1. Community Report Summary
Use the “read on” button below to immerse into each chapter of the report.
The ways consumers travel is changing as the growing influence of technology is helping to shift consumer preferences amid diverse sources of inspiration. As global tourists embark on domestic and international adventures, they’re leaning on friends, family, and seeking inspiration from social influencers.
With near instant access to itineraries, tailored location recommendations, AI is revolutionising how trips are planned. As travellers design their dream getaways and plan short, impromptu getaways, they have access to more planning resources than ever.
Using responses from more than 10,000 online respondents from Kantar Profiles’ Respondent Hub across ten global markets (including Australia, Brazil, China, France, Germany, Singapore, South Korea, UAE, UK and the US), this study sets out to explore how global consumers are travelling, the tools they use to plan trips and the sources that inspire them.
As the leading expert in data collection best practices, we expanded this research to include two paths for several questions. This research-on-research experiment was conducted to test the impact on responses of different question techniques and the level of survey engagement across different panel sources.
Empathetic survey techniques were used including honesty priming and embedded excuses as well as those which help reduce the cognitive load placed on respondents (e.g. logical groupings, deconstructed lists, tactical visuals).
10,000 (1,000 per market) respondents participated in the empathetic survey. 1,500 additional (500 per market: UK, USA, Singapore) respondents participated in our test survey; a survey designed with more traditional question techniques.
The findings in this report are based on the empathetic survey results. Throughout the report, you will notice call outs to the differences between the optimised empathetic survey and the basic survey questions, and recommendations for implementing these best practices into your research initiatives.
This research was conducted online with more than 10,000 respondents sourced from Kantar Profiles’ Respondent Hub across ten global markets: Australia (1,000), Brazil (1,000), China (1,002), France (1,002), Germany (1,001), Singapore (1,001), South Korea (1,001), UAE (1,003), UK (1,001) and the US (1,001).
All interviews were conducted as online self-completion between 12-24 November 2024 and collected based on local census age and gender distributions by country.
Gen-Z is identified as ages 18-27, Millennials ages 28-43, Gen-X ages 44-59, and Boomers ages 60+. "Tourists" is identified as those who have travelled for leisure in the past 12 months with at least one overnight stay.
