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.
U.S. Traveler Trends 2025
Category: Consumer Trends Published: November 2025 Analysts: Alicia Schmid, Stan PawlowPhocuswright’s U.S Consumer Travel reporting is taking on a new shape this year. Phocuswright is fielding an online consumer survey quarterly throughout 2025 targeting the general U.S. adult population...
Search Slips, AI Surges: Travel’s New Front Door?
Category: Consumer Trends Published: November 2025 Analysts: Alicia Schmid, Michael Coletta US $595Phocuswright’s Search Slips, AI Surges: Travel’s New Front Door? is part of a comprehensive consumer research study examining how U.S. travelers integrate generative AI into trip planning and booking,...
Travel in Uncertain Times: U.S. Consumer Travel 2025
Category: Consumer Trends Published: October 2025 Analysts: Alicia SchmidPhocuswright’s U.S. Consumer Travel Report 2025 provides a snapshot of American travelers’ recent behavior and sentiment regarding travel. Based on a comprehensive survey of United States leisure...
U.S. Consumer Travel Report 2025
Category: Consumer Trends Published: October 2025 Analysts: Alicia Schmid US $1,295Phocuswright’s U.S. Consumer Travel Report 2025 provides a snapshot of American travelers’ recent behavior and sentiment regarding travel. Based on a comprehensive survey of United States leisure...
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What’s Old Is New Again: Travel Agents in the Digital Age
Category: Consumer Trends Published: October 2025 Analysts: Alicia SchmidBased on a comprehensive survey of U.S. travel consumers, this analysis highlights notable findings regarding U.S. traveler use of and opinions on professional travel advisors in 2025.