UK/SPAIN. Travel retail digital marketing specialist Echolution has strengthened its programmatic media targeting capabilities via a new partnership with leading flight data analytics company ForwardKeys.
Echolution will leverage the partnership to combine targeted demographic profiling with ForwardKeys’ data to provide travel retail shopper insights.
Founded in 2018, Echolution has been building its reputation as a travel retail programmatic expert, working with luxury brands, duty free retailers, suppliers and media agencies to provide targeted, demographic deep-dive analytics.
Valencia-headquartered ForwardKeys – a partner of The Moodie Davtt Report – is an international company that has pioneered the way forward for tourism organisations, hotels, and retailers keen to understand who is travelling where, when, and for how long.
Echolution’s new partnership with ForwardKeys adds to its range of range existing business relationships with travel data providers, which include Booking.com and Expedia, as well as airlines’ and airports’ media platforms.
Using data from these sources, Echolution layers consumer data insights across spending patterns, wealth management, loyalty programmes and travel booking behaviour, to provide highly-personalised marketing solutions for travel retail clients.
Echolution Partner Eamonn Leacy said: “Pre-pandemic there were many global nationalities that brands targeted in their travel retail marketing strategies, however the landscape is very different now.
“As we emerge from the pandemic, there is pent-up demand for travel, but pockets of recovery are diverse with changeable booking patterns and multiple travel restrictions in place.
“As the travel retail industry looks to focus on recovery strategy, we believe our partnership with ForwardKeys will allow brands to adopt a conservative approach – they can plan for where travellers are returning and evolve alongside new rules and attitudes to travelling.”
He added: “This partnership not only gives brands visibility on where key nationalities are travelling to and from, but also the ability to be very focused on their demographic profiling efforts in conjunction with Echolution’s data partners.”
ForwardKeys VP Business Development Travel Retail Gordon Clark said: “We are looking forward to showing travel retailers, brands and the retail sector that the only way forward, past this upset created by the pandemic, is having more of a scientific approach to media buying, business planning and airport placements.
“By teaming up with Echolution, we are making data more ‘sticky’ and tangible, not just a loose idea.”
