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Marketing Research Articles Related to the Travel Industry

Marketing Research Articles Related to the Travel Industry

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A bit of Tomorrowland today

Published
February 1996
Author
William Bailey
Abstract
Maglev Transit Inc. used a two-part study that integrated qualitative and quantitative techniques with consumers and travel agents to measure viability of a high-speed train proposed for Orlando, Fla.

Adding ‘prosumers’ to your groups can provide a creative boost

Published
May 2009
Author
Steve Richardson
Abstract
Under the right circumstances, including - rather than excluding - marketing professionals normally screened out of focus groups can lead to breakthroughs. Examples from British Airways and WD-40 are cited to illustrate how this approach has helped develop new products and services.

Corporate culture

Published
October 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
American Express Travel Services conducted telephone interviews to measure satisfaction with membership travel services. A needs assessment study helped the researchers determine what elements to include in the telephone questionnaire.

* Disney augments ad research with app-based qualitative method

Published
July 2012
Author
Emily Goon, Quirk's Content Editor
Abstract
An iPad app has helped Disney Parks and Resorts keep innovating by testing concepts for theme park ad campaigns in focus groups.

Driving the message home

Published
October 2007
Author
Johann Leitner
Abstract
In South Africa, Budget Rent A Car has used a cell phone-based survey methodology to increase response times to customer complaints and also show that the company follows up on issues important to customers.

Dynamic travel trends in new markets: Asians and Latinos

Published
January 1994
Author
Andrew Erlich
Abstract
We are living in an exciting in-between time of profound demographic and cultural change. This article discusses Asian and Latino travel trends and how this change is an opportunity for market researchers to explore new avenues domestically and internationally.

Easing travel restrictions

Published
February 1992
Author
Bob Bengen
Abstract
Samsonite Corporation applied a range of quantitative and qualitative research strategies as it developed its Piggyback line of luggage. The company used exploratory focus groups to help determine the travel needs, one-on-one interviews to test initial and drawings depicting conceptual designs, field tests of sample products and surveys of potential users.

Florida travel habits subject of phone survey

Published
May 1987
Author
Quirk's Staff
Abstract
Tourism in Florida is big business, but Floridians tend to get left out of the picture. A telephone survey helped the tourism industry to better understand the travel habits of Florida residents, to improve in-state tourism.

For hotels cutting back on services to trim costs, how far is too far?

Published
May 2009
Author
Lincoln Merrihew
Abstract
Results from a survey of prospective travelers show that some hotel amenities are more valued than others. As travel-industry firms look to cut costs, research can provide needed direction on where services can be reduced, re-priced or eliminated, as across-the-board changes run the risk of alienating large customer segments, possibly permanently.

Good proposals without good manners fall short in China

Published
October 2008
Author
Quirk's Staff

Hilton uses research in creation of vacation promotion

Published
June 1989
Author
Quirk's Staff
Abstract
Hilton Hotels Corp. conducted a telephone survey of 1000 adults regarding their weekend leisure and work habits in the development of its BounceBack Weekend vacation program.

How the travel industry is coping with today’s recession

Published
May 2009
Author
Jim Quilty
Abstract
Drawing from research with business and leisure travelers and conversations with travel industry firms, the author explains the impact of the economic downturn and explores the role of travel companies’ marketing research in these difficult times.

Listen to the text

Published
October 2006
Author
Tom Anderson
Abstract
Verbatim responses and other textual sources provide valuable and often untapped sources of insights on customer satisfaction. The author cites a case history involving hotel company Starwood and its use of text mining to glean helpful data.

Many Americans going nowhere this summer

Published
June 2008
Author
Quirk's Staff

* Resort community uses hypnosis to get in touch with buyers’ childhood emotions

Published
December 2010
Author
Matt Schroder
Abstract
Innsbrook Resort turned to hypnosis for part of its qualitative research to uncover the deep-seated needs of prospective vacation-home buyers and used the results to shape the marketing messages and Web site for a new development.

Scanning the seas

Published
May 1993
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article describes Princess Cruise’s use of an in-house scanning system to analyze scannable customer satisfaction questionnaires and a range of custom questionnaires. The article concludes with advice for researchers considering buying an in-house scanning system.

Segmentation study determines Greyhound ridership

Published
April 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Greyhound Lines Inc. used a psychographic segmentation study of its ridership, conducting 500 in-terminal interviews in 10 major markets and 400 interviews in seven small markets, to obtain a clearer picture of its customers.

* Study results guide enhancements to Myrtle Beach Golf PassPort

Published
October 2012
Authors
Michael Latta, Mark Mitchell, Albert J. Taylor and Charles Thrash
Abstract
Research helped make an already successful affinity marketing program for golfers in Myrtle Beach, S.C., even more so by delivering greater choice and value.

* Summer vacations now with fewer vacations

Published
June 2011
Author
Quirk's Staff
Abstract
High gas prices in summer 2011 have counteracted the economic recovery, as more people are choosing to opt out of vacations in favor of "staycations."

Talk of increased travel just a lot of hot air?

Published
January 2010
Author
Quirk's Staff
Abstract
Leisure travel is expected to increase by mid-2010; Americans say that they are planning to travel more, but an Ipsos Marketing poll indicates they aren't booking the plans to back it up.

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