Distance transportation (airlines, trains, etc.), hotel accommodations, ground transportation, logistics, attractions, and all other activities related to travel, whether for personal or business purposes. A maturing Web travel market and challenging business and economic environments mean that the travel industry must adopt new technology perspectives and strategies for distribution, marketing, customer service, and procurement. Forrester's Travel research helps executives within the industry to clarify complex technology choices, understand how consumers use technology to gather information, make smart decisions and purchases, and participate in the post-sale relationship.

Latest Research

  • For Customer Experience Professionals

    REPORT: The Canada Customer Experience Index, 2018

    How Brands Build Loyalty With The Quality Of Their Experience

    March 4, 2019 Rick Parrish

    How well do leading brands build loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of all 184 brands across 17 industries in the Canada Customer Experience Index (CX Index™). We also unveil surprising trends in CX quality and the role that emotion plays in CX. Customer experience professionals can use this report to inform their ongoing improvement efforts.

  • For Customer Experience Professionals

    REPORT: The Future Of CX Measurement

    Advanced Level: Measurement Practices For CX Transformation

    December 3, 2018 Maxie Schmidt-Subramanian

    Three trends are disrupting how companies measure customer experience (CX). These trends make it imperative for companies to innovate — or face the certainty that even their advanced CX measurement programs will break down over time. This report shows how CX transformation leaders can modernize surveys, tap into new sources of CX measurement data, and upgrade CX analytics to drive more action. Forrester refreshes this report regularly based on new research.

  • For Customer Experience Professionals

    REPORT: Three Culture Practices For Long-Term Customer Centricity

    Advanced Level: Culture Practices For CX Transformation

    November 30, 2018 Samuel Stern

    Very few companies have truly customer-obsessed cultures that can create and sustain a competitive advantage in the marketplace. Those that do got there by innovating. These culture leaders realign their organizations to reinforce customer centricity. They also build practices to help identify a never-ending stream of emergent employee behaviors that go beyond the current best practices and continuously raise the bar. And they radically distribute authority and responsibility to employees who are as close to the action as possible. Forrester refreshes this report regularly based on new research.

  • For Customer Experience Professionals

    REPORT: Guide Your Customers To Better Experiences With Behavioral Science

    Align Better Futures For Both The Customer And The Organization

    November 27, 2018 Ryan Hart, Samuel Stern

    Through a combination of tactical quick wins and strategic transformations, customer experience (CX) professionals can apply the concepts of behavioral science to improve experiences. In this way, companies can look out for their customers' best interests while also generating value for their organization. This report provides an introduction to how key behavioral science concepts are being applied today to transform CX and recommends ways that CX professionals can use them to design better experiences.

  • For Customer Experience Professionals

    REPORT: Three Ways To Evolve CX Prioritization

    Advanced Level: Prioritization Practices For CX Transformation

    November 13, 2018 Ryan Hart

    Companies with well-established, high-functioning prioritization competencies have a wide-open opportunity for innovation and experimentation. Customer experience (CX) professionals can focus their organizations on efforts that bring the greatest benefits to customers and the business through a range of approaches that fall outside typical definitions of prioritization. In this report, we examine three areas that offer opportunities for innovation in the CX management prioritization competency. Forrester refreshes this report regularly based on new research.

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