Definition
Source-market analysis evaluates travelers from different countries or regions across the full path from awareness to fulfillment. It asks not only where demand is high, but which market is worth investment and how it should be served.
Dimensions to track
- Search and social heat: whether a market is rising.
- Acquisition cost: channel efficiency for ads and content.
- Inquiry quality: whether travelers provide budget, dates and party size.
- Product preferences: destination, dining, lodging and pace differences.
- Fulfillment cost: language, staffing, resource and service complexity.
How to use it
Source-market analysis guides budget allocation, language staffing, product packaging and content topics. For destinations, it also helps decide which international market to approach first.