“Without data, you're just another person with an opinion.”

Edwards Deming, American statistician and pioneer in quality management

Market Research: Solid Data, Sound Decisions

Reliable data is the foundation of effective destination management. With years of experience, proven research methods, and modern dashboards, we provide well-grounded results, flexible analytical tools, and concrete, data-based recommendations – tailored to your specific questions and goals.

Our Range of Methods

We combine qualitative and quantitative methods to paint a comprehensive picture of your destination. Depending on the question, we use traditional guest surveys, online panels, in-depth interviews or focus groups. All surveys are scientifically designed, recorded using our own powerful data system and prepared for you in clear reports and interactive dashboards.

Three Target Groups, Three Perspectives - a Complete Picture

To give you a holistic view of your destination, we address different target groups with customised methodological approaches and bundle the results in a common dashboard. You receive all the information you need for data-based destination management at a glance and in real time - reliably and flexibly analysable.

Visitor Perspectives

Comparative Visitor Monitor: Gain in-depth insights into the profile, preferences, behaviour, and satisfaction of your visitors and specific target groups – including relevant comparative values.
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Stakeholder Perspectives

Stakeholder Perspectives: Involve your tourism partners and gain insights into their current situation, perceptions, expectations, wishes, and ideas about tourism and specific areas of action.
Info on request

Resident Perspectives

Resident Perspectives Monitor: Understand how local people perceive tourism. What matters to them? Do they act as hosts for friends and relatives? What ideas do they have for tourism development?
Info on request

Areas of Application – Using Data Effectively

Reliable data is essential across all areas of tourism practice. It helps you define the right goals, monitor progress, sharpen communication, identify meaningful priorities, and – last but not least – engage in data-based dialogue with your partners.

Here are a few specific ways you can use your data:

Steer your destination using KPI monitoring
Calculate the CO2 footprint of your guests
Plan target group-specific advertising campaigns based on data
Discontinue marketing channels that are not effective
Quantify the value of tourism to support political advocacy
Initiate participation processes using destination-specific figures
Classify your guests by lifestyle typologies to truly understand what makes them tick

References

‘Together with Benchmark Services, we have developed a comprehensive visitor analysis that provides us with important impetus for the direction of tourism marketing. We also use the results in the development of municipal topics such as the retail concept.’ Ulrike Köppel, Managing Director of Weimar GmbH

‘Our visitor survey with Benchmark Services was a real benefit: from the realisation of the survey to the joint presentation of the well-founded results, the cooperation was professional and pleasant.’ Johannes Metz, Managing Director of Rhön GmbH

‘Good destination marketing requires good visitor knowledge. The VGM makes both possible, as it provides us with specific recommendations for action at all levels of tourism based on customised market research - from tourist information to management. This allows us to work strategically and practically on the future viability of our tourism destination.’ Christoph Gösel, Managing Director, Thüringer Tourismus GmbH

‘Benchmark Services provided professional support for our visitor survey and handed over a valuable treasure trove of data. The extensive data sets and meaningful results are of great importance to us, especially for strategic and efficient marketing planning.’ Tobias Woitendorf, former Managing Director of the Mecklenburg-Vorpommern Tourist Board

Why Benchmark Services?

Benchmark Services has specialised in tourism market research for many years. We understand the specifics of the industry and the challenges destinations face.

With scientifically sound and practice-proven methods, we deliver valid and reliable results. Our proprietary system for data collection, analysis, and presentation ensures maximum flexibility and quality.

Whether it's visitors, residents, or stakeholders – we tailor your research project precisely, including a personalised dashboard for your evaluations.

More than 100 destinations regularly rely on our analyses – because they enable informed decisions.

As a member of the German Society for Online Research (Deutsche Gesellschaft für Online-Forschung e.V.), we are committed to adhering to the professional standards of German market and social research to protect users, clients, and the integrity of research.

Certified by the Sinus Institute