旅行和旅游市场研究

在 SIS，我们游历世界各地进行必要的旅行和旅游市场研究，以真正了解不同的地区、国家、人民和文化。

When you need to know how people think and do business anywhere around the globe, look to us for expert market analysis and be assured that nothing is “lost in translation.” After all, we’ve been helping the travel industry go places since 1984. We’re proud of our long-standing tradition of market research excellence and we’re ready to share our expertise with you.

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什么是旅游市场研究？

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.

为什么旅游市场研究很重要？

Travel market research provides valuable insights into competitors’ strategies, strengths, and weaknesses, enabling businesses to position themselves strategically and capitalize on untapped opportunities.

It equips businesses with the necessary data and analysis to formulate effective strategies, allocate resources wisely, and achieve sustainable growth objectives. However, it brings many other benefits, including:

• 定制产品供应： 旅游市场研究可以帮助企业识别市场中的特定领域或细分市场，从而使他们能够设计出与这些群体产生共鸣的定制体验。

• 预测市场变化： 通过旅游市场研究保持最新状态可以让公司预测变化并在浪潮来临之前调整战略。

• 增强客户体验： 旅游市场研究为企业提供 insights into customer preferences, pain points, and expectations.

• 强化品牌定位： 通过旅游市场研究了解市场动态、客户看法和竞争对手动向，有助于企业树立独特的品牌形象并确保其与目标受众产生共鸣。

• 未来增长规划： 通过旅游市场研究得出的见解，公司可以确定潜在的扩张领域、有利可图的市场以及未来几年可能有需求的新服务产品。

进行旅游市场调查前要问的问题

Here are some essential questions to ask:

目标听众：旅游市场的主要目标群体是谁？他们的人口统计、偏好和行为是什么？了解目标受众对于设计研究方法和制定相关调查问题至关重要。
方法论选择：哪些研究方法最适合实现我们的目标？从调查和焦点小组到访谈和观察性研究，所选择的方法取决于样本量、预算限制和所需的洞察深度等因素。
竞争格局：我们的竞争对手在市场上做什么？竞争分析可以提供有关竞争对手的策略、优势和劣势的宝贵见解，帮助企业发现差异化和改进的机会。
伦理考量: 研究过程中是否存在任何道德考量或隐私问题？确保遵守道德准则和数据保护法规对于维护参与者和利益相关者的信任和信誉至关重要。

SIS 旅游市场研究的预期结果

聘请 SIS International 进行旅游市场研究的企业将获得全面的见解和针对其需求的可行建议。以下是预期结果：

深入的消费者洞察:

SIS 进行深入研究，深入了解旅行者的人口统计、偏好和行为模式。我们对目标受众有细致入微的了解，使企业能够有效地定制他们的产品。

竞争分析:

Our team provides valuable insights into the competitive landscape of the travel industry, identifying key players, market trends, and competitive strategies.

市场趋势和机遇:

通过严格分析市场趋势，SIS International 识别出旅游行业中的新兴机会和增长领域。SIS 帮助企业保持领先地位并利用不断发展的趋势。

风险评估与缓解:

SIS assesses market risks and potential challenges, providing businesses with the insights to make informed decisions and mitigate risks effectively.

战略建议:

根据研究结果，SIS International 提供战略建议和可行的见解，以帮助企业实现其目标。

Global Travel and Tourism Market Segments

Accommodation Services: 38%

运输： 28%

食品与饮品： 18%

Activities and Entertainment: 10%

Other Services: 6%

来源

Data compiled from IBISWorld Global Tourism Industry Report 和 Statista Travel and Tourism Market Outlook. Market segment distribution represents the breakdown of global travel and tourism spending across key service categories.

