Expert UK Insight Agency

Holiday, Leisure & Travel Market Research

Brandspeak is a specialist holiday, 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.
Holiday, Leisure & Travel Market Research?

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 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.

The Benefits of Holiday, 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.

Strengthen Brand Attraction and Positioning

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.

Enhance Product and Experience Design

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.

Increase Marketing Impact and Booking Conversion

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.

Improve End-to-End Customer Experience

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.

Ethnography & Observational Research

Ethnography & Observational Research

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

Secondary Research & Market Intelligence

Secondary Research & Market Intelligence

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

Workshopping and Co-creation

Workshopping and Co-creation

A collaborative forum for exploring existing ideas and developing new concepts.

Eye-Tracking & Visual Attention Testing

Eye-Tracking & Visual Attention Testing

Reveal how audiences view and process your communications and visual assets.

Statistical Modelling & Data Analytics

Statistical Modelling & Data Analytics

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

Implicit Testing

Implicit Testing

Measure instinctive attitudes and emotional reactions at scale for clear, reliable evidence.

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.

We measure brand health, competitiveness and emotional connection across key leisure and travel audiences and determine which initiatives will bring the greatest return.

Insights highlight where to strengthen relevance, trust and market presence.

We assess how your brand, offer and traveller experience compare with direct competitors, substitute categories and adjacent leisure brands.

This reveals opportunities for differentiation, stronger proposition development and clearer messaging.

We evaluate new holiday concepts, itineraries, packages, amenities, attraction features and digital booking journeys.

Findings clarify appeal, value and purchase likelihood — supporting refinement and successful launch.

How to Get Your Insights

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.

Step One

Fill in the form and click submit.

Step Two

Our team will contact you within 24 hours.

Step Three

We learn about your needs and goals and how to achieve them.

Upload a Briefing Document or RFP

Frequently Asked Questions

Find answers to common questions about our holidays, leisure and travel research.

Yes — we support UK and global travel businesses across all sectors of the industry.
Yes — we design and deliver ongoing brand tracking and experience monitoring programmes.
Yes — we offer on-site intercept research, visitor experience studies and exit surveys.

Brandspeak in Numbers

As one of the UK's most experienced market research agencies, Brandspeak brings scale, consistency, and depth to every project.

3,000+

Focus Groups

25

Years

750+

Quantitative Studies

40

International Markets

1 Million+

Survey Participants

45

Languages Covered in Global Research

5,000+

Depth Interviews

Association for Qualitative Research (AQR)MRS Evidence Matters

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.

Brandspeak Blogs

Read the latest trends, insights and best practices from the world of Market Research. Choose a topic below to read more.

Client Feedback

Lauren Williams

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

Sarah Twist – Marketing Manager

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

Zanya Fahy

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

Georgie Burks, Brand Marketing Lead

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

Animal Friends Insurance

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

Tönnjes

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 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.

Get in Touch

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 W, Bristol BS32 4AQ

Birmingham

+44 (0) 121 314 4647

The Lewis Building, Bull St, Birmingham B4 6AF