Brand Assessment using Competitive Analysis For a Travel and Tourism client


When a client wanted to understand why consumers perceived that a tourist destination offered less “value for the money” than its competitors, Grail Research conducted an exhaustive study that included benchmarking, causal analysis and social media scans.


To understand what led an emerging tourist destination to have a lower value-for-the-money perception compared to several competing destinations in the client’s core and investment target markets.


The project was divided in four exclusive and exhaustive modules:

i) Benchmarked ease of travel across competing destinations;

ii) Benchmarked affordability across competing destinations;

iii) Causal analysis to identify the factors that drive value for money perceptions for tourist destinations;

iv) Exhaustive social media scan to understand other factors that travelers associate with value-for-money destinations.