3 Sixty Market Research
Experience driven travel
Customers are demanding new unique and novel experiences
Through primary research we are observing a shift towards more authentic, immersive and memorable experiences.
By understanding your guests passions and interests, gives inspiration to creativity think outside of the box and differentiate you ahead of the competition.
Collaborating with organisations at the forefront of their industry, we design tailored research to help guide and unlock insight to innovative travel experiences.
"The best journeys answer questions that in the beginning you didn’t even think to ask."
Rick Ridgeway
Seamless experiences
Create flawless travel experiences to drive brand loyalty
Offering well-executed travel experiences from the moment guests leave their home until they return drives success and repeat business. Despite offering best in class services, small niggles have a disproportionate impact on guest experience.
Smoothing out the whole journey, makes the difference between repeat guests, or not. In our experience, customer pain points are not always fully understood.
This is where market research plays an invaluable role. The gap between guest expectations and reality requires an in-depth understanding of the customer journey and touch points. Working with us, we empower you to identify the problem areas and design frictionless market leading experiences.
"Know what your customers want most and what your company does best. Focus on where those two meet."
Kevin Stirtz
Demand for premium services
Identifying changing customer preferences to boost revenue
Luxury and high end travel is booming, whether it is an expedition cruise, an African safari or VIP transportation.
Guests are willing to ‘push the boat out’ and select premium services to elevate their travel experience. Capturing this trend and offering services aligned to expectations can maximise revenue opportunities and increase market share.
Primary market research can identify what guests are seeking and equally their willingness to pay for the premium services. Previously, we have conducted research across various stakeholders to better understand demand and potential uptake for new products, identifying price elasticity and willingness to pay.
The path less travelled
The shift towards greater enrichment
Luxury travel is evolving as modern travellers increasingly seek adventure tourism and unique experiences that veer off the beaten path, with an emphasis on how one feels during travel. The days of purely indulgent getaways are being replaced by a desire for immersive and meaningful journeys.
Adventure tourism, often associated with activities like trekking remote trails, exploring uncharted territories, or engaging with local cultures, is drawing the attention of affluent travellers who crave authenticity and personal growth. These experiences combine luxury with elements of challenge and discovery, creating a perfect blend of comfort and excitement. High-end tour operators and luxury resorts are rising to the occasion by offering curated itineraries that cater to this demand, from guided expeditions in the Arctic to private safaris in lesser-known African reserves.
Exclusive access to unique destinations — be it hidden waterfalls in the Amazon or private tours of ancient ruins — has become a hallmark of modern luxury travel. Travellers are also focusing on sustainability and meaningful connections, seeking opportunities to contribute to local communities while enjoying their adventures.
Climate smart
Luxury travel embraces sustainable innovation
Luxury travel is increasingly aligning with sustainability as travellers and industry leaders recognise the importance of climate-smart practices. Exploring under-explored regions, made all the more possible by advances in sustainability and climate-conscious travel, is at the forefront of this evolution. These advancements are enabling travellers to access pristine and remote destinations responsibly, ensuring minimal environmental impact.
For instance, environmentally friendly cruise ships and hybrid technology are transforming how travellers explore the world by significantly reducing greenhouse gas emissions compared to previous generations of ships. Such innovations allow luxury travellers to embark on voyages that celebrate nature’s beauty while preserving it for future generations. This shift is reshaping the luxury travel industry, blending exclusivity with eco-consciousness.
Luxury operators are adopting sustainable practices in accommodations, activities, and local engagement. High-end eco-lodges and resorts now focus on renewable energy, conservation, and support for local communities. Guests can enjoy the luxury of comfort and adventure without compromising on their commitment to sustainability.
From Arctic expeditions aboard hybrid-powered ships to immersive stays in remote eco-friendly destinations, the fusion of luxury and climate-smart innovation is creating transformative travel experiences that align with the values of a new generation of conscious explorers.
As luxury travel continues to evolve, trends are shifting towards sustainability, unique experiences and personalised services. Understanding these trends through market research is crucial for effectively targeting the right audience and offering curated, high-end experiences.
We have helped guide organisations through our tailored market research experience, identifying customer interests and passions as well as key drivers for brand choice.
A few recent trends we have observed working with clients are: