Consumers & Customers
Use these resources to better understand the travel industry's consumers and customers. These resources will provide consumer demographics, customer trends, buying behavior, and more.
- WARC _World Advertising Research Center
Contains over articles, case studies, research reports and summaries covering all areas of marketing communications. (Athens Campus Only)
- You'll find some great articles and case studies in WARC -- simply search for "travel" or "tourism" to get started.
- Another way to search is to browse to the WARC industry page, scroll all the way to the bottom of the page, and find the categories of Transport and Tourism.
- Simmons Insights
Contains demographic information about users of specific consumer products including: what they use, income and educational level, what types of media they use, and more. See my Simmons Tips & Tricks for help using the database.
Use Simmons to create a basic Demographic Profile of Travel Consumers
- Under the Essentials menu, click the Quick Reports link
- Use the Drop-down menu under "ALL" to open the Dictionary
- Browse to either the Lifestyle Statements --> Travel, or to the Travel category and select a variable
- Add the variable to your target using the "Target" button
- Click "Run Analysis" to view your Demographic Profile
- Mintel
Contains market research reports for specific consumer product categories. Also useful for sport business marketing. Covers US and some International marketplaces. Especially useful for consumer demographics, psychographics, buying behavior, motivations, and more.
- Search for vacations, travel, hotels, airlines or browse by category to find relevant market research reports and analyst insights