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:

MMGY Global 2015 Portrait of American Travelers®
MMGY Global

MMGY Global 2015 Portrait of American Travelers®

$2,950

Now in its 25th year, the MMGY Global Portrait of American Travelers® is the most insightful and actionable survey of the emerging vacation habits, preferences & intentions of Americans.  The study includes more than 400 variables, with the data provided on every variable for all travelers, by generation and by income group. Additionally, to provide additional insights into market trends over time, data for overall, Millennial and Affluent travelers are presented through a three-year window, empowering the reader with the ability to forecast and put the data to immediate use.

Purchase
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 IndexTM

The overall Traveler Sentiment Index (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) remained relatively unchanged from one year ago. It now stands at 115, up one point from Wave II 2014 (114), and down two points from the previous survey wave (Wave I 2015).

The perceived affordability of travel displayed the only significant change from Wave II 2014—up 20 points, from 148 to 168. Interest in travel (106), personal finances available for travel (120), and the perceived quality of service (117) remained unchanged from one year ago, while time for travel (111) and safety of travel (99) dropped one and two points respectively.

Traveler Sentiment Index (1)

Leisure Travel Intentions      

Nearly seven in ten (66%) U.S. adults plan to take at least one vacation during the next six months, down a significant three percentage points from the comparable wave last year (69%). Those who plan to vacation during the next six months plan to take an average of 2.4 trips, slightly fewer than in Wave II 2014. Although the average number of trips may be decreasing, travelers’ intentions to spend are increasing.  When asked if they plan to spend more, less, or about the same amount on vacations during the next six months compared to the same six months last year, 27% of adults stated they plan to spend more, compared to 15% who expect to spend less, resulting in a net 12 point increase in the percentage of travelers who plan to spend more on leisure travel during the next six months.

Business Travel Intentions

Three in ten (31%) U.S. adults expect to take at least one business trip during the next six months, similar to the percentage observed during the comparable survey flight one year ago (30%). Those who expect to take a business trip plan to take an average of 3 such trips, slightly fewer than the 3.7 trips reported in Wave II 2014. 

Traveler Satisfaction

The Traveler Satisfaction Index tracks changes in customer satisfaction among four categories of travel service providers: airlines, lodging companies, rental car companies and cruise lines.  A value above 100 indicates that users of the service are more satisfied than the level expressed when the index was first introduced to the survey (first quarter of 2007); while a value below 100 indicates they are less satisfied.

Compared to one year ago, satisfaction with airlines (114) and lodging (125) improved significantly, while satisfaction with rental cars (121) and cruises (133) remained relatively unchanged. 

Travel Satisfaction (1)

More detailed analyses of these findings and more will be available in the forthcoming Wave II 2015 travelhorizonsTM report.

HAVE A Research QUESTION? TALK TO Steve Cohen.

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