Industry research

Travel & Hospitality market research

Assess travel and hospitality by trip purpose, destination, accommodation, transport, and booking channel. Arrivals, occupied nights, passenger journeys, and visitor spend measure different activity.

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Coastal destination at dusk with buildings along the water
Travel demand shifts with destination, season, transport, and accommodation mix.

Market definition

Set the boundary before comparing.

A trip can create revenue across lodging, transport, food, attractions, and booking services. Define whether the measure follows the traveler or the provider.

  1. 01Accommodation

    Rooms, occupied nights, ADR, or revenue per available room

    Set lodging type, room supply, reporting period, market class, and tax treatment.

  2. 02Air and ground transport

    Trips, passengers, seats, or ticket revenue

    Separate domestic and international journeys, origin and destination, and passenger from freight.

  3. 03Travel platforms

    Bookings, gross booking value, or commissions

    Distinguish merchant of record, agency model, cancellation, and platform take rate.

  4. 04Destination spend

    Arrivals, overnight stays, or visitor expenditure

    Define international or domestic visitor, overnight status, trip purpose, and included spend.

Decision context

What shapes the opportunity?

Use these lenses to build a market view around the decision, customer, and time horizon that matter to you.

  1. 01

    Seasonality and purpose

    Compare leisure, business, visiting-friends-and-relatives, and event travel across peak and off-peak periods.

  2. 02

    Capacity and occupancy

    Track rooms, seats, staffing, utilization, opening days, and constrained supply in each destination.

  3. 03

    Booking and distribution

    Measure direct bookings, intermediaries, commissions, cancellations, loyalty, and customer acquisition cost.

Research options

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Buyer questions

Questions worth resolving.

Use these checks to test whether a report answers your decision or needs a narrower research brief.

  1. 01

    Are visitors or trips counted?

    Arrivals record border crossings or visits, not necessarily unique people, nights, or domestic travel.

  2. 02

    What spending is retained locally?

    Separate gross visitor expenditure from provider revenue, taxes, intermediated bookings, and imports.

  3. 03

    How does seasonality affect capacity?

    Compare peak demand with annual averages and the operating capacity available in each season.

Definitions and evidence

Check what the measures represent.

Trips, visitors, overnight stays, and visitor expenditure are different units. The tourism boundary depends on the traveller's usual environment, purpose, and stay; hotel revenue alone cannot represent all tourism activity.

Tourism definitions do not measure hotel operating profitability, booking-platform revenue, or a destination's obtainable demand. Separate resident and visitor spending, overnight and same-day trips, seasonality, and the service provider being studied.

Reference sources checked .

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