Case Study – Travel and Tourism
Client Background: Our client is a leading travel and tourism brand that specializes in providing customized vacation packages to a wide range of customers. With a presence in multiple countries, the company has been operating successfully for over a decade and has a loyal customer base.
Research Objective: The objective of the market research was to gain insights into the travel behavior, preferences, and expectations of customers in different geographic locations. This would enable the client to tailor their vacation packages to better suit the needs of their customers and improve customer satisfaction.
Methodology: Philomath Research conducted a mixed-methods approach for this research, utilizing both qualitative and quantitative research methods. The research was conducted in three phases:
Phase 1: Exploratory Research In the first phase, we conducted a series of in-depth interviews with 20 customers from different geographic locations. The objective of these interviews was to gain a preliminary understanding of customer travel behavior, preferences, and expectations. The interviews were conducted using a semi-structured approach, and the insights gathered were used to develop a survey questionnaire for the next phase.
Phase 2: Quantitative Research In the second phase, we administered an online survey to a sample of 500 customers from different geographic locations. The survey was designed to collect quantitative data on customer travel behavior, preferences, and expectations. The survey covered topics such as destination preferences, accommodation types, transportation modes, and activities.
Phase 3: Analysis and Insights In the final phase, we analyzed the data gathered from both the in-depth interviews and the survey. We used statistical techniques such as regression analysis and factor analysis to identify patterns and trends in the data. The insights gathered were presented to the client in a comprehensive report, along with recommendations on how to tailor their vacation packages to better suit the needs of their customers.
Results: The research yielded several key insights into customer travel behavior, preferences, and expectations:
1. Customers from different geographic locations had varying preferences when it came to destination types, with some preferring beach destinations while others preferred cultural or adventure destinations.
2. Accommodation preferences varied as well, with customers from some geographic locations preferring luxury hotels while others preferred budget-friendly options such as hostels.
3. Transportation modes also varied, with some customers preferring private transportation while others preferred public transportation or rental cars.
4. The research also identified several activities that were popular among customers, such as visiting cultural sites, trying local cuisine, and outdoor activities.
Based on these insights, we recommended that the client tailor their vacation packages to better suit the needs of their customers in different geographic locations. This included offering a variety of destination types, accommodation types, and transportation modes to cater to different customer preferences. Additionally, we recommended that the client offer a range of activities to appeal to different customer interests.