区域洞察

区域洞察在旅游市场研究中至关重要，因为不同地区的旅游偏好、行为和趋势可能存在很大差异。以下是企业应考虑的一些重要区域洞察：

北美：在北美，旅游趋势受到经济稳定、技术创新和人口结构变化的影响。体验式旅游、可持续旅游和数字游牧主义的兴起正在塑造该地区的旅游格局。
欧洲：欧洲的旅游趋势以传统与创新的融合为特点，并且越来越重视可持续旅游、非同寻常的体验和数字连通性。
亚太：亚太地区正经历快速的经济增长、城市化和不断增加的可支配收入，推动旅游需求激增。该地区的关键趋势包括豪华旅游、健康旅游和技术驱动体验的兴起。此外，由于基础设施改善和连通性不断增强，亚太国家之间的区域内旅游也在增加。
拉美：政治稳定、基础设施发展和环境保护工作影响着拉丁美洲的旅游趋势。可持续和以社区为基础的旅游计划在该地区越来越受欢迎，这与消费者对负责任旅游日益增长的偏好相一致。

旅游市场的主要参与者

旅游业市场有多个参与者，每个参与者都为其独特的价值主张做出贡献。识别重要实体对于企业了解竞争格局和有效制定战略至关重要。以下是一些突出的关键参与者：

• 在线旅行社： Platforms like Booking.com, Expedia, and TripAdvisor have revolutionized the travel and tourism market research sector.

• 全球分销系统： Travel agents and agencies, such as Amadeus and Travelport, use large-scale reservation networks.

• 连锁酒店： 万豪和希尔顿等全球主要品牌在旅游业市场占有重要地位，其酒店遍布各大洲。

• 航空公司： 阿联酋航空、达美航空和汉莎航空等航空公司不仅仅是交通运输提供商，而且还发展成为提供全方位旅行体验的公司，从机上娱乐到假日套餐。

• 邮轮运营商： Companies like Royal Caribbean and Carnival Cruise Line have redefined sea travel, transforming it into a luxury travel segment in the 旅行和旅游市场.

• 汽车租赁服务： 通过赫兹和安飞士等公司，旅行者可以设计自己的公路旅行，使其成为旅行生态系统不可或缺的一部分。

• 旅游科技公司： Skyscanner、Kayak 和 Google Travel 等公司利用技术来汇总、分析和呈现旅行和旅游市场研究数据，确保旅行者获得最优惠的价格和信息。

• 利基市场平台： Airbnb 和 Couchsurfing 等网站迎合特定的旅行口味和偏好，提供独特的住宿和体验。

主要目标受众

虽然旅游业迎合了广泛的旅行者，但企业通常会专注于特定细分市场，以有效地定制其产品。以下是旅游业内的一些主要目标受众：

休闲旅客: This segment encompasses many demographics, including millennials, families, seniors, and solo travelers.
商务旅客：他们需要以便利、高效和生产力为优先的旅行服务。商务旅行趋势可能因行业部门、公司政策和技术进步而有所不同，因此需要进行有针对性的研究以满足特定需求和偏好。
探险者: Adventure seekers include backpackers, thrill-seekers, and eco-tourists who prioritize immersive experiences and cultural authenticity.
奢华旅行者：豪华旅行者包括富裕人士、高净值家庭和注重奢华、精致和隐私的奢华生活方式鉴赏家。了解豪华旅行趋势、定制体验偏好和新兴目的地对于豪华旅行提供商保持竞争优势至关重要。
团体旅客：他们需要能够适应团体动态、物流和预算考虑的旅行服务。研究团体旅行偏好、预订行为和目的地选择可以帮助企业量身定制团体旅行套餐并提升整体体验。

旅游市场研究机会

The travel and tourism market is not just about holiday destinations and plane tickets. It’s a complex ecosystem driven by data, preferences, trends, and more.

• 新兴目的地： 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.

