Seeing new places, having original and authentic experiences, and simply relaxing, were identified as key factors influencing the decision to undertake leisure breaks in STR’s inaugural Consumer Travel Insights report.

But, where do today’s increasingly discerning travellers choose to go on their international breaks? And, what perceptions do these travellers have of tourism destinations, be it major global destination magnets like London, Paris and New York or up-and-coming destinations in further flung corners of the globe?

In this second Consumer Travel Insights report, STR explores the perceptions and attitudes of consumers on a multitude of destinations.

Our research also identifies, through our traveller segmentation model, the types of visitors who are more compelled to visit emerging or developing destinations and those who are attracted to visit well-established and internationally renowned
tourism destinations.

Whilst not one of the recognised four P’s of marketing – product, place, price and promotion – perceptions, and the need to understand them, is crucial to enable effective destination marketing. Indeed, the foundations of any successful marketing campaign is predicated on a sound understanding of consumer perceptions.

Read the full report here.