ForwardKeys, the world leader in travel intelligence, is proud to introduce an exciting new addition to its Destination Gateway product . The Behaviour module provides Destination Management Organisations (DMOs), hospitality businesses, theme parks and other major attractions with valuable insights into visitor behaviour at destinations, enabling them to make informed decisions and effectively analyse visitor impact and motivation.
The new module is part of ForwardKeys’ ongoing innovation strategy, focused on helping destinations manage sustainability — an increasingly critical consideration for DMOs and businesses worldwide.
Behaviour module – Visitor dispersion: showing that 9.5% of Dutch visitors to Valencia have visited the neighbourhood of Sant Pau during March 2024.
Key features of the Behaviour module
The new module provides key insights into visitors’ behaviour at a destination using geolocation data and offers a range of powerful features designed to help DMOs and other sectors understand and optimise visitor activity :
Visitor dispersion: The module provides a detailed breakdown of the share of unique visitors that have visited each defined area at least once. This data is visualised in an interactive map and graph, allowing users to easily set KPIs, track performance over time and identify trends.
Visitor dispersion: The module provides a detailed breakdown of the share of unique visitors that have visited each defined area at least once. This data is visualised in an interactive map and graph, allowing users to easily set KPIs, track performance over time and identify trends.
Visitor concentration: By highlighting areas where most activity is taking place, the module helps users to understand crowding levels and identify potential hotspots that may require attention.
Visitor concentration: By highlighting areas where most activity is taking place, the module helps users to understand crowding levels and identify potential hotspots that may require attention.
Activity popularity: The Behaviour module offers insights into the main categories of activities that interest visitors over time, such as cultural, sports, sightseeing, and other kind of activities. This information is based on the user’s annotation of areas, ensuring that the data is relevant and accurate.
Activity popularity: The Behaviour module offers insights into the main categories of activities that interest visitors over time, such as cultural, sports, sightseeing, and other kind of activities. This information is based on the user’s annotation of areas, ensuring that the data is relevant and accurate.
The module also allows users to filter data by origin country and compare year-over-year trends, with monthly updates provided to ensure that users always have access to the latest insights.
Tackling the challenges of overtourism
One of the key challenges faced by many destinations is the concentration of tourism activity around main attractions. This can lead to a range of problems, including overcrowding, strain on local infrastructure and resources, damage to ecosystems, and cultural erosion. It can also limit the economic benefits of tourism to a small area, rather than spreading them more widely.
The Behaviour module provides DMOs with the actionable insights they need to tackle these challenges head-on. By understanding what motivates visitors to explore during their trip, destinations can take proactive steps to spread visitor activity more evenly and track the effectiveness of their efforts over time.
For example, a DMO can use the insights provided by the module to identify areas that are being overlooked by visitors and develop targeted marketing campaigns to encourage exploration of these areas. They can also leverage this module to guide decisions about infrastructure development, such as creating new attractions or improving transport links to under-visited areas.
Customised to your needs
One of the key strengths of the Behaviour module is its flexibility. The module is fully customisable, allowing DMOs and other sectors to specify their own areas of interest (points of interest inside the city, neighbourhood, cities or regions, among others) and access detailed data even for destinations where geolocation data coverage has traditionally been minimal.
This means that the Behaviour module can provide valuable insights to DMOs and other sectors of all sizes and types, from major destinations grappling with overtourism to smaller DMOs looking to increase the positive impact of tourism in their area.
Unlock the power of visitor behaviour insights
The Behaviour module is a powerful tool that can help DMOs make data-driven decisions and optimise the visitor experience at their destination. By providing detailed insights into visitor activity and behaviour, the module enables DMOs to identify areas for improvement, track the effectiveness of their efforts, and ultimately create a more sustainable and rewarding tourism experience for everyone.
To learn more about how the Behaviour module can benefit your destination, and help build a future of sustainability in tourism, get in touch with ForwardKeys today.
