ASVA Events

New markets, new opportunities: the return of international travellers

Tuesday 19/07/2022


Start Time
10:30 AM

End Time
11:30 AM

For any modern visitor attraction, it’s crucial to understand your visitor mix to optimise your planning and to maximise revenue. While visitor trends used to be stable, which made forecasting almost an easy job, Covid wiped them out. This market ambiguity makes it difficult to make informed decisions on what travel audiences to focus on, what services to offer, where to run your marketing campaigns, when activations and discounts are needed and how many staff members (with the right language skills) are needed.

As the industry reference for global travel trends and insights, ForwardKeys has supported many businesses in the travel industry by providing future travel information over the last 12 years. As the demand for good data grows, a process that has been accelerated by the covid-19 pandemic, the ability for travel-related businesses to make informed decisions based on live, reliable data becomes increasingly important.  Knowing one’s audience is fundamental to the success of any visitor attraction, but lacking consistent trends to draw on, many attractions have been unable to target potential visitors accurately.

Join us at this webinar on Tuesday 19th July at 10.30am  to get a better understanding of the travel trends (& forecast) at a global and regional level, with a zoom-in on the UK and Scotland.  Delivered by Gordon Clark from ForwardKeys, this webinar will help you understand how these insights can help you reach these travellers via a more targeted and profitable marketing solution.

ForwardKeys’ mission is to support the strategic decision-making of travel-dependent companies based on detailed but easy-to-digest insights on the profile, behaviour and impact of past, present and future travellers. These insights are delivered via an ever-evolving portfolio of solutions and services, each targeting different industry segments and geared towards varying levels of data literacy. Feeding this portfolio is a range of datasets drawing on a variety of sources – such as booked flight tickets, air capacity information and flight searches – and enriched with ForwardKeys’ data science and industry knowledge. ForwardKeys also combines datasets to produce unique ‘data smarts’, which directly address new and emerging industry challenges. ForwardKeys’ client base includes marketing bodies for destinations and attractions; hotels, resorts and casinos; travel retail companies, brands and duty-free operators and media agencies.

Gordon Clark:
Gordon Clark is the VP Business Development at ForwardKeys.  In this position Gordon is responsible for creating and delivering the global business development traveller data strategy across Travel Retail, Retail, Brands, Football Clubs, Visitor Attractions, Media and Programmatic marketing. Before joining ForwardKeys, Gordon worked as a Director within the Chinese mobile payment and social media market, working across Europe to enable more retailers, hotels and tourist attractions, to be able to accept this type of mobile payment as well as helping these clients market their businesses to these lucrative customers in China using all the different Chinese social media platforms.

Gordon also worked at Global Blue, the leader in Tax Free Shopping as their Managing Director, heavily involved in serving the international traveller market, understanding their trends and in government lobbying for the benefit of the industry.

Register to join our webinar here.