Every 60 days, MODIV Mindset® surveys 5,000+ travelers and event planners from around the world, asking them to describe their future travel and event plans. None of them have chosen lodging or a venue yet, so this audience represents the type of customers that could still be influenced by targeted hotel marketing. Ina edition to questions about future travel and event intent, we also ask a full battery of questions that explore the type of marketing channels, content, and offers they would find most engaging.

MODIV combines the raw results of this survey to produce MODIV Peak which is designed to give commercial teams at travel companies a way to augment their current forecasting and demand data with future intent, expressed through primary research and MODIV’s trend modeling.

When we run our MODIV Mindset® survey, we test over 150 different media channels and marketing platforms from around the world for how engaged with and trusted they are by travelers and event planners. We combine each channel’s results with the results for other channels in the same, broad media category, and get a final score for how important any given media category should be to a travel brand’s marketing budget. On the bubble chart, the most important media and platform categories will have larger bubbles with a darker color.

In addition to scoring the importance of each media category, MODIV also calculates a recommended proportion of any media budget that should be spent in each media category. We use the trust and engagement scores, to arrive at a percentage we believe to be the optimal marketing spend based on how effective we believe the channel will be at capturing the future hotel demand of a given sub segment of the traveling and planned populations. These budget percentages are shown in the center of each relevant bubble. If a bubble does not have a percent displayed, this means MODIV does not believe a meaningful amount of a media budget should be spent on the channel for the given audience.

When we cannot fill a statistically significant survey sample for a specific audience or geography using raw survey results, we manage the gaps with data generated using trended data from the MODIV Peak database, paired with the latest AI-based synthesis techniques to fill in statistical gaps. We call these results MODIV Trend-Synth results.

Our MODIV Mindset® commercial research can be applied to virtually any geography and audience type you are interested in reaching, and we can generally provide custom Peak results in as few as three to five business days. If you don’t see the specific audience you need, click here to contact us.