Alicia Schmid
Director of Research, Consumer
Ms. Schmid brings her 25+ years’ experience in market research to her role as Director of Research at Phocuswright. She has worked on both the client and supplier sides of research and with B2C and B2B audiences. Alicia specializes in translating business questions into research objectives and developing insights that drive growth while keeping the end-user’s behavior, attitudes, and needs at the center. She loves data and quantitative research but also has extensive experience with qualitative methodologies, including focus groups, 1:1 interviews, in-home, shop-along and usability. She has previously worked for notable companies including Michelin and Ryobi.
Alicia resides in South Carolina. In her spare time, she enjoys spending time with her family and pets, gardening, baking, and travelling.
Europe Consumer Travel Report 2026
Category: Consumer Trends Published: June 2026 Analysts: Alicia Schmid US $995This report, based on a comprehensive survey of leisure travelers in the U.K., France and Germany, explores consumers’ trip-planning and purchasing behavior, and their attitudes toward travel in 2026...
Japan Consumer Travel Report 2026
Category: Consumer Trends Published: May 2026 Analysts: Alicia Schmid US $995This report, based on a comprehensive survey of Japan-based leisure travelers and those who plan to travel in the future, explores consumers' trip-planning and purchasing behavior, and their attitudes...
Global Traveler Trends 2026
Category: Consumer Trends Published: May 2026 Analysts: Alicia Schmid, Stan PawlowImproved and expanded for 2026, Phocuswright’s consumer travel reporting is taking center stage. Following a year of highlighting topical U.S. traveler trends, Phocuswright’s Global Traveler Trends...
Quiet Luxury in Motion: The Indulgent Explorer Mindset
Category: Consumer Trends Published: April 2026 Analysts: Alicia Schmid, Stan Pawlow US $695Phocuswright’s Quiet Luxury in Motion: The Indulgent Explorer Mindset is part of a comprehensive consumer research study examining how U.S. travelers who took at least one leisure trip in the past 12...
The AI Surge: Travel's Fastest Behavioral Shift in a Decade
Category: Consumer Trends Published: March 2026 Analysts: Michael Coletta, Alicia Schmid US $795Phocuswright’s The AI Surge: Travel's Fastest Behavioral Shift in a Decade is part of a comprehensive consumer research study examining how U.S. travelers integrate generative AI into their trip...