New research represents the most comprehensive UK consumer study into destinations as brands
TripVision have recently completed three extensive nationally representative surveys amongst over 2,000 UK travel consumers. The research focused in on their usage and attitude to 78 key holiday destinations worldwide.
These destinations were chosen as ones we determined were most reported by consumers in our studies over the last three years. To facilitate comparability, TripVision segmented destinations into the three key categories of City Breaks, Beach Holidays and Long Haul.
Consumers were asked a number of probing questions, including:
Where do you want to go?
Where have you been?
What attributes are most important for this type of holiday?
How does “XYZ” rate on these attributes?
This data enabled TripVision to analyse data three ways:
1) By usage and attitude data (the usage and repeat intention)
2) By affinity index (which destinations have most overlap with others)
3) By Socio Demographics
The result is the most detailed research yet on how the UK travel consumer views todays most popular holiday destinations.
“Destinations are brands, and it’s destinations that sell holidays.”
Said Alan Griffiths, Research Director of TripVision.
In addition to enabling data savvy operators to focus on a tighter number of destinations, the reports also enable destination owners to see what parts of the holiday experience they are doing well at, and where they need to improve to move up the ’Destination Brand’ league.
The three reports will published on Monday 7th January 2008, but those ordering in advance in November will be able to purchase them at a reduced, pre-publication price of £325 + VAT each.
For more information visit http://www.trip-vision.com