• 可持续性和生态旅游： 可持续旅行是旅行和旅游市场的一个日益增长的趋势。市场研究使企业能够确定与旅行者产生共鸣的可持续做法，从而推出环保产品或旅行套餐。

• 技术整合： 从目的地的虚拟现实预览到人工智能驱动的旅行建议，技术正在改变旅行体验。旅游市场研究确定了企业可以利用的技术趋势。

• 健康与保健旅游： 水疗度假、瑜伽度假和健康度假村正在兴起。通过旅游市场研究，企业可以衡量此类体验的受欢迎程度和需求，从而在这个利润丰厚的领域中占据一席之地。

Travel and Tourism Industry Timeline

Key Milestones in Travel and Tourism History

1841

Birth of Organized Tourism

Thomas Cook organized the first package tour, arranging rail travel for 570 passengers between Leicester and Loughborough in England. This marked the beginning of modern organized tourism and established Cook as the first travel agent.

来源： History of Tourism Timeline

1874

Introduction of Travel Currency

Thomas Cook introduced the circular note, an early form of traveler checks accepted by banks, hotels, shops, and restaurants. This innovation made international travel more convenient and secure for tourists.

来源： The History of Tourism and Hospitality

1903

Era of Flight Begins

The Wright Brothers achieved the first successful powered aircraft flight, ushering in a new era that would revolutionize long-distance travel and eventually make global tourism accessible to millions.

来源： History of Tourism PDF

1950

Introduction of Credit Cards

Diners Club introduced the first credit card, transforming how travelers paid for services. This innovation became a major factor in facilitating global travel and commerce, particularly benefiting the tourism industry.

来源： History of Tourism PDF

1971

Low-Cost Airlines Emerge

Southwest Airlines completed its first route between Dallas and San Antonio, pioneering the low-cost, no-frills airline model. This innovation democratized air travel and made flying accessible to the middle class.

来源： TravelAge West Milestones

1975

UN Tourism Organization Established

The United Nations established the World Tourism Organization (UNWTO), creating a global intergovernmental body to promote responsible, sustainable, and accessible tourism worldwide and assist countries in developing their tourism sectors.

来源： History of Tourism Timeline

1996

Online Travel Booking Launches

Expedia launched as Microsoft Expedia Travel Services on October 22, becoming one of the first online travel agencies. This marked the beginning of digital transformation in travel booking, revolutionizing how people plan and purchase trips.

来源： Expedia Statistics 和 Expedia History

2008

Sharing Economy Transforms Travel

Airbnb was founded, introducing the home-sharing model that would disrupt traditional hospitality. The platform enabled homeowners to rent their spaces to travelers, creating an alternative to hotels and fundamentally changing accommodation options.

来源： Statista Online Travel Market

2020

Global Pandemic Impact

The COVID-19 pandemic caused international tourism to decline by 72%, dropping from 1.47 billion arrivals in 2019 to 408 million in 2020. This unprecedented crisis forced the industry to adapt with enhanced safety protocols and flexible booking policies.

来源： UN Tourism Statistics Database

2024

Tourism Recovery Complete

International tourism achieved full recovery, reaching 1.47 billion arrivals and matching pre-pandemic levels. Online bookings now account for approximately 72% of global travel and tourism revenue, reflecting the industry's digital transformation.

来源： UN Tourism World Tourism Barometer 和 Online Travel Booking Statistics

Sources

This timeline is compiled from authoritative sources including UN Tourism, historical tourism research databases, Statista Travel Market Reports, TravelAge West, and industry documentation from major travel companies. Each milestone represents a verified historical event that significantly shaped the modern travel and tourism industry.

旅游市场研究对企业面临的挑战

These are some of the main challenges businesses will face with travel market research:

• 经济波动： 全球经济直接影响旅行和旅游市场。经济衰退或衰退可能导致旅行支出减少，使企业难以预测和制定战略。

• 安全和健康问题： 疫情过后，健康问题可能会突然改变旅行模式。要及时了解安全指南、健康趋势和旅行者情绪，需要进行细致的旅游市场研究。

• 监管变化： 旅游市场受到签证政策、环境法规等多项规则和法律的约束.

