Tourism and hospitality brands need to understand guests before, during and after the trip. Often, this happens in several countries at once.
Research and Metric runs travel and tourism market research fieldwork for hotel groups, resorts, airlines, travel brands and the agencies that research for them. Our hospitality market research covers every stage of the guest journey.
We reach recent and frequent travellers online and interview guests on site. We also recruit the affluent travellers that luxury brands care most about, which supports luxury traveller research.
Who we reach for hospitality market research
- Recent and frequent travellers: leisure and business travellers by trip type, destination and booking channel.
- Hotel and resort guests: interviewed on site at check-out or surveyed after the stay.
- Affluent and luxury travellers: including high-net-worth guests who take five-star trips every year.
- Business travel bookers: travel managers and executive assistants.
- Trade audiences: travel agents, tour operators and hotel managers.
Research methods we run for travel clients
- Online surveys across several markets and languages, including a multi-market traveller survey.
- Face-to-face exit interviews at hotels, resorts and airports.
- In-depth interviews on the full travel decision journey.
- Specialist recruitment for affluent and ultra-high-net-worth travellers.
- Tracker tables and dashboards for guest satisfaction programmes, such as a hotel guest satisfaction survey.
Typical tourism and hospitality market research projects
- Booking behaviour studies across several markets
- Guest satisfaction trackers for hotel groups
- Exit interviews with resort and airport visitors
- Luxury traveller journey and loyalty interviews
- Destination brand and visitor research
How we protect data quality
- Trip recency, type and spend confirmed at screening
- Local-language questionnaires and market-level quotas
- Daily data checks during on-site fieldwork
- Validated specialist partners for the rarest traveller tiers
For general guidance on good practice in travel research, see the codes and standards published by ESOMAR.
Recent travel and tourism projects
See this work in practice. One project was an online survey across eight markets for a travel brand. Others included affluent traveller interviews for a luxury hospitality brand and face-to-face exit interviews with resort guests.
Why agencies choose Research and Metric for travel and tourism fieldwork
- Online, on-site and specialist reach from one partner
- Multi-market fieldwork in local languages
- Access to affluent and luxury travellers
- Tracker outputs delivered on a fixed schedule
Frequently asked questions
Can you survey travellers in several countries at once?
Yes. We program one master survey with local-language versions and manage sample and quotas in each market, so results compare directly.
Do you run face-to-face interviews at hotels and resorts?
Yes. Trained interviewers with tablets interview guests at agreed times, such as check-out. As a result, the guest experience is not disrupted.
Can you reach luxury and high-net-worth travellers?
Yes. We screen on five-star travel frequency. However, the rarest high-net-worth tiers need extra care, so we use validated specialist partners to reach them.
Can you produce monthly tables for a guest tracker?
Yes. We automate tables and chart packs for each wave. For example, we can deliver them in the formats your team already uses.
