‘Adapt & Survive’ series: ForwardKeys Travel Retail Director Marina Giuliano

By Luke Barras-hill |

In the latest episode of ‘Adapt & Survive’ TRBusiness speaks to Marina Giuliano, Director of Retail and Travel Retail at travel analytics company ForwardKeys [click below to view video].

The Italian native’s professional background is rooted in the travel sector and she brings a unique perspective to a role she took up this year.

After honing her skills as an analyst with the Valencia-headquartered firm, Giuliano crossed over into business development and sales.

Recently, she has been busy supporting the product development team with innovations as ForwardKeys sharpens its Traveller Statistics platform and refines the recently launched Chinese Shopper Tracker.


A renewed approach to addressing and handling data has been prompted by the transformative effects of the Covid-19 pandemic on global travel retail coupled with heightened industry demand for the latest data in view of the recovery.

“The industry cannot compare the situation [now] to pre-Covid; historical data and knowledge is not a reference anymore,” explains Giuliano.

“For this reason we worked on new forecasts, meaning that we have to apply a completely different kind of intelligence. This has been key to helping our partners understand expectations and where the recovery is happening first.”

The evolution of ForwardKeys’ Chinese Shopper Tracker, for instance, has meant a deeper focus on category-specific information in different travel retail sectors and spending segments in China and beyond.

Stay close to TRBusiness for more from ForwardKeys…

NB: Interview conducted prior to the formal rollout of the Pfizer-BioNTech Covid-19 vaccine in the UK from 8 December, the emergence of the new Covid-19 strain and ForwardKeys’ ‘China Expert Session webinar’ on 16 December.

Adapt and Survive asks members of the travel retail industry community, often working from home, for their candid commentary on the constantly evolving Covid-19 pandemic.

The series, which is a direct response to the industry’s critical need for direct, factual and analytical commentary and interprets clearly and concisely the challenges faced by travel retail during Covid-19, has recorded more than 50 interviews.

To register your interest in the Adapt and Survive series, please contact one of the editorial team at the following addresses: [email protected]; [email protected].


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