Methodology
The World Travel Monitor® / European Travel Monitor® are population-representative surveys; i.e., the composition of the sample corresponds to the composition of the population in the respective countries (over the age of 15). Study respondents are surveyed by computer-supported telephone, face-to-face interviews (the so-called CATI and CAPI methods or via online interviews. The number of interviews conducted varies depending upon the size and significance of a source market (from 2,000 interviews per year in smaller markets up to 24,000 interviews per year in large markets). Altogether, approximately 500,000 interviews are conducted annually on behalf of the World Travel Monitor®.
This large sample size translates into better quality and yields a stronger, more profound statistical analysis of the data acquired. It also allows a considerably more precise analytical market segmenting so that reliable information can be furnished even on smaller segments.
All the important parameters of travel are surveyed using a standardized questionnaire, the basic questions of which have remained unchanged since 1988. The questionnaire used for the World Travel Monitor® / European Travel Monitor® factors in both a determination of travel volume (number of trips taken abroad) as well as numerous individual trip characteristics. Apart from the number of trips/overnights, the following parameters are identified:
- number of outbound trips / market volume
- destination countries (worldwide)
- destination regions / cities
- purpose of trip (business trip, holiday trip, other trips (VFR, pilgrimage, language holiday))
- holiday types / segments (sunseekers, tours, specific cities, mountain trips, cruises, winter sports, wellness/health-motivated, etc.)
- holiday motives / activities (relaxing, sightseeing, get to know the country and its people, good food and drinks etc.)
- repeat visits of a destination
- types of business trips (MICE-Meeting, Incentive, Convention, Exhibition as well as traditional business trips)
- length of trip
- means of transportation (incl. low-fare)
- accommodation types / categories (5*, 4*, 3*, 2/1* hotel, other accommodation (holiday home, camping etc.))
- booking -behavior / -sites / -products / -period
- internet usage
- travel information sources
- trips with children
- travel season
- travel spending
- target group / traveler profile (gender / age / education / income / children in household / household size)
- regional focus markets
- travel frequency
- travel intensity
Read more about this topic: World Travel Monitor
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“One might get the impression that I recommend a new methodology which replaces induction by counterinduction and uses a multiplicity of theories, metaphysical views, fairy tales, instead of the customary pair theory/observation. This impression would certainly be mistaken. My intention is not to replace one set of general rules by another such set: my intention is rather to convince the reader that all methodologies, even the most obvious ones, have their limits.”
—Paul Feyerabend (1924–1994)