Research

We know what you’re thinking.

Actionable insights are the foundation for everything we do. Our proprietary research exclusively within the travel industry reveals the habits and preferences of travelers and their influencers. This ensures your marketing strategies connect with consumers.

We are the acknowledged global leader for behavioral insights in every aspect of the travel industry. This includes both consumers and third-party intermediaries such as travel agents and meeting planners. Our staff of research analysts design and implement primary research to reveal valuable proprietary insights that enhance the effectiveness of your integrated marketing efforts. These insights inform the development of your strategy and message.

Among the syndicated studies we author are:

Portrait of Affluent Travelers™
MMGY Global

Portrait of Affluent Travelers™

$2,950

Strategic insights into the lifestyles, travel habits, brand preferences, travel intentions, and media habits of affluent U.S. leisure travelers.

Purchase
Portrait of American Travelers®
MMGY Global

Portrait of American Travelers®

$2,950

Comprehensive national survey of the emerging travel habits, preferences, social values and intentions of Americans. Clients who have purchased an earlier edition get a 15% discount. Please contact the Research & Insights department for details at research@mmgyglobal.com. Available now.

 

Purchase
Portrait of Digital Travelers™
MMGY Global

Portrait of Digital Travelers™

$1,900

An in-depth assessment of how the emerging Digital Elite utilize digital devices and services when making travel service supplier and related decisions. Available soon.

travelhorizons™
MMGY Global

travelhorizons™

$795

The only forward-viewing national survey of future travel and leisure time intentions of Americans. Conducted every 90 days. 

Purchase
travelhorizons™ - 4 Quarters
MMGY Global

travelhorizons™ - 4 Quarters

$2,385

The only forward-viewing national survey of future travel and leisure time intentions of Americans. Conducted every 90 days.

Purchase all four quarters of the report at a discounted price. Buy 3 get 1 free.

Purchase

For more information about these research programs, to order a report, or commission a custom study relevant to your specific destination or business, please contact us at research@mmgyglobal.com

Our research extends well beyond our syndicated reports. We also prepare detailed target market profiles for use by travel marketers. By isolating groups of travelers based on such variables as destination preferences, brand choice, demographics, media habits, and planning and booking behavior, we prepare rich audience profiles. These insights guide critical marketing decisions such as channel mix, promotional strategies and product development. 

Partial Client List

  • Ashonorte/Puerta Plata
  • American Society of Travel Agents (ASTA)
  • Choice Hotels International
  • Connecticut Office of Tourism
  • Delaware North Companies
  • Kennedy Space Center
  • Macau Government Tourist Office
  • Napa Valley Destination Council
  • Nassau/Paradise Island Promotion Board
  • National Association of RV Parks & Campgrounds
  • Orbitz
  • Preferred Hotels & Resorts
  • Terranea Resort
  • The Greater Miami Convention & Visitors Bureau
  • The Leading Hotels of the World
  • Travel Channel
  • Vail Resorts

Our experienced analysts complete exhaustive studies in numerous travel categories. These include lodging, destinations, transportation, gaming, restaurants, spas, cruise lines, car rentals, airlines, and attractions. We also study related product categories such as resort real estate, vacation ownership, meetings and conventions, tour and travel trade, and all-inclusive resorts.

Methods

  • Qualitative and Quantitative Research
  • Macro-Environmental Scanning
  • Secondary Marketing Research
  • Stakeholder Interviews
  • Group Think Tanks
  • Traditional and Online Focus Groups
  • Online, Telephone and Intercept Surveys
  • Conjoint Analysis
  • Perceptual Mapping, Positioning Analysis
  • Brand Identity Resonance Testing

Traveler Sentiment Index

According to key indicators from the Wave I travelhorizonsTM survey, it appears the year ahead will be a good one for the travel industry. Specifically, the Traveler Sentiment IndexTM (TSI) has ascended to the highest level recorded since its inception, travel intentions (for both business and leisure) are up, and financial factors that may inhibit demand for travel services appear to be less of a concern.

The overall TSI (derived from the following six variables: interest in travel, time for travel, personal finances available for travel, affordability of travel, quality of service, and safety of travel) now stands at 117, up seven points from the previous wave (110) in October of 2014, and up 11 points from the same time last year (106) – both statistically significant increases.

The perceived affordability of travel and personal finances available for travel continue to demonstrate the greatest improvement over last year. The affordability of travel metric (178) is up 41 points from the comparable wave one year ago, and up 35 points from Wave IV 2014; the personal finances available for travel metric (125) is up 21 points from last year, and 13 points from the previous survey wave.  All variables measured displayed significant increases over the comparable period last year with just one exception: the perceived safety of travel (99), which remained constant. Time available for travel (112) is up 9 points, perceived quality of service (117) is up 8 points and interest in travel (106) is up seven points.

Travel _Sentiment _Index _Chart

Leisure Travel Intentions

Seven in ten (68%) US adults plan to take at least one leisure trip during the next six months, the highest Wave I percentage recorded since the survey’s inception in 2007.  This number represents a significant increase over the comparable percentage recorded in 2014 (64%).  Those who plan to take at least one leisure trip during the next six months plan to take an average of 2.4 trips, slightly fewer than in Wave I of 2014. Although the average number of trips planned has decreased, travelers’ intentions to spend on those trips are increasing.  When asked if they plan to spend “more,” “less,” or “about the same amount” on leisure trips during the next six months compared to the same six months last year, 24% of adults stated they plan to spend more, while 14% expect to spend less, revealing a net 10 point positive difference in the percentage of travelers who plan to spend more on leisure travel.

Business Travel Intentions

Three in ten (32%) US adults expect to take at least one business trip during the next six months—a significantly higher percentage than observed in Wave I in previous years.  The expected average number of business trips also increased, from 3.0 trips reported in Wave I 2014, to 3.4 trips.

HAVE A Research QUESTION? TALK TO Steve Cohen.

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