• The positive impact of the Olympic Games can also be seen in other European cities connected to London via high speed rail
Madrid, Spain, 1 March, 2012: Amadeus, a leading travel technology partner and transaction processor for the global travel and tourism industry, in conjunction with Forward Data SL, a market research and consulting company publishing ForwardKeys.com, today unveil a range of travel data trends, based on actual global air reservations, which details the impact of the London 2012 Olympics. With approximately 150 days to go before the Games, the findings reveal that travel volumes into London will significantly increase during the Games-time period. Importantly, the research demonstrates the global impact of the Games as other European cities, connected to London via high speed rail, see increased traffic, while long-haul routes experience heightened volumes.
Key findings from the research include:
• In-bound traffic boosts travel to London during Games-time
Analysis of all in-bound air travel reservations for London reveals a massive spike in arrivals (143% increase compared to the same day 2011) on 26 July, the day before the opening of the Games. When the period of analysis is broadened to include the four days before the event, scheduled future arrivals show an overall increase of 31% when compared to the previous year.
• US and German travellers show an early appetite for the Games
US citizens have taken the lead in early bookings with analysis showing a 82% surge in bookings to London as early as August 2011 when compared to the same period last year. Currently, US citizens represent 17% of scheduled arrivals but German travellers are in hot pursuit, representing 11% of scheduled arrivals during the period of analysis. When considered in relative terms, Estonia is recording the largest increase in visitors to London with a fourteen-fold increase in arrivals during the Games.
• Long-haul routes in Latin America and the Caribbean increase volumes
In addition, the traditionally successful Olympic nations of Jamaica (fourfold increase) and Brazil (threefold increase) show the largest relative growth in scheduled arrivals for long-haul travel.
• European high speed cities benefit from the Games
Brussels, Amsterdam and Paris are all linked to London by high speed rail and all three cities have registered surges in arrivals during the period of the Games. During the three week period of the Olympics, future scheduled arrivals in Brussels are up 49% compared to 2011; Amsterdam 28%; and Paris 5%. These figures suggest that travellers are increasingly adopting high-speed rail links in conjunction with air travel in order to reach London.
• Londoners show appetite to stay in the city to experience the Games
Analysis of scheduled departures from all London airports shows that Londoners are 11% more likely to stay in the city during the Olympics period than they did in 2011. This finding suggests that contrary to popular opinion, Londoners are not flocking en mass to rent out their homes and to travel abroad. Instead, it seems that the vast majority of Londoners are keen to play an active role in the event.
Holger Taubmann, SVP Distribution at Amadeus says: “Increasingly, companies are relying on hard data to make business decisions. This data provides valuable insights to ensure all players in the travel industry are ready and able to maximise the opportunities come Games-time. For instance, it could help airlines make decisions on the benefits of increasing the capacity and frequency on a given route to meet travellers’ demands, or consider targeting customers with air-rail combined trip offers.”
Olivier Jager, CEO of Forward Data says: “Real time monitoring of Air Reservation information offers unprecedented insider’s view on travel decisions that are still in the making, thus allowing smart marketers to adjust strategies and impact future trends.”
The forecast provided by ForwardKeys.com, a business intelligence tool launched by Forward Data in partnership with Amadeus, is based on actual statistical aggregated air booking data currently available and covers the period from 23 July though to 12 August 2012. This analysis is the first in a series of forecast reports examining how the London 2012 Olympics is affecting global travel trends.
For more information, please download the Research Snapshot at http://www.amadeus.com/blog/01/03/olympics/
Since the beginning of 2011, Forward Data has driven analysis to look at how key events impact travel. For example, understanding travel trends during The Rugby World Cup in New Zealand and benchmarking travel to a specific destination against competition.
Notes to the editors
About the research
Forward Data SL, a Market Research and Consulting Company for the Travel Industry, publishes ForwardKeys.com a website and a database aggregating Air reservation information worldwide.
This study is based on air reservations processed through online and off-line Travel Agencies worldwide that use any one of the 4 leading reservation systems (GDS), as aggregated within ForwardKeys.com database. Data analysis concluded on 22/02/2012, meaning any air reservations made after this date are excluded from this analysis.
Facts, figures and observations published in this document are no projection or extrapolations, but concrete and factual information based on the information available at the time and market fluctuations.
The analysis is based on statistical aggregated data stored in ForwardKeys.com database for travelers around that world that have made an Air reservation to travel to London on the period of 23/07/2012 to 12/08/2012.
Reservations aggregated the day of the study represent a total of 17% when compared to actual arrivals for the period of concern in 2011. As of 22/02/2011, i.e. at the same point last year, only 13% of actual arrivals for the period 23/07/2011 to 12/08/2011 had been processed.
Market Research and Consulting Company Forward Data SL, a company registered in Spain, publishes www.forwardkeys.com, and an innovating service bringing a new approach to operational traveller data intelligence for Hotel Chains, Tourism boards and Destination Management Organizations (DMOs) leveraging statistical aggregated non confidential Air reservation information. ForwardKeys provides DMOs and Tourism Boards with travellers’ trends information and means to monitor and measure the impact of their marketing efforts to drive more business to their destination.
ForwardKeys provides Hotel chains with ways to quantify future demand and anticipate market trends to optimise sales, marketing and revenue management efforts, using traveller’s reservation, source market, arrival, return date and future travel information.
For more information about our company and services, please contact us at info@ForwardKeys.com, or visit our web site at www.forwardkeys.com.
� 2012 Forward Data, S.L.
Forward Data, S.L. is providing the information in this document “AS IS” without warranty and for informational purposes only, neither Forward Data, S.L. nor Amadeus shall be liable for any damages, including loss of profit or goodwill, for any matter arising out of or relating to the use of this information or any statement made in this document. The information may be used or republished as long as ForwardKeys.com is credited as the origin. ForwardKeys is a registered trademark of Forward Data S.L. Other company, product, or service names used herein may be trademarks or service marks of their respective owners in Spain, the USA or other countries.
About Amadeus IT Group
Amadeus is a leading transaction processor and provider of advanced technology solutions for the global travel and tourism industry.
Customer groups include travel providers (e.g. airlines, hotels, rail, ferries, etc.), travel sellers (travel agencies and websites), and travel buyers (corporations and individual travellers).
The group operates a transaction-based business model and processed more than 948 million billable travel transactions in 2011.
Amadeus has central sites in Madrid (corporate headquarters), Nice (development) and Erding (operations – data processing centre) and regional offices in Miami, Buenos Aires, Bangkok and Dubai. At a market level, Amadeus maintains customer operations through 73 local Amadeus Commercial Organisations covering 195 countries.
Amadeus is listed on the Madrid, Barcelona, Bilbao and Valencia stock exchanges and trades under the symbol “AMS.MC”. For the year ended December 31 2011, the company reported revenues of €2,707 million and EBITDA of €1,039 million. The Amadeus group employs around 10,000 people worldwide, with 123 nationalities represented at the central offices.
To find out more about Amadeus please go to www.amadeus.com.
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