Tourism is a dynamic field at the intersection of consumer behavior, technology, and economics. My research has been methodologically driven by data – from analyzing temporal patterns in accommodation preferences to understanding the role of storytelling in dark tourism. I have explored how travel reviews reveal seasonal trends, how the sequence of city tour experiences influences tourism fatigue, and how expectations of hotel services evolve with repeated visits. Further studies highlight how language and cultural background shape hotel satisfaction, emphasizing the need for tailored marketing approaches. Across these projects, one key theme emerges: data is not just an information source but a powerful tool for shaping tourism experiences. In this talk, I will share my journey through tourism research, illustrating how advanced analytical methods can provide strategic advantages for research, businesses and destinations alike.