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Market Research & Insights

MMGY Global conducts custom research in numerous travel categories, including lodging, destinations, transportation, gaming, cruise lines, car rentals, airlines, vacation ownership and attractions. We also study related product categories such as resort real estate, meetings and conventions, tour and travel trade, and all-inclusive resorts. 

Our qualitative and quantitative research methods include:

  • Traditional and online focus groups
  • Stakeholder interviews
  • Group think tanks
  • Online, telephone and intercept surveys
  • Brand awareness and marketing effectiveness studies
  • Membership and subscriber analysis
  • Conjoint analysis
  • Perceptual mapping and positioning analysis
  • Segmentation and target traveler identification
  • Industry trend analysis
  • Secondary marketing research

In addition to conducting research among leisure travelers, MMGY Global is a leader in developing business travel insights. We also conduct work with industry insiders, from travel agents and meeting planners to destination board members and corporate partners. 

For over 35 years, MMGY Global has been a leader in domestic and international travel, tourism and hospitality research. Recently, we conducted qualitative research projects on two continents, and quantitative on four.  

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.

Case Studies

The Greater Miami Convention & Visitors Bureau reached out to MMGY Global to help refresh its five-year strategic tourism plan. MMGY Global partnered with Ernst & Young to lead Miami’s marketing research initiatives and guide the development of the city’s tourism initiatives. Through market analyses, stakeholder interviews, town hall sessions, and quantitative and qualitative research, MMGY Global and Ernst & Young developed a tourism strategy and tactical implementation plan. The Greater Miami Convention & Visitors Bureau is currently utilizing the report as their strategic tourism plan through 2017.

In order to better understand American and Canadian markets, the Jordan Tourism Board North America (JTBNA) commissioned MMGY Global to complete multiple custom research projects. These projects included in-depth interviews with American and Canadian tour operators, American and Canadian focus groups with travel agents, and focus groups and a survey of American and Canadian travelers interested in visiting the Middle East. MMGY Global developed a series of messaging, marketing and targeting recommendations for the American and Canadian markets that serve as the base of JTBNA’s tourism strategy. 

Interval International, a time-share exchange company, wanted to understand their members’ sensitivity to price for a new service offering. Through focus groups and a custom study, MMGY Global assessed member sentiment and determined optimum fee levels. As a result of the implementation of the fee structure, revenue levels significantly exceeded expectations.

Searching to define and measure the value of the travel agency channel, the American Society of Travel Agents (ASTA) chose MMGY Global to design a qualitative study that showed whether working with travel agents enhances the travel experience and the satisfaction for both leisure and business travelers. MMGY Global used the data to identify future customers for the travel agent members of ASTA and also identified marketing messages and channels to promote using traditional travel agents to those opportunity segments.


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