ForwardKeys.com and European Cities Marketing data date

The European network of city tourist offices and convention bureaus, European Cities Marketing (ECM), has partnered with market research company Forward Data SL (FDSL) to provide greater operational traveller data intelligence for the tourism industry.
 
FDSL’s ForwardKeys.com is a business intelligence tool designed to help decision-makers in hotel chains, destination management organisations and other industry professionals to make data-backed decisions, anticipate demand and measure ROI.
 
The system daily aggregates air reservation information generated by over 155,000 online and off-line travel agencies worldwide, allowing accurate identification of traveller true origin, transit(s) and destination. The tool provides permanent tracking of trip cancellations and modifications.
 
Under the deal, FDSL will provide ECM member cities with quarterly reports providing KPI on Europe as a destination with a focus on top European city destinations: past arrival trends (by source market, length of stay, number of pax per booking, lead time, top 10 cities by volume and by growth) as well as arrival ‘on book’ for the next two quarters (as per actual booking situation with arrival dates).
 
“In the past few years, the need for data has intensified and ECM progressively extends the range and quality of its market intelligence tools incorporating data on travellers,” says ECM President, Ignasi de Delàs. “Thanks to ForwardKeys, we can now quantify in real time the travellers planning to visit our destinations in the coming weeks and month and turn that information into a competitive advantage, a key to our forward looking strategy.”
 
European Cities Marketing promotes and links the interests of 110 members from 100 major cities in 32 countries.
 
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