Travel search site Skyscanner is teaming up with flight booking data firm ForwardKeys to provide businesses with insights into where people start their journeys and where they fly from and to.
Two new analytical techniques within ForwardKeys’ flight searches tool, branded ‘Travel Willingness’ and ‘Catchment Area’, aim to provide insights into macro traveller trends.
The new analytical techniques will combine ForwardKeys’ data science capabilities with the travel intent data held by Skyscanner.
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.
The analysis available through the new partnership aims to benefit a range of businesses from airports and hotels, to destination marketing organisations and outdoor advertising companies.
ForwardKeys chief marketing officer Laurens van den Oever said: “Thanks to our partnership with Skyscanner, 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.”
Skyscanner strategic partnerships senior director Hugh Aitken added: “Partnering with ForwardKeys presents a great opportunity to support a wider range of businesses with Skyscanner data and the unique insights that this can provide.
“We look forward to seeing the varied applications of these new techniques and the returns that they deliver in the future.”