
• Prototype Construction: Based on the defined requirements, a prototype is created and started on a small scale.
• Implementation: We then establish an implementation cycle that collects user data and links it to analysis and improvement.
• Agile Expansion: Koeeru will then work with you to evolve your CRM into something more effective by repeatedly improving and expanding it while it is in operation.

Theme-Focused Tourism CRM Initiatives

Koeeru provides Tourism CRM Solutions in the following areas: (1) research into the needs of tourists, (2) cultivation of local fans, and (3) personalized marketing.

• “We don’t know the needs of tourists visiting the area” -> As a first step, Koeeru’s Tourism CRM starts with the collection of tourist feedback from across the entire region.
• “We want to foster local fans who will also travel” -> We can create a CRM centered around customized fan communities that are fostered by the whole region.
• “We want to deliver the information that tourists are looking for” -> Koeeru’s Tourism CRM can deliver needs-based information based on careful analysis and segmentation.

If you have any questions about Koeeru’s Tourism CRM Solution, we would love for you to get in touch.