The Overused Focus on Surveys and Statistics in Tourism
Tourism loves its surveys. Every year, we’re flooded with data: percentages of travelers who claim they want to travel more sustainably, figures on potential markets from country X, and insights into trends based on thousands of interviews. On the surface, it all looks impressive. Numbers have a way of feeling definitive, empirical, scientific, and trustworthy. But are these statistics really as meaningful as they’re made out to be?
Let’s take the classic example: surveys proclaiming that 70% of travelers want to travel more sustainably. These headlines are repeated in conferences, reports, and pitch decks, often presented as proof that sustainable tourism is on the rise. Yet, ask yourself: How often do you meet these mythical 70% of travelers on the ground? How often does their claimed intent translate into bookings, choices, or behaviors? If you’ve ever worked in tourism, you know the answer: not nearly as often as the surveys suggest.
The Problem With Statistics in Tourism
Intent vs. Action Surveys often measure what people say they want, not what they actually do. There is a vast difference between expressing a desire for sustainable travel and making choices that align with that desire. When a traveler books a flight on a budget airline or opts for a cheaper, less sustainable option, the gap between their intent and action becomes painfully clear.
The “China Syndrome” Illusion Statistics tempt us with scale. Take the “China Syndrome” logic: China has 1.4 billion people, so if only 0.01% choose your offering, you’re in business. It’s a comforting delusion. Numbers on paper don’t guarantee results in the real world, especially when they’re divorced from understanding who the actual customers are and what they care about.
Surveys Lack Context Surveys are static snapshots of an ever-changing landscape. They rarely capture the nuances of individual decision-making, emotional triggers, or the specific circumstances that influence travel choices. A statistic might say that 80% of people prioritize sustainability, but it won’t tell you that price, convenience, or weather often outrank those priorities when the moment of booking arrives.
Bias and Misrepresentation Survey results depend on how the questions are framed, who is asked, and the method of collection. People often respond in ways they believe are socially desirable, especially when asked about topics like sustainability. The result? Skewed data that overrepresents aspirations and underrepresents reality.
The Danger of Over-Reliance on Data
The tourism industry’s over-focus on surveys and statistics can lead to misguided strategies. It creates a false sense of security: if the data shows there’s demand, then all that’s left is execution. But travelers aren’t numbers. They’re people, and their decisions are influenced by emotions, habits, and environments far more complex than any dataset can capture.
By focusing too heavily on what surveys say travelers might want, we risk losing sight of what they actually do. Worse, we’re tempted to design strategies and offerings based on broad generalizations instead of meaningful segmentation and genuine customer understanding.
What Should We Do Instead?
Focus on Behavior, Not Intent Pay attention to what travelers are actually doing. Analyze booking trends, observe behavior at destinations, and talk to your customers directly. Insights gained from real-world interactions are far more valuable than survey predictions.
Segment Deeply Abandon the one-size-fits-all mindset. Instead of targeting “all sustainable travelers,” identify smaller, actionable segments, the specific type of traveler who will truly value what you offer. Deep segmentation allows you to connect meaningfully with the right audience.
Test and Iterate Don’t rely solely on reports to guide your strategy. Experiment with small-scale initiatives and measure their success. Use the feedback loop to refine your approach. Real-world results will always outshine theoretical predictions.
Embrace Qualitative Insights Not everything can or should be quantified. Talk to people. Listen to their stories, concerns, and motivations. The qualitative insights you gain will often reveal truths that surveys gloss over.
Interview about what they have done. The most effective way to easily identify what they actually do is asking what did you do the last time you were traveling. This is real, not intent. It is probably quite recent, so they still remember it. So it is the most accurate you can get.
Moving Beyond the Numbers
The tourism industry’s obsession with surveys and statistics is understandable; numbers feel solid in an uncertain world. But we need to remember their limitations. Statistics can inform, but they should never dictate. Travelers aren’t hiding in Excel sheets or pie charts. They’re out there, walking among us, making decisions based on context, emotions, and values.
If we want to succeed in tourism’s future, we need to look beyond the data and start meeting travelers where they are. Not as numbers, but as people. And that starts with listening, observing, and engaging, not just surveying.
