Travel/Leisure Research

We've grouped together all the information our site contains on conducting travel and leisure marketing research to help you quickly and easily find related articles, suppliers, events, jobs, associations, glossary definitions and more.

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Qualitatively Speaking: Involving your core users: Lego and other firms have profited from getting key customer groups involved in product development. This approach can lead to creating products that have a built-in audience as well as generating goodwill among core users of your products.
Driving the message home: In South Africa, Budget Rent A Car has used a cell phone-based survey methodology to increase response times to customer complaints and also show that the company follows up on issues important to customers.
What is the value of engagement?: This article describes an approach to establishing financial values for each aspect of the hotel guest experience. It addresses two critical planning questions: Can employee engagement and behavior be linked to guest expectations that allow for the calculation of potential “future value” created by better managing the guest experience? And, in an age when guest “delight” turns into “expectation,” how can hotels avoid commoditization and maintain guest loyalty?
Listen to the text: Verbatim responses and other textual sources provide valuable and often untapped sources of insights on customer satisfaction. The author cites a case history involving hotel company Starwood and its use of text mining to glean helpful data.
A storied destination: Tourism board VisitScotland used one-on-ones to craft a new Europe-wide ad campaign and then employed Web metrics (such as site visits and brochure requests) to measure its effectiveness.

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There are 42 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Retaining heat: Copper Mountain conducted one-on-one interviews with skiers on a chairlift ride to solicit impressions of service areas, to find out about skiing preferences, and to determine awareness of advertising. To delve deeper into perceptions of Copper Mountain and other ski areas and test a potential marketing campaign, it also held focus groups with a number of skiers who had taken the lift survey.
Corporate culture: American Express Travel Services conducted telephone interviews to measure satisfaction with membership travel services. A needs assessment study helped the researchers determine what elements to include in the telephone questionnaire.
Teeing off with new technology: The Ben Sutton Golf School used neural networks to critique new advertising copy. The analysis generated quantitative information in three phases used to evaluate existing and new advertising. The artificial neural network analysis can be a valuable safety-check of copy and design efforts.
Trade Talk: Magazine purrs along nicely: A well-known character can be a valuable asset to a company. Star Kist’s 9 Lives cat food has such an asset with Morris the Cat. This article discusses the expansion of Morris into The Morris Report, a quarterly magazine with several departments, including an advice column written by a veterinarian, and cat tales sent in by readers.
Drinking in the memories: Wilhelmina’s, a Philadelphia nightclub, used projective techniques that involve sight, sound, smell and touch to make design decisions that would appeal to younger patrons.

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Related Associations

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Related Events

AMA SUMMER MARKETING EDUCATOR"S CONFERENCE: August 8-11, 2008; The American Marketing Association will hold its summer marketing educator’s conference on August 8-11 at the Sheraton San Diego Hotel & Marina in San Diego. For more information visit www.marketingpower.com/research.
AMA ANNUAL RESEARCH CONFERENCE: September 14-17, 2008; The American Marketing Association will hold its annual marketing research conference on September 14-17 at the Boston Marriott Copley Place in Boston. For more information visit www.marketingpower.com/research.

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