旅行和旅游市场研究

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.

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什么是旅游市场研究？

旅游市场研究分析旅游业的动态、趋势和消费者行为。它研究酒店、交通、旅游等各个领域，以提供对战略决策至关重要的见解。

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.

进行旅游市场调查前要问的问题

在开展旅游市场研究工作之前，企业应考虑几个关键因素，以确保其工作取得成功和有效性。以下是一些需要问的基本问题：

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。

A Sector Growing Faster Than the World Economy

Total contribution of travel and tourism to global gross domestic product, in trillions of dollars, on track to reach a projected sixteen and a half trillion by the middle of the next decade

Travel and tourism is forecast to grow at roughly three and a half percent each year over the coming decade, outpacing the wider global economy and supporting close to one in eight jobs worldwide.

Source 1: Travel and Tourism Economic Impact Research
Source 2: SIS International Travel and Tourism Market Research

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.

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： Booking.com、Expedia 和 TripAdvisor 等平台为旅行者提供一站式服务，包括从航班预订到酒店预订和活动规划等所有服务，彻底改变了旅游和旅游市场研究领域。

• 全球分销系统： Amadeus 和 Travelport 等旅行社和旅行社使用大型预订网络。这些网络在旅行服务的全球分销和销售中发挥着关键作用。

• 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： 皇家加勒比游轮和嘉年华游轮等公司重新定义了海上旅行，将其转变为旅游市场中的豪华旅行领域。

• 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。

AI博客横幅

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

来源: SIS International Research

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. Understanding leisure travelers' preferences, interests, and motivations is crucial for designing appealing vacation packages, accommodations, and activities.
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：冒险者包括背包客、寻求刺激的人和生态游客，他们注重沉浸式体验和文化真实性。研究冒险旅行趋势、安全问题和可持续做法对于迎合这一细分市场的企业至关重要。
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

• 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。

• 个性化的旅行体验： 旅行者现在渴望个性化体验。通过旅行和旅游市场研究了解特定细分市场可以帮助企业量身定制独特的产品。

• 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。

Where Travel and Tourism Powers the Economy

Contribution of travel and tourism to regional output, in trillions of dollars, showing how demand is distributed across the major world regions

Source 1: Travel and Tourism Economic Impact Research by Region
Source 2: SIS International Travel and Tourism Market Research

旅游市场研究对企业面临的挑战

• 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。这些可能会在没有太多通知的情况下发生变化，对企业保持合规和相关性构成挑战。

• 可持续性问题： 随着旅行者的环保意识越来越强，企业面临着在不影响质量或利润的情况下确保可持续性的挑战。这需要旅行和旅游市场研究的微妙平衡和敏锐洞察力。

• 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。

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。

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.

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:

通过进行彻底的市场分析并识别潜在的风险和挑战，SIS 帮助企业减轻不确定性并做出明智的决策，以最大限度地降低与市场进入、扩张或产品开发相关的风险。

收入增加:

通过深入的消费者洞察和竞争分析，SIS International 帮助企业发现尚未开发的市场机会，优化定价策略，提高客户满意度，最终推动收入增长和盈利能力。

节约成本:

通过利用数据驱动的洞察力和市场情报，SIS 帮助企业优化资源配置、简化运营、发现节省成本的机会，从而提高效率和盈利能力。

时间效率:

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.

成长与创新:

通过密切关注行业趋势、消费者偏好和技术进步，我们的团队帮助企业创新其产品、服务和商业模式，推动旅游行业的增长并促进创新。

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。

旅行和旅游市场研究

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

焦点小组
客户访谈
调查
在线洞察社区
市场机会与进入研究
竞争分析
目的地营销分析
品牌研究

常见问题解答

What is travel & tourism market research?

Travel & tourism market research is the structured collection and analysis of intelligence on travelers, suppliers, intermediaries, and platforms to inform pricing, product, distribution, and market entry decisions across airlines, hotels, tour operators, and travel technology providers.

How should travel SaaS firms size their total addressable market?

Segment the buyer base by ownership structure, technology maturity, and channel mix, then apply realistic penetration curves per cell. Generic global counts times ARPU consistently overstate the addressable base for vertical travel SaaS.

What NRR benchmark separates durable hospitality SaaS from feature businesses?

Category leaders sustain net revenue retention above 115 percent through multi-property seat expansion, ancillary module attach, and transaction-linked revenue. Platforms plateauing near 100 percent are typically repriced at renewal.

Where are travel API monetization gross margins expanding fastest?

In corridors with thin scheme aggregation, particularly secondary Asian and African routes, where content depth commands pricing power that mature transatlantic corridors no longer support.

What is the biggest error in EU travel tech market entry?

Assuming pan-European messaging and product translate across Southern, Central, and Northern European corridors. Local language content, multi-currency settlement, and regional bed bank integration determine share capture.