Travel & Tourism - Sample Studies

  • Type of Product Issues/Needs
    Methodology
    Key
    Learning
  • Type of Product Issues/Needs

    Group Travel Program

    Start-Up

    Methodology

    Focus Groups - Travel agents, corporate travel specialists and meeting planners

    Key Learning

    Feedback on basic positioning, support materials, Website. Summary report provided action recommendations on sales targeting, navigation and graphics utilized.

  • Type of Product Issues/Needs

    Foreign Language Courses

    Better Targeting and Message

    Methodology

    Focus Groups - Business executives with extensive international responsibilities

    Key Learning

    Identification of different need levels depending on management level, extent of travel and interaction, and number of languages involved.

    Specific feedback to attributes, copy claims, visuals, packages and price points. This message learning was used to enhance the direct marketing effort.

  • Type of Product Issues/Needs

    Cruise Line

    Prospect Barriers

    Methodology

    In-Depth Interviews - Cruise-oriented travel agents

    Ethnographies - Upscale prospects, both past cruise takers and non-cruisers

    Key Learning

    Developed perceptual maps of leading cruise lines:

    • Identified key consumer hopes and requirements
    • Deep learning about barriers to first cruise and to using a new line
    • Understood which lines were recommended by agents and under what circumstances
    • Provided public relations team and sales force with models for appropriate communications and travel agent training
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