Research Expansive Data, Precise Relevance

Research

Phocuswright’s independent research and analysis gives your company a competitive advantage in the travel, tourism and hospitality marketplace.

We offer subscriptions, individual reports, custom research and multi-client special projects to make confident, data-driven decisions that outpace your competition.

Our Research Includes

  • Long-form reports
  • Decks
  • Insight articles
  • Data products
  • Interactive charts
See All of Our Travel Research Reports
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Subscriptions

The Phocuswright Open Access research subscription gives you company-wide access to all of our expert-driven research reports and interactive data, so your team can identify emerging trends and seize new opportunities faster.

We also offer subsidized subscription packages for destination marketers, startups and universities.



View the list of upcoming research.

Consumer Research

 Core Consumer Metrics Destination Selection Search, Shop, Buy Tech / Devices

Distribution & Marketing

 OTAs / Metasearch Travel Agents / Tour Operators GDSs / TMCs Tech / Advertising

Technology Innovation

 AI Blockchain Voice / Chat Startups

Segments

Air
Private Accommodations
Tours & Activities
Hotel
Rail
Car Rental / Ground

Phocuswright AI research assistant

The research library that answers back. Ask a question. Get a cited answer from the full Phocuswright catalog — instantly. Exclusive to Open Access subscribers.
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Phocuswright AI Research Assistant
Do you have anything on transformational experiences or experiential travel from any of the consumer surveys, any cultural reasons for traveling?
Searching across consumer surveys…

Experiential & Culturally-Motivated Travel: Key Findings

The "Experiences Over Things" Megatrend

In-destination experiences reached $271 billion in gross booking value in 2025 and are growing at an 8% nominal CAGR (2023–2029) — outpacing the overall travel industry at 5%. The Outlook for Travel Experiences 2019–2029 (Feb. 2026, PDF p.4)

Cultural Activities: What Travelers Are Actually Doing

U.S. travelers (past 12 months, 2024/25):

In-Destination Activity% of U.S. Travelers
Active/adventure activity32% (vs. 26% in 2023/24)
Cultural site or museum29%
Food/culinary experience27%
Attended a festival or event22%
Phocuswright AI Research Assistant
Short-term rental consumer trends in the U.S. and Europe?
Drawing on four Phocuswright reports…

Short-Term Rental Consumer Trends: U.S. vs. Europe

Both markets are maturing, but behavioral patterns, country-level differences and attitudes toward STRs diverge significantly.

U.S.: Competition Intensifies, Reputation Pressures Mount

STR usage is generationally polarized. Gen Z leads STR adoption at 41% usage in the past 12 months, compared to just 13% of Baby Boomers+. Hotels remain dominant across all age groups, but the gap narrows sharply among younger travelers — 34% of millennials and younger used an STR vs. 56% who booked a hotel. U.S. Consumer Travel Report 2025 (Oct. 2025, PDF p.45)

Hotel vs. STR comparison shopping is rising. 57% of U.S. travelers who stayed in either a hotel or STR compared both options before booking — up from 50% in 2023/24. Millennials (74%) and Gen X (61%) are the most likely to cross-shop, while Baby Boomers+ rarely do (24%). Travel Forward: Data, Insights and Trends for 2026 (Jan. 2026, web article)

Top reasons guests choose STRs are space (43%), value for money (42%) and kitchen/laundry access (39%). U.S. Consumer Travel Report 2025 (Oct. 2025, PDF p.47)

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Questions worth asking.
A few ways subscribers are already using the Phocuswright AI research assistant to accelerate their work.
Market Sizing
"What is the current size of the U.S. hotel market and how is it projected to grow?"
Consumer Behavior
"How are U.S. travelers using AI to plan and book trips?"
Competitive Intelligence
"What is the current OTA share of U.S. hotel bookings?"
Available exclusively to Phocuswright Open Access subscribers.

Global Coverage

Our research and analysis goes beyond borders. Check out the map for detailed research reports by topic and segment in more than 30 countries.

Open Access includes Phocuswright's interactive data visualization platform.

Empower smarter decisions faster by customizing data visualizations that highlight key business drivers.

Create customized charts based on:

  • Global market sizing data
  • Market sizing data of more than 30 countries
  • Interactive travel startups database
  • New for 2024: Short-term rental market sizing

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Custom Research

Our analysts are available to deliver research that's customized to your specific challenges, ensuring you anticipate market shifts and prepare for a future that keeps you ahead of industry trends.

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Special Projects

Phocuswright leads a series of multi-client research studies to tackle tough issues relating to travel, tourism and hospitality. Participants and sponsors gain access to unpublished data, that not only propel your strategic decisions but also elevate your standing as an industry leader.

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Free Resources

We want you to get what you need to make smart decisions and grow your company.

Check out our weekly research insight articles and our collection of free downloads.

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