Performance - Catchment Analysis

Catchment Analysis Module

This module provides insights into where the travellers are coming from to enable airlines and airports to optimise their network and marketing campaigns. The partner gets an insight into both the unconstrained and constrained demand derived from searches and redirects, in the Skyscanner marketplace.

Setting up new analysis and filtering

When you enter the module for the first time you will be prompted to start creating.

Will I lose the last search I did before this update?
No. Any previous searches created when you last logged in will be saved as default and named "Analysis 1".

What if I want to create a new analysis? 
From this starting point, you can create new, multiple analyses and save your filters for your next visit.

Can I create more than 1 analysis? 
Yes, you can create as many analysis as you need.

How do I create and save analyses?

• Click on +New button to create a new analysis. 
• Give the analysis a title relevant to your search. NOTE: Skipping this step will create a default title and name the analysis by the current date. 
• Once the analysis is set up the filters will appear prompting you to start filtering. Start your search by choosing your Routes and Travel Months.

How do I delete analyses? 
Analyses can be deleted by clicking the 3 dots on the analysis and selecting delete. 

If you have created multiple analyses you can select each one, in turn, to view the results. Each analysis is unique and is based on the filters you've selected for each analysis.

For example:
In my first analysis, I can search from LHR → BCN from Jan 2020 - March 2021. 
In my second analysis, I can search for LGW → CDG from Jan 2021 - June 2021. 

Once you've set up your first analysis, you will be prompted to select Routes and Travel period first. 

All other filters will become active once you have set these initial filters. 

Using the filters

Routes filter

Easily select routes based on origin, destination and directionality.

By default, modules render data for all Routes based on the subscription set up for Non-Directional routes. 

There are multiple ways to search, select, and deselect origins and destinations:

• Enter an origin or destination into the text field. This can be a city or airport name or IATA code.
• Search for a country by clicking the country radio button and entering the country name into the text field.
• You can also find a country by using the dropdown country list.  
• Clear selections by clicking on the individual route indicator which appears when you've selected an origin or destination or by clicking the Clear all button.
• NOTE: Selections are limited to 5 origins and 5 destinations. 
• Once origins and destinations are selected, the Routes section on the right of the filter will summarise your choices and display all possible combinations.

Directionality

Directionality allows you to analyse data between directional and non-directional routes. By default, the module shows the analysis for non-directionality.
Select directionality by clicking the directionality tab or 'change' link in the routes section of the filter, then switch between the two options. 
Your choice of directionality will then be applied to all of your route selections.

What is Non-Directional and Directional based volume? 

Non-directional air traffic is when we calculate traveller demand in two streams that flow in opposite directions. For example, if a traveller searches for a return flight from Valencia to Edinburgh, they’re counted once from Valencia to Edinburgh and once from Edinburgh to Valencia. Here, the passenger count is based on departure and arrival.  

Directional air traffic is when we calculate traveller demand that flows in one direction. For example, if a traveller searches for a return flight from Valencia to Edinburgh, they are counted once from Valencia to Edinburgh. 

Non-Directional and Directional volumes help calculate trends more precisely, providing a clearer picture of what’s happening and where. 

The directionality of the route is also represented by the double and single arrow representation in the right-hand side of the Routes filter.

Travel Period

The month when the travellers trip takes place.

• 28 past and 12 future travel months, that were searched by travellers on Skyscanner will appear in the filter (including current month). 
• Historical travel months are included from 2019 onwards. 
• The Travel Month start period will always be the same as the Search Month start period because a trip can't take place before it was searched.
• Select one or multiple search months from the list by clicking the month buttons, these will appear dark blue once selected.
• Only continuous month selection is allowed. For example: if you click on Jan and June month buttons, Feb, Mar, Apr, and May will be auto-selected to show trends for those months. 
• A single month selection e.g. May 2020 will display in the Travel Period filter button as May 2020. If 2 months are selected then it will appear as Months(2).  
• All months can be selected by clicking the Select all button and all months are cleared by clicking the Clear button. 
• A handy indicator at the top of the filter displays a summary of your selection period, e.g. Jan 2019 - Jun 2019.

 

Secondary Filters

In addition to Origin, Destination and Travel month filters, a user can also refine data by using the following set of secondary filters:

Analysis by This filter presents a choice to analyse the catchment module by searches or redirect.  By default, the analysis appears for Redirects.

