New techniques will “discover” your intention to travel


Skyscanner has partnered with ForwardKeys to deliver two new analytical techniques 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

The two new analytical techniques are aim to provide insights into macro traveller trends.

Skyscanner has the global reach and scale to provide internet search data that correlates to a high degree with the flight booking data captured by ForwardKeys. Is one of the world’s leading travel search sites, with over 70 million monthly active users and over 1,200 global partners.

According to a press release 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.

The firms assured that the analysis available will benefit a range of businesses: from airports and hotels, to destination marketing organizations and outdoor advertising companies.

The companies also revealed the unique ability to identify the demand for destinations, segmented by the traveller’s location, an improved understanding.

That can be gained for detect leakage areas because 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.

The new techniques also provide 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.

Also a return on investment because the analysis can provide insights into the effectiveness of efforts by destination marketing organizations, tourism boards and even airports who have sought to promote a specific location.

The new techniques can be considered as part of the so-called “intelligent tourism” that aims to facilitate both travel, accommodation and reservations of tourists, as well as the operations of the industry.

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