• 可持续性问题： As travelers become more environmentally conscious, businesses face the challenge of ensuring sustainability without compromising quality or profits.

• 客户期望： 随着信息获取渠道的不断增加，如今的旅行者了解的信息越来越多，要求也越来越高。要满足并超越这些不断变化的期望，企业必须时刻保持警惕，并充分利用旅游市场研究洞察。

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行业吸引力：旅游市场的 SWOT 分析

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:

优势：

全球需求：旅游业受到全球休闲和商务旅客的广泛需求，这有助于增强其复原力和长期增长前景。
多元化收入来源：旅游业涵盖住宿、交通、景点和体验等多个领域，为企业提供多种收入来源和多样化机会。
创新与科技：在线预订平台、移动应用程序和虚拟现实等旅游技术的不断创新，增强了客户体验、简化了运营并提高了行业效率。
文化交流与旅游：旅游可以促进文化交流，促进跨文化理解，并通过旅游活动刺激经济增长，为目的地国家的社会和经济发展做出贡献。

弱点：

季节变化: 旅游业受季节性波动影响，节假日和旅游旺季期间需求达到高峰。这导致非高峰期的收入波动和运营挑战。
对外部因素的依赖：旅游业容易受到经济衰退、自然灾害、健康危机和地缘政治紧张局势等外部因素的影响，这些因素可能会扰乱旅游模式、阻碍游客并影响业务运营。
监管复杂性：遵守监管要求、签证限制和税收政策可能会给在多个司法管辖区运营的企业带来挑战，导致行政负担、法律风险和运营成本增加。
对环境造成的影响: 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.

机会：

新兴市场增长：新兴市场的快速经济增长、城市化和可支配收入的提高为企业扩大影响力、挖掘新的客户群体和利用不断增长的旅游需求提供了巨大的增长机会。
技术进步：人工智能、大数据分析和区块链等技术的进步为企业提供了创新产品、增强客户体验和在数字领域获得竞争优势的机会。
可持续旅游趋势：消费者对可持续发展问题的意识不断增强，以及环保旅游偏好的增强，为企业采取绿色实践、推广负责任的旅游以及通过提供环保产品和服务在市场上脱颖而出创造了机会。
合作伙伴关系: 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.

威胁：

健康危机和流行病：流行病、疾病爆发和流行病等健康危机对旅游业构成重大威胁。它们可能导致旅行限制、边境关闭和消费者信心下降，从而影响旅行需求和业务运营。
地缘政治不稳定：某些地区的政治不稳定、武装冲突和地缘政治紧张局势可能会扰乱旅游模式、阻碍游客并削弱目的地的吸引力，从而导致受影响地区旅游业务的收入损失和中断。
经济不确定性：经济衰退、货币波动和金融危机会抑制消费者的旅游支出，导致旅游需求减少、价格敏感度降低以及旅游企业预算受限。
技术颠覆：颠覆性技术和数字平台威胁着传统的旅游中介和分销渠道，对既定的商业模式提出挑战，并要求企业适应数字时代不断变化的消费者偏好和行为。

SIS International 的旅游市场研究如何帮助企业

SIS 国际'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:

降低风险:

SIS helps businesses mitigate uncertainties and make informed decisions to minimize risks associated with market entry, expansion, or product development.

收入增加:

We assist businesses in identifying untapped market opportunities, optimizing pricing strategies, and enhancing customer satisfaction, ultimately driving revenue growth and profitability.

节约成本:

SIS helps businesses optimize resource allocation, streamline operations, and identify cost-saving opportunities, improving efficiency and profitability.

成长与创新:

Our team empowers businesses to innovate their products, services, and business models, driving growth and fostering innovation in the travel industry.

投资回报率最大化:

通过战略建议和可行的见解，我们帮助企业确定高影响力的举措、优化营销策略并有效分配资源以实现业务目标，从而实现投资回报最大化。