FG Connect Partners with EasyJet Holidays for Market Research
Easyjet Holidays
"By conducting in-depth interviews, the goal was to uncover the hidden needs and preferences of travellers to better understand their decision-making processes."
Introduction
FG Connect partnered with EasyJet Holidays to explore the emotional drivers behind city break bookings. By conducting in-depth interviews, the goal was to uncover the hidden needs and preferences of travellers to better understand their decision-making processes.
Specifications
The research comprised 12 online interviews, each lasting 60 minutes. The sample included EasyJet airline customers who had booked city breaks, as well as EasyJet Holidays customers and those from competing travel platforms. This diverse recruitment aimed to capture a wide range of insights about consumer behaviour and preferences in the city break market.
Results
Findings revealed that emotional factors, such as the pursuit of unique experiences and personal growth, were significant motivators for booking city breaks. Participants valued the ability to customise their trips, emphasising the importance of convenience and flexibility. However, some expressed frustration over the time required for research and comparison.
