In a pioneering move, Cinnamon Hotels & Resorts commissioned the first-ever independent research survey on domestic travellers to gain insights into their needs and behaviours, so as to be better equipped to customize its services to meet the varied needs of a diverse and growing domestic traveller segment. The independent market research was carried out by Quantum and Pepper Cube, two leading consumer research firms in Sri Lanka. The detailed research will enable Cinnamon Hotels & Resorts identify customer behaviours, making it the first survey of its kind focused on genuinely understanding emerging trends amongst domestic travellers. The meaningful insights into behaviour patterns and preferences that were garnered through the research will assist Cinnamon Hotels & Resorts to explore hitherto unexploited market opportunities to move closer to customers. Research on domestic travellers has never been undertaken on this scale in the past within the local tourism industry.
The research was conducted by Quantum and Pepper Cube for a period of 6 months using mixed methodology (a combination of both qualitative and quantitative methods). The qualitative research helped to identify the different domestic travellers and their key travel drivers, while the Quantitative research helped to validate these segment sizes and behaviour traits. A sample size of 1,000 respondents was used in the research, comprising of those who regularly frequented hotels.
Over 100 in-depth interviews were conducted and the research findings gave rise to segmentation of the travelling market into 8 key categories, namely, Red carpet seekers, Privacy seekers, Family indulgence, Nature lovers, Action seekers, Experiential seekers, Destination bound and Uninhibited ‘My way’ seekers. Cinnamon Hotels & Resorts considers domestic travellers to be as important as foreign tourists and this pioneering research has demonstrated what the company believes, that even within a small country like Sri Lanka, there are many different types of travellers with varied interests. The research has enabled Cinnamon Hotels & Resorts to understand the needs of the new age, commonly known as “Millennial” travellers.