Travel and Tourism Market Research

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Travel & tourism market research now determines which platforms capture bookings and which lose distribution economics. The winners treat research as an operating system, not a project.

The category has bifurcated. On one side sit incumbent GDS platforms, chain hotel groups, and legacy OTAs defending distribution margin. On the other sit vertical SaaS entrants attacking specific workflows: property management, revenue management, dynamic packaging, ancillary merchandising, and corporate booking. Both need the same thing. Ground-truth intelligence on how suppliers, intermediaries, and travelers actually behave under pressure.

What Is Travel Market Research?

Travel market research analyzes the dynamics, trends, and consumer behavior within the travel industry. It studies various segments, including hospitality, transportation, tourism, and more, to provide insights crucial for strategic decision-making.

Why Travel & Tourism Market Research Now Drives Platform Economics

Distribution has fragmented across NDC connections, direct APIs, meta-search, and traditional GDS pipes. Every incremental channel adds take-rate complexity. Amadeus, Sabre, Travelport, and newer aggregators like Duffel and Kiwi compete on API quality, content depth, and settlement mechanics. Understanding where margin actually accrues requires GDS platform ecosystem mapping across supplier contracts, intermediary rebates, and end-buyer willingness to pay.

Hospitality SaaS market trends reinforce the point. Property management incumbents like Oracle Opera and Amadeus HotSPA now face vertical challengers such as Mews, Cloudbeds, and Cloudbeds-adjacent revenue tools. The competitive question is no longer feature parity. It is whether an operator’s total cost of ownership across PMS, RMS, CRS, and booking engine drops when a challenger displaces one node.

According to SIS International Research, hospitality operators evaluating platform switches consistently underweight integration costs and overweight headline license savings, which reshapes how challengers should structure win/loss analysis and pricing conversations with procurement.

Questions to Ask Before Conducting Travel Market Research

Before embarking on a travel market research endeavor, businesses should consider several key factors to ensure the success and effectiveness of their efforts. Here are some essential questions to ask:

• Target Audience: Who are the primary target segments within the travel market? What are their demographics, preferences, and behaviors? Understanding the target audience is crucial for designing research methodologies and crafting relevant survey questions.
• Methodology Selection: What research methodologies are most suitable for achieving our objectives? From surveys and focus groups to interviews and observational studies, the methodology chosen depends on factors such as sample size, budget constraints, and the depth of insights required.
• Competitive Landscape: What are our competitors doing in the market? A competitive analysis can provide valuable insights into competitors’ strategies, strengths, and weaknesses, helping businesses identify opportunities for differentiation and improvement.
• Ethical Considerations: Are there any ethical considerations or privacy concerns associated with the research? Ensuring compliance with ethical guidelines and data protection regulations is essential to maintain trust and credibility with participants and stakeholders.

Market Entry Strategy for EU Travel Tech

Market entry strategy for EU travel tech requires reading three overlapping regimes: PSD2 payment authentication for booking flows, DSA obligations for platforms surfacing user content, and the DMA's implications for gatekeeper distribution. Booking Holdings, Expedia Group, and Airbnb operate under active EU scrutiny that reshapes competitive dynamics for challengers entering adjacent spaces.

The opportunity concentrates in Southern and Central European corridors where legacy tour operator infrastructure remains intact but digital penetration lags Northern Europe. Entrants that combine local language content, multi-currency settlement, and channel manager integration with regional bed banks capture disproportionate share. The failure mode is assuming pan-European messaging translates. It does not.

Regional Insights

Regional insights are crucial in travel market research, as travel preferences, behaviors, and trends can vary significantly across different regions. Here are some vital regional insights that businesses should consider:

• North America: In North America, travel trends are influenced by economic stability, technological innovation, and changing demographics. The rise of experiential travel, sustainable tourism, and digital nomadism are shaping the travel landscape in this region.
• Europe: Travel trends in Europe are characterized by a blend of tradition and innovation, with a growing emphasis on sustainable tourism, off-the-beaten-path experiences, and digital connectivity.
• Asia-Pacific: The Asia-Pacific region is experiencing rapid economic growth, urbanization, and increasing disposable incomes, driving a surge in travel demand. Critical trends in the region include the rise of luxury travel, wellness tourism, and technology-driven experiences. Moreover, intra-regional travel within Asia-Pacific countries is on the rise, fueled by improved infrastructure and growing connectivity.
• Latin America: Political stability, infrastructure development, and environmental conservation efforts influence travel trends in Latin America. Sustainable and community-based tourism initiatives are gaining traction in the region, aligning with growing consumer preferences for responsible travel.

