In today’s competitive landscape, understanding travellers is no longer a nice-to-have—it’s a strategic imperative. Whether you're a Destination Marketing Organisation (DMO), tourism board, or travel marketing agency, making informed decisions means going beyond vanity metrics or generic traveller profiles. You need insights that are actionable, segmented, and tailored to your destination’s reality.
That’s where the Explore Report comes in.
Designed by Travellyze, the Explore Report is a new data intelligence product that helps tourism professionals identify the most valuable buyer personas or source markets for a specific destination. Built around comparative insights and behavioural deep-dives, this report format bridges the gap between data and decision-making—providing a clear path to smarter marketing, better targeting, and greater destination impact.
And the best part? It’s fully customisable. Whether you’re analysing long-haul travellers from the UK, France and Germany, cultural seekers in Italy and Spain, or urban millennials across the Nordic countries, the Explore Report adapts to your strategic needs.
What Is the Explore Report?
The Explore Report is a market intelligence tool designed to help tourism professionals answer two critical questions:
- Which buyer personas are most relevant for my destination?
- Which markets offer the strongest potential for that audience?
It’s not a static research paper. It’s a decision-making tool—one that empowers teams to refine targeting, optimise campaign planning, and focus resources where they’ll have the most impact.
Each Explore Report is based on Travellyze’s robust database of survey responses, gathered from over 20,000 European travellers each year. That data is cross-analysed by destination, buyer persona, and market to build a tailored, comparative analysis that’s both strategic and practical.
A Structure That Tells a Story
Every Explore Report follows a clear, compelling narrative structure that guides the reader through the data with purpose and clarity. It’s divided into three main sections:
1. Discovery: Where Is the Opportunity?
The first section identifies where your selected Buyer Persona is most present and most engaged across the markets of study. Using segmentation filters, it highlights:
- Market size and share of the target persona
- Levels of travel intent and connection with the destination
- A strategic market matrix to prioritise resources
This section gives you the answer to: “Where should we focus our efforts?”
2. Destination Perception Audit: What Do They Think of Us?
In this section, the Explore Report breaks down how your destination is perceived by the selected audience in each market. It analyses:
- Awareness
- Perception & Appeal
- Visitation & Experience
- Net Promoter Score (NPS)
This helps you understand what stage of the funnel each market is in, and where perception gaps or loyalty opportunities may lie.
3. Traveller’s Profile Insights: Who Are They and How Do They Travel?
This final section combines demographics with travel behaviour, painting a 360º portrait of your target segment:
- Age, gender, education, civil status
- Budget and future spend expectations
- Travel inspiration sources (online, social, offline)
- Booking behaviours and travel types
- Accommodation, transportation and motivations
- Travel barriers, drivers, and decision-making filters
This is where you truly get to know your audience—not just where they’re from, but how they dream, plan, and choose.
What Makes the Explore Report Different?
Unlike generic data dashboards or one-off consumer studies, the Explore Report is:
✅ Tailored to your destination, buyer persona, and markets
✅ Comparative by design—you see differences, patterns, and priorities clearly
✅ Narrative-driven, built to help your team draw conclusions, not just observe data
✅ Visually compelling, with clean data visualisation and actionable takeaways
✅ Collaborative—you define the focus, we deliver the insights
Whether you’re launching a new campaign, refining your market strategy, or building a case for investment, the Explore Report gives you the clarity and confidence to act.
Use Cases for DMOs and Travel Marketers
Here’s how destinations and agencies are already using the Explore Report:
- Market prioritisation for campaign rollouts
- Persona-based segmentation for messaging and product design
- Perception tracking for brand audits or rebranding initiatives
- Identifying loyalty gaps to inform retention strategies
- Spotting opportunity markets with high alignment but low conversion
- Pitch decks and funding proposals supported by data
- Internal strategy workshops and stakeholder engagement
Want to know what the Explore Report is all about? Download the demo we developed for Costa del Sol here!
Build Your Own Explore Report
You don’t need to be Costa del Sol. The Explore Report can be customised to any destination, any traveller segment, and any combination of markets.
You define:
- The destination you want to analyse
- The Buyer Persona(s) you want to focus on
- The markets you want to compare
We’ll deliver a fully visual, narrative-driven report built on Travellyze’s powerful dataset—ready to support your next campaign, strategic plan or brand refresh.
Ready to Explore?
If you’re looking for clarity in complexity—for a way to move from fragmented data to focused action—the Explore Report is built for you.
Whether you’re trying to understand how your destination is perceived, which markets offer the highest potential, or what your ideal travellers value most, this is the tool that gets you there.
👉 Get in touch to start your custom Explore Report.
📩 Contact us at sales@travellyze.com