Customized Travel Intelligence

Custom Travel Research


Custom Research projects are tailored to meet your specific requirements using a range of carefully designed research methodologies. Phocuswright's solid, actionable data and nuanced analysis enable clients to make sound strategic decisions.

Phocuswright Can Help You

  • Understand consumer behavior relative to your brand and objectives
  • Benchmark your company's performance against competitors
  • Optimize your strategy for launching a new travel product, solution or business
  • Refine your market positioning and messaging to improve results
  • Identify threats and/or opportunities in the marketplace
  • Devise a strategy for successful expansion into new markets
  • Highlight your subject matter expertise as a strategic advantage in your promotional and marketing campaigns
  • Put Phocuswright's credible "stamp of approval" on the topics of greatest importance to you

Custom Project Methodologies

Consumer Surveys

Stay on top of consumer trends: Phocuswright's consumer research can span consumer technology, social media, booking tendencies, brand loyalty and all other traveler decisions.

  • Reach global consumers, with sample sizes tailored specifically for each client
  • Target specific groups (i.e., traveler demographics, leisure and/or business travelers, or particular technology users)
  • A dedicated team of consumer analysts helps design and execute a survey around a client's needs and objectives
  • Phocuswright recently helped its clients learn the following:
    • Why adults have traveled or are likely to travel for leisure to international, overseas or long-haul destinations
    • What business travelers want versus what ancillaries hotels offer
    • How advertising impacts intent to travel to a particular destination
    • Why consumers select certain accommodations over others
    • What offerings consumers want to see by suppliers
    • Path-to-purchase studies by age or other demographics

B2B Surveys

Get inside the heads of decision makers: Phocuswright's quantitative surveys achieve a larger reach than interviews alone. Phocuswright has conducted dozens of quantitative, online surveys targeting travel experts from both the leisure and business segments around the world.

  • Phocuswright has a database of 19,000 travel industry experts, ranging from suppliers, intermediaries and tech companies
  • As the travel market research leader, Phocuswright also often partners with well-known travel industry associations to distribute surveys
  • A dedicated team of travel analysts design and execute a survey around a client's needs and objectives
  • Examples of B2B surveys that Phocuswright has conducted include:
    • Independent hoteliers – to size the independent hotel market relative to the overall accommodation market for a leading metasearch company
    • Hostel owners – to uncover trends and quantify the size of the hostel market for a leading online travel company
    • Airline and OTA executives – to understand technology requirements and brand strength of a leading technology provider
    • Travel companies across all segments – to understand advertising spend and overall market trending for a major technology company

In-Depth Interviews

Dig deep into expert knowledge: In-depth interviews allow our experts to conduct intensive research and explore the perspectives and experiences in a comprehensive manner, while taking advantage of a more conversational and relaxed approach. Our experienced interviewers build a rapport with interviewees in order to receive authentic insights on a range of different topics. Phocuswright's targeted and professional approach hones in on key objectives for the client. Our process includes:

  • Creating distinct objectives with clients through a collaborative process
  • Building discussion guides to ensure all key objectives are incorporated
  • Identifying target group(s) for conversations
  • Generating target interviewee lists from our extensive database of key decision makers, partners and independent third parties
  • Selecting professional, experienced and insightful interviewers to drive conversations in order to reveal key data
    • Responses are aggregated and thoroughly analyzed
    • Purpose of interviews and individual responses are kept confidential unless otherwise authorized
  • Examples of interview targets include executives of airlines, hoteliers, travel agencies, consortia, GDSs, TMCs, OTAs and metasearch companies

Focus Groups

Up close and personal: Whether in-person or online, Phocuswright is uniquely positioned to conduct the most effective, thorough and informational focus groups. Each focus group project goes through the following process:

  • Recruitment: Phocuswright has completed focus groups in over a dozen countries around the world and has built a network of facilities in these countries that match our rigorous requirements: skilled moderators that understand the global traveler psyche, impeccable accommodations and a thoroughly vetted selection and invitation process
  • Partners and Facilities: We partner with the most reputable, state-of-the-art facilities to ensure the comfort and security of our focus group participants.
  • Discussion and Design Management: Our industry experts develop customized, in-depth, discussion guides that can personalize even the most nuanced of topics to a general audience
  • Analysis: We believe in leveraging our travel industry knowledge to develop exhaustive categories and criteria when engaging in focus group content analysis
  • Phocuswright recently conducted focus groups to help its clients:
    • Follow the path-to-purchase of a leisure trip for a typical consumer in multiple markets
    • Explore the destination selection portion of a leisure trip for a typical consumer in China
    • Learn more about the MICE market's needs and wants from a destination marketing organization
    • Understand why the travel trade would select certain hoteliers over others
    • Learn how long-haul leisure travelers perceive certain destinations, and why they would select one over another

Desk Research

Access to proprietary intelligence: With over 20 years of data on consumer behavior, market growth and technology disruption at its fingertips, Phocuswright is in a unique position to perform desk research. Research is supported by an extensive library of syndicated research. These results can be created as a standalone product or used to accompany a larger research endeavor. Phocuswright has the research and data to assist clients with a wide range of needs, including:

  • A deep-dive into the activities market
  • A global overview of the online travel marketplace
  • European consumer travelers' purchasing habits

Intercept Surveys

Multiple perspectives: In some instances, a more grassroots research approach is necessary to uncover nuances that a survey or formal interview alone cannot achieve. In these cases, Phocuswright can conduct "man on the street" style surveys, where the research is collected live at a location and then analyzed by our team of expert analysts. Examples of where intercept surveys can be done globally:

  • Airports
  • Street corners
  • Movie theaters
  • Malls

Custom Project Deliverable Possibilities

Phocuswright offers a range of deliverable options, customizable to every client's needs. We can provide a quick readout of survey results or an in-depth analysis of each individual component of a research project. Deliverable options include (but are not limited to):

  • Detailed results including analysis and research-based recommendations
  • A readout of survey results
  • Presentation of the results online or in-person with a Phocuswright analyst
  • Cross-tabulations of survey results
  • Thought leadership opportunities, including white papers, webinar, infographics or live events. More details about our thought leadership capabilities here



Customize Existing Phocuswright Research

Sometimes, a full-fledged custom research effort isn't needed to fully address certain ideas and topics. Rather, Phocuswright can do a deep-dive into our existing research to provide customized outputs for clients. Options include:

  • Custom Questions: Phocuswright Custom Questions enable you to get the brand-specific answers you need for a fraction of the cost of fielding a custom survey. Analysts can help you create high-impact custom questions to include in any of Phocuswright's annual consumer surveys. Click here for more information.
  • Custom Segmentation Analysis: The underlying surveys that drive our consumer behavior analysis contain an abundance of actionable data. Responses to each survey question can be cross-referenced to create customized output providing new insights into global travelers, their preferences, the way they interact with distribution channels and more. Click here for more information.


Learn More About Custom Projects

Speak with a member of our team to learn more about how Phocuswright can help you build a custom project specific to your needs. Email us or call +1 860 350-4084 x501

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