Amadeus partners with Forward Data to provide business critical data to hotels and DMOs

Madrid, Spain, 8 November 2010: Amadeus, a leading travel technology partner and transaction processor for the global travel and tourism industry, has partnered with innovative start-up Forward Data to launch ‘Forward Keys’, a business intelligence tool for hotels and Destination Marketing Organisations (DMOs), based on data supplied by Amadeus.

“When it comes to demand forecasting and market performance monitoring, hotels and destination marketers are still working in the dark with little reliable data to support business decisions and limited ‘live’ benchmarking,” says Olivier Jager, CEO of Forward Data S.L. “For example, revenue management techniques in the hotel industry are still largely based on historical data”, he continues. “This is a missed opportunity in an industry which is largely built on computer-based transactions which generate vast quantities of data daily, providing huge insights on current and future trends.”

The Forward Keys solution enables revenue managers to quantify future demand based on tangible, current market data supplied by Amadeus. The tool will give users real-time booking activity data enabling hotels, for example, to compare their bookings with the number of arrivals in their city on a given day. “If a hotelier sees bookings are up by 5% versus the previous year, they would be happy about that,” says Mr Jager. “But if arrivals at the local airport are up by 15%, the hotelier is missing an opportunity – and that is the kind of insight that only air booking data can provide.”

Forward Keys will help hoteliers anticipate future demand, identify dates when they can make a difference, compare budgeted occupancy against forecasted market occupancy, and allow more accurate decisions on revenue management.


Destination Management Organisations will be able to use the solution to monitor in “real time” the impact of their marketing efforts in comparing reservations made during and outside the campaign period, and also benchmark their performance against competing destinations for future and historical periods to make better long-term plans and investment decisions.

Furthermore, with enriched information, hotels and DMOs benefit from more accurate forecasting and trend analysis, which in turn allow them to make more accurate decisions on revenue management and give faster responses to opportunities and competitive threats.

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Notes to the editors

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 670 million billable travel transactions in 2009.

Amadeus has central sites in Madrid (corporate headquarters and marketing), Nice (development) and Eroding (Operations – data processing centre) and regional offices in Miami, Buenos Aires, Bangkok and Dubai. At a market level, Amadeus maintains customer operations through 72 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 31 December 2009, the company reported revenues of EUR 2,461 million and EBITDA of EUR 894 million. The Amadeus group employs over 10,100 employees worldwide, with 123 nationalities represented at the central offices.

To find out more about Amadeus please go to www.amadeus.com.

To visit the Amadeus Investor Relations centre please go to www.investors.amadeus.com.

Contact details

Amadeus
Corporate Communication Department
tel: +34 91 582 0160
fax : +34 91 582 0188
e-mail : mediarelations@amadeus.com


Forward Data S.L.
www.forwardkeys.com
Beatrix Delic - Press & Communication
tel: +33 674 99 25 49
e-mail : press@forwardkeys.com