Understand. Optimize. Know.
The Longwoods Difference
- The quality of our research is considered the “gold standard” within the travel industry.
- Our team’s expertise is unparalleled in both market research and tourism marketing.
- We pride ourselves on exceeding customer expectations.
Respected Leader in Market Research Since 1978
As partners to leading destinations and brands in the tourism industry for more than 45 years, Longwoods International is focused on working with clients to meet their research needs and objectives through groundbreaking research, thought-leading insights, and excellent counsel and service.
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Our Services
Travel USA® Visitor Profile Research
Understand your visitors with detailed profiles including volume and spending.
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Advertising Effectiveness & ROI Research
Find out if your advertising is working in terms of incremental visitation, spending, return on investment and messaging.
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Brand Health & Image Assessment
What does the traveling public think about your destination? Leverage your knowledge to build more powerful messages.
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“Halo Effect” Research
Advertising’s Impact on Economic Development Beyond Tourism- How does the impact of both travel marketing and visitation contribute to a destination’s broader economic development goals?
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In The News
May 20, 2025
American Travel Sentiment Wave 96
According to the latest Longwoods International tracking study of American travelers, 22% of them plan to spend less on their summer trips, up from 14% a year ago, while 25% plan to spend more on their summer travel, down from 30% in April 2024. About half of all travelers plan…
May 19, 2025
“Travel Industry Today” Highlights Longwoods International’s Canadian Resident Sentiment Towards U.S.
May 8, 2025 – The leading Canadian travel trade publication Travel Industry Today featured Longwoods International’s Canadian Resident Sentiment Towards U.S. Travel as its top story on May 8. The article explores growing concerns among Canadians about feeling welcome in the United States, based on findings from the latest wave…
May 16, 2025
Visit Estes Park Recognizes Clarity of Place in Destination Planning Process
May 2025 — Visit Estes Park continues to advance its Destination Master Plan with support from Clarity of Place, a partner company of Longwoods International. As noted in Estes Park News, this collaborative effort is aimed at shaping a thoughtful, sustainable path forward for tourism and community alignment. Read the…
May 16, 2025
Visit Lodi Highlights Destination Master Planning with Clarity of Place
In Visit Lodi’s Q1 2025 newsletter, the destination shares exciting updates on its Destination Master Planning initiative, developed in partnership with Clarity of Place, a trusted affiliate of Longwoods International. The collaboration is helping guide strategic tourism growth and long-term vision for the community. View the full newsletter…
May 16, 2025
MSN France Covers Longwoods International’s Canadian Resident Sentiment Towards U.S. in Daily Digest
May 14, 2025 — The French-language edition of MSN includes Longwoods International’s Canadian Resident Sentiment research in a report highlighting how Canadian travel to the U.S. is being influenced by U.S. politics. The piece explores the broader implications for cross-border tourism. View the article here.
May 16, 2025
Business Insider Spotlights Longwoods International’s Canadian Resident Sentiment Towards U.S. Amid Airline Investment Trends
May 14, 2025 — A Business Insider feature analyzing U.S.-Canada travel trends and airline investments includes findings from Longwoods International, illustrating how political sentiment is reshaping Canadian travel behavior and international air travel dynamics. Read the article here.
What Clients Are Saying
“Longwoods International’s brand health assessment has allowed Visit Savannah to get a better understanding of our image among our target audiences. The results of this research delve in to key metrics like advertising awareness and provides guidance on what to focus on or refine in our creative.”
Joe Marinelli
President & CEO of Visit Savannah
“Longwoods International has provided Explore Georgia with the data necessary to make informed decisions that have helped us continuously measure our progress. Longwoods’ Travel USA® report provides extensive state and regional-level data for domestic overnight and day trips to and within Georgia. These insights provide us with a deeper understanding of the Georgia traveler, while highlighting key metrics such as volume and market share for domestic travel to and within our state.”
Ashley Barfield
PHD, Director, Marketing Research – Georgia Dept. of Economic Development
… while tourism marketing has been shown to generate significant economic impact by driving visitation, these results demonstrate the potential long-term benefits for broader economic development.
Andy Levine
Contributor, Forbes
The visitor-focused advertising of DMOs has a pronounced impact on measures that many community leaders have long said are more important than ‘tourism’.
Bill Geist
Chief Investigator, DMOproz
A Few Of Our Clients
Featured Insights
Research & Insights
American Travel Sentiment Wave 96
According to the latest Longwoods International tracking study of American travelers, 22% of them plan to spend less on their summer trips, up from 14% a year ago, while 25% plan to spend more on their summer travel, down from 30% in April 2024. About half of all travelers plan…
Research & Insights
Canadian Travel Sentiment Towards the U.S.
According to a new Longwoods International study of Canadians, 60% of them say that current U.S policies, trade practices and political statements make them less likely to travel to the U.S. in the next twelve months. And 36% of them had planned to travel to the U.S. in the next…
Research & Insights
American Travel Sentiment Wave 95
Despite Inflation Fears, Travel Planning Ticks Up
Research & Insights
A National Benchmark Study Marks a New Era for Sports Tourism
“2025 Resident Sentiment Towards Sporting Events National Benchmark Study” Mar. 25, 2025, Columbus, OH – The sports tourism industry is on the brink of a transformative era, and the “2025 Resident Sentiment Towards Sporting Events National Benchmark Study”, presented by Miles Partnership, is here to guide the way. This groundbreaking…
Research & Insights
American Travel Sentiment Wave 94
Politics Influencing an Increasing Number of U.S. Trips
Research & Insights
Communities Embrace Sporting Events: New Report Highlights Increasing Resident Sentiment
Columbus, OH – Cimarron Global Solutions and Longwoods International, with support of the Greater Columbus Sports Commission, are proud to announce the launch of a significant research report on resident sentiment towards sporting events across the United States. This comprehensive report provides timely data, insights, and actionable…
Research & Insights
Introduction to Longwoods Case Studies
Since its founding in 1978, Longwoods International has been creating groundbreaking research for its clients. Built on the company’s experience in a wide range of industries, the Longwoods International team applied their knowledge and expertise to revolutionize destination marketing analysis and accountability. Taking the travel and tourism industry from…
Research & Insights
Visit Savannah: Elevating Brand Awareness through Longwoods International’s Brand Health Assessment
In March 2023, Visit Savannah partnered with Longwoods International to conduct a comprehensive Brand Health Assessment, aiming to better understand the city’s image among its target audiences. Savannah has long been recognized for its unique blend of well-preserved architecture, Southern hospitality, and cultural charm, which draws visitors from all over…
Research & Insights
American & Canadian Attitudes Towards the Tourism Industry
Destinations International and Longwoods International Reveal Research on American and Canadian Attitudes Towards the Tourism Industry. Each year, Longwoods International conducts a national study exploring Americans’ and Canadians’ perceptions of tourism, its impacts, and the industry’s performance in destination development, stewardship, and marketing. This year’s results provide both promising news as…
Upcoming Appearances
July 8, 2025 – July 11, 2025
Destinations International 2025 Annual Convention
Chicago, IL
Amir Eylon, George Zimmermann, Melissa Luebbe, Brian Screptock, Kelsey Waite, Jennifer Foster, Josanni Martinez
August 17, 2025 – August 19, 2025
U.S. Travel Association ESTO 2025
Phoenix, AZ
Amir Eylon, Melissa Luebbe, Brian Screptock, Kelsey Waite, Jennifer Foster