How destinations are monitoring marketing performance

By November 8, 2019 Case studies, DMO

How GNTB is Monitoring
Marketing 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 HedorferChief 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.

The objective

Multiple Objectives

When GNTB consulted ForwardKeys, their objectives were twofold. Firstly, the destination needed to have a clear understanding of its source markets and their visitor behaviour. This meant they needed to know, for example, what their seasonality was, how they travelled to Germany, to understand the destination’s connectivity, and what cities or regions were most popular among which travel audiences.

Secondly, they wanted to monitor marketing performance and have an understanding of the visitors’ booking behaviour. With this information, they would be able to target the different visitors, at the right moment, to promote Germany as a destination.

The solution

Reports as a solution

ForwardKeys provided GNTB with monthly reports showing the total air capacity to the destination. This provided insights into the total addressable market, segmented per source market. It also showed them the trends, broken down by source market. Finally, this report tells them who will be arriving and from where. Additionally, GNTB receives source market reports which go even deeper into the trends of specific visitors.

To be able to monitor marketing performance, and the trends continually, GNTB decided to get access to the ForwardKeys platform. This meant that they are always able to track travel trends, for example, following an unexpected event that might deter tourists from booking their trips – or that might even cause cancellations.

The results & continued work

The results

Resulting from ForwardKeys data: GNTB gained better understanding of trends among its top source markets. This enabled them to create more tailored marketing strategies, targeting the right audiences at the right moments. A subscription to the real-time travel data, showing trends to Germany, enabled them to continually monitor and improve their marketing performance as well as adjust their strategy when needed.

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