Skip to content People are becoming more selective about the experiences they choose. In a sector competing for attention and discretionary spend, we help travel and leisure businesses see what customers value, how their choices are changing and where the opportunities for growth lie.
what we do
We combine market research, customer insight and sector expertise to understand what drives demand across travel and leisure: why people pick one airline, hotel or day out over another, what brings them back and how their expectations are shifting.
We then help you turn that understanding into stronger propositions, experiences and commercial decisions.
Most of our travel and leisure work centres on three questions: who your customers are, what to offer them next, and how to talk to them.
Segment your audience to discover underrepresented groups and create offerings to win them over.
Investigate customer needs to innovate beyond the obvious and develop offerings that strike a chord with your audience.
Our customer insights help you communicate with clarity and sincerity to create messages that truly resonate.
Costs are rising and regulation is tightening. Customers, meanwhile, are weighing up value, experience and sustainability more carefully.
Track trends such as solo travel and experience-led days out, and know which are worth acting on for your business.
See how new rules will affect the customer experience, and where they create room for something new.
Find out where customers see the most value, what they’ll pay for, and where changes to price or experience risk pushing them elsewhere.
Identify the customers who care most about sustainability, and where what they say matters differs from what actually drives their decisions.
From airlines and hotel groups to online travel agents, restaurant chains and heritage attractions, we work with businesses across travel, tourism and leisure.
What guests will pay extra for, and how their needs differ between a work trip, a family weekend and a night out.
How people plan a holiday, from first idea to final booking, and where your packages and itineraries could stand out.
What shapes the passenger experience at each stage of the journey, and what makes people come back to the same provider.
How to create more immersive experiences, encourage repeat visits and reach new audiences.
How people search, compare and book, where your platform creates friction, and what would make it their first stop.
Understand what people value in their leisure time, and use those preferences to shape more relevant products, services and experiences.
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Global reach, regional presence
Our global reach gives us local understanding of different markets, cultures and customers, so the work is relevant wherever you operate.
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Proven experience
TUI, British Airways and P&O Cruises are among the travel and leisure brands that have trusted us with their most ambitious projects.
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Specialist expertise and technology
We bring together expertise across insight, strategy and analytics, supported by Nucleus, our AI-powered intelligence platform. So you get the right expertise for the work, all through one connected team.
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Flexible and collaborative
Work with us on a single project or over the long term. As our understanding of your customers and business grows, each new project builds on the last.
Trusted by
We use a mix of qualitative and quantitative research, cultural insight and data analysis, choosing the methods that best fit the question and the decisions you need to make.
Immersing our research in your customers’ lived experiences means we can understand their behaviours, affinities and shifting attitudes on a truly personal level.
We synthesise existing data to understand broader market dynamics, emerging trends, and competitive landscape before we begin primary data collection.
Using Nucleus, we can connect existing research, data and knowledge, find patterns across different sources and identify where new insight is needed.
Decode the differing cultural meanings behind signs and sentiments and develop marketing campaigns that resonate deeply with customers around the world.
Through sentiment analysis, social listening and AI-powered research, our analysts build up a comprehensive picture of your UX from a customer’s perspective.
Travel and tourism market research is about collecting, analysing, and interpreting data around the travel and tourism industries. It involves studying consumer behaviour, market trends, industry performance, and competitive landscapes to gain insights that inform business decisions.
Leisure market research is a specific type of market research that focuses on the leisure industry, which encompasses activities and services that people engage in for enjoyment, relaxation, or pleasure. It involves studying consumer preferences, behaviours, and trends related to leisure activities and products.
With a range of sources and tools at our fingertips, we can gather and analyse a diverse and richer data set that better answers the business questions of companies in the travel and tourism industries. We use a variety of AI-driven techniques to analyse unstructured data at scale, including: topic modelling, emotion detection, semiotics at scale and proprietary large language models. These allow us to create a clear and comprehensive picture of consumer opinions, developing trends and the competitive landscape of your industry.
Travel and tourism companies are highly sensitive to external factors and global instability – more so than companies in many other industries. Fluctuating exchange rates, economic downturns, fuel costs, global instability and natural disasters can all have devastating impacts on a travel and tourism company’s operations.
We employ a diverse range of methodologies for our technology market research, pairing traditional methods like surveys, questionnaires, interviews and insight communities with advanced methodologies like AI-powered analytics, large-scale data scraping, sentiment analysis and predictive analytics.
We can work with companies from any area of the travel, tourism and leisure industries, and have helped brands from all regions of the world and industry sectors. Past clients include TUI, Expedia, P&O Cruises, PureGym, British Airways and Skyscanner.
Our unique approach to market insights in the travel and tourism sectors is characterised by a data-driven, customer-centric, and future-focused perspective. We combine advanced analytics with deep industry expertise to deliver actionable insights that help our clients navigate the complexities of the travel and tourism industry.
Whether you’re questioning your current strategy, looking for a sharper read on your market, or building the case for a new approach – we’d love to talk.
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