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Smart insights: Travel and Hospitality

Travel companies are facing intense competition for customers, caused by oversupply, an increasingly fragmented market and consumer demand for services to be provided across every channel.

To stay ahead in this environment, you need travel market intelligence that captures big data across all channels and travel areas. And you need it integrated and filtered to deliver smart insights that offer the potential for bigger and better performance.

GfK is the only global research agency to provide travel, tourism and hospitality market insights based on live booking data from thousands of sales points (POS) – both offline and online, across all devices – combined with the broad industry knowledge of our travel research specialists.

This combination gives you clear understanding of what is happening and why through the entire purchase journey, from first contact to the final transaction, across all industry silos.

Whether you are an airline, accommodation provider, travel agent, tourist board, cruise line operator or travel logistics company – we monitor consumers at every touchpoint, to show you the key factors and experiences that are influencing traveler decisions within the travel and hospitality industry.

Success Stories
  • Tracking holidaymakers as they plan their next trip

    Tracking holidaymakers as they plan their next trip

    01.12.2015

    GfK research helps a global travel group understand the purchasing behavior of holidaymakers and sharpen the effectiveness of its marketing and sales forecasting.

    Our client is a leading global travel and leisure group that generates revenues of more than $10 billion (€8.6 billion) from over 20 million customers each year.

    Situation

    The Internet has fundamentally transformed holidaymakers’ decision-making and purchasing patterns.
    Awareness and consideration have lost predictive power, and even consumers don’t know how they will proceed to their booking.
    In order to plan strategically and market effectively, our client needed a thorough understanding of the research and buying process.

    Approach

    We showed that consumers are unreliable predictors of their own behavior, and that tracking of actual behavior was needed.
    We set up a Media Efficiency Panel to gather demographics, intentions and purchase actions, while our browser plug-in continuously tracked all online behavior for 15,000 households. This was complemented by an offline-behavior questionnaire.

    Outcome

    • The research provided highly granular insight into consumers’ holiday purchase patterns. It analyzed how they research their trips, including the websites and search keywords used and the vital role of aggregators.
    • This allowed our client to influence the process effectively by enhancing its promotional tools and marketing at every step. It also made it easier to forecast future sales.

    Click here to download the success story.

  • Tracking holidaymakers as they plan their next trip

    Tracking holidaymakers as they plan their next trip

    01.12.2015

    GfK research helps a global travel group understand the purchasing behavior of holidaymakers and sharpen the effectiveness of its marketing and sales forecasting.

    Our client is a leading global travel and leisure group that generates revenues of more than $10 billion (€8.6 billion) from over 20 million customers each year.

    Situation

    The Internet has fundamentally transformed holidaymakers’ decision-making and purchasing patterns.
    Awareness and consideration have lost predictive power, and even consumers don’t know how they will proceed to their booking.
    In order to plan strategically and market effectively, our client needed a thorough understanding of the research and buying process.

    Approach

    We showed that consumers are unreliable predictors of their own behavior, and that tracking of actual behavior was needed.
    We set up a Media Efficiency Panel to gather demographics, intentions and purchase actions, while our browser plug-in continuously tracked all online behavior for 15,000 households. This was complemented by an offline-behavior questionnaire.

    Outcome

    • The research provided highly granular insight into consumers’ holiday purchase patterns. It analyzed how they research their trips, including the websites and search keywords used and the vital role of aggregators.
    • This allowed our client to influence the process effectively by enhancing its promotional tools and marketing at every step. It also made it easier to forecast future sales.

    Click here to download our success story (short version)

    Click here to download our success story (long version)

Latest insights

Here you can find the latest insights for travel and hospitality industry. View all insights

    • 08/31/17
    • Fashion and Lifestyle
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Consumer Goods
    • FMCG
    • Energy
    • United Kingdom
    • English

    UK Consumer Confidence up two points in August

    Increases in all five measures but is this a dead-cat bounce over the dog-days of summer?
    • 04/27/17
    • Travel and Hospitality
    • Trends and Forecasting
    • United Kingdom
    • English

    Almost twice as many people prefer relaxing vacations to active ones

    Internationally, 59 percent of people prefer a relaxing vacation, while 35 percent prefer an active one. Brazil, South Korea and China lead for favoring relaxing vacations; Italy, France and Spain lead for active holidays. Teenagers are the most energetic, with 43 percent preferring active vacations.
    • 02/28/17
    • Fashion and Lifestyle
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • FMCG
    • United Kingdom
    • English

    UK Consumer Confidence drops one point in February to -6

    GfK’s long-running Consumer Confidence Index has decreased one point this month to -6. Three of the five measures saw decreases in February, and two measures saw increases.
    • 02/16/17
    • Travel and Hospitality
    • Point of Sales Tracking
    • United Kingdom
    • English

    Global travellers want relaxing yet fulfilling breaks

    It’s often been said that the world is divided into two kinds of people; those who like to spend their holidays seeing and doing things, and others who just want to lie on the beach. Recent global research from GfK shows that the truth is a little more complicated.
Solutions
  • Point of Sales Tracking

    Point of Sales Tracking

    Retailers and manufacturers are under pressure to develop products and services that maximize sales and profit and to keep customers coming back.

    Success relies on having the most up-to-date sales data, combined with robust analysis to understand which products and services are performing well in the market – and which are not. With this information, clients can set clear strategies for commercial growth and increase return on investment.

  • Geomarketing

    Geomarketing

    Our geomarketing solutions and consultancy provide our clients with smart insights into location-specific factors that impact the success of business sites, shops, sales territories, target groups, as well as chain store and distribution networks.

General