The good news: Travel has rebounded since 2001.

The other news: New trends have emerged, such as the Internet’s dominance in the industry and consumers’ increasing resistance to marketing. It is now more important than ever for marketers to understand consumers—not just their demographics, but also their attitudes and motivations that impact their travel-related decisions.

Whether your needs are for custom research to understand your own customers, general research insight relating to travel that can be applied to your business or a database product that can apply research findings to your own customers, Yankelovich has something to offer.

Travel-Related Research

Since 1958, Yankelovich has set the standard for consumer market research. Our world-renowned MONITOR study, conducted annually since 1971, is the longest-running, most in-depth study of consumer values and lifestyles available. MONITOR contains numerous travel-specific questions to give us detailed insight into who travels and why, what people like to do on vacation and the channels they prefer to use when researching and booking travel.

Knowing which consumers embark on which kinds of travel—trips of a lifetime, quick getaways, kid-friendly trips, family gatherings, business trips, budget vacations, package deals—will help you deliver relevant messages to the right consumers.

Custom Research for Travel Businesses

Maybe you need to understand the why certain consumers are choosing your business over others. Or maybe you want to develop segment-specific marketing strategies based on their needs. That’s where Yankelovich’s capabilities for custom segmentation come in.

The Segmentation Company (TSC), a division of Yankelovich, was one of the first companies dedicated exclusively to offering comprehensive branding, segmentation and targeting solutions, including analytics to identify, understand and assess market segments and brand positioning. We can help travel businesses identify and understand consumers’ travel needs, wants, desires and preferences, particularly those that are unmet or only partially satisfied.

Apply Attitudinal Research Findings to Individuals in Databases

Yankelovich offers the only way to link attitudinal research findings to individuals. By segmenting research respondents and building models to connect those segments to consumers in databases, we can apply our insights to specific consumers. Travel providers can use this information to develop profiles of their best travelers and apply that information to marketing initiatives.

Use MindBase to Identify Your Best Customers

Yankelovich’s MindBase is the only marketing tool that links fundamental consumer attitudes and motivations to specific names and addresses in databases.

Using MindBase helps you increase profitability by identifying your best customers and helping you tailor your messaging to those travel consumers who need and want your services. It helps you contain costs because you will learn which unprofitable population segments to leave out of your marketing campaigns.

Travel Solutions

• Yankelovich MONITOR: The premier source for consumer lifestyle insights, helping businesses set their strategies and positioning
• National Travel MONITOR: In partnership with YPB&R, the Travel MONITOR provides insights about the latest trends in leisure travel
  
• MindBase: The only database marketing tool that links fundamental consumer attitudes and motivations to specific names and addresses in databases
• The Segmentation Company, A division of Yankelovich: One of the first companies to offer comprehensive branding, segmentation and targeting solutions for travel and other businesses

Travel Case Studies

Guided Tour Operator Implements Precision Targeting: Guided tour company profiles customers using attitudinal data to identify new direct mail targets

Cruise Line Improves Customer-Acquisition Process: Cruise line uses MindBase to enhance their modeling capabilities for targeting customers

Luxury Cruise Line Identifies Next Generation of Cruisers: Luxury cruise line uses attitudinal data to gain a better understanding of their passengers creating more robust customer profiles