Search period The month when the travellers search took place The last 12 search months will appear in the drop-down (including the current month). By default, all 12 search months are selected.  You can select one or multiple search months. Upon click, the selected box appears in dark blue colour. Only continuous month selection is allowed. For example: if you click on Jun and Aug month box, Jul will be auto-selected to show trends for Jun, Jul, Aug summer months.  A single month selection e.g. May 2020 will display in the Travel Month filter button as May 2020. If 2 months are selected then it will appear as Months(2).   All months can be selected by clicking the Select all button and all months are cleared by clicking the Clear button.  A handy indicator at the top of the filter displays a summary of your selection period, e.g. Jan 2019 - Jun 2019.

Markets Markets represent countries selected by travellers on Skyscanner when they carried out their searches.
By default, all markets are selected, however, the filter may restrict the number of markets shown based on a partner's subscription set-up. The total market count will appear in the drop-down. Markets are displayed by Region > Country. There are multiple ways to search, select and deselect markets: Enter a country, or region name into the search field.  Click on a region to expand the list of countries then select or deselect your choices. Clicking the Clear button will uncheck all selections.  Clicking the Select all button will check all countries. Clicking the X-close icon or Cancel button will close the Market filter and no changes will be applied.  Click the Save button to save your changes. Please note changes will not be applied until the Apply button is clicked in the filters menu.

Airports The list of airports serving the selected route By default, All Airports are selected, taking into account a partner's subscription restriction. The total airport count will appear in the drop-down. Origin airports cannot be unchecked.  The interaction pattern is similar to the Markets filter

Distance Shows the catchment area distance in km.  By default, a 50km distance is selected.  Max limit of catchment distance selection is 500km.

Cabin class Shows a drop-down list of cabin classes available on the flights serving the selected routes, e.g. Economy, Premium Economy, Business, First Class The interaction pattern is similar to the Markets filter.

Stops Shows a drop-down list of stop options available on the selected routes, e.g. Direct flights, 1 stop, 2 stops etc. The interaction pattern is similar to the Markets filter.

Day of week Shows a drop-down list of day of week options from Monday to Sunday. The interaction pattern is similar to the Markets filter.

Trip kind Shows a drop-down list of Trip types such as One Way or Return. The interaction pattern is similar to the Markets filter.

Trip length Shows the total length of the trip for return flights only displayed in days.  By default, all trip durations option is selected.   A user can select a single option: Short break 1-3days, Holiday is 5-14days and Travelling 30-90days.  Other interactions are similar to the Markets filter.

Catchment Analysis Heatmap plot 

• The heatmap shows an airport's catchment area based on the user location in the geographic area from which your airport can reasonably expect to draw commercial air service passengers. It is defined by several factors, including geographical and access considerations and proximity of alternative aviation facilities.
• Users can generate analysis by searches or redirects data. This can be changed using the Analysis by filter.
• The heatmap shows the density of users catchment based on searches and redirects indicated by green to red colour codes.

Catchment Analysis table

The table displays the following data:

Travel Month

The departure month selected to analyse the catchment from the primary filter.

User Country 

Location of the traveller displayed by country.

User City

Location of the traveller displayed by city.

Searches

Total number searches on Skyscanner for a given route based on the months selected in the Search period filter.

Searches Share

A percentage share of searches for the specific user city location. Compares to the total number of searches on Skyscanner. 

Redirects

Total number redirects on Skyscanner for a given route based on the months selected in the Travel months filter.

Redirect Share

A percentage share of redirects for the specific user city location. Compares to the total number of redirects on Skyscanner. 

Redirect to Search %

A ratio between redirects and searches (CTR) on Skyscanner for a given route based on your Travel month and Search period filter selections. 

 

Unavailable Traveller IP Data

User locations are derived from IP addresses captured for each Skyscanner traveller when making their search on our app or website. Travel Insight user location is mapped using a third-party tool called, Maxmind API which does not guarantee 100% mapping of the IP address to a user location such as country, city, borough or district (nor does any other geolocation APIs in general). This can either be as a result of the traveller's data privacy settings or they may be browsing the internet via a Virtual Private Network (VPN). In these cases, the data for User Country and or User City will appear as 'Unavailable' in the table. This will also apply to the exported Excel spreadsheet. 

Export

All Catchment Analysis module data (filter selection, chart data, table data) can be exported in .xls format, which will also additionally include each user's city latitude and longitude data.