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. Corporate Travel Landscape 2025: Market Size, Policy and the Impact of AI
Category: Business Travel Published: September 2025 Analysts: Claudia Unger, Alicia Schmid, Lorraine Sileo US $1,095Based on both a comprehensive market sizing exercise and consumer survey research this report answers several key questions about the state of the U.S. managed travel market.
U.S. and Europe Consumer Travel Reports 2025: Destination by Departure
Category: Consumer Trends Published: August 2025 Analysts: Alicia Schmid US $595This report, based on a comprehensive survey of European travelers and those who plan to travel in the future, explores consumers’ trip-planning and purchasing behavior, and their attitudes toward...
U.S. Traveler Trends 2025
Category: Consumer Trends Published: July 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...
Chat, Plan, Book: GenAI Goes Mainstream
Category: Consumer Trends Published: July 2025 Analysts: Alicia Schmid, Michael Coletta US $595Phocuswright’s Chat, Plan, Book: GenAI Goes Mainstream is part of a comprehensive consumer research study delving into the specifics of how U.S. and European travel consumers employ technology in their...
Europe Consumer Travel Report 2025
Category: Consumer Trends Published: June 2025 Analysts: Alicia Schmid US $995This report, based on a comprehensive survey of European travelers and those who plan to travel in the future, explores consumers’ trip-planning and purchasing behavior, and their attitudes toward...