AIResearch: Wellness on weekend stays

Customer

Czech Tourism

AI respondents

500.000

Topic

Wellness & tourism

Main goals

Generate actionable insights to support strategic decision-making.

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Comparison groups

‍Germany (all age groups)

Czech Republic (Generation Z)

How data revealed the true motivations of weekend wellness guests

To make for a more interesting comparison, two distinct audiences were deliberately selected: a sample of the adult population in Germany and Czech Generation Z with a total of 500,000 AI respondents surveyed. The research thus provided not only data on wellness tourism, but also insights into intergenerational and international differences in behaviour.

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What did we find out?

Wellness is not just an add-on – for most guests, it is the main reason for choosing a stay. Surprisingly, it is not about health, but about relaxation and escaping from stress. The key to decision-making is location, a clear wellness offering, and reviews focused directly on wellness services.

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What did the results deliver?

The insights are used by CzechTourism for internal strategic decisions and also serve as a basis for accommodation providers and destinations – when deciding on investments in wellness and how to communicate their offerings.

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Survey timeline

Week 1

Kick-off call, alignment of the brief, definition of the topic, markets and target groups. Preparation of the brief, questions and project setup incl. research design.

Week 2

Setting up the AI model and first round of testing. Conducting the survey, ongoing analysis and regular consultations, data evaluation.

Week 3

Presentation of results to the client.

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