GfK and TNS
T
NS, the world’s largest custom research business, is also the market leader in travel, tourism and leisure research. With offices in more than 80 countries, TNS has more conversations with the
world’s consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world. Our knowledge and expertise give us
an unmatched ability to offer our clients understanding and knowledge, with a clear focus on actionable insights that help them to grow their business. The TNS UK team of around 40
researchers specialising in the travel, tourism and leisure sectors conduct the main market surveys which monitor the volume and value of both overnight tourism and day visits within Great Britain. We have a wealth of experience in
managing visitor satisfaction studies in the UK and worldwide. By bringing together measurements of brand commitment and visitor experience, we can provide a holistic understanding of the visitor experience. Combining an understanding of visitor experience and brand experience enables us to identify the drivers of authenticity. Another area of expertise is in the field
of brand and communications research where we conduct a number of multi-country tracking studies for leading operators in the travel industry, helping them to understand the position of their brand relative to their competitors and establishing the effectiveness of their communications with consumers. Our clients include all the national tourism
organisations in the UK and Ireland, the UN World Tourism Organisation (WTO) and the European Travel Commission. We also carry out research for leading tour operators, airlines, hotel groups, visitor attraction operators and train companies. TNS advises clients on specific growth
TNS is the market leader in travel, tourism and leisure research. Group director Tom Costley explains
strategies around new market entry, innovation, brand switching and stakeholder management. We can speak to the consumer in real
time using mobile technology to capture visitor experiences and flag up issues from minute to minute. This service provides our clients with a vital advantage, especially when a disgruntled customer can tarnish a company’s reputation with a negative tweet or a TripAdvisor posting. An immediate alert can help clients head off trouble and resolve the issue. The development of digital capabilities
and expertise has been a key area of focus at TNS. We help clients to navigate marketing in the digital age, understand the impact of technology and the digital landscape on their business and identify the best opportunities for growth. We run the award- winning thought-leadership study Connected Life, and we measure the volume, influence and sentiment of social media relating to our clients’ brands. This is an exciting time to work in the
travel industry, which is evolving rapidly due to market factors, new technologies and new platforms. Consumers are more savvy than ever, making it imperative for travel and tourism brands to deliver more than just products and services, and to focus on engagement throughout the process. TNS understands the challenges and opportunities in the travel and leisure marketplace. We can bring our expertise to bear for travel clients to meet those challenges and exploit those opportunities.
Tom Costley group director, TNS
tom.costley@
tnsglobal.com tnsglobal.com
Travel Weekly Insight Annual Report 2014 | 67
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