Key Players in the Travel and Tourism Market

The travel and tourism market has several players, each contributing to its unique value proposition. Recognizing the significant entities is essential for businesses to understand the competitive landscape and craft their strategies effectively. Here are some of the prominent key players:

• Online Travel Agencies: Platforms like Booking.com, Expedia, and TripAdvisor have revolutionized the travel and tourism market research sector by offering a one-stop shop for travelers, including everything from flight bookings to hotel reservations and activity planning.

• Global Distribution Systems: Travel agents and agencies, such as Amadeus and Travelport, use large-scale reservation networks. These networks play a critical role in the global distribution and sale of travel services.

• Hotel Chains: Major global brands like Marriott and Hilton have a massive footprint in the travel and tourism market, with properties spanning continents.

• Airlines: Carriers such as Emirates, Delta, and Lufthansa are not just transport providers but have grown to offer comprehensive travel experiences, from in-flight entertainment to holiday packages.

• Cruise Operators: Companies like Royal Caribbean and Carnival Cruise Line have redefined sea travel, transforming it into a luxury travel segment in the travel and tourism market.

• Car Rental Services: With firms like Hertz and Avis, travelers can design their road trips, making them an integral part of the travel ecosystem.

• Travel Technology Companies: Players like Skyscanner, Kayak, and Google Travel leverage technology to aggregate, analyze, and present travel and tourism market research data, ensuring travelers get the best deals and information.

• Niche Market Platforms: Websites like Airbnb and Couchsurfing cater to specific travel tastes and preferences, offering unique accommodations and experiences.

A Practical Framework for Travel Tech Competitive Intelligence

Travel tech competitive intelligence benefits from a structured lens rather than ad-hoc battlecards. The SIS Travel Platform Advantage Matrix organizes competitive position across four axes practitioners can defend to a board.

Axis	What to Measure	Signal of Strength
Content Depth	Supplier count, corridor coverage, ancillary breadth	Coverage in low-competition routes and non-air inventory
Integration Density	Certified connections to PMS, CRS, expense, loyalty	Live production integrations, not listed partners
Unit Economics	Gross margin, NRR, CAC payback by segment	Segment-level NRR above 115 percent
Regulatory Posture	PSD2, DSA, DMA, data residency readiness	Documented compliance across target geographies

Source: SIS International Research

Key Target Audience

While the travel industry caters to a broad spectrum of travelers, businesses often focus on specific segments to tailor their offerings effectively. Here are some key target audiences within the travel industry:

• Leisure Travelers: This segment encompasses many demographics, including millennials, families, seniors, and solo travelers. Understanding leisure travelers' preferences, interests, and motivations is crucial for designing appealing vacation packages, accommodations, and activities.
• Business Travelers: They require travel services that prioritize convenience, efficiency, and productivity. Business travel trends may vary based on industry sectors, corporate policies, and technological advancements, necessitating targeted research to address specific needs and preferences.
• Adventure Seekers: Adventure seekers include backpackers, thrill-seekers, and eco-tourists who prioritize immersive experiences and cultural authenticity. Researching adventure travel trends, safety concerns, and sustainable practices is essential for businesses catering to this niche market.
• Luxury Travelers: Luxury travelers comprise affluent individuals, high-net-worth families, and luxury lifestyle connoisseurs who value opulence, sophistication, and privacy. Understanding luxury travel trends, preferences for bespoke experiences, and emerging destinations is critical for luxury travel providers to maintain their competitive edge.
• Group Travelers: They require travel services that accommodate group dynamics, logistics, and budget considerations. Researching group travel preferences, booking behaviors, and destination choices can help businesses tailor group travel packages and enhance the overall experience.

Opportunities in the Travel Market Research

• Emerging Destinations: As new destinations gain popularity, there's an opportunity to tap into these new markets. Travel market research helps identify these budding tourist hotspots, allowing businesses to get a foothold early.

