Consumer Insights for Hospitality Sector

GOAL: Discover the leading causes of travel stress and frustration for  families

PROCESS: Quantitative research, One-on-One Interviews, Analogous Research,
Small Group Moderation, Insights Development

FINAL OUTCOME: Recommendations for stress reduction in industry

Research process

The target segment for the research study was college-educated moms and dads between the ages of 30 and 55 who held passports and who have taken a family vacation at least once. The research was guided by the strategic question “What if we change the perception of traveling with children from painful to enjoyable?”  

QUantitative findings

An online quantitative study ranked the top 10 problems and stressors faced by families while traveling. The most stressful problem across the study was that of travel delays.

qualitative findings

The bulk of the study process was spent in qualitative research. There were 5 top emotional insights developed through a mix of interviews and focus groups.