Philosophy

instinct and reason has worked extensively for the travel and tourism sector over its entire history.
Clients have included Tourism Australia as well as several State based tourism organisations as well as regional organisations and some significant tourism operators.
The work has involved branding, positioning and segmentation along with communications development and new product development. New product development is the core offering for the travel and tourism sector.

How we do it

instinct and reason uses qualitative research to design a strategic approach to the travel and tourism studies and importantly to inform the design of marketing experiments often using discrete choice modelling.
In recent times, instinct and reason has made extensive use of online forums as way of inviting stakeholders such as the Whitsunday Island tourism operators to discuss ideas for renewal or local councils interested in identifying the best way to communicate to each other about drive tourism.
Our choice models have been used to size the impact of a carbon impost on demand for Australia from international travellers, through to determining whether the optimal marketing approach to New Zealanders should be Brand Australia, a state brand or a specific regional destination.

What it means for clients

instinct and reason’s travel and tourism research has driven the development of ongoing communications, new product development and marketing strategies for Australia, a number of state tourism organisations and other tourism operators.
instinct and reason has assisted with the design of new tourism product such as the Three Capes Track (length of walk, type of path, interpretive features and hut requirements), the national walking classification scheme to help walkers decide whether they can walk a particular journey, and the optimal ingredients for an appealing food and wine destination.