Travel & Hospitality Market Research

Travel and hospitality market research is the study of travelers, guests, and market demand that airlines, hotels, and tourism brands use to build loyalty, sharpen advertising, and grow customer relationships.

Tourism market research provides insight into market and consumer demand. For the travel and hospitality industry, in particular, the pandemic effect seemingly looms large. Tourism market research offers insight into the tourism industry, enabling companies to better anticipate when travelers will get back on the roads and into the skies. Conducting tourism market research provides a company with exposure, heightening its visibility with the very consumers it hopes to attract and satisfy with relevant, reliable offerings. Below is an example of how we helped an airline uncover optimization opportunities to drive advertising effectiveness.

Case Study: Optimizing Advertising Effectiveness for an Airline

A highly competitive airline industry with low-cost carriers was entering major markets, with consumer sentiment towards any carrier at an all-time low.

New creative was needed to revamp the brand image and strengthen the bond with consumers, so they turned to Research America to conduct insightful travel and hospitality market research.

Objective

To evaluate newly developed TV spots, diagnose executions to understand what is driving / inhibiting performance, and to uncover optimization opportunities to drive ad effectiveness.

Approach

Utilizing our blended quant-qual ad testing methodology, comparisons to benchmarks and our normative database identified the relative and absolute appeal of each spot based on key measures. Additional diagnostics and emotional engagement identified further optimization opportunities for the lead spots.

Results

The airline strengthened its relationship with customers in markets where spots were shown, as measured by in-market loyalty and increased sales. The agency won awards at the Cannes Advertising Festival, the Hugo Television Awards, and the One Show for its optimized version of one spot.

Frequently Asked Questions

What is travel and hospitality market research?

Travel and hospitality market research is the study of travelers, guests, and market demand that airlines, hotels, and tourism brands use to build loyalty, sharpen advertising, and grow customer relationships.

What travel and hospitality market research services does Research America provide?

Services include blended quant-qual ad testing, benchmarking against a normative database, and emotional engagement diagnostics to uncover optimization opportunities for advertising and brand campaigns.

Can you give an example of travel and hospitality market research Research America has conducted?

For an airline entering competitive, low-cost-carrier markets, Research America evaluated newly developed TV spots, diagnosed what was driving or inhibiting performance, and identified optimization opportunities. The airline strengthened customer loyalty and increased sales in markets where the optimized spots ran, and the campaign won awards at the Cannes Advertising Festival, the Hugo Television Awards, and the One Show.