Skyscanner has partnered with ForwardKeys, to now be able to provide additional insights into macro traveller trends through new analytical tools “Travel Willingness” and “Catchment Area” within flight searches.
“These new analytical techniques will combine ForwardKeys’ data science capabilities with the travel intent data that Skyscanner holds to provide businesses with intelligent insights into where people begin their journeys – in addition to where they fly from and to,” said Skyscanner in a press statement.
“We are now able to provide even greater insight into tomorrow’s travellers – firstly by identifying their location and secondly by uncovering their intention to travel, even before they have booked,” said Laurens van den Oever, Chief Marketing Officer, ForwardKeys.
Travel businesses that could benefit from such analysis include airports, hotels, destination marketing organisations and outdoor advertising companies, said Skyscanner.
With the unique ability to identify the demand for destinations, segmented by the traveller’s location, the richer data can help with:
- Leakage areas – the analysis can highlight where one airport is losing business to a competitor and what they might be able to do to reduce this issue (e.g. fare adjustments).
- Marketing and merchandising opportunities – the analysis can highlight the geographic make-up of the future footfall to your destination and suggest how you can tailor your marketing strategy and optimise your regional marketing investments.
- Return on investment – the analysis can provide insights into the effectiveness of efforts by destination marketing organisations, tourism boards and even airports who have sought to promote a specific location.
