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Market Intelligence and Synthesis; Qualitative and Quantitative Research; Trends Assessment. SITUATION

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market intelligence and synthesis qualitative and quantitative research trends assessment
Market Intelligence and Synthesis; Qualitative and Quantitative Research; Trends Assessment

SITUATION

The Ministry of Tourism of a country that had been a well known tourist destination faced declining tourism revenues, due partly to the economic recession, and also to growing competitive pressure from newer destinations. The Ministry was looking into ways to re-define its well-established but “tired” positioning and define key growth strategies (including Digital Strategies), with the goal of better brand recognition and customer acquisition. A Senior Inflexion Consultant was hired to gather market intelligence on the competitive landscape , including qualitative and quantitative research, trend assessment and a destination audit.

  • KEY ISSUES
  • A broad variety of US and foreign destinations was included into scope: Each positioned very differently and presented a different set of advantages and challenges affecting tourists’ decision-making process
  • Lack of coherent data: Each destination had a different set of statistical data
  • The client destination itself consisted of a vast number of islands and destination resorts
  • Key stakeholders’ interests were not aligned and were often incongruent

IAS CONTRIBUTIONS

Contact Us to Learn what we did to achieve these Results

  • RESULTS
  • Our market intelligence on the competitive landscape and data from our destination audit were successfully used in defining a completely new marketing platform, including a brand new digital strategy – for more, see OBJECTIVE: Strategy Development  Product Strategy and Roadmap case study