Illustrative engagement. A representative scenario showing how we approach this kind of work in leisure. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping leisure
Leisure and recreation businesses compete for limited free time and holiday budgets. Visitors and members want value, convenience and memorable experiences.
- Holiday planning starts online, months ahead
- Memberships need visible value to renew
- Local tourism depends on infrastructure and cleanliness
Client background
An online travel company, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- An online travel company
- Sector
- Leisure
- Team engaged
- Market Research
- Services
- Consumer panel, Online surveys
Client challenge
The company wanted to understand when and how families decided on holidays.
Research objectives
- Answer the core question: how families plan domestic holidays.
- Understand the views, needs and behaviour of travellers.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 4 weeks.
Target audience
The work focused on 2,000 travellers.
- travellers2,000
Audiences we typically reach in leisure
Visitors and touristsMembersFamilies planning holidaysLocal businessesTourism boards
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Planning journey survey
- 3Insight
We surveyed recent travellers about inspiration, booking timing, budgets and influencers.
Consumer panelOnline surveys
Sampling strategy
- travellers
- 2,000
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
Key findings
- Families decided destinations two to three months ahead but booked late.
Help people between deciding and booking.
Recommendations
- Build on the core insight: help people between deciding and booking.
- Focus effort where the evidence was strongest: families decided destinations two to three months ahead but booked late.
- Re-measure after the changes to confirm the effect.
Business impact
- The company introduced price alerts for saved trips.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: why do members renew or leave?