Project Description

How Turismo de Portugal is monitoring air travel demand

“In these times of disruption, air travel data is critical to understand market recovery.”

Sérgio Guerreiro
Senior Director for Knowledge Management and Innovation,
Turismo de Portugal

Turismo de Portugal’s core business objectives

Turismo de Portugal is the National Tourism Authority and is responsible for the promotion, development and sustainability of tourist activity. It thus unites in one single body all the institutional powers relating to the development of tourism, in all areas ranging from supply to demand.

The background

The Business Goals

With the objective of helping Portugal to be one of the most competitive and sustainable tourist destinations in the world, business goals include maximizing revenue, ensuring the distribution of tourist flows throughout the year and, in particular, reducing the seasonality of tourist demand for Portugal . The Tourism Strategy 2027 establishes precise objectives in this area, which are regularly monitored and which influences policies designed to promote tourism development.

The objective

Understand market behaviour

The use of ForwardKeys data had three major objectives. The first was to understand the air market for Portugal and understand the journey of tourists visiting Portugal. A second dimension is to identify mobility patterns and the booking behavior of these tourists. Finally, to antecipate market trends, by monitoring travel searches for Portugal.

The solution

Continuous monitoring of market trends

In times of disruption, the ForwardKeys platform allowed the monitoring of the dynamics of air capacity, changes in air routes and air demand, by the main source markets.

It also made it possible to analyze variations in demand according to the evolution of the pandemic and its impacts on connectivity and arrivals in Portugal.

The results & continued work

A successful revenue management strategy

In addition to access to the platform, with access to data on air transport and knowledge of the market dynamics that allowed it, we have access to the API that allows us to combine Forward Keys data with other internal and external data sources, allowing us to evaluate performance of a set of internal processes.

Several knowledge products were produced, which are available at Travel BI for consumption by the Portuguese tourism industry.

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