Learn About Conducting Market Research With Air Travelers

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There are 5 articles in our archive related to this topic.

Adding ‘prosumers’ to your groups can provide a creative boost: 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.
A storied destination: Tourism board VisitScotland used one-on-ones to craft a new Europe-wide ad campaign and then employed Web metrics (such as site visits and brochure requests) to measure its effectiveness.
For hotels cutting back on services to trim costs, how far is too far?: 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.
How the travel industry is coping with today’s recession: 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.
Surveying the friendly skies: United Airlines uses ongoing quantitative research to determine in-flight customer satisfaction. Data from its complex in-flight survey program are used to examine competitive performance, track performance and measure success at achieving goals.