MarketHub Americas 2025: Olivier Ponti highlights data intelligence as key to efficient tourism

Tourism is no longer just about beautiful landscapes. In a world driven by quick decisions and tight budgets, knowing when and how to communicate with the ideal traveler can be the difference between a destination being overcrowded or forgotten. This was the warning that Olivier Ponti, Director of Intelligence and Marketing at ForwardKeys, gave during MarketHub Americas 2025, an event promoted by HBX Group, in Panama.

“The difference between success and waste in tourism marketing lies in the intelligent use of data,” Ponti said during his presentation. For him, destinations that can understand the profile of travelers they need to attract, the right time to approach them and the most effective channels for doing so, have a clear advantage in today’s competitive market.

Behavioral analysis of tourists goes beyond simply choosing a destination. Olivier cited the example of North American travelers: “If they are going to Mexico, 41% decide less than a month in advance. But when they consider Argentina, planning is done much further in advance.” This type of data allows marketing campaigns to be planned with surgical precision, respecting the decision time of each nationality.

Ponti also spoke about the concept of lead time, that is, the interval between the moment of decision and the actual trip. According to him, “understanding this time is essential to impact the tourist at the ideal moment with the right message”.

Olivier concluded with a direct message to tourism destination managers: “It is essential to invest in data intelligence. This is what will guarantee more efficient and assertive decisions.”

Report and photo: Mary de Aquino.