• Sustainability and Eco-tourism: Sustainable travel is a growing trend in the travel and tourism market. Market research allows businesses to identify sustainable practices that resonate with travelers, leading to eco-friendly products or travel packages.

• Personalized Travel Experiences: Travelers now crave personalized experiences. Understanding specific niches through travel and tourism market research can help businesses tailor unique offerings.

• Health and Wellness Tourism: Spa retreats, yoga getaways, and wellness resorts are rising. Through travel market research, businesses can gauge the popularity and demand for such experiences, positioning themselves in this lucrative segment.

Challenges of Travel Market Research for Businesses

• Economic Fluctuations: The global economy directly impacts the travel and tourism market. Economic downturns or recessions can lead to decreased travel spending, making it challenging for businesses to predict and strategize.

• Safety and Health Concerns: Health concerns can abruptly change travel patterns after the pandemic. Keeping abreast of safety guidelines, health trends, and traveler sentiments requires meticulous travel market research.

• Regulatory Changes: The travel and tourism market is subject to multiple rules and laws, from visa policies to environmental regulations. These can change without much notice, posing challenges for businesses to remain compliant and relevant.

• Sustainability Concerns: As travelers become more environmentally conscious, businesses face the challenge of ensuring sustainability without compromising quality or profits. This demands a delicate balance and keen insight from travel and tourism market research.

• Customer Expectations: With increasing access to information, today’s travelers are more informed and demanding. Meeting and exceeding these evolving expectations requires businesses to be on their toes and leverage travel market research insights.

Industry Attractiveness: SWOT Analysis of the Travel Market

The travel industry is characterized by its dynamic nature, offering business opportunities and challenges. Conducting a SWOT analysis can provide valuable insights into the industry's attractiveness. Here's a breakdown of the strengths, weaknesses, opportunities, and threats (SWOT) within the travel market:

Strengths:

• Global Demand: The travel industry enjoys widespread demand from leisure and business travelers worldwide, contributing to its resilience and long-term growth prospects.
• Diverse Revenue Streams: Travel encompasses various sectors, including accommodations, transportation, attractions, and experiences, providing businesses with multiple revenue streams and diversifying opportunities.
• Innovation and Technology: Continuous innovation in travel technology, such as online booking platforms, mobile apps, and virtual reality, enhances customer experiences, streamlines operations, and drives efficiency within the industry.
• Cultural Exchange and Tourism: Travel fosters cultural exchange, promotes cross-cultural understanding, and stimulates economic growth through tourism activities, contributing to social and economic development in destination countries.

Weaknesses:

• Seasonal Variability: The travel industry is subject to seasonal fluctuations, with demand peaking during holidays and peak travel seasons. This leads to revenue volatility and operational challenges during off-peak periods.
• Dependency on External Factors: The travel industry is vulnerable to external factors such as economic downturns, natural disasters, health crises, and geopolitical tensions, which can disrupt travel patterns, deter tourists, and impact business operations.
• Regulatory Complexity: Compliance with regulatory requirements, visa restrictions, and taxation policies can pose challenges for businesses operating in multiple jurisdictions, leading to administrative burdens, legal risks, and increased operating costs.
• Environmental Impact: The travel industry's reliance on fossil fuels, carbon emissions, and natural resources contributes to environmental degradation and climate change, necessitating sustainable practices and responsible tourism initiatives to mitigate environmental impact.

Opportunities:

• Emerging Markets Growth: Rapid economic growth, urbanization, and rising disposable incomes in emerging markets present significant growth opportunities for businesses to expand their presence, tap into new customer segments, and capitalize on growing travel demand.
• Technological Advancements: Advancements in technology, such as artificial intelligence, big data analytics, and blockchain, offer opportunities for businesses to innovate their products, enhance customer experiences, and gain a competitive edge in the digital landscape.
• Sustainable Tourism Trends: Growing consumer awareness of sustainability issues and eco-conscious travel preferences create opportunities for businesses to adopt green practices, promote responsible tourism, and differentiate themselves in the market by offering eco-friendly products and services.
• Collaborative Partnerships: Strategic partnerships and collaborations with other stakeholders in the travel ecosystem, such as airlines, hotels, and destination management organizations, enable businesses to leverage synergies, expand distribution channels, and enhance customers' overall travel experience.

Threats:

• Health Crises and Pandemics: Health crises such as pandemics, disease outbreaks, and epidemics pose significant threats to the travel industry. They can lead to travel restrictions, border closures, and reduced consumer confidence, impacting travel demand and business operations.
• Geopolitical Instability: Political instability, armed conflicts, and geopolitical tensions in certain regions can disrupt travel patterns, deter tourists, and undermine destination attractiveness, leading to revenue losses and disruptions for travel businesses operating in affected areas.
• Economic Uncertainty: Economic downturns, currency fluctuations, and financial crises can dampen consumer spending on travel, leading to reduced travel demand, price sensitivity, and budget constraints for businesses operating in the travel industry.
• Technological Disruption: Disruptive technologies and digital platforms threaten traditional travel intermediaries and distribution channels, challenging established business models and requiring businesses to adapt to changing consumer preferences and behaviors in the digital age.

Where SIS Sees the Opportunity Concentrating

Three vectors reward operators willing to invest in disciplined travel & tourism market research. First, corporate travel platforms that embed expense, sustainability reporting, and duty-of-care into a single workflow are winning share from legacy TMCs. Second, hospitality revenue management tools that price ancillaries alongside room nights capture margin that incumbent RMS ignores. Third, API-first platforms serving embedded travel inside fintech, super-apps, and loyalty programs are building a distribution channel that bypasses traditional OTAs entirely.

SIS International's proprietary research across travel intermediaries in India, the Czech Republic, the UAE, and Mexico consistently shows that suppliers underestimate the influence of mid-tier agency networks on high-value leisure booking decisions, which creates a durable arbitrage for platforms that serve those networks with better content and settlement tooling.

The firms that translate this into advantage run continuous intelligence programs: quarterly voice-of-customer waves with GMs and revenue managers, structured expert interviews with distribution executives across Amadeus, Sabre, Travelport, and NDC-native aggregators, and competitive teardown of pricing and packaging as challengers iterate. Travel & tourism market research at that cadence stops being a cost line and becomes a compounding asset.

How SIS International’s Travel Market Research Helps Businesses

SIS International's travel market research services offer comprehensive insights and strategic guidance to businesses in the dynamic travel industry. Here's how our expertise can benefit businesses:

Risk Reduction:

By conducting thorough market analysis and identifying potential risks and challenges, SIS helps businesses mitigate uncertainties and make informed decisions to minimize risks associated with market entry, expansion, or product development.

Revenue Boost:

Through in-depth consumer insights and competitive analysis, SIS International assists businesses in identifying untapped market opportunities, optimizing pricing strategies, and enhancing customer satisfaction, ultimately driving revenue growth and profitability.

Cost Savings:

By leveraging data-driven insights and market intelligence, SIS helps businesses optimize resource allocation, streamline operations, and identify cost-saving opportunities, improving efficiency and profitability.

Time Efficiency:

SIS International's research methodologies and expertise expedite businesses' decision-making by providing timely and actionable insights, enabling them to respond quickly to market trends, competitive threats, and emerging opportunities.

Growth and Innovation:

By staying abreast of industry trends, consumer preferences, and technological advancements, our team empowers businesses to innovate their products, services, and business models, driving growth and fostering innovation in the travel industry.

ROI Maximization:

Through strategic recommendations and actionable insights, we help businesses maximize their return on investment by identifying high-impact initiatives, optimizing marketing strategies, and allocating resources effectively to achieve business objectives.

Travel and Tourism Market Research

SIS provides Qualitative, Quantitative and Strategy Research.  We have over 40+ years of expertise and have global coverage.  We provide:

• Focus Groups
• Customer Interviews
• Surveys
• Online Insight Communities
• Market Opportunity & Entry Research
• Competitive Analysis
• Destination Marketing Analysis
• Branding Research

FAQs

Our Facility Location in New York

11 E 22nd Street, Floor 2, New York, NY 10010  T: +1(212) 505-6805

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About SIS International

SIS International offers Quantitative, Qualitative, and Strategy Research. We provide data, tools, strategies, reports, and insights for decision-making. We also conduct interviews, surveys, focus groups, and other Market Research methods and approaches. Contact us for your next Market Research project.