Group-57-5 Holidays, Leisure & Travel Market Research

Holidays, Leisure & Travel Market Research

BrandSpeak is a specialist holidays, leisure and travel market research agency, supporting UK and international organisations. Our research helps businesses achieve clarity of proposition, seamless experience delivery and the ability to adapt to evolving traveller behaviours.

What Is Holiday, Leisure & Travel Market Research?

Holidays, leisure and travel market research uses qualitative, quantitative, behavioural and neuroscience-based methods to help organisations understand traveller motivations, decision-making, expectations, satisfaction levels and perceptions of value.
The holidays, leisure and travel industry is shaped by shifting consumer expectations, economic pressures, safety considerations, sustainability demands and rapid digitisation.
Our research is designed to help businesses, including hotels, accommodation providers, Tour operators, holiday brands, Airlines, airports, transport providers, Travel agents, OTAs, Leisure attractions, theme parks, cultural venues, Holiday parks, camping/glamping operators, Tourism boards and DMOs.

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The Benefits of Holidays, Leisure & Travel Market Research

BrandSpeak’s market research helps provide insights to support decisions around brand strategy, product development, experience optimisation, pricing, communication and destination or attraction appeal.

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Strengthen Brand Attraction and Positioning

Uncover how travellers perceive your brand, what drives preference and which elements of your offer stand out in a highly competitive market. These insights guide stronger positioning, clearer storytelling and more compelling brand propositions.

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Enhance Product and Experience Design

Identify what travellers truly value — from accommodation features to itinerary structure, service standards, amenities and destination appeal. This ensures products and experiences are designed around real traveller needs, improving satisfaction and repeat bookings.

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Increase Marketing Impact and Booking Conversion

Explore key decision triggers, search behaviours and message framing that increases engagement across digital and offline channels. These insights improve targeting, reduce acquisition cost and strengthen return on marketing investment.

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Improve End-to-End Customer Experience

Determine friction points across research, booking, travel, in-stay and post-trip stages. This enables organisations to refine experience delivery, reduce stress points and build loyalty through more seamless, reassuring and memorable journeys.

Holidays, Leisure & Travel Research Methods

BrandSpeak blends qualitative, quantitative, behavioural and neuroscience-based techniques — including depth interviews, focus groups, online communities, journey mapping, surveys, UX testing, eye-tracking and implicit testing to reveal what travellers say, feel and do — ensuring decisions are grounded in real-world behaviour.

Holidays, Leisure & Travel Market Research Services

Brandspeak delivers a wide range of research services designed to strengthen competitiveness, enhance traveller experience and increase bookings across both domestic and international markets.

BrandSpeak in Numbers

A quick snapshot of the scale and experience we bring to every project.

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Focus Groups

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Quantitative Studies

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International Markets

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Languages Covered in Global Research

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Depth Interviews

BrandSpeak is proud to be a member of both The Association for Qualitative Research (AQR) and The Market Research Society (MRS) — demonstrating our commitment to quality, ethical practice and industry-leading research standards.

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Client Feedback

We partner with ambitious clients and capture their stories.

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We worked with Brandspeak on a brand awareness project and we were extremely pleased with the quality of service and the process. They understood the complexity of the briefs and asked plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them. 

Lauren Williams

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Very informative, easy to work with and a really friendly team. I would recommend Brandspeak to help any business grow. They are great quality for money, help niche sectors and present their findings in an understanding manner. They have provided a brand review, market review post-covid to ensure we are still up to date, along with two very valuable website reviews. Working with them for qualitative and quantities research has a been fantastic for us. Thank you for all your help!

Sarah Twist – Marketing Manager

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It’s been an absolute pleasure to work with Brandspeak on our qualitative assessment of different ads across 5 EU markets. Throughout this project, Brandspeak have been expert, professional and so flexible with our requirements and timings. The research analysis that they provided us with was extremely valuable and insightful. I look forward to working with them again – highly recommend! 

Zanya Fahy

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Great service from Brandspeak – highly recommend for thoughtful and detailed brand measurement and tracking.

Georgie Burks, Brand Marketing Lead

Brandspeak recently conducted a complex and sensitive piece of research for us across the US, China, India and Europe. The work was carried out with the utmost professionalism (particular thanks to Jen!) and has provided us with invaluable insights that exceeded our expectations. A great team to work with and thoroughly recommended!

Tom Green

We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.

Strategy & Insight Manager | Animal Friends Insurance

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Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.

Tom Suberg

From the moment I contacted Brandspeak I can’t thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.

Verity Kimber

From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.

Leading life and pensions provider

It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly… a heartfelt thanks.

DLKW

Work with BrandSpeak

With offices across major cities we provide global reach with local expertise.

London

+44 (0) 203 858 0052

1st Floor, 239 Kensington High St, London W8 6SN

Bristol

+44 (0) 1174 07 0187

2430 / 2440 The Quadrant, Aztec West, Bristol BS32 4AQ

Birmingham

+44 (0) 121 314 4647

The Lewis Building, Bull St, Birmingham B4 6AF