Project Description
How GNTB is MonitoringMarketing Performance
German National Tourism Board
“Through their insights, ForwardKeys’ analysts helped us to better understand the profile of our visitors, giving us the tools to predict their behavior, and the overall performance of our key long haul source markets.”
Petra Hedorfer
Chief Executive Officer
GNTB’s core business objectives
The German National Tourist Board (GNTB) works internationally to promote Germany as a travel destination while also monitoring its marketing performance. They communicate on the appeal of the country and also position it as an attractive brand known as “the destination Germany”. In order to achieve this, they develop new marketing strategies, based on specific themes, events and attractions. To support these activities, the organization has 32 agencies around the world.
The background
The Business Goals
GNTB’s business goals are to increase the volume of tourist traffic, to boost foreign currency receipts, to strengthen Germany’s profile as a business location, and to position Germany as a diverse and attractive travel destination. Accordingly, the destination has developed KPI’s to control these goals and monitor the marketing performance. ForwardKeys was asked to provide GNTB with data on actual visitors, in order to give an understanding of the current situation and to be able to develop measurable goals. Regular updates of this data were required in order to continuously monitor marketing performance and the defined KPI’s.