
Ethnography & Observational Research
Observe real-life behaviour to understand authentic actions, needs and decision-making moments.
Expert UK Insight Agency

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

Observe real-life behaviour to understand authentic actions, needs and decision-making moments.

Identify market trends, competitor activity and category insights using desk research.

A collaborative forum for exploring existing ideas and developing new concepts.
Reveal how audiences view and process your communications and visual assets.

Turn complex data into clear insight, revealing patterns, drivers and opportunities

Measure instinctive attitudes and emotional reactions at scale for clear, reliable evidence.
Brandspeak delivers a wide range of research services designed to strengthen competitiveness, enhance traveller experience and increase bookings across both domestic and international markets.
As a full service market research agency we support research in 40+ global markets, working with native-speaking moderators and trusted in-market partners to ensure cultural accuracy and insight quality. Wherever your audience is, we can reach them and deliver insight that drives better decisions.
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We learn about your needs and goals and how to achieve them.
Find answers to common questions about our holidays, leisure and travel research.
As one of the UK's most experienced market research agencies, Brandspeak brings scale, consistency, and depth to every project.
Focus Groups
Years
Quantitative Studies
International Markets
Survey Participants
Languages Covered in Global Research
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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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
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
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

Great service from Brandspeak – highly recommend for thoughtful and detailed brand measurement and tracking.
Georgie Burks, Brand Marketing Lead
Brandspeak have been fantastic to work with. They are a very professional agency who really understand the importance of quality research. Their team were very responsive, knowledgeable and easy to work with and provided us with excellent insights.
Mark Wilson

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
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
With offices in London, Bristol, and Birmingham – and partners across the world – we provide global reach with local expertise. Our team is ready to discuss your business challenge and show you what's possible with the right insights.
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