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.
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 months first.
All other filters will become active once you have set these initial filters.
Using the filters
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, 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 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, 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.
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 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.
In addition to Origin, Destination and Travel month filters, a user can also refine data by using the following set of secondary filters:
The month when the travellers search took place
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:
The list of airports serving the selected route
Day of week
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:
The departure month selected to analyse the catchment from the primary filter.
Location of the traveller displayed by country.
Location of the traveller displayed by city.
Total number searches on Skyscanner for a given route based on the months selected in the Search period filter.
A percentage share of searches for the specific user city location. Compares to the total number of searches on Skyscanner.
Total number redirects on Skyscanner for a given route based on the months selected in the Travel months filter.
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.
|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.|