Destination Trends

Performance

Destination Trends Module

This module will enable you to analyse inbound and outbound travel trends for historical and forward travel. It will allow you to search for months and better understand where the travellers are coming from. It will also provide top trending routes that are driving demand to a destination or an origin, and where else are the travellers searching for, aka competitor destination insights. 

Using the Filters

Directionality

By default, the module shows the analysis for directionality traffic only.

Directional air traffic is when we calculate traveller demand that flows in one direction. So, 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 is happening and where. 

Routes

Easily select routes based on origin & destination.

By default, modules render data for all Routes based on the subscription set-up and only 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 clicking the Clear all button. 
• Selections are limited to 5 origins and 5 destinations. However, a wildcard search is supported, e.g. LHR ->*, i.e. London Heathrow to any airport. Make a wildcard search by simply entering only the origin or destination airport.
• Once origins and destinations are selected, the Routes section on the right of the filter will summarize your choices and display all possible combinations. 
• Origins cannot be mixed, e.g City + Airport. Instead, please select another origin airport. A similar error message will appear for Destination mixed selections too. 

Search Period

The month when a traveller's search takes place. 

• Historical search months are included from 2019 to the current date.
• By default, the module is updated for all 12 search months selected. 
• 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 2019, will display in the Search Period filter button as May 2019. If two months are selected, then it will appear as Months(2). 
• You can select all months 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.

Travel Period

The month when a traveller's trip takes place. 

• 5 past and 12 future travel months that travellers on Skyscanner searched will appear in the filter (including the current month). 
• Historical travel months are included from 2019 onwards. 
• The Travel Period start period will always be the same as the Search Period start period because a trip can't occur 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 Search Period filter button as May 2020. If two months are selected, then it will appear as Months(2).  
• You can select all months 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.

Travel Type

• Shows a drop-down list of travel types such as Domestic and International. 

Trip Kind

• Shows a drop-down list of trip types such as One Way and Return. 

Top Searches Trend Graph

The graph shows the total search trend for the selected search or travel period. The total number of searches is based on the count of passengers. 

• The graph shows the Top 3 Origin-Destination routes based on search volume by total passenger count:  
  
  • You can view the breakdown of data by week or by month by simply clicking on the ViewBy filter.
  • You can also view the x-axis by travel period or search period by clicking on the X-axis filter.
  • The graph datapoint annotation shows search volume and trend week over week or month over month with a change in trend for the selected view.
  • The user could add up to 5 routes in the graph by clicking on the Compare checkbox in the table.
• Mouse hover on the graph data points shows the period date by WoW or by MoM along with total searches and searches share percentage from the previous week or month for each of the top routes.

Top Searches by Routes Table

By default, the table displays the Top Searches by Route for Country Origin and Destination. You need to click on the accordion to expand each row to get the Origin and Destination details. 

Each of the countries, when expanded, shows the Top 5 routes at the city and airport. You have the choice to export data in Excel to view the full dataset of routes. 

The table shows the following column data points:

• Rank: Highlights top Origin, Destination and Routes with the highest searches. 
• Origin: Point of departure by country, city and/or airports.
• Destination: Point of arrival by country, city and/or airports. 
• Route: Airport or city IATA codes.
• Searches: Total searches based on the count of passengers. 
  • Searches share% Country-level - At the country level, this will show a route percentage share of all searches made with the selected country as a destination. In the example below, the top search by route is UK → UK. The Searches share is 15.3% for all searches with the UK as a destination
  • Searches share % City level - At the city or airport level, this will show a city/airport percentage share of all searches made with the selected country as an origin and destination.  In the example below, the top search by route is UK → UK, and the top city route within the UK is London → Edinburgh which has a 0.44% share of all UK routes. 
• Compare: Use the checkboxes to compare routes in the chart. 

Export

You can export the Destination Trends module data (filter selection, key metrics, chart data and table data) in .xls format.