Constantly changing external and internal market forces are affecting the ways travelers perceive and consume travel. Digital marketing tools allow destinations and travel brands to react quickly to change and to deliver highly personalized messages to very specific audiences. But to do this effectively the first, key requirement and foundation of any tourism marketing strategy is to know exactly who the brand should be targeting, travelers' preferences, habits, concerns and aspirations and how to reach them. And that is where Travellyze comes in.