Tourism and travel industry research services

E-tourism and Travel 2.0 expertise

The online channel is increasingly critical for the tourism industry. 83% of US travellers used the Internet to research the summer holiday plans. Half of the total European online population aged 15 and older visited a travel related site during March 2007. Even those who book offline are likely to have used the Internet to formulate their plans. (See full article for sources).

Chances are your online activity is leaving you with more questions than answers right now. You're not alone. Businesses worldwide are struggling to make sense of the online behaviour of potential customer and to turn that to their advantage.

Highland Business Research is at the forefront of online measurement and analysis and can help you find answers to your business critical questions.

Methods we utilise in our online tourism research include:

  • Online surveys
  • Website measurement and analysis
  • Online behaviour and trends research
  • Social network analysis
  • Online benchmarking research

Delivering actionable insight at a destination level

Your destination, whether at a local level or a country level, is in competition with diverse resorts and alternatives worldwide. Highland Business Research has delivered practical, actionable destination research at an organisation, locale, region and country level.

Our destination research has included:

  • Tourism supply and destination audits
  • Tourism information supply audits
  • Visitor analysis and satisfaction research
  • Market scoping
  • Tourism provider attitude and satisfaction research

Supporting planning and decision-making

Our work with consortia of businesses, individual organisations and public bodies has included:

  • Tourist attraction feasibility
  • Opportunities analysis
  • Campaign and project evaluation
  • Target market research
  • Propensity to travel analysis

From groundbreaking research like our recent online analysis of the Scottish Diaspora networks worldwide, through to quick and functional local destination audits, Highland Business Research can address your key visitor data requirements.

To discuss a specific brief or project, please call Stephen Budd or Vicky Brock at Highland Business Research.

For the latest tourism research thinking and discussion visit Tracking Tourism, our tourism industry research blog.