To better understand how leisure travelers are using and thinking about generative AI, a leading global management consultancy engaged Dynata to survey more than 2,000 consumers over eight months. With sample data collected from these consumers whose recent travel behaviors make their perceptions particularly valuable, the firm identified distinct leisure traveler profiles informing their generative AI marketing strategy recommendations.

• • Specific Pain Points Explored top challenges and opportunities that generative AI is best positioned to solve in the sector, with a focus on leisure travel inspiration and itinerary planning.
• Detailed Product Roadmapping: Established focus areas for value-add product and service innovation, including real-time pricing and booking capabilities across all trip elements.
• Bottom Line-Impacting InsightsGleaned strategic guidance on how to increase revenue, reduce costs, and strengthen customer loyalty.

The challenge

Unlocking Winning Generative AI Strategies in the Travel Industry

Generative AI has been one of the most quickly adopted technologies in history, yet the travel industry has been slow to embrace it. To better understand how leisure travelers are using and thinking about generative AI and how their behaviors and attitudes are evolving, a leading global management consultancy engaged Dynata to survey a targeted sample of leisure travelers so the firm could identify actionable insights to advantage their clients.

The solution

Targeted Surveys Focused on Leisure Traveler Profiling, Preferences, and Opportunities

Dynata tapped its best-in-class respondent panel to build a sample of over 2,000 consumers whose recent travel behaviors make their perceptions particularly valuable. Dynata conducted over 2,100 interviews across 5 days, providing high quality robust audience data at speed via its managed services research operations team. Multiple survey rounds were administered to track change over time (first in August 2023 and subsequently in March 2024), with tailored questionnaires developed to gauge leisure traveler use, pain points, desires, and trust levels surrounding generative AI.

The impact

Providing Data-Driven Insights to Spur Growth, Market Share, and Profit

The leading global management consultancy chose Dynata to empower their actionable, high-impact recommendations and advice on generative AI in the travel industry.

Leisure traveler profiling: Identified key characteristics of high-value consumers based on demographics, travel habits, and loyalty status to guide generative AI marketing

Theimpact continued

• Specific pain points: Explored top challenges and opportunities that generative AI is best positioned to solve in the sector, with a focus on leisure travel inspiration and itinerary planning
• Detailed product roadmapping: Established focus areas for value-add product and service innovation, including real-time pricing and booking capabilities across all trip elements
• Bottom line-impacting insights: Gleaned strategic guidance on how to increase revenue, reduce costs, and strengthen customer loyalty, such as by selling ancillary services, driving more direct bookings, and integrating personalization.

Why Dynata

• Unmatched Quality, Pinpoint Accuracy: With the industry’s highest quality audience data, Dynata’s panel delivers the right audience, ensuring your research hits its mark every time
• Multi-Market Tracker Expertise: At Dynata, we cut through complexity, providing a consistent, comparable view across diverse geographies and over time.
• Your Strategic Partner, Not Just a Vendor: Dynata works as an extension of your team, delivering the highest quality audience data to fuel your high-impact insights and recommendations.