Research Subscriptions

Open Access Research Subscription

Our market insights and data empower companies and executives to make impactful decisions and gain the trust of an industry driven by data, trends, and analytics.

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.







Why Open Access?

 Make Confident Decisions Validate New Opportunities Support Your Case Internally Move Faster With Certainty

How It Works

 No seat limits or paywalls tailored answers to your questions with "Ask an Analyst" dedicated concierge Always-On Platform

Tools & Resources

 Visualize market trends and benchmark data across segments and regions Download granular datasets with historical and projected booking data Get deep analysis, long-form reports and charts Stay ahead of change with insights organized by emerging themes and sectors

Our Research Includes

Long-form reports
Decks
Insights articles
Data products
Interactive charts
Custom research

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.

Learn more
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)

Start here
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.

Phocal Point

Enhance your strategic planning with data insights tailored specifically to your market and operational needs.

It's all about the data. With an updated navigation interface, new dynamic filtering, additional segment and channel breakouts in select markets and rich detailed views of 35+ markets, Phocal Point allows you to create custom interactive charts and view travel data by segment, channel, device, region and country. Our proprietary travel industry market sizing data allows you to look to the future with projections through 2026, and review historical data as far back as 2009.

Explore Phocal Point


Data points for market sizing include:

  • Market size
  • Market share
  • Annual change
  • Segment share (air, car, hotel and rail)
  • Online channel share
  • OTA/supplier share
  • Desktop/mobile share
  • More than 35 regional and global markets
  • Conversion into multiple foreign currencies
  • Short-term rental sizing

Travel Startups Interactive Database

Phocuswright has tracked the travel startup landscape for over fifteen years. During this time, the digital travel ecosystem has undergone tremendous transformation.

This interactive database – containing thousands of travel startups founded since 2005 – enables you to:

  • Discover emerging travel startups you won’t find elsewhere
  • Identify true competitors and benchmark your position
  • Explore your market with deep, category-level insights
  • Build stronger pitches, theses, and product strategies with better intel
  • Track funding activity and startup momentum across segments
  • Spot trends early and uncover untapped opportunities
  • Make faster, smarter decisions with reliable market data
Explore Travel Startups Interactive Database

Phocuswright Power Users turn research into results

See how real subscribers use Open Access to uncover insights, visualize data, and make smarter, faster decisions—powered by the industry’s leading travel research library.

Explore Power User Profiles

Benefits Tailored to Your Company

Phocuswright works closely with companies in all sectors of the travel industry to provide the research and data needed to make smart business decisions. Explore the Open Access benefits best suited to your company.

Our destination coverage includes everything from the activities, attractions and tours that travelers book to how they make their decisions.

  • Consumer trends, including key influences, booking patterns and travel behavior
  • Research on the tours and activities segment
  • Updates and analysis on the impact of private accommodations
Learn More

Phocuswright’s research on consumer technology, social media, booking tendencies and brand loyalty provides an in-depth look at the consumers you are trying to reach.

  • Consumer behavior trends
  • Global and regional segment market sizing
  • Interactive data platform to create custom charts for use in sales presentations

Our technology expertise can help your company stay current and ahead of the trends with reports on artificial intelligence, big data, personalization, booking, travel distribution, and other technology-related information.

  • Market sizing
  • Technology trends
  • Consumer trends
  • Startup data and information

Our analysts provide nuanced industry expertise on all topics relating to travel, tourism and hospitality to help your company get the financial information it needs.

  • Market sizing data
  • Interactive data visualization
  • Consumer trends
  • Downloadable data for models

Phocuswright's coverage of travel's third-largest segment includes everything from the experiences, activities, attractions and tours that travelers do in-destination and how they decide where to go, to the outlook for online intermediaries' and suppliers' attitudes toward online distribution.

Open Access Readership Demographics

Open Access Readership Demographic By Sector

Open Access readership demographics by sector

Open Access Readership Demographic By Title

Open Access readership demographics by title

Open Access Readership Demographic By Region

Open Access readership demographics by region

Explore More: Open Access Research Subscriptions

Our destination coverage includes everything from the activities, attractions and tours that travelers book to how they make their decisions.

  • Consumer trends, including key influences, booking patterns and travel behavior
  • Research on the tours and activities segment
  • Updates and analysis on the impact of private accommodations
Learn More
Open Access for Startups: Insights into consumer behavior, travel trends and new technology to help young companies strategize and grow.
Learn More
Open Access for Universities: Students and staff benefit from Phocuswright's longstanding pedigree of research and tracking travel innovation with this affordable option.
Learn More

Curious? Contact Our Team to Learn More:

+1 860 350-4084 x501
[email protected]