ECM provides greater insight into travellers planning information through a partnership with ForwardKeys. | TravelDailyNews International
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ECM provides greater insight into travellers planning information through a partnership with ForwardKeys.

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The system daily aggregates air reservation information generated by over 155,000 online and off-line travel agencies worldwide, allowing accurate identification of traveler true origin, transit(s) and destination.

ECM
, the European network of city tourist offices and convention bureaux, has just signed a partnership contract with Forward Data SL (FDSL), a market research company bringing a new approach to operational traveller data intelligence for the tourism industry.

ForwardKeys.com is the business intelligence tool, designed to help decision-makers in Hotel chains, Destination Management Organizations 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 traveler true origin, transit(s) and destination. This outstanding tool provides permanent tracking of trip cancellations and modification to provide the most accurate analysis for future arrival trends.

Under the deal, ForwardKeys 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 welcoming the new partnership, the President of European Cities Marketing, Ignasi de Delas, declared: “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 travelers. 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.”

Commenting on the partnership agreement, ForwardKeys CEO Olivier Jager added: "We are delighted to partner with ECM, share information with Tourist Offices and Convention Bureaux and exchange  more in depth about our tool to monitor inbound and outbound travelling permanently, compare their performance "in real time" with competing destinations, and monitor the impact of their marketing efforts.”
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