Tourism Consumer Insights Team of STR | Our Market Research Work

Founded in 1985, STR’s presence has expanded to 16 countries, with a corporate North American headquarters in Hendersonville, Tennessee, and an international headquarters in London, England.

Based in Edinburgh, Scotland, the Tourism Consumer Insights team serves clients in Scotland, the UK, Europe and beyond.

We are skilled and experienced project managers, questionnaire scripters, data analysts and report writers. Our market research provides actionable insights informed from diligent and creative analysis techniques and tools to inform your decision and strategy making.

The Tourism Consumer Insights team (formerly LJ Research) has been providing actionable market research insights since 1998. During this time, we’ve worked on many complex and innovative projects and have generated key insights and intelligence for the tourism & travel and hospitality industries. In addition, our research solutions have helped marketers and senior staff in other sectors make better operational and financial decisions.

This is what makes us a full service market research team that covers the whole spectrum of quant & qual, statistical analysis, segmentation, sample design, and – crucially – focuses on delivering actionable insights.


Are you:

  • Working for a marketing / communications agency and need a quote for your market research requirements? Get in touch with us here.
  • A marketer working for a Destination Management Organisation / Tourist Board? Find out more about how we’ve helped destinations build their brands and develop their markets.
  • Tired of using DIY-survey platforms and keen to use something that keeps respondents engaged? Something that is also fully brand-compatible? Check out our online survey solutions.
  • A hotelier who would like to better understand how your performance compares to that of your competitors. Find out more about STR hotel benchmarking products, including STAR reports – our comprehensive hotel benchmarking reports – and STR Forecaster – our forward looking hotel benchmarking tool.
  • Working for a visitor attraction and like to better understand what visitors understand? Click here to better understand how our visitor surveys work.


Current and Recent Clients include…

Market Research Edinburgh Market Research Scotland

Click here for an overview of our portfolio


Our Market Research Blog

Consumer Travel Insights by STR – Perceptions of Destinations

Consumer Travel Insights by STR – Perceptions of Destinations STR is excited to announce the publication of the second report within our Consumer Travel Insights report series. Our Consumer Travel Insights reports discuss traveller behaviour and interaction with travel brands and destinations based on research conducted using STR’s proprietary Traveller Panel – an online community of over 25,000 travellers from across 90+ countries. The latest report discusses consumer awareness and perceptions of a multitude of global destinations and examines varying attitudes and behaviours among different traveller audiences, including distinct traveller segments identified in our research. Shown below is an extract from the report highlighting travellers’ overall perceptions of 6 mega destinations across the globe. If you have not done so

Infographic – Q3 2017 Consumer Travel Insights by STR

STR’s Tourism Consumer Insights team is excited to announce a new report series, coming in early 2018. For today’s traveller, the journey is shaped by an increasingly complex range of experiences – before, during and after the trip. Introducing STR’s Traveller Panel, an online community of over 20,000 globetrotters across 80+ countries who share insights on their holiday experiences. Through this research, we are now able to report on a wide variety of factors and trends influencing the global travel industry. Topics studied include: • Motivations for booking a vacation • Planning method • Sources of information • Accommodation selection • Airline preference • Booking method • Top choice destinations   Based on these results, we will begin producing a

Continued occupancy growth for Scottish hotels with Glasgow and Edinburgh hoteliers achieving strong room rate growth

The monthly LJ Forecaster Scottish Intercity Report, from tourism market research specialists LJ Research, tracking city centre hotel performance showed another month of occupancy growth in Scotland’s major cities coupled with room rate increases in Glasgow and, in particular, Edinburgh but continued decline in Aberdeen. Occupancy was highest in Edinburgh, where hoteliers sold 82.3% of their hotel rooms. This was 2.4 percentage points higher than in December 2015. Complementing this positive occupancy growth was a staggering 20.7% increase in room rates which resulted in an Average Room Rate (ARR) of £113.48. This was the 13th consecutive month of rate growth within Edinburgh. Overall, these figures showed very strong growth of 23.6% for Revenue Per Available Room (RevPAR) – the key


The Tourism Consumer Insights team is a Company Partner of the Market Research Society.
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