Operating data in the Nordic tourism industry

Digitalisation and data-driven decisions are reshaping the Nordic tourism industry. The concept of "operational data core" refers to a common data core - a platform where all operational data from businesses such as hotels and campsites is collected and standardised. With such a data core, comparable key performance indicators can be generated across the industry. The result? Better decisions for both individual businesses (who want to increase their profits) and destination-level decision-makers (who want to make smarter policies). In this article, we explore why comparable operational data is key to the success of Nordic hospitality businesses and how it relates to both business value and the Nordic Tourism Strategy 2025-2030.

Data as a basis for decisions in the Nordic tourism industry

Using data to guide business decisions is nothing new, but it is becoming increasingly important. **The Nordic Tourism Plan 2025-2030 emphasises that comparable and comprehensive statistics and data are indispensable tools for strategic planning, management and decision-making in the tourism sector. In other words, if hotels, campsites and other stakeholders collect and share data in a harmonised way, a solid foundation can be created for evidence-based initiatives that promote both sustainable growth and competitiveness in the Nordic tourism industry. Increased co-operation on data collection and joint statistical projects can improve the quality of information for national policy making. This also enables new insights on trends and "weak signals" to be captured more quickly - which can increase preparedness for crises and changes.

For individual hospitality businesses, this means that data is no longer just an internal affair. As the industry as a whole moves towards common metrics (e.g. occupancy rates, average daily rate/ADR, booking windows, length of stay), it becomes easier to see how you compare to the rest of the world. It also creates an opportunity to contribute to destination development: if everyone shares aggregated data, destinations and regions can get a clear picture of the situation - without revealing the raw data of each individual operator.

What does an operational data core mean in practice?

One operational data core (operational data core) can be described as the heart of the digital infrastructure of a hotel or camping business. In practice, this means that all operational systems are integrated into a single platform. This includes, for example, the Property Management System (PMS), the Web Booking Engine (WBE), payment solutions and point of sale (POS) systems, among others. When these previously siloed systems are connected, they share a common database - a single source of truth for all departments.

The advantage of gathering everything in one platform is that all data is recorded and updated in real time in one place. Staff no longer have to double-enter information in multiple systems, and the risk of errors is dramatically reduced. For example, a guest booking made via your website (WBE) can be directly visible in the PMS, the payment is recorded in the POS, and all data is automatically synchronised. When information flows smoothly in this way, a living data core is built up - a complete picture of the operational state of the business. This is the basis for creating insightful reports and KPIs that truly reflect reality.

A modern platform that Lyra's complete solution for hotels and similar systems have this focus: all systems and data in one place, fully synchronised. When booking engine (WBE) and PMS are part of the same platformThis ensures that, for example, prices, availability and guest details are always consistent throughout the system. This leads to fewer manual steps for staff and a smoother experience for the guest. It also sets the stage for centralised data analysis: when all functionality is integrated, it becomes easy to collect data and produce reports. The platform acts as an operational data core where dashboards and reports with real-time data on, for example, occupancy, revenue and other KPIs are easily accessible to decision-makers. All reports are constantly updated in real time, so decisions are always based on the latest information.

Data to support decision-making: from revenue management to workforce planning

When all operational data is brought together, it opens up a world of opportunities to make better decisions at all levels of the organisation. Here are some key areas where a common data core makes a big difference:

Revenue control and revenue management

To maximise revenue, hotels and campsites need to understand and respond to changes in demand. With a strong data foundation, they can monitor occupancy levels, booking patterns and revenue in real time and adjust their strategy accordingly. A clear example is dynamic pricing, where prices are continuously adjusted based on demand, season and booking rate. If your data core shows that occupancy is rising unusually fast for a particular weekend, the system can automatically increase the price of the remaining rooms to optimise RevPAR (revenue per available room). Conversely, the data may signal low demand for a period, at which point rates can be lowered or promotions activated to fill capacity. With all the bookings and revenue data in one system, there's no guesswork for staff - instead, optimisation is handled by the platform's algorithms and rules, saving time and reducing human error. The result is a more flexible pricing strategy that increases both occupancy and profitability over time.

Optimised staffing and guest services

Workforce planning becomes much easier and more accurate when you have access to aggregated operational data. By analysing historical occupancy patterns, arrivals/departures and even restaurant or spa sales (via the POS system), hotels and campsites can predict where and when workloads will be high. With an integrated platform, everything from the number of check-ins on a given day to booked breakfasts or activities is visible, providing a basis for scheduling the right number of staff at the right times. For example: if the data core shows that the coming Saturday has 90% occupancy and many guests arrive around 3pm, the manager can make sure that extra staff are at the reception and the cleaning team is well staffed at that time. The same applies to other departments - the kitchen can plan purchases according to forecasts of guest numbers, and the caretaker can see in advance how many rooms need to be ready for arrival. By utilising data-driven forecasting, staff stress peaks are reduced and guest service is improved, as resources are matched to guests' needs at any given time.

Informed investment decisions

Long-term investments and strategic decisions are also more secure with a solid operational data core. When all key figures are gathered, owners and management can identify trends across seasons and years. Perhaps the data shows that the average length of stay at the campsite is increasing in the summer - should they invest in more cabins or long-term booking packages? Or maybe the hotel sees that occupancy is maxed out every weekend during the winter months, indicating that there is demand to expand capacity or add new revenue streams (e.g. a spa or conference facilities). By also including market data (such as booking channels, lead times/booking windows and customer segments), it is possible to understand where investments will yield the best return. For example: if a large part of the revenue comes from restaurant sales recorded in the POS system, renovating the restaurant or expanding the offer there might provide a higher return than building more rooms. With all the data on the table - from financial reports to guest feedback - decisions about upgrades, new hires or new business lines can be made based on facts rather than gut feelings.

Policy and destination: standardised KPIs without compromising data

One of the most exciting aspects of a Nordic operational data core is how it can serve not only individual businesses, but entire destinations and regions. When many actors within a destination gather and share their operational key figures in a standardised way, a common picture of tourism development can be created. Imagine that most hotels and campsites in a region all use similar definitions for occupancy, ADR (average daily rate) and other KPIs, and that these are compiled anonymously at destination level. This allows tourism organisations and municipalities to track, for example, average occupancy per month in the region, revenue per available room (RevPAR) or guest satisfaction - invaluable insights for marketing, infrastructure planning and sustainability initiatives.

The important thing here is that this can happen without compromising individual organisations' raw data or trade secrets. Sharing aggregated and anonymised figures maintains privacy and competitiveness between businesses, while everyone benefits from a common knowledge base. The Nordic Tourism Plan 2025-2030 highlights that increased data sharing and common statistics at Nordic level can create valuable solutions for sustainable development. Similarly, a destination within a country can use standardised KPIs to follow up on its objectives - whether it is to spread tourism revenue over the year (reduce seasonality) or to evaluate the impact of a campaign to increase average length of stay. An operational data core shared in the collective thus provides policy makers with concrete figures on which to base decisions, increasing the accuracy of the efforts made to develop the destination.

Guide: Getting started with your operational data core

So how do you go from theory to practice? Here is a step-by-step guide to start the journey towards an operational data core in your organisation:

1. Define your key performance indicators: Start by agreeing internally on which KPIs are most important to you. Common KPIs for hotels and campsites include occupancy, average room rate (ADR), revenue per available room (RevPAR), booking window (how far in advance guests book), average length of stay, and ancillary revenue (revenue from ancillary sales such as restaurants or activities). Select the indicators that best reflect the success of your business.
2. Collect data from all systems: Map the systems you currently use (PMS, booking engine, payment terminals, POS systems, etc.) and make sure they can either integrate with each other or consider switching to a platform that gathers everything in one system. The more seamlessly data can flow between your booking, payment and customer management systems, the closer you get to a complete data core. If you choose a platform like Lyra, you automatically get a cloud-based solution where PMS, WBE, POS and more modules share the same database in real time.
3. Ensure data quality and comparability: Standardise how data is recorded. For example, make sure all staff use the same procedures for marking no-shows, recording revenue in the right accounts and defining what counts as a 'booking' or 'guest night'. This ensures that reports are actually comparable over time and between departments. Also consider historical data - if you are migrating to a new system, try to import past data so that you can analyse trends over time.
4. Create dashboards and reports: Leverage the tools in your platform to build customised reports for different needs. A good start is to have a overall dashboard which shows the real-time status (today's occupancy, revenue so far this month, upcoming arrivals, etc.) to management. Then you can set up specific reports, such as a weekly report for the revenue manager with booking pickup and revenue per channel, or a monthly report for the finance department with costs and revenue. Modern systems allow different roles to see the figures that are most relevant to them - use that opportunity to make data a living tool across the organisation.
5. Train the team in data-driven work: An operational data core is only useful when staff actively use the information in their daily work. Train your staff on how to take advantage of the new dashboards and reports. For example, the front desk manager can look at the day's check-ins and checkout numbers every morning to plan their staff, and the marketing manager can follow which campaigns are generating the most bookings via the built-in tracking. By making it routine to consult the data when making decisions (big or small), you create a data-driven culture in your company.
6. Start simple and scaleable: Finally, remember that Rome wasn't built in a day - the most important thing is to get started. Start by integrating the most critical systems first (often PMS + booking engine + payments). Once the foundations are laid and you see the value of the insights you gain, you can progressively connect more data sources or analyse more advanced relationships. You might start by focusing on occupancy and revenue, and later delve into customer behaviour or market trends. A good platform grows with you: as your questions become more sophisticated, the system should be able to provide answers, either through built-in reports or by exporting data for further analysis.

In conclusion, it is clear that shared and comparable operational data is worth its weight in gold for the Nordic hospitality industry. For a hotel or campsite owner, an operational data core means that every decision - from pricing and staffing to investment - can be based on facts and fresh insights rather than gut feelings. For destinations and policymakers, it means being able to shape strategies and policies that rest on a solid foundation of industry data, increasing the chances that efforts will pay off in terms of both increased sustainability and increased profitability. Bringing all systems and data together in one platform creates an ecosystem where both individual businesses and entire regions can grow smarter. At a time of increasing competition and rapid change, a Nordic operational data core is a shared competitive advantage - a way to combine policy and profit through